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C13 - PERSONAL SELLING & SALES PROMOTION, sell 1 prdct line to 1…
C13 - PERSONAL SELLING & SALES PROMOTION
PERSONAL SELLING
DEF
: Personal representation by
firm's sale force
to engage customers, making sales and build cust r/ship
Occur when a sale representative meets with potential client for the purpose of transacting a sale.
SALES PEOPLE
DEF: Represent a company to cust by performing 1/ > activities
prospecting and communicating
selling and servicing
information gathering and r/ship building
Sales ppl / Force Role
Link company with its cust
coordinating marketing & sales
SALES FORCE (SF) MANAGEMENT
TRAINING S.PPL
GOLS TRANING: To teach s.person
how to sell effectively & train besic selling process
abt company obj, organization, prodct, competitor's strategy
abt diiff type of cust & their needs buying motives, buying habits
online training build sales skills using vid, internet based & simulation
COMPENSATING S.PPL
To attract good s.person
4 compensation elemnt
a variable amount
comissions / bonuses based on sales performance/ grater effort & success
expenses
benefits
a fixed amount
salary/ stable income
good compensation plan both motivates s.ppl & direct their activities
RECRUITING & SELECT S.PPL
Company should analyze the sales jobs & the characteristic of most successful s.person to identify traits needed by successful s,person
4 key talent for best s.ppl
motivated
hv discipline work style
ability to close sale
ability build r/ship wth cust
source to recruit right s.person
referrals frm current s.prson
use employmnt agencies
serch frm internet & on9 s.med
post ads & notice
collage
placemnt service
attract top s.ppl frm other compny
SUPERVISING S.PPL
Supervision tools:
Call plan - Show whch cust n prospect to call on & whch
activities to carry out
Time-and-duty analysis
Sales Force Automation System - computerized, digitize
SF operation tht let s.ppl work > efficient anytime, anywhere.
Motivation to boost sales force morale & performance:
Organizational Climate - describe s.ppl feeling abt their
opportunities, value & reward fr good performance.
Setting sales-quotes - set amount they should sell & how sell
should be divide among company's product.
Positive Incentive - to increase SF effort.
Company should sponsor Sales contest - to spur SF to make
selling effort beyond the normally expectation. .
SUPERVISING GOAL: help s.ppl work smart by doing the right thing in a right way
MOTIVATING GOAL: Encourage s.ppl to work hard & energetically toward sales force goal.
DESIGN SF STRATEGY & STRUCTURE
SF size
can use
WORKLOAD APPROACH
to set SF saiz (
calct tb pg 436
)
Other SF strategy & issues
Outside & Inside SF
Outside SF: travel to call on cust in the field - provide f2f colllaboration & r/ship building.
Inside SF: conduct busiss from office via hp, online, soc med interaction & visit from buyer.- provide daily access and support.
Team selling
needed to service large , complex accounts.
team must include expert from any level of selling team (sales, markeitng, tchnical and support, research & devmnt n other)
Team selling pitfalls..
s.person who
wnt having cust all to themselves
- have trouble to work on team.
can confuse cust
who use to working with one s.person.
difficulties to evaluate individual contributions can
create some sticky compensation issues
.
SF structure (SFS)
PRODCT SFS
SF organization in which s.ppl specialize along
prdt line
CUST SFS
'' s.ppl specialize along
cust/ industry line
TERRITORIAL SFS
assign s.person to an
exclusive geographic area & sell company's full line product
COMPLEX SFS
Specialize s.person by:
cust & territory,
prdct & territory,
prdt & cust,
terrritory, prdct, cust
EVALUATING S.PPL
To evaluate, managemnt can get in4 abt s.ppl..
from sales report, call report & expenses report.
By monitoring the sales & profits performance data in s.ppl territory.
through - personal observation, cust survey & talk wth other s.ppl.
Formal evaluation forces managemnt to develop standard for judging performance.
and provide s.ppl with feedback to motivate them to perform well
SOCIAL SELLING
Provide s.ppl with powerful tools to...
create cust value
closing sales
engage cust
nurturing cust r/ship
Identify & learning abt prospect
Help SF to be >...
productive
cost- effective
efficient
sell 1 prdct line to 1 industry wth cust in many loct
sell many prdct to many type of cust
PART 1: DESIGN & MANAGE SALES FORCE