DEFINITION: IT IS THE PLANNING, IMPLEMENTATION AND CONTROL/EVALUATION OF THE SELLING ACTIVITIES OF A BUSINESS UNIT AS DIRECTED BY MARKETING INCLUDING:
-RECRUITING, SELECTING & TRAINING SALES PEOPLE,
-IDENTIFYING/ASSIGNING TERRITORIES
-SUPERVISING, LEADING, MOTIVATING AND COMPENSATING SALES PEOPLE
-TO ACHIEVE AN ETHICAL, PROFITABLE CUSTOMER RELATIONSHIP ORIENTED ENVIRONMENT
SALES ACTIVITIES/PEOPLE NEED TO BE MANAGED:
1. LIFEBLOOD OF THE COMPANY
“NOTHING HAPPENS UNTILL SOMEONE SELLS SOMETHING”
2. IT IS EXPENSIVE AND IMPACTS PROFITABILITY
3. IT DEALS WITH INEFFICIENCY
THE SIGNIFICANCE OF PLANNING
THE “10” RULE:
THREE STAGES:
1. PLANNING
2. IMPLEMENTATION
3. DELIVERY TO A CUSTOMER
10 RULE PRINCIPLES:
1. EVERY STAGE HAS ITS OWN COST
2. COST INCREASES IN MULTIPLIERS OF “10”
IMPLICATIONS OF THE “10” RULE:
1. PLANNING IS THE LEAST EXPNSIVE STAGE
2. YOU CAN FIND AND FIX MOST MISTAKES IN STAGE 1
WHERE DOES IT FIT?
FOUR BUSINESS FUNCTIONS
1. PRODUCTION/OPS
2. HUMAN RESOURCES
3. FINANCIAL
4. MARKETING
THE MARKETING MIX (4Ps)
1. PRODUCT/SERVICE
2. PRICE
3. PLACEMENT/DISTRIBUTION
4. PROMOTIONS
THE PROMOTIONS MIX
1. ADVERTISING
2. SALES PROMOTION
3. PUBLICITY
4. PUBLIC RELATIONS
5. INTERNET MARKETING
6. PRODUCT PLACEMENT
7. EVENT SPONSORSHIP
8. DIRECT MARKETING
9. PERSONAL SALES – SALES MANAGEMENT
QUALITIES OF A SALES MANAGER:
ETHICAL
INTERPERSONAL SKILLS
INTELLIGENT
EDUCATED
GOOD COMMUNICATOR
RESILIENT
LEADER AND MOTIVATOR
GOOD ORGANIZER
TIME MANAGEMENT SKILLS
SALES SKILS
PROBLEM SOLVER
PROFESSIONAL
ETC. ETC. ETC.
MANAGING A SALES ENVIRONMENT IS COMPLEX (IF DONE CORRECTLY):
ORDER TAKER
UPSELLING
SALES SUPPORT (VERTICAL SALES)
TECHNICAL SALES SUPPORT
OUTSIDE SALES
MANUFACTURERS REPS
ACCOUNT MANAGEMENT
COMPANY INTERFACE
CUSTOMER INTERFACE
COMPETITION
21ST CENTURY MEGATRENDS/FORCES IMPACTING SALES MANAGEMENT
1. CUSTOMER BEHAVIORIAL FORCES
2. TECHNOLOGICAL FORCES
3. MANAGERIAL FORCES
SALES MANAGEMENT FAILURE:
1. POOR SELECTION
2. MANAGING OUT OF LEVEL
3. TRAINING
4. LACK OF CRM/LONG TERM PERSPECTIVE
5. INABILITY TO INTEGRATE SALES AND MARKETING
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