PERSONAL SELLING

ANDSALES MANAGEMENT

14,000,000

450,000,000,000

Sales People

$

CustomersCompany

BOUNDARYSPANNING

ROLE

Born or

Made?

Hunter Farmer

Types of Sales People

HUNTER

Persuasive, have a strong sense of urgency and are adept at bouncing back

from rejection

• Sourcing and qualifying new leads

• Obtaining appointments

• Delivering presentations that address customers’ concerns

• Negotiation and securing new business

FARMER

Empathetic, consistent and adept at developing relationships

• Establishing and maintaining long-term relationships

• Providing expert advice

• Networking within customers to find new leads

• Negotiating and securing new business with existing customers

The Sales Process

Understanding Customer Needs

Turning Product Features into Customer Benefits

“Why do they care?”

“Why is it important?”

Convince the customer that the feature will benefit him/her

Turning Customer Benefits into Product Features

Develop questions to be pursued with the customers

“How can I do it?”

Determine the type of solutions that you can develop and offer

Identifying and Building Needs

Situation

Problem

Implication

Need Pay-Off

SPINSELLING

Transaction Selling

Limited Time

QuickJudgments

Weather the customer is

really interested in buying

What are they interested in

buying

How focused the Customer is on

price

ABCAlways Be Closing

Major Account Selling

Sales here, takes over months or years

Many people are involved in the buying organisation

Large sums of money is spent

The 8 Steps in MAS

Prospecting

Pre-Approach

Approach

Need Assessment

Presentation

Meeting Objections

Gaining Commitment

Follow Up

SALES

MANAGEMENT

Aligning Objectives:

• Should the company pursue opportunities with the new customers or deepen relationships with their existing goals?

• Is the company willing to invest in customer satisfaction at the expense of losing profits?

• Does a new product deserve special attention because it is expected to play a strategic role in form’s portfolio in the future?

Defining the sales Organization:

5 factors while making decisions

• Capability

• Control

• Coverage

• Cost

• Conflict

Managing SaLes person:

Outcome Based System Behavior Based Management System

Outcome based system:

No consideration of how results are achieved.

Outcome based system works best when:• Sales are competitive

• There are many ways to close a deal

• Customer needs information

• Customer trust the salesperson

Behavior Based Management system:

Measure and reward what sales person do, rather than the results of their action.

Behavior based management system works best when:• Non-Sales priorities matter

• The company needs to protect its brand

• Sales person lacks experience

Policy of any system should be developed using a consistent approachin the following 5 areas

Recruiting Training

Supervision Motivation

Evaluation