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    Strategic Marketing Ch-13

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    Yusuf Mahmud
    The document summarizes key aspects of sales force strategy, including determining the role of the sales force in promotion strategy, defining the selling process, deciding on alternative sales channels, designing the sales organization, and recruiting, training, and managing salespeople. It also discusses challenges in selling and sales management, such as ethical issues around relationships with salespeople and interactions with customers. Additionally, it notes how various marketing strategies influence sales strategy and outlines common sales job types and the selling process.

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    Strategic Marketing Ch-13

    Uploaded by

    Yusuf Mahmud
    177 views11 pages
    The document summarizes key aspects of sales force strategy, including determining the role of the sales force in promotion strategy, defining the selling process, deciding on alternative sales channels, designing the sales organization, and recruiting, training, and managing salespeople. It also discusses challenges in selling and sales management, such as ethical issues around relationships with salespeople and interactions with customers. Additionally, it notes how various marketing strategies influence sales strategy and outlines common sales job types and the selling process.

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    The document summarizes key aspects of sales force strategy, including determining the role of the sales force in promotion strategy, defining the selling process, deciding on alternative sales channels, designing the sales organization, and recruiting, training, and managing salespeople. It also discusses challenges in selling and sales management, such as ethical issues around relationships with salespeople and interactions with customers. Additionally, it notes how various marketing strategies influence sales strategy and outlines common sales job types and the selling process.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    177 views11 pages

    Strategic Marketing Ch-13

    Uploaded by

    Yusuf Mahmud
    The document summarizes key aspects of sales force strategy, including determining the role of the sales force in promotion strategy, defining the selling process, deciding on alternative sales channels, designing the sales organization, and recruiting, training, and managing salespeople. It also discusses challenges in selling and sales management, such as ethical issues around relationships with salespeople and interactions with customers. Additionally, it notes how various marketing strategies influence sales strategy and outlines common sales job types and the selling process.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 11

    CHAPTER 13

    SALES, DIGITAL AND DIRECT


    MARKETING STRATEGIES

    Sales Force Strategy


    Internet Strategy
    Direct Marketing Strategies

    SALES FORCE STRATEGY


    A

    companys

    sales

    force

    strategy

    determines how the organization will use


    the personal selling function to maintain
    contact with customers and develop the
    relationships that management wants in
    order to achieve marketing and promotion
    objectives.

    RELATIONSHIP The Vital Role of


    FEATURE
    Selling at the
    Boeing
    Co.
    During the 2000s Boeing experienced
    an intense
    competitive battle

    against Airbus for control of the commercial jetliner market. Airbus


    was winning the battle until 2005 when Boeings Asia-Pacific jet sales
    were $26 billion compared to Airbus $9 billion.
    Under a new CEO management gave salespeople much more control
    over selling strategy compared to previous tight and rigid control by
    top management. Boeing lost many sales to Airbus because of top
    managements unwillingness to give competent professionals
    flexibility in negotiating sales. Salespeople like Larry Dickenson,
    Boeings top salesman who covers the Asia-Pacific market, builds on
    over 18 years of relationships with airlines like Cathay Pacific, Quantas
    Airways Ltd., and Singapore Airlines, Ltd., to negotiate winning
    contracts.
    Importantly, Dickenson carefully plans and executes each sales
    campaign, overseeing every detail in the process that may span
    several years. The strategy is a combination of attractive pricing,
    financing, and leasing arrangements in combinations with training and

    Sales Force Strategy


    Determine the role of
    the sales force in
    promotion strategy
    Define the selling process
    (how selling will be
    accomplished)
    Decide if and how alternative sales
    channels will be utilized
    Design the sales organization
    Recruit, train, and manage
    salespeople
    Evaluate performance and make
    adjustments where necessary

    Challenges in Selling and Sales


    Management
    Two sets of ethical dilemmas are of particular concern to sales
    managers. The first set is embedded in the managers dealings with the
    salespeople. Ethical issues involved in relationships between a sales
    manager and the sales force include such things as fairness and equal
    treatment of all social groups in hiring and promotion, respect for the
    individual in supervisory practices and training programs, and fairness
    and integrity in the design of sales territories, assignment of quotas,
    and determination of compensation and incentive rewards. Ethical
    issues pervade nearly all aspects of sales force management.
    The second set of ethical issues arises from the interactions between
    salespeople and their customers. These issues only indirectly involve
    the sales manager because the manager cannot always directly observe
    or control the actions of every member of the sales force.
    But
    managers have a responsibility to establish standards of ethical
    behavior for their subordinates, communicate them clearly, and enforce
    them vigorously.

    Business and Marketing


    Strategy Influences on Sales
    Strategy
    Business Strategy
    Market
    Target(s)
    Strategy

    Promotion
    Strategy

    SALES
    STRATEGY
    Pricing
    Strategy

    Product
    Strategy
    Distribution Strategy

    Marketing
    productivity crisis

    Escalating customer
    expectations
    Intense global
    competition

    SALES FORCE
    CHALLENGES
    Blurring of industry
    boundaries

    Mergers and
    acquisitions
    Technology
    Advances

    Range of Selling Roles


    Transactional
    Selling

    Consulting-Type
    Relationships

    Types of Sales Jobs

    New Business Selling

    Trade Selling

    Missionary Selling

    Consultative/Technical Selling

    Defining the Selling Process


    Finding Prospects
    Opening the Relationship
    Qualifying the Prospect
    Presenting the Sales Message

    Closing the Sale


    Servicing the Account

    Thank you!

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