销售管理手册

Sales Management 761

Jim Stoddard

AN OVERVIEW OF CONTEMPORARY SALES MANAGEMENT 3 1.

PLANNING: 3

2.

IMPLEMENTATION: 4

3.

EVALUATION AND CONTROL: 4

AN OVERVIEW OF PERSONAL SELLIN 5

1.

ALTERNATIVE SELLING TECHNIQUES 5

2.

PROSPECTING 6

3. THE

PREAPPROACH 7 4.

Q UALIFYING THE PROSPECT: 7

5. THE APPROACH 7

6. THE PRESENTATION 8

7.

MEETING OBJECTIONS 9

8. CLOSE 9

9. F OLLOW-UP CAREER STAGES 10 CORPORATE, BUSINESS, AND MARKETING STRATEGIES 11 1.

PORTER'S TYPOLOGY OF COMPETITIVE STRATEGIES 12

2. MILES AND SNOW COMPETITIVE STRATEGY TYPOLOGY 12 ACCOUNT MANAGEMENT AND ACCOUNT COVERAGE STRATEGIES 14 1.

COMMUNICATION TASKS APPROPRIATE FOR PERSONAL SELLING 15

PARTICIPANTS IN THE ORGANIZATIONAL BUYING PROCESS 16 ORGANIZING THE ACTIVITIES OF SALES MANAGERS AND SALES PEOPLE

17

1.

ECONOMIC METHOD OF DETERMINING IF OUTSIDE AGENTS ARE APPROPRIATE 18 2.

CONTROL AND STRATEGIC CRITERIA FOR DETERMINING IF A COMPANY SALES FORCE SHOULD BE USED 18 3.

HORIZONTAL ORGANIZATIONAL STRUCTURES 19 ALLOCATING SELLING EFFORT AND DESIGNING SALES TERRITORIES

22 STAFFING THE SALES FORCE: RECRUITMENT AND SELECTION 24 1.

CONTENT OF THE JOB DESCRIPTION 24

2.

METHODS FOR DECIDING ON SELECTION CRITERIA 25

SOURCES OF RECRUITS 25 CONTINUAL DEVELOPMENT OF THE SALES FORCE: SALES TRAINING 27 SALES FORCE MOTIVATION 30 MANAGING SALES FORCE REWARD SYSTEMS 33 LEADERSHIP 36 DEMAND ASSESSMENT AND SALES QUOTAS 40 EVALUATION AND CONTROL 45 PERFORMANCE EVALUATION 48 ACKNOWLEDGEMENTS 50

CHAPTER 1

AN OVERVIEW OF CONTEMPORARY SALES MANAGEMENT

Sales force management is the management of the personal selling component of an organization's marketing program.

The activities involved in managing the personal selling function include:

1. The formation of the strategic plan (PLANNING).

2. The implementation of the sales program (IMPLEMENTATION).

3.The evaluation and control of sales force performance (CONTROL).

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1.PLANNING:

The formation of a strategic sales program requires five

major sets of decisions:

1.How can the personal selling effort best be adapted to the COMPANY'S ENVIRONMENT and integrated with other elements of the firm's marketing strategy?

2.How can various types of potential customers be best approached? persuaded? serviced? What ACCOUNT MANAGEMENT POLICIES should be adopted?

3.How should the sales force be ORGANIZED to call on and manage various types of customers as efficiently and effectively as possible?

4.What level of performance should each member of a sales force be expected to attain during the next planning period? This involves FORECASTING DEMAND and setting QUOTAS AND BUDGETS.