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Chapter 1. Introduction to sales force management . ( Figure 1-1) Top Five Customer Complaints About Salespeople. Percent of Customers with Complaint. Source: The HR Chally Group, Ten Year Research Report, 2002. ( Figure 1-2). Types of Outside Sales Forces. Transaction Selling

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Chapter 1

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Chapter 1

Chapter 1

Introduction to sales force management

Percent of customers with complaint

( Figure 1-1)Top Five Customer Complaints About Salespeople

Percent of Customers with Complaint

Source: The HR Chally Group, Ten Year Research Report, 2002.

Types of outside sales forces

( Figure 1-2)

Types of Outside Sales Forces

The nature of personal selling

Transaction Selling

Get new accounts

Get the order

Cut the price to get the sale

Manage all accounts to maximize short-term sales

Sell to anyone

Relationship Selling

Retain existing accounts

Become the preferred supplier

Price for profit

Manage each account for long-term profit

Concentrate on high-profit-potential accounts

The Nature of Personal Selling

6 categories of sales jobs

6 Categories of Sales Jobs

  • Consultative seller

  • Key account seller

  • New business seller

  • Sales support

  • Missionary seller

  • Delivery seller

Selected activities of salespeople

(Figure 1-3)

Selected Activities of Salespeople


  • Generate sales:

  • Precall planning

  • Prospecting

  • Make sales presentations

  • Overcome objections

  • Close by asking for the orders

  • Arrange for delivery

  • Entertain

  • Arrange for credit/financing

  • Collect payments

  • Participate in trade shows

  • Provide service to customers:

  • Provide management/technical consulting

  • Oversee installations and repairs

  • Check inventory levels

  • Stock shelves

  • Provide merchandising assistance:

  • Co-op advertising, point-of-purchase displays, brochures

  • Oversee product and equipment testing

  • Train wholesalers’ and retailers’ salespeople

  • Territory management:

  • Gather and analyze information on customers, competitors’ general market developments

  • Disseminate information to appropriate personnel within salesperson’s company

  • Develop sales strategies and plans, forecasts, and budgets.

  • Company service:

  • Train new salespeople

  • Perform civic duties

  • Professional development:

  • Participate in:

  • Sales meetings

  • Professional associations

  • Training programs

Sales jobs differ from other jobs because salespeople

Sales jobs differ from other jobs because salespeople…

  • implement a firm’s marketing strategies in the field.

  • are authorized to spend company funds.

  • represent their company to customers and to society in general.

  • represent the customer to their companies.

  • operate with little or no direct supervision and require a high degree of motivation.

  • frequently face rejection.

  • need more tact and social intelligence.

  • travel extensively, which takes time from home and family.

  • have large role sets.

  • face role ambiguity, role conflict, and role stress.

Sales management responsibilities

Sales Management Responsibilities

Strategic planning

(Figure 1-5)

Organizing the sales force

Performance evaluation




Recruiting, selection, assimilation

Motivation and supervision

Training and development

Executive ladder in personal selling

(Figure 1-6)

Executive Ladder in Personal Selling


Vice president of sales

National sales manager

Regional/divisional sales manager

District sales manager

Staff assistants available for adviceand support at anystep along the ladder.

Sales supervisor


Executive ladder in team selling

(Figure 1-7)

Executive Ladder in Team Selling


Vice president of marketing




Customer sales/service representative

Sales force management challenges in the 21 st century

Sales Force Management Challenges in the 21st Century

  • Selling by executives

  • Customer relationship management (CRM)

  • Sales force diversity

  • Complex channels of distribution

  • An international perspective

  • Ethical behavior and social responsibility

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