KOTLER Mm.17.10
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1) The document discusses managing personal communications in sales, including designing an effective sales force, managing a sales force, and improving selling skills. 2) It addresses key decisions in designing a sales force like objectives, strategy, structure, size, and compensation. It also covers managing a sales force through recruiting, selecting, training, supervising, motivating, and evaluating representatives. 3) The document provides information on different types of sales representatives, determining sales force size, components of sales force compensation, motivating sales personnel, and effective selling steps.
KOTLER Mm.17.10
- 1. Marketing Management MBA CP 205
- 3. Learning Objectives: Know what decisions companies face in designing a sales force. Know how companies can manage a sales force efficiently. Know how salespeople can improve selling, negotiating, and relationship marketing skills. Managing Personal Communications
- 4. Managing Personal Communications Sales force objectives Sales force strategy Sales force structure Sales force size Compensation Designing a sales force
- 5. Managing Personal Communications Deliverer Order taker Missionary Technician Demand creator Solution vendor Types of sales representatives
- 6. Designing the Sales Force Sales force objectives Sales force compensation Sales force structure Sales force strategy Sales force size Managing Personal Communications
- 7. Managing Personal Communications Sales Force Tasks Prospecting: Searching for prospects or leads. Targeting: Deciding how to allocate the time among prospects and customers. Communicating: Providing information about company products. Selling: Approaching, presenting, answering queries & closing sales. Servicing: Consulting on problems, rendering technical assistance. Information gathering: Marketing research and intelligence. Allocating: Deciding which customer will get scarce products during shortages.
- 8. Managing Personal Communications Recruiting and selecting Training Supervising Motivating Evaluating Managing the sales force
- 9. Managing Personal Communications Work-load approach to determining sales force size Customers are grouped into size classes. Desirable call frequencies are established. Number of accounts in each size class multiplied by call frequency. Average number of calls possible per year established. Number of reps equal to total annual calls required divided by. number possible.
- 10. Components of Sales Force compensation Variable amount Expense allowances Fixed amount Benefits Managing Personal Communications
- 11. Managing Personal Communications What motivates Sales Personnel Most Rewarding Pay Promotion Personal growth Sense of accomplishment Least Rewarding Liking Respect Security Recognition
- 12. Managing Personal Communications Prospecting/Qualifying Preapproach Approach Presentation Overcoming objections Closing Follow-up Steps in effective selling
- 16. Recap: What decisions companies face in designing a sales force. How companies can manage a sales force efficiently. How salespeople can improve selling, negotiating, and relationship marketing skills. Managing Personal Communications