chapter 16 opportunity management: the key to greater sales productivity

CH

AP

TE

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16Opportunity

Management: The Key to Greater

Sales Productivity

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 16-2

Learning ObjectivesLearning ObjectivesLearning ObjectivesLearning Objectives

• Discuss the four dimensions of opportunity management

• List and describe time-management strategies

• Explain factors that contribute to improved territory management


Learning ObjectivesLearning ObjectivesLearning ObjectivesLearning Objectives

• Identify and discuss common elements of a records management system

• Discuss stress management practices


Increasing Sales VolumeIncreasing Sales VolumeIncreasing Sales VolumeIncreasing Sales Volume

• The successful salesperson depends on:

• Good self-management

• Good record keeping

• Use of self-discipline in scheduling time and analysis of their own performance


Opportunity ManagementOpportunity ManagementOpportunity ManagementOpportunity Management

A four-dimensional process involving:

• Time management

• Territory management

• Records management

• Stress management


Time ManagementTime ManagementTime ManagementTime Management

• Time-consuming activities

• On average, 60 percent of time spent on administrative duties and travel

• Log keeping shows where time is spent, identifies “time wasters”

• Time management

• Sound time management can lead to increased sales


Time Management MethodsTime Management MethodsTime Management MethodsTime Management Methods

• Develop personal goals

• Prepare daily “to do” lists

• Maintain planning calendar

• Organize selling tools


Goal-Setting PrinciplesGoal-Setting PrinciplesGoal-Setting PrinciplesGoal-Setting Principles

• Reflect on areas where change is desired

• Develop written plan—with steps

• Modify your environment

• Monitor behavior and reward progress


The To-Do ListThe To-Do ListThe To-Do ListThe To-Do List

FIGURE 16.1

A daily list of activities can help set priorities and save time. Today this list is recorded electronically in most CRM systems like Salesforce.com. See the website at www.salesforce.com

http://www.salesforce.com/


Saving Time with Technology Saving Time with Technology Saving Time with Technology Saving Time with Technology

• Conference calls

• Meetings in cyberspace (Web conference)

• Some customers prefer telephone/e-mail contact

• Cell phones/pagers as timesaving tools

• Electronic file transfers

Heather Gardner uses her Blackberry and Microsoft

Outlook calendar to record all of her planned activities.


Monthly Planning CalendarMonthly Planning CalendarMonthly Planning CalendarMonthly Planning Calendar

FIGURE 16.2

A monthly plan of activities can also set priorities and save time. Like other types of planning lists, it is recorded in CRM systems like Salesforce.com. See the website at www.salesforce.com



Territory ManagementTerritory ManagementTerritory ManagementTerritory Management

Step 1: Classify Customers

• Classify according to potential sales volume

• Track current dollar amount and potential dollars

• Realize a small amount of customers may provide a majority of sales volume


Territory ManagementTerritory ManagementTerritory ManagementTerritory Management

Step 2: Develop Routing and Scheduling Plan

• Map territory/use smaller zones if large

• Develop routing plan for a specific time frame

• Schedule around customer needs

• Establish tentative calls

• Use 80/20 rule


80/20 Rule80/20 Rule80/20 Rule80/20 Rule

• 80 percent of time spent calling on most productive customers

• 20 percent on prospects and smalleraccounts


Sales Call PlansSales Call PlansSales Call PlansSales Call Plans

• Action plan initiated by sales manager

• Ensures efficient and effective account coverage

• Plan discussed with sales staff


Sales Call PlanSales Call PlanSales Call PlanSales Call Plan

FIGURE 16.3

A sales call plan can also be recorded in CRM systems like Salesforce.com. See the website at www.salesforce.com



Records ManagementRecords ManagementRecords ManagementRecords Management

• Some complain about “paperwork” time

• Accurate and timely records are important

• Facilitates closing sales and improves customer service


Common Record TypesCommon Record TypesCommon Record TypesCommon Record Types

• Customer and prospect files

• Call reports

• Expense records

• Sales records


Application: ComputersApplication: ComputersApplication: ComputersApplication: Computers

• Most firms provide sales staff with portable computing power and some type of CRM system.

• If necessary, use a database or spreadsheet program and create your own

• PCs and PDAs allow you to increase selling time and enhance customer service


Application: CRM SystemsApplication: CRM SystemsApplication: CRM SystemsApplication: CRM Systems

CRM systems like Salesforce.com organize and manage many types of sales and customer records

See theWebsite




StressStressStressStress

• Refers to two simultaneous events:

• An external stimulus (a stressor)

• The physical and emotional responses to that stimulus, such as anxiety, fear, muscle tension, or surging heart rate

• Too much stress is unhealthy if unchecked


Stress ManagementStress ManagementStress ManagementStress Management

• Develop stress-free work environment

• Maintain optimistic outlook

• Practice healthy emotional expression

• Maintain healthy lifestyle


Five-Minute Stress BustersFive-Minute Stress BustersFive-Minute Stress BustersFive-Minute Stress Busters

1. Take 5 minutes to identify and challenge unreasonable ideas that produced your stress

2. Take a 5-minute stress release outdoor walk

3. Enjoy stress relief with a 5-minute neck and shoulder massage

Barry L. Reece and Rhonda Brandt, Effective Human Relations: Personal and Organizational Applications (Boston: Houghton Mifflin Company, 2008). Reprinted by permission of the publisher.

4. Spend 5 minutes visualizing yourself relaxing at your favorite vacation spot

5. Take a 5-minute nap after lunch

6. Spend 5 minutes listening to a recording of your favorite comedian

Table 16.2


Key ConceptKey ConceptDiscussion Questions Discussion Questions


• Discuss the four dimensions of opportunity management

• List and describe time-management strategies

• Explain factors that contribute to improved territory management




• Identify and discuss common elements of a records management system

• Discuss stress management practices

16-26

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.

Copyright © 2010 Pearson Education, Inc. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall

chapter 16 opportunity management: the key to greater sales productivity

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