gsm session1

8/4/2019 GSM Session1

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Global Sales Management

Session-1


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Sales Management

Sales and Marketing - Discuss


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CUSTOMER A

You are a salesperson for the Sport Shoe Corporation. On arrival at your office you find a

letter marked "urgent" on your desk. This letter is from the athletic director of Ball State

University, and pertains to the poor quality of basketball shoes you sold him. The director

cited several examples of split soles and poor overall quality as his main complaints. Inclosing, he mentioned that since the season was drawing near he would be forced to contact

the ACME Sport Shoe Company if the situation could not be rectified. What actions on your

part would be appropriate?

A. Place a call to the athletic director assuring him of your commitment to service. Promise

to be at Ball State at his convenience to rectify the problem.

B. Go by the warehouse and take the athletic director all new shoes and apologize for the

delay and poor quality of the merchandise.

C. Write a letter to the athletic director assuring him that SSC sells only high-quality shoes

and that this type of problem rarely occurs. Assure him you'll come to his office as soon aspossible but if he feels ACME would be a better choice than Sport Shoe he should contact

them.

D. Don't worry about the letter because the athletic director seems to have the attitude that

he can put pressure on you by threatening to switch companies. Also, the loss in sales of 20-

40 pairs of basketball shoes will be a drop in the bucket compared to the valuable sales timeyou would waste on a piddly account like Ball State.


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CUSTOMER B

Sam Gillespie, owner of Central Hardware Supply, was referred to you by a mutual

friend. Gillepsie had been thinking of dropping two of their product suppliers of

home building supplies. "The sales should be guaranteed," your friend has stated.

Your friend's information was correct and your presentation to Gillepsie convinces

you he will benefit from buying from you. He comments as you conclude yourpresentation: "Looks like your product will solve our problem. I'd like to think this

over, however. Could you call me tomorrow or the next day?" The best way to

handle this would be to:

A. Follow his suggestion.

B. Ignore his request and try a second close.

C. Probe further. You might ask: "The fact that you have to think this over

suggests that I haven't convinced you. Is there something I've omitted or failed to

satisfy you with?"


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CUSTOMER C

In order to convince your customers that your product's benefits areimportant, you must show how your product's benefits will meet theirneeds.

Suppose your customer says: "I need some kind of gadget that will get meout of bed in the morning." Check the statement below which best relatesyour product feature, the G.E. clock radio's snooze alarm, to thiscustomer's need:

A. "Ms. Jones, this G.E. radio has a snooze alarm which is very easy to

operate. See, all you do is set this button and off it goes...

B. "Ms. Jones, the G.E. radio is the newest radio on the market. Itcarries a one-year guarantee and you can trade in your present radio andreceive a substantial cut in the price.

C. "Ms. Jones, since you say you have trouble getting up in the morning,you want an alarm system that will make sure you wake up. Now, G.E.'ssnooze alarm will wake you up no matter how often you shut the alarmoff. You see, the alarm goes off every seven minutes until you switch offthe "early bird knob."


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Sales management

Marketing

mix

Products Prices Promotion

AdvertisingPublic

Relations

PersonalSelling

SalesManagement

Salespromotion

Internet

Distribution


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Personal Selling

Personal Selling

Personal selling involves two-way communication

with prospects and customers that allows the

salesperson to address the special needs of the

customer.


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Personal Selling
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Sales Management

Sales Management is the attainment of sales

force goals through planning, staffing,

training, leading, and controlling

organizational resources.


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Sales Management Functions

planning

Staffing

TrainingLeading

ControllingResources Performance


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Planning

The conscious, systemic process of making

decisions about goals and activities that an

individual, group, work unit, or organization will

pursue in the future and the use of resources

needed to attain them.


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Staffing

Activities undertaken to attract, develop, and

maintain effective sales personnel within an

organization.


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Training

The effort put forth by an employer to provide

the salesperson job-related culture, skills,

knowledge, and attitudes that result in

improved performance in the selling

environment.


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Leading

The ability to influence other people toward

the attainment of objectives.

Guiding average people to perform at above

average levels


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Controlling

Monitoring sales personnels activities,

determining whether the organization is on

target toward its goals, and making

corrections as necessary.


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Sales performance

Sales Management is the attainment of sales

goals in an ethical, efficient, and effective

manner.*


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Sales Objectives

Objectives of sales management

Sales volume

Contribution to profits

Continuing growth


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Sales Objectives

Financial Results are another objective of sales

management.

The Objectives of sales are therefore decided

on the basis of where the organization stands

and where it wants to reach. It is a

collaborated effort from the top management

along with the marketing managers and salesmanagers to provide with a targeted estimate.


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Sales Research

Purchase Drivers: How do customers make theirpurchase decisions?

Competitive Analysis: What are the strengths

and weaknesses of our competitors, how can mybusiness neutralize their strengths and capitalizeon their weaknesses?

Sales Force Evaluation: How well does our sales

force perform from the customer's perspective?How well do we explain our value, are we onmessage, etc?


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Sales forecast

A sales forecast is the estimated dollar or unit

sales for a specific future time period based

on a proposed marketing plan and an

assumed market environment.


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Sales Forecasting

What is the need for sales forecasting?


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Decisions derived from sales

forecasting

Employment levels required

Promotional mix Investment in production capacity


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1. A sales forecast becomes a basis for setting and

maintaining a production schedule manufacturing.

2. It determines the quantity and timing of needs forlabor, equipment, tools, parts, and raw materials

purchasing, personnel.

3. It influences the amount of borrowed capital needed to

finance the production and the necessary cash flow tooperate the business controller.

4. It provides a basis for sales quota assignments to

various segments of the sales force sales

management.

5. It is the overall base that determines the companys

business and marketing plans, which are further broken

down into specific goals marketing officer.


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Planning Forecasting Budgeting

Marketing Plan

Sales Forecasts Sales Force Budget


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Forecasting types

Macro forecasting is concerned with forecasting

markets in total. This is about determining the existinglevel of Market Demand and considering what willhappen to market demand in the future.

Consumer durables

Micro forecasting is concerned with detailed unit salesforecasts. This is about determining a products marketshare in a particular industry and considering what will

happen to that market share in the future. Washing machines, Refridgerators


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Activity

Form groups of 3

Decide a business

Assuming your investments, expenditure etcmake a sales plan for the next quarter.

Explain who will be your target market and

why?

gsm session1

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