GSM Session1
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Transcript of 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
http://images.google.co.in/imgres?imgurl=http://www-rohan.sdsu.edu/~renglish/377/notes/chapt02/men_shaking_hands.gif&imgrefurl=http://www-rohan.sdsu.edu/~renglish/377/notes/chapt02/index.htm&h=617&w=321&sz=56&hl=en&start=5&sig2=H0Ar772gFHLpWIl9oHzVJQ&um=1&tbnid=IdNsJ_pcXtLoeM:&tbnh=136&tbnw=71&ei=VjkxSKCsIo366QPY8YWYDw&prev=/images?q=relationship+selling&um=1&hl=en -
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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?