ERP Course: Sales and Marketing Reading: Chapter 4 from...
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ERP Course: Sales and MarketingReading: Chapter 4 from Mary Sumner
Peter Dologdolog [at] cs [dot] aau [dot] dkE2-201Information SystemsSeptember 20, 2006
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Sales
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Marketing
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Sales
Personal• Driven by a seller• Targets individuals directly without a prior request for services or
products• A special case is retail
Complex Sales• Sometimes called Enterprise Sales as well• Driven by a customer• With request for a proposal and a bid stage and contract at the end• State, government, services, software, cosulting, and so on
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Sales and Marketing Processes in the Large
Sales Lead IdentificationProspectingCustomer Need IdentificationProposal to a CustomerClosing/ContractDeal Transaction
Marketing
Sales
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Sales Lead Identification
To identify a potentialy interested party to buy services oroutcomes of the services
It usually comes from lead generation such as:• Trade shows• Direct marketing (usually comes with CRM/individualized)• Advertising• Internet Marketing• Cold Calling
All connected with contact bases
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Prospecting
Discarding unqualified leads from qualified to contact (just thosewho will with high probability buy products)• Criteria for qualified leads• Metrics• Selection tools• Clustering tools• Personalization/scripting (criteria may differ from campaign
to campaign)• Different actions (appointments, sending a white paper,
and so on)
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Customer Need Identification
Several sessions to clarify cutomer requests
Identifying a gap between current state and future planned state
The gap implies a suggested solution
Sometimes this stage is called as Sales Opportunity in differentstages
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Closing
Differs from sales to sales and from business to businessCan be:
• Transfer of money• Signature on a contract and transfer to another
unit/department• No sales possible
Not all sales opportunities close possitively
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Deal Transaction
After closing the sales processRepresent a compex exchange of money for a service and
productCan include configuration, training, development, manufacturing
and so onLonger period of time
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Sales at the Operational Level
ProspectingContact ManagementTelemarketingDirect MailProducts
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Prospecting
Selecting contacts/leads based on:• Budget availability• Earlier closed transactions• Payment history• Strategic value• Relationships with others
Support for lead types and customer kinds
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Contact Management
New contact vs. CustomersContacts historiesContacts vs. AccountsContacts in relations to other contactsVertical vs. horizontal clustering into business areas and
segmentsPlaned vs. done ActivitiesChannels of interaction for the contact
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Telemarketing
Identification who is calling and to whom you callSupport for basic facts recordingEffective access to all information about contact – sales and
payment history, interests, latest acquisitions, activitiesperformed with the contact, …
Reminders for next marketing events or calls
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Direct Mail
Integration with main mailing toolsGenerating mails for customersIntegration with product catalogIntegration with a reporting tool and information/document baseGenerating task messages for a sales team member
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Product
Information about product typesProduct white papers and advertising materialsPricing informationDiscount strategiesCustomer benefits programsConfiguration packagesFuture product plansProduct featuresProduct sales historyRelations of products to customers
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Management Control
Product PricingSales ManagementAdvertising and PromotionSales Forecasting
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Product Pricing
Curstomer LoyaltyQuantityCustomer program/configuration package chosenImage based on priceExpenses connected with productPrice should
• Guarantee financial goal• Fit the reality of marketplace• Product positioning
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Sales Management
Sales team membersTeritories and their shape and clusteringPlanning to do lists – calling, meetings, maling scripts and so onLead selection programsProducts profitability
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Evaluating
Comparison of the sales person productivity against average(money, time, possitively closed opprotunities)
Most profitable productsProducts and Customers which have the highest percentage of
salesWeak products per terotoriesSale person performance per product type
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Promotion
Media selectionWhich media channels are the most effectiveMonitoring of themPlanning the campaigns and fairsPlanning and evaluating day to day marketing activitiesHow many campaigns lead to closed opportunities and revenues
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Sales Forecasting
Segmenting potential customers• By teritory• Products• Services• New products
Using past information and information about competition, customer demand and demographic trends
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Problem with Sales Orders Processing
Incorrect pricing and customer informationDelays in inventory updates, partial shipmentDelays in deliveryIncomplete invoicesIncorrect posting of paymentsDelays in accounting (reminders to customers who have paid and
so on)
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Interaction with Other Modules
Business rules for:• Correct customer information based on contact data and
customer order/contract => Accounting module, MaterialModule
• Correct information on configuration items/services ordered/subscribed to => production
• Correct addresses and times to deliver => Productionmodule, ressource planning, warehasouce module
• Customer, Product and Items, Financial Information, Right Units to be informed
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Interaction of Sales and Other Modules
SalesBusiness
Information
Billing Orders
Item/ProductReservations
PackagingProjecting/
ConfigurationsProduction
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Advantages of Integrated Sales System
Standard codes for products and customersCommon database for all modulesStandard documents based on common templates (e.g.
transactions numbers)Audit trails (tracking the state of a business transaction)Sales records integrated with accounting records