Personnel Selling Strategies
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Transcript of Personnel Selling Strategies
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Presented by : Obed Fuk Liang
(Indonesia’s Youngest Future Business Leader – SWA 2010)
Personnel Selling Strategies
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Contents
Conclusions
How to Apply ?
How to Design ?
The Benefits of Personnel Selling
The Concepts of Personnel Selling
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The Environment
Formulation of a Sales ProgramMarketing Strategy
Sales Planning• Demand Forecast•Quotas and budgets
Sales Planning• Demand Forecast•Quotas and budgets
Deployment• Territory Design •Routing
Deployment• Territory Design •Routing
Sales Management Activities
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Personnel Selling Defined
“Direct face-to-face communication between
sellers and potential buyers.”
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Emphasis Should be on Long-Term
Relationship Building
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“Sales people and the selling function are key success factors in
modern organizations.”
Sales person has to generate revenue for the company.
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“CHANGE is the Central
Theme in Sales Management
Today”
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INNOVATION
TECHNOLOGY
LEADERSHIP
SALES SALES MANAGEMENT MANAGEMENT
TODAYTODAY
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The Importance of Integrating Sales with Other Business Functions
“Integrating sales with other organizational functions is critical to
firm success”(HR Chally Group, 2007)
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SALESSALES
HRHR
ManufacturingManufacturing
MarketingMarketing
ITIT
Source HR Chally Group (2007), The Chally World Class Excellence Research Report: The Route to the Summit Dayton, OH: HR Chally Group
The Importance of Integrating Sales with Other Business Functions
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The Concepts of Personnel Selling
The Sales Person has first experience with customers and posses variable knowledge that would be useful to the company.
Market Today
Customer Relationship Management is important in business.
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What personal characteristics and
abilities are related to successful sales performance ?
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215 Sales Manager
Variety of Industry To rate from
60 key SF
TOP 20 key SF
By Greg W. Marshall, Daniel J. Goebel and William C. Moncrief
Key Success Factor in Selling
Source Greg W. Marshall, Daniel J. Goebel, and William C. Moncrief, “Hiring for Success at the Buyer-Seller Interface, “ Journal of Business Research 56 (2003), pp. 247-55. Copyright 2003, reprinted with permission from Elsevier.
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Sales Managers’ importance ratings of success factors for professional sales people
Mean S.D.
Listening skills 6.502 0.683
Follow up skills 6.358 0.772
Ability to adapt sales style from situation to situation
6.321 0.687
Tenacity-sticking with a task 6.107 0.924
Well organized 6.084 0.889
Verbal communication skills 6.047 0.808
Proficiency in interacting with people at all levels of a customer’s organization
6.000 0.991
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Stages of the Selling Process
4. Presenting the Sales Message
3. Qualifying the Prospect
2. Opening the Relationship
1. Prospecting for customer
6. Servicing the Account
5. Closing the Sales
Source: F. Robert Dwyer and John F. Tanner, Business Marketing: Connecting Strategy, Relationships, and Learning (New York: McGraw Hil/Irwin, 2008)
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The Customer’s Perspective
Sales Force as . . . 1.Be personally accountable for our
desired results2.Understand our business3.Be on our side4.Design the right applications5.Be easily accessible6.Solve our problems7.Be creative in responding to our need
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Customer Orientation
Customer Centric
Market Orientation
The Actions taken by a firm that is market oriented would be focused on aligning all the various organizational processes and functions toward maximizing the firm’s success in the competitive market place.
The Successful market orientation requires that the firm placed the customer in the center of all strategic decisions and firm activities.
They have the customer at the center of their BUSINESS MODEL
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CRM is a comprehensive business model for increasing revenues and profits by focusing on customers
CRM as “a journey of strategic, process, organizational, and technical change where by a company seeks to better manage its enterprise around customer behaviors.” (Price Waterhouse
Coopers)
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Acquisition of the right customers, based on known or learned characteristics, which drive growth and increased margins.
The ability to retain loyal and profitable customers and channels to grow the business profitably
Increased individual customer margins, while offering the right products at the right time
The TOP Three of CRM Objectives
Customer Retention
CustomerAcquisition
CustomerProfitability
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CRM Process Cycle
CustomerInteraction
Analysis &Refinement
KnowledgeDiscovery
Market Planning
Learning
Action
Source: Ronald S. Swift, Accelerating Customer Relationship: Using CRM and Relationship Technologies (Upper Saddle River, NJ: Prentice Hall PTR, 2001, p.40.
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The advantages of CRM
1. Reduce advertising/promotional costs
2. Make it easier to target specific customers by focusing on their need
3. Make easier to track the effectiveness of a given promotional campaign
4. Allows organizations to compete for customers based on service, not prices
5. Prevents over spending on low-value clients or understanding on high-value ones.
6. Speed the time it takes to develop and market product
7. Improves use of the customer channel
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CRM: The Failures Are Your Fault
1. Lack of FOCUS
2. No Change Management Initiative in Place
3. Minimal buy-in
4. Business unit are SILOS
5. Complicated procedures
6. Poor Training
Source: Kathleen Cholewka, “CRM: The Failures Are Your Fault,” Sales and Marketing Management 154 (January 2002), pp.23-24
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Advantages of Personnel Selling
Disadvantages of Personnel Selling
1. More Persuasive Small number of customer
2. More detail and complex information than can be transmitted
More costly per person reached
3. Open to price negotiation
Needed the negotiation skills
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CONCLUSIONS
The key success factors needed in personnel selling all point to professionalism, strong skills, and broad and deep content knowledge that allow sales person to maximize his/her performance and thus rewards.It is especially interesting to examine the sales activities performed by sales people today. Quite a few new activities have been added in recent years, DRIVEN LARGELY by TECHNOLOGY and the move from transactional to relationship selling approaches.
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“The cost five times as much to attract
new customers than
to maintain
existing ones.”
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Source :
-Johnston I Marshall (2009), “Sales Force Management” : Ninth Edition, Churchill/Ford/Walker’s
-Matthew Schwartz (2006), “Fundamentals of Sales Management for the Appointed Sales Manager “
-Renie McClay (2010), “Fortify your Sales Force – Leading and Training Exceptional Teams “
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© Giang Nam™© Giang Nam™
March 31, 2011 - Aryaduta Hotel