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Sales responsibilities: The primary responsibility of a sales person is to conclude a sales successfully. This task will involve the identification of customer needs, presentation and demonstration, negotiation, handling objections and closing the sale.
Secondary Functions:
·Prospecting: It is searching for and calling upon customers who, hitherto, have not purchased from the company
Sources of prospects:
oExisting customers: asking satisfied customer about new one
oTrade directories yellow pages
oEnquiries: word of mouth
oThe press and the internet
oCold canvassing; calling on every prospect
Database and knowledge management:A systematic approach to customer- record keeping is to be recommended to all repeat-call sales. Salespeople should also be encouraged to send back to head office information which is relevant to the marketing of company products
·Self-management: This aspect of the sales job is of particular importance since a sales person is often working alone with the minimum of personal supervision
Handling complaints
Providing service: The sales people can provide.
- Consultancy service
- Trade selling – merchandisers
- Customer service – make correct choice
- After sales service – sales engineers to help in orientation or break-down
- Implementing sales and marketing strategies:
The sales force is also charged with the responsibility of implementing sales and marketing strategies designed by management
•Preparation
oSales negotiation – timing of delivery, price, product extras, payment and credit terms
oPure selling no authority
Preparation for pure selling and sales negotiation:
•A number of factors can be examined in order to improve the chances of sales success in both sales negotiations and pure selling
•Product knowledge and benefits
•Knowledge of competitors’ products and their benefits
•Sales presentation planning
•Setting sales objectives
•Understanding buyer behavior
Preparation for sales negotiations:
•Apart from the points mentioned in the earlier slides, a sales negotiator will benefit by paying attention to the following additional factors during preparation
Assessment of the balance of power:
•The number of options available to each party
•The quantity and quality of information held by each party
•Need recognition and satisfaction
•The pressures on the party
Determination of negotiating objectives:
•Must have objectives; minimum price
•Would like objectives; high price
Concession analysis:
The kinds of issue that may be examined during concession analysis include the following:
•Price and its breakup
•Timing of delivery
•The product- its specification, optional extras
•Payment – terms
•Trade- in terms
•Proposal analysis
Key characteristics of salespeople desired by buyers:
-Expertise in their company’s products and the market
– Good communication skills
-Ability to solve problems
-Ability to understand and satisfy the buyer’s needs
-Thoroughness
-Ability to help in ensuring the reliable and fast delivery of orders.
The personal selling process:
–The openingàNeed and problem identifcacionàPresentation and demonstrationàDealing with objections..(Negotiation)àclosing the saleàFollow-up.
Closing the sale
-Ask for the order
-The concession close
-The objection close
-Action agreement
-The alternative close
-Summarise and ask for the order
Dealing with objections
–Listen and don’t interrupt
-The straight denial
-Forestall the objection
-Hidden objections
-Trial close
-Question the objection
-Agree and counter
Tasks performed and skills required by key account management
TaskàSkills
1.Develop long-term relationships à Relationship building
2.Engage in direct contact with key customersàCoordinaion
3.Maintain key account records and background informationàNegotiation
4.Identify selling opportunities and sales potential of existing key accountsàHuman relations
5.Monitor competitive developments affecting key accountsàFocus on specific objectives.
6.Report results to upper managementàDiagnosing customer problems
7.Monitor and/or control key account contractsàPresentation skills
8.Make high-level presentations to key accountsàGenerating visibility, reputation
9.Coordinate and expedite service to key accountsàCommunication
10.Coordinate communications among company units servicing key accountsàWorking in a team
Key account (diamond) based relationship
Marketing
Engineering
Operations
Logistics
Category Management
Information Technology
Finance
Board
R&D
Roles and competencies required of a global account manager
RolesàCompetencies
1.Global account strategistàCommunication skills
2.Coordinator of the account’s centralised and dispersed requirementsàGlobal team leadership and management skills.
3.Global account team manager/leaderàBusiness and financial acumen
4.Information brokeràRelationship management skills.
5.Relationship facilitator/builderàStrategic vision and planning capabilities
6.NegotiatoràProblem-solving capabilities
7.Voice of the customeràCultural empathy
8.Corporate ‘culture carrier’. Industry and market knowledge. Product services knowledgeàSelling skills (internal and external)
Key account planning system
Account auditàSWOT analysis(strengts-Weaknesses-Opportunities-Threats)àAccount plan (objectives-strategies-Control).
KAM Key success factors
1.Suitability of the key account manager
2.In-depth knowledge and understanding of the key account customer’s business
3.Commitment to the partnership
4.Delivering value
5.Trust
6.Proper implementation and understanding if the KAM concept