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


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


-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


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





Category Management

Information Technology




Roles and competencies required of a global account manager


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


6.Proper implementation and understanding if the KAM concept