Selling and Sales Management Lecture PDF

Selling and Sales Management Lecture 01: Foundations of Selling and Sales Management Learning Objectives 1) Differences among production, product, selling and marketing orientations of a firm 2) Differences between B2C and B2B marketing 3) Differences between B2C and B2B buyer behavior  Ho...

Selling and Sales Management Lecture 01: Foundations of Selling and Sales Management Learning Objectives 1) Differences among production, product, selling and marketing orientations of a firm 2) Differences between B2C and B2B marketing 3) Differences between B2C and B2B buyer behavior  How many are salespeople here ? What do you think about sales as a profession ? Snake Oil Salesperson Made from the oil of How did a legitimate the Chinese water medicine become a snake, which is rich in symbol of fraud? the omega-3 acids that Wikimedia Commons help reduce inflammation, snake oil in its original form was effective, especially when used to treat arthritis and bursitis. Jagrap/Flickr  Are everyone a salesperson ? Selling Skills & Customer Service Synopsis Video (youtube.com) https://www.youtube.com/watch?v=p9FTBxq8 ozg The Marketing Concept Selling Idea that consumers will not buy enough of products unless organization undertakes large-scale selling and Orientation promotion effort Production Idea that consumers will favor products that are available and highly affordable and management should focus on Orientation improving production and distribution efficiency Product Idea that consumers will favor products that offer most quality, performance and features, so organization should Orientation devote energy to make continuous product improvements Idea that achieving organizational goals depends on Marketing determining needs and wants of target markets and delivering the desired satisfaction more effectively and Orientation efficiently than competitors Marketing vs. Sales Orientation Marketing Concept Implementation Segmentation Targeting Positioning Marketing Research and Intelligence Marketing Mix (Product, Price, Place, Promotion) B2B and B2C Marketing Business to Consumer (B2C) Markets Fast Moving Consumer Goods (FMCG) eg; confectionary, grocery Semi-Durable Consumer Goods eg; clothing, shoes Durable Consumer Goods eg; refrigerators, cars Business to Business (B2B) Markets Supplies and Consumables (eg; raw materials, semi-manufactured goods) Capital Equipments (eg; plant, machinery) Business Services (eg; consultancy) Marketing Mix in B2C Markets Product Branding, packing, logos, design Heavy emphasis on non-personal tools such as advertising rather than personal Promotion selling Advertising (informational, transformational) Price variation from products and markets Price Value for money important Less negotiations and bargaining Needs to be intense Place Through intermediary (usually) Marketing Mix in B2B Markets Technical product specifications Product Quality assurance Reliability of the product Degree of back-up service Emphasis on personal selling and sales promotion Promotion Publicity used often Direct marketing is effective A key factor Price More likely to be negotiated Intermediaries used sometimes Place Often direct Logistic aspect critical Reliability of delivery vital Consumer Buying vs. Organizational Buying Fewer organizational buyers Close, long-term relationships between organizational buyers and sellers Organizational buyers and more rational Organizational buying may be to specific requirements Organizational selling/buying is more risky Organizational buying is more complex Negotiation is often important in organizational buying More factors influence consumer buying behaviour Modern Selling - Characteristics  What is a Selling In simple terms, selling is making a sale Listening Skills Follow-up Skills Ability to adapt sales style Tenacity- Sticking to the task from situation to situation Success factors for professional sales people; Organisational Skills Verbal Communication Skills Proficiency in interacting with Demonstrated ability to people at all levels within an overcome objections organisation Personal planning and time Closing skills management skills The Selling Function – Types of Selling Nature and Roles of Sales Management Sales Managers Emphasis on right personality Ensuring sales force were out selling sufficient volume Duties in modern organizations have broadened and changed ANY QUESTIONS? Questions 1. Discuss the place of selling in the marketing mix 2. How does the role of selling tend to differ between: (a) industrial products; and (b) consumer products? 3. Differentiate between product, production, sales and marketing orientation 4. Explain some of the factors that professional salesperson should have.