Lecture 01: Foundations of Selling and Sales Management 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...

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 How did a of the Chinese legitimate water snake, medicine which is rich in the become a omega-3 acids symbol of fraud? that help reduce Wikimedia inflammation, Commons 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 Syn opsis Video (youtube.com) https://www.youtube.com/watch?v=p 9FTBxq8ozg The Marketing Concept Selling Idea that consumers will not buy enough of products unless organization undertakes Orientati large-scale selling and promotion effort on Producti Idea that consumers will favor products that are available and highly affordable and on management should focus on improving Orientati production and distribution efficiency Product on Idea that consumers will favor products that offer most quality, performance and features, so organization should devote energy to make Orientati continuous product improvements Idea that achieving organizational goals Marketin on depends on determining needs and wants of target markets and delivering the g desired satisfaction more effectively and Orientati efficiently than competitors Marketing vs. Sales Orientation Marketing Concept Implementatio Segmentation n Targeting Positioni ng Marketin 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 Produ Branding, packing, logos, design ct Promoti Heavy emphasis on non-personal tools such as advertising rather than personal selling on Advertising (informational, transformational) Price variation from products and Pric markets Value for money e important Less negotiations and Plac Needs to be bargaining intense e Through intermediary (usually) Marketing Mix in B2B Markets Technical product Produ specifications Quality ct assurance Reliability of the product Degree of back-up service Emphasis on personal selling and sales Promoti promotion Publicity used often on Direct marketing is effective A key Pric factor e More likely to be negotiated Intermediaries used Plac sometimes Often e direct Logistic aspect critical Reliability of delivery vital Consumer Buying vs. Organizational Fewer organizational buyers Buying 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 Modern Selling - Characteristics  What is a Selling In simple terms, selling is making a sale Listening Skills Follow-up Skills Ability to adapt sales Tenacity- Sticking to the style from situation to task Success situation factors for Verbal Communication professional Organisational Skills Skills sales people; Proficiency in interacting Demonstrated ability to with people at all levels overcome objections within an organisation Personal planning and Closing skills time 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