Sales Management
CHAPTER 1: Introduction To Sales Management
vocabulary Mean Đồng nghĩa
major Những thay đổi lớn
changes
take place Diễn ra
force Động lực influence, effect, drag
cause Gây ra
process Quy trình
competency Năng lực
required Cần thiết
marketplace Thị trường
career paths Con đường sự
nghiệp
direction Chỉ đạo
control Kiểm soát
recruit Tuyển dụng
include Bao gồm
equip Trang bị
position Vị trí, chức vụ
degrees Bằng cấp
transaction Giao dịch, thương
mại
legal Hợp pháp
representativ Đại diện
e
explosion Sự bùng nổ
profit Lợi nhuận
necessary Cần thiết
two-way Hai chiều
statement Tuyên bố, báo cáo
net result Kết quả ròng
commission Tiền hoa hồng
other charges Các khoản phí
khác
identify Xác định
opportunities Cơ hội
commit Cam kết
commitment Sự cam kết
gain Nhận được, đạt
được
solve Giải quyết
Don’t know how to sell you’re probably going to starve
1 Personal Selling
- Define:
+ Two-way communication, one on one, person to person
+ Persuasion for transaction (thuyết phục giao dịch)
+ For profit
+ To build relationship
- The salesperson is the legal representative for the business
- “Account” in sales is a statement showing the net result of a
purchase or sale transaction made by one person on another's
account or behalf with commission and all other charges included
Personal selling
Can better identify opportunities to create value and gaining
customer commitment
Solve customer needs
2 A Change Marketplace
2.1 COMPETTION
- Globalization
+ Global perspective
+ Brings opportunities and challenges
+ Change: culture, religion, form of business
More traveling, hiring the right people, defining new roles and
duties, and developing a global perspective and world-class skills.
- Shorter product cycles
+ 4 stages: introduction, growth, maturity, and decline.
+ Retain customers to prolong product life cycle
- Proliferation Challenge
+ media explosion: grasping competitor trends, diverse customer
behavior, understanding customers
Product and competior knowledge demands on salespeople are
greater
Developing solutions for customer problems becomes more
complex as does the need for better understanding of customer
needs.
1.1 CUSTOMER
- Purchase from Fewer Suppliers
Suppliers need to spend efforts to covers larger territories and
service larger accounts
Survial had become dependent on maintaining the supplier –
customer relationship
territories: phạm vi về tiêu chí phân khúc khách hàng
- Rising expectations
+ “Be on our side”
+ “Design the right application”
+ Solve our problems”
… (in side page 6)
- Increasing Powers
Marketing and sales must make joint decisions about product,
price, brand, and all kinds of support requires an integrated
approach
1.2 SELLING PROCESS
Tradition Selling Modal Solutions Selling Modal
(=Transactional… ) (=Relationship… )
- Solution Selling
+ The top 5 factors judged to be important to success in sales:
listening, follow-up, ability to adapt sales style to the situation,
seeing a task through to its completion, well organized
+ The selling concept: Factory, Existing products, Selling and
promoting, Profits through sales volume
+ The marketing concept: Market, Customer needs, Integrated
marketing, Profits through customer satisfaction.
- Sales Teams
+ The switch to sales team incorporating a relational sales
orientation some serious consequences
+ Changes in a firm’s organization structure, selection process,
traning program, compensation plan, and evaluation processes.
- Productivity metric
- Inside selling
SALES MANAGEMENT COMPENTENCIES
SALE MANAGEMENT PROCESS
Focusing on the big picture: Review business mission => a firm’s
objectives => business strategy => marketing strategy => strategic
sales force program
Roles of the sales force: examine the activities and behaviors of
successfull sales forces
CHƯƠNG 2:
LEVEL 1:
1/ Business strategy
Definding a business mission => developing specific business goals
=> Designing a strategy to achieve goals
SMART MODEL
2/ Marketing strategy
STP Marketing
Segmentation
Targeting
Positioning: Hình ảnh thương hiệu của bạn trong mắt người tiêu
dùng.
(1) Who are you ? (brand identify)
(2) What are you ? (brand meaning)
(3) What do I think or feel about you ?
(4) What kind of association and how much of connection would I
like to have ?
KHÚC THỊ TRƯỜNG CẦN DC ĐÁP ỨNG (đủ 5 yếu tố sau)
Measurable: Đo lường được
Accessible: Khả năng tiếp cận được
Substantial: đủ lớn (đông và có tiền)
Differential: Khác những phân khúc khác
Actionable & Stable:
bản đồ định vị
LEVEL 2:
3/ Strategy implementation secision
GO TO MARKET STRATERGY: LÀM THẾ NÀO ĐỂ TIẾP
CẬN KHÁCH HÀNG
1/ What is the best way to segment the market?
4 TIÊU CHÍ THƯỜNG DÙNG
Industry: tìm nhu cầu KH phù hợp với sản phẩm của mình
Size: thị trường đủ đông và đủ sức mua
Geography: Vị trí địa lí
Behavior: Hành vi mua (tiêu dùng, sản xuất tiếp, làm quà,...)
Vòng tròn mua (page10 slide)
2/ What are the essential activities required by each segment?
- Interest Creation include
Prospecting (khoanh vùng KH tiềm năng), gernerating leads
Creating awareness and interest
Providing information about the company's products and
services.
- Prepurchase phase include
Explaining features and benefits
Qualifying prospects
Assessing customer needs
Cooperating in problem solving
Demonsrating company and products capabilities
- Purchase
Negotiating
Bidding
Finalizing terms and conditions
Writing proposal
- The postpurchase
Delivery, installation, and servicing of products
Addressing customer questions that need answering
Providing informatiom about new features
Collecting payment
3/ What none-face-to-face selling methods should perform the
essential activities? (page 10 slide)
4/ Which face - to - face selling participants should be used?
Integrator: Người cố vấn mua hàng phức tạp
3.2 Product development management (Cải tiến sp, đa dạng hóa sp,
phát triển sp mới)
3.3 Supply chain management (Làm thế nào để tạo ra và chuyển
giao sp đến KH)
- Tích hợp và tổ chức thông tin, đảm bảo đưa dịch vụ và sp đến
KH
- Inbound: đầu vào (cung ứng)
- Outbound: đầu ra (phân phối)
CUSTOMER RELATIONSHIP
Collaboration
Relationship management
Finanace and business skills
Consultative skills
4/ Sales force program decision
LEVEL 3
SALES FORCE PROGRAM DECISIONS
acquiring, maitaining, developing
3 types of relationship: transactional relationship (mqh giao dịch,
giá trị không quá cao nên KH k cần suy nghĩ nhiều), consultative
rela (KH có nhu cầu mua, hàng giá trị cao, cần tư vấn), enterprise
rela (đầu tư nguồn lực phục vụ nhà nước)
