Chapter 4

Sales contexts & customer management

Bối cảnh bán hàng và quản lý khách hàng
Content
 Environmental and managerial forces that impact on sales- Các yếu tố
môi trường & yếu tố quản trị ảnh hưởng đến bán hàng

 Sales channels- Kênh bán hàng

 Retailing- Bán lẻ

 Selling services- Bán dịch vụ

 Sales promotions-Chương trình khuyến mãi bán hàng

 Exhibitions and trade shows-Triển lãm và triển lãm thương mại
 Public relations- Quan hệ công chúng
Environmental and
managerial forces
that impact on sales
 Forces affecting selling & sales management
Các yếu tố ảnh hưởng đến bán hàng & QT bán hàng
 Yếu tố hành vi
 Kỳ vọng của khách hàng tăng
 Khách hàng tổ chức được trang bị kiến thức chuyên
nghiệp
 Khách hàng tránh các cuộc thương lượng mua bán
 Khách hàng tiềm năng có nhiều quyền lực hơn
 Toàn cầu hóa
 Phân khúc thị trường
 Yếu tố công nghệ
 Phương tiện
 Kênh bán hàng điện tử
 Hội nghị online
 Internet
 Yếu tố quản trị
 Tiếp thị trực tiếp:
 Gửi mail trục tiếp
 Tiếp thị bằng điện thoại
 Năng lực của người bán hàng, quản lý bán hàng
 Behavioral forces
Buyer-seller
negotiation
Market
fragmentation • The negotiation
Globalization as mentioned
of markets • Differences in before should
Expanding customers’ considered the
power of status are rising of major
• Domestic
widened customers with
Ethical major buyers markets
• Target markets the high
considerations saturated
negotiation
• Sales might become
Rising in • Many smaller and full leverage; ethical
expectations • Scandal will be companies open management
of competition in the process
revealed across to serve a finite have to manage
• Marketing and and how to
media number of their staff
• Product quality sales should communicate in
• Sales in the past customers globally to
• Information work together to a global market
depend on high- • Some majors ensure service
online quality understand and
pressure sales customers are e- satisfy their
• 24/7 access • Understand the
tactics trading needs
• Personalization law and culture
marketplace
• Salespeople of the the other
should countries
specialize in
 Technological forces

Sales force automation Virtual sales offices

• Includes smart devices, software • The staff can work from anywhere
• Electronic data interchange (EDI) link • Can access information and
between manufacturer and resellers communicate to other anytime,
• The database are accessible to all anywhere
process participants and ensure
security

Online sales channels

• The fastest sales channels, with dynamic presence
• Salesforce reduce in size and have to switch theif focus
• Raise expectation in salesperson knowledge, 24/7 information
Current situation of e-commerce in viet nam

In general E-commerce
• Population: 7,91 billion • People engage in e-commerce: 51,78 million
• Mobile connection: 8,28 billion (104,6% pop) (raise 13,5% - 6,2 million buyers)
• Internet user: 4,95 billion (73,2% pop) • Total annual spend: 12,42 billion USD
(increase 35,4% - 3,2 billion USD)
• Engage e-commerce via mobile: 50,2%

E-commerce goods categories

• Electronics: 4,8 billion USD
• Fashion: 2,12 billion USD
• Furniture: 1,65 billion USD
• Toys, hobby: 1,34 billion USD
 Managerial forces
• Manager can respond to the changes in environment by:
• Employing a range of sales and marketing techniques
• Improving cooperation between sales and marketing
• Encouraging salesperson to attend training and employ new
technologies
• Internet provide customers with information
• Salespeople should affect customers by various way:
• Paid media
• Owned media
• Earned media
• Aware of the increase in sales channels number
 • Sales and marketing relationship is quite important but often being
hampered by poor communication
• Internet and Intranets support the communication effectiveness
• The forces push the sales management refocus to strategic
customers management
• Sales management objectives: customers focus, design and
implement CRM and data marketing
• Strategic customers management activities required:

• Enhance 1. Refocusing -The welding of

customer efforts into company’s action
knowledge to management and value
Managerial forces add value to the and provided to
relationship. exploitation of customers

customer
inferfaces

Integration
1. Managing
1. Intelligence
• Build critical
competitive interfaces that
advantage by affect
SALES AND MARKETING identifying new customers
COOPERATION needs value
2. Employ
technology
advancement
to our
advantages
 • The customers account should be categorized to be
managed appropriately
• Some customers types:

Key account
• Important to the company’s survival
• Worth the high spending for attention
and resources

Medium-sized stable account

Managerial forces • Buy constantly, requirement unchanged
• Can be serve through technical
supported and efficient tools (telesales,
website, SNS...)

CUSTOMER PORTFOLIO
Tactical customers
• Are likely to buy from any supplier who
provide best value at a time
• Manage through alternative channels
Sales channels
Characteristics of sales channels
Đặc điểm của các kênh bán hàng
1. Direct: not use a middleman and sells and delivers direct to the end-
customer.
2. Selective: Selling through a limited number of special abilities or
facilities middlemen
3. Intensive: Selling through many outlets as possible. Servicing and after-
sales aspects are less important (cigarettes, breakfast cereals &
detergents)
4. Exclusive: Selling to a restricted number of dealers (car
industry, where distributors must provide levels of stockholding, after-sales
service)

1. Trực tiếp: không sử dụng người trung gian và bán và giao hàng trực
tiếp cho khách hàng cuối cùng.
2.Chọn lọc: Bán thông qua một số người trung gian có khả năng đặc
biệt hoặc cơ sở vật chất hạn chế
3.Chuyên sâu: Bán qua nhiều cửa hàng càng tốt. Các khía cạnh dịch vụ
và hậu mãi ít quan trọng hơn (thuốc lá, ngũ cốc ăn sáng và chất tẩy rửa)
4. Độc quyền: Bán cho một số đại lý hạn chế (ô tô
ngành, nơi các nhà phân phối phải cung cấp mức tồn kho, dịch vụ sau
bán hàng)
Retailing
Types of selling outlet

 Multiples: a retail organization with ten or more branches

that sell a similar range or merchandise
 Co-operative societies: owned and controlled by the
people ; the director is elected from its own members
 Department store: stores with five or more department
with more than 25 employees; selling a wide range of
products
 Independents: traders who own a retail outlets
 Mail order: retailers offer a service that provides
customers with the capability to order through direct mail,
email, websites...
 Direct selling: employ commission agents who sell
directly to families and friends
Selling services

• Transportation – air, sea, rail and

road;
• Power – electricity, gas and coal;
• Hotels and accommodation;
• Restaurants;
• Communications – telephone, fax,
email, text messages;
• Television and radio services;
• Banking and insurance;
• Grooming services;
• Clubs – social, keep fit, sporting,
special interests;
• Repair and maintenance;
 Special characteristics of services include
Đặc tính của sản phẩm dịch vụ

(a) intangibility;
(b) the difficulty of separating production from
consumption;
(c) services are not as ‘standard’ as products and are
more difficult to assess (in terms of value);
(d) it is not possible to ‘stock’ services (e.g., unsold hotel
rooms), unlike products

(a) tính vô hình;

(b) khó tách việc sản xuất ra khỏi tiêu dùng;
(c) Tiêu chuẩn dịch vụ không như tiêu chuẩn sản phẩm
và khó đánh giá hơn (về mặt giá trị);
(d) không thể “lưu kho" các sản phẩm dịch vụ (ví dụ:
phòng khách sạn chưa bán được)
4Ps  7Ps
7Ps
• People: those who carry • Price
out the services 4Ps
• Product
• Process: how the service • Price • Promotion
and the customers will be • Product • Place
handled • Promotion • People
• Physical evidence: due to • Place
the intangible nature of
• Process
services. We need • Physical evidence
something tangible to
prove it exist (license,
account, report...)
  encouragement of repeat purchases;
 building of long-term customer loyalty;
 encouragement of consumers to visit a particular sales outlet;
 building up of retail stock levels;
Sales Promotions 

widening or increasing the distribution of a product or brand.
Sales promotions include:
• price reductions;
• vouchers or coupons;
• gifts;
• competitions;
• lotteries;
• cash bonuses.

 Khuyến khích mua lại;

 Xây dựng lòng trung thành của khách hàng;
 Khuyến khích người tiêu dùng đến thăm một cửa hàng bán hàng
cụ thể;
 Xây dựng kho bán lẻ;
 Mở rộng hoặc tăng khả năng phân phối sản phẩm hoặc thương
hiệu.
 Khuyến mại bao gồm:
• giảm giá;
• phiếu giảm giá;
• những món quà;
• các cuộc thi;
• xổ số kiến ​thiết;
• tiền thưởng.
 Experienti
Sampling al
marketing
consumer promotion
Coupons
Purchase
and
premiums
 This is a marketing pull technique vouchers
 Most widely used consumers sales
promotion is price reduction or price Special Bonus
promotion prices packs
 Joint promotion could be arranged as
Sweepstak
follow:
Rebates es,
1. Between retailers and manufacturers (refund) contests
2. Between manufacturers and games
3. Between service organizations and
manufacturers Overlay
Continuity
and tie-in
programs
promotions
 Trade promotion

Objectives
 Widespread distribution
 Increase stock on retailers side
 Increase display levels of product
 Encourage distributors to recommend the product

Types
 Trade allowance
 Forward buying and diverting
 Cooperative advertising
 Vendor support programs
 Trade contest
 Trade shows
 Personnel motivation
 Promotion to the sales force
 Reward for achieving an over and above the normal
performance
 Encourage competition
 The average or below-average personnel won’t feel motivated.
Thus, a group or area sales-force motivation should be also
implemented
 Objectives for the rewards:
1. Introduction of new product line
2. Movement of slow-selling items
3. Increase territory coverage
4. Overcome seasonal sales slumps
5. Obtain display
6. Development of new sales skills
Exhibitions and trade shows
 Exhibitions and trade shows
• A wide range of products and competitors;
• A good amount of information on the products on show made available before and
(emphasising the importance of pre-exhibition mailing);
• A large number of new products; nearness to the buyer’s home base;
• Good exhibition hall facilities;
• A simple stand that is always neat (no personal effects on display) and not cluttered with
unsuitable display material.

Characteristics of a good exhibitor include:

• Products – particularly large items that cannot be demonstrated by a travelling
representative;
• Stand always staffed by personnel who do not spend time conversing with colleagues, but
who are well-informed and approachable;
• Informative literature available;
• Refreshments for visitors (stand staff only using refreshment facility when with customers),
• With a seating area or an office on the stand;
• Staff not using mobile telephones in public when on duty;
• Staff spending time with potential and known customers, making future appointments
• Staff actively following up sales leads and debriefing the stand team afterwards.
 A specific range of product should
be exhibited or demonstrated in
detailed
Personnel should always available
close by to provide information
Informative literature available
Prepare refreshment for visitor
Staff should be trained to be
effective

Exhibitions and trade shows

A model of the exhibition communication process

 Quảng cáo
• Điện thoại
• Tiếp cận trực tiếp
 Thông qua triển lãm thương mại
 Mục tiêu:
• Bán hàng
• Lấy thông tin để có cuộc gặp trảo đổi với
khách hàng
• Lấy cuộc hẹn để gửi thêm thông tin
Public relations
 Nature of public relations
 How the organization deal with the publics.
 Make the publics understand the corporate
identity and maintain the long-term relationhip
 Support sales and marketing Media
 The public of PR are: Consumers
Distributors
Financial
community
Government
Employees
Community
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140
 Group activity
You have choosed the product/solution of your group project
last time. Now, please:
1. Identify your customers. Describe them and explain your decision
2. How can you reach the customers?
3. How can you increase conversion rate?
4. Answer the questions below:

If you sell a product If you provide a service

How can you serve your

How can it be produced?
customers?
Is logistics management Does the service required
required? personnel qualifications?
What channels of distribution will How can you provide proof of
you utilize? service to your customers?
Thanks