Summary international
sales
Luna Leyman
Artevelde University College
2017-2018
,Table of Contents
Part 1: Introduction ....................................................................................................................................... 3
Challenges for the sales organisations .......................................................................................................... 3
3 major observations................................................................................................................................. 3
First observation: The market shift ............................................................................................................... 3
Shift 1: Product to customer orientation .................................................................................................. 3
Shift 2: Market evolution........................................................................................................................... 4
Shift 3: Increasing segmentation ............................................................................................................... 5
Second observation: The sales environment change .................................................................................... 5
Change 1: Environmental changes ............................................................................................................ 5
Change 2: Growing importance research and development .................................................................... 8
Change 3: Growing “gap” B2B and B2C................................................................................................... 10
Third observation: Shift in decision-making ................................................................................................ 12
New ways of selling ................................................................................................................................. 12
Decision-making stages ........................................................................................................................... 13
Characteristics of B2B demand ............................................................................................................... 15
Who are B2B buyers? .............................................................................................................................. 16
Environmental analysis............................................................................................................................ 17
Consequence: Change role of sales ............................................................................................................. 18
The changing role of a salesman ............................................................................................................. 18
Moving up the relationship staircase ...................................................................................................... 18
Key success factors for building credibility ............................................................................................. 19
What can we do about it? Strategic decision .............................................................................................. 19
A strategic imperative ............................................................................................................................. 19
Benefits of a consequent strategic choice .............................................................................................. 21
Margin generation ................................................................................................................................... 21
Conditions................................................................................................................................................ 21
Summary ................................................................................................................................................. 22
Part 2: Sales management........................................................................................................................... 22
Define sales strategy and goals ................................................................................................................... 22
Develop sales plan with forecasting and budget ........................................................................................ 24
Define sales objectives ............................................................................................................................ 24
Content of a sales plan ............................................................................................................................ 24
1
, Planning and forecasting ......................................................................................................................... 25
Budgeting ................................................................................................................................................ 25
Sales budget ............................................................................................................................................ 26
Organise the dales team and align with marketing .................................................................................... 26
Reorganisation of sales region ................................................................................................................ 26
Sales channels ......................................................................................................................................... 27
International sales ................................................................................................................................... 28
Organising international sales ................................................................................................................. 29
Rewarding sales people ........................................................................................................................... 30
Put the sales team together: recruitment and selection ............................................................................ 31
Importance of recruiting ......................................................................................................................... 31
What kind of sales people do we need? ................................................................................................. 31
Motivate sales team: motivation, training, coaching, sales meetings ........................................................ 32
Motivation ............................................................................................................................................... 32
Leadership ............................................................................................................................................... 34
Training .................................................................................................................................................... 35
Reporting OF sales representative .......................................................................................................... 35
Reporting TO sales representative .......................................................................................................... 35
Sales meeting (EXAM) ............................................................................................................................. 36
Difference between managers & leaders (EXAM)................................................................................... 36
Sales tools ................................................................................................................................................ 37
Chapter 6 → skip ......................................................................................................................................... 37
Changing role of a sales representative ...................................................................................................... 37
Characteristics of modern sales .............................................................................................................. 37
Time management .................................................................................................................................. 38
Role and responsibilities ......................................................................................................................... 38
Frame your sales efforts: strategic selling................................................................................................... 38
Strategic selling framework ..................................................................................................................... 38
Principle of lead management ................................................................................................................ 39
Develop your sales-pipeline .................................................................................................................... 39
2
, Part 1: Introduction
Challenges for the sales organisations
3 major observations
• Market shift
• Sales environment changes
• Research indicates shift in decision making
➔ Consequence: role sales changes
➔ Challenge: what can we do about it?
First observation: The market shift
Shift 1: Product to customer orientation
• Sales very dynamic
• Change in orientation
❖ From production oriented, to customer oriented
➢ Example: Abercrombie Fitch
▪ Beginning: aggressive sales person approach, accepted because it was new
▪ Now: sales significantly dropped, because approach not accepted anymore
▪ Belgium (& Europe): slowly lesser shops, when coming approach of aggressive
sales person already adapted since not accepted over here
• Marketing concept
❖ Approach has changed, like sales
➢ From sales orientation
▪ Production comes first
▪ Customer satisfied with
produced product
➢ To market orientation
▪ Customer needs analysed
▪ Product created for those
needs
➢ Example
▪ Car industry
▪ Earlier: only 1 type of standardised car
▪ Now: many options available, everything is customised
3
sales
Luna Leyman
Artevelde University College
2017-2018
,Table of Contents
Part 1: Introduction ....................................................................................................................................... 3
Challenges for the sales organisations .......................................................................................................... 3
3 major observations................................................................................................................................. 3
First observation: The market shift ............................................................................................................... 3
Shift 1: Product to customer orientation .................................................................................................. 3
Shift 2: Market evolution........................................................................................................................... 4
Shift 3: Increasing segmentation ............................................................................................................... 5
Second observation: The sales environment change .................................................................................... 5
Change 1: Environmental changes ............................................................................................................ 5
Change 2: Growing importance research and development .................................................................... 8
Change 3: Growing “gap” B2B and B2C................................................................................................... 10
Third observation: Shift in decision-making ................................................................................................ 12
New ways of selling ................................................................................................................................. 12
Decision-making stages ........................................................................................................................... 13
Characteristics of B2B demand ............................................................................................................... 15
Who are B2B buyers? .............................................................................................................................. 16
Environmental analysis............................................................................................................................ 17
Consequence: Change role of sales ............................................................................................................. 18
The changing role of a salesman ............................................................................................................. 18
Moving up the relationship staircase ...................................................................................................... 18
Key success factors for building credibility ............................................................................................. 19
What can we do about it? Strategic decision .............................................................................................. 19
A strategic imperative ............................................................................................................................. 19
Benefits of a consequent strategic choice .............................................................................................. 21
Margin generation ................................................................................................................................... 21
Conditions................................................................................................................................................ 21
Summary ................................................................................................................................................. 22
Part 2: Sales management........................................................................................................................... 22
Define sales strategy and goals ................................................................................................................... 22
Develop sales plan with forecasting and budget ........................................................................................ 24
Define sales objectives ............................................................................................................................ 24
Content of a sales plan ............................................................................................................................ 24
1
, Planning and forecasting ......................................................................................................................... 25
Budgeting ................................................................................................................................................ 25
Sales budget ............................................................................................................................................ 26
Organise the dales team and align with marketing .................................................................................... 26
Reorganisation of sales region ................................................................................................................ 26
Sales channels ......................................................................................................................................... 27
International sales ................................................................................................................................... 28
Organising international sales ................................................................................................................. 29
Rewarding sales people ........................................................................................................................... 30
Put the sales team together: recruitment and selection ............................................................................ 31
Importance of recruiting ......................................................................................................................... 31
What kind of sales people do we need? ................................................................................................. 31
Motivate sales team: motivation, training, coaching, sales meetings ........................................................ 32
Motivation ............................................................................................................................................... 32
Leadership ............................................................................................................................................... 34
Training .................................................................................................................................................... 35
Reporting OF sales representative .......................................................................................................... 35
Reporting TO sales representative .......................................................................................................... 35
Sales meeting (EXAM) ............................................................................................................................. 36
Difference between managers & leaders (EXAM)................................................................................... 36
Sales tools ................................................................................................................................................ 37
Chapter 6 → skip ......................................................................................................................................... 37
Changing role of a sales representative ...................................................................................................... 37
Characteristics of modern sales .............................................................................................................. 37
Time management .................................................................................................................................. 38
Role and responsibilities ......................................................................................................................... 38
Frame your sales efforts: strategic selling................................................................................................... 38
Strategic selling framework ..................................................................................................................... 38
Principle of lead management ................................................................................................................ 39
Develop your sales-pipeline .................................................................................................................... 39
2
, Part 1: Introduction
Challenges for the sales organisations
3 major observations
• Market shift
• Sales environment changes
• Research indicates shift in decision making
➔ Consequence: role sales changes
➔ Challenge: what can we do about it?
First observation: The market shift
Shift 1: Product to customer orientation
• Sales very dynamic
• Change in orientation
❖ From production oriented, to customer oriented
➢ Example: Abercrombie Fitch
▪ Beginning: aggressive sales person approach, accepted because it was new
▪ Now: sales significantly dropped, because approach not accepted anymore
▪ Belgium (& Europe): slowly lesser shops, when coming approach of aggressive
sales person already adapted since not accepted over here
• Marketing concept
❖ Approach has changed, like sales
➢ From sales orientation
▪ Production comes first
▪ Customer satisfied with
produced product
➢ To market orientation
▪ Customer needs analysed
▪ Product created for those
needs
➢ Example
▪ Car industry
▪ Earlier: only 1 type of standardised car
▪ Now: many options available, everything is customised
3
