SALES STRATEGY
14 DECEMBER 2021
International Business Management
Prof. C. Arredondo
2021 – 2022
,Table of Contents
CHAPTER 1: SALES PERSPECTIVE.................................................................................................................... 4
1.1 THE ROLE OF SELLING..................................................................................................................................4
selling...............................................................................................................................................................4
succes factors for professional salespeople.....................................................................................................5
Types of selling.................................................................................................................................................6
Customers’ categories......................................................................................................................................7
sales and marketing orientations....................................................................................................................8
1.2 THE MARKETING CONCEPT..........................................................................................................................9
The marketing concept....................................................................................................................................9
the stdp model.................................................................................................................................................9
the marketing mix..........................................................................................................................................10
relationship between sales and marketing....................................................................................................13
marketing strategy and sales management..................................................................................................13
1.3 SALES AND MARKETING PLANNING...........................................................................................................14
The planning process......................................................................................................................................14
Marketing planning........................................................................................................................................15
Selling in the marketing plan.........................................................................................................................16
Influence of the marketing plan on sales activities: strategies and tactics...................................................17
CHAPTER 2: SALES ENVIRONMENT.............................................................................................................. 18
2.1 SALES CONTEXTS AND CUSTOMER MANAGEMENT..................................................................................................18
Environmental and managerial forces that impact on sales.........................................................................19
Sales channels................................................................................................................................................20
retailing..........................................................................................................................................................21
sales promotions............................................................................................................................................21
exhibitions and tradeshows...........................................................................................................................22
public relations...............................................................................................................................................22
2.2 CONSUMER AND ORGANISATIONAL BEHAVIOUR.....................................................................................................23
differences between consumer and organisational buying...........................................................................23
the consumer decision-making process.........................................................................................................24
factors affecting the consumer decision-making process..............................................................................25
organisational buyer behaviour B2B.............................................................................................................25
2.3 INTERNATIONAL SELLING..................................................................................................................................26
Sales: go international...................................................................................................................................26
economic aspect – globalisation....................................................................................................................27
international trade at company level.............................................................................................................27
cultural factors in international selling..........................................................................................................28
organisation for international selling............................................................................................................29
pricing and international costs......................................................................................................................30
learning the japanese way.............................................................................................................................30
CHAPTER 3: SALES PRACTICE....................................................................................................................... 31
3.1 SALES RESPONSIBILITIES AND PREPARATION............................................................................................31
sales responsabilities......................................................................................................................................31
acquiring new customers...............................................................................................................................31
sources of prospects.......................................................................................................................................31
customer database and customer relationships............................................................................................32
the selling process..........................................................................................................................................32
legal aspects of selling...................................................................................................................................32
3.2 PERSONAL SELLING SKILLS.........................................................................................................................32
key characteristics of salespeople desired by buyers.....................................................................................32
the personal selling process...........................................................................................................................33
types of questions used in personal selling....................................................................................................33
, dealing with objections..................................................................................................................................33
closing the sale...............................................................................................................................................35
high-performance sales tasks........................................................................................................................36
3.3 KEY ACCOUNTMANAGEMENT............................................................................................................................36
let’s talk about kam.......................................................................................................................................36
transactional selling and kam........................................................................................................................37
how to select key accounts?..........................................................................................................................37
kam tasks and skills........................................................................................................................................37
kam relational development model...............................................................................................................38
gam................................................................................................................................................................38
building relationships with KAM....................................................................................................................39
key account information and planning system..............................................................................................39
key success factors for kam............................................................................................................................40
3.4 RELATIONSHIP SELLING..............................................................................................................................40
transaction selling vs. relationship selling.....................................................................................................41
marketing strategy continuum......................................................................................................................41
relationship marketing key activties..............................................................................................................41
the creation of the virtuos circle model.........................................................................................................42
marketing information system.......................................................................................................................42
3.5 MULTI CHANNEL SELLING..........................................................................................................................43
direct marketing.............................................................................................................................................43
direct marketing campaign using social media.............................................................................................43
inbound and outbound telemarketing...........................................................................................................44
social media and selling.................................................................................................................................44
CHAPTER 4: SALES MANAGEMENT.............................................................................................................. 45
4.1 SALES MANAGEMENT AND TECHNOLOGY.................................................................................................45
sales management.........................................................................................................................................45
leadership training.........................................................................................................................................45
managing the customer portfolio..................................................................................................................46
the sales team................................................................................................................................................47
technology in sales.........................................................................................................................................47
4.2 RECRUITMENT AND SELECTION.................................................................................................................48
recruitment and selection stages...................................................................................................................48
the importance of ‘the click’...........................................................................................................................48
what to consider when going to an interview...............................................................................................49
negotiations...................................................................................................................................................49
, CHAPTER 1: SALES PERSPECTIVE
1.1 THE ROLE OF SELLING
We make a distinction between a seller and a buyer. Naturally, a seller is someone who
wants to sell a product/idea. If someone else decides to buy that idea, they become a
buyer.
SELLING
What is selling?
A transaction between the seller and the prospective buyer(s) where money (or
something with monetary value) is exchanges for goods or services.
PERSONAL SELLING
Pro’s:
- Interactive
- Adaptive
- Complex arguments can be developed
- Build relationships
- Opportunity to close the sale
Con’s:
- Sales calls are expensive
- The experience and expertise of salespeople is varied
- It is difficult to standardize input and human behavior
- Training can be costly and it needs to be ongoing.
MODERN SELLING
1. Customer development, retention and deletion
Many companies find that 80% of their sales come from 20% of their customers
= The Pareto Principle.
This means that it is vital to devote considerable resources to retaining existing,
high volume, high potential and highly profitable customers.
o Small customers
Costs beyond the revenue generated (because service and distribution
of products to those customers may push costs)
o Large customers
Individual attention: key accounts
Key account management has become an important form of sales because
it means that a salesperson or sales team can focus their efforts on one or
a few major customers.
2. Information management
o Modern salesforce needs to be trained in the use and creation of customer
databases.
14 DECEMBER 2021
International Business Management
Prof. C. Arredondo
2021 – 2022
,Table of Contents
CHAPTER 1: SALES PERSPECTIVE.................................................................................................................... 4
1.1 THE ROLE OF SELLING..................................................................................................................................4
selling...............................................................................................................................................................4
succes factors for professional salespeople.....................................................................................................5
Types of selling.................................................................................................................................................6
Customers’ categories......................................................................................................................................7
sales and marketing orientations....................................................................................................................8
1.2 THE MARKETING CONCEPT..........................................................................................................................9
The marketing concept....................................................................................................................................9
the stdp model.................................................................................................................................................9
the marketing mix..........................................................................................................................................10
relationship between sales and marketing....................................................................................................13
marketing strategy and sales management..................................................................................................13
1.3 SALES AND MARKETING PLANNING...........................................................................................................14
The planning process......................................................................................................................................14
Marketing planning........................................................................................................................................15
Selling in the marketing plan.........................................................................................................................16
Influence of the marketing plan on sales activities: strategies and tactics...................................................17
CHAPTER 2: SALES ENVIRONMENT.............................................................................................................. 18
2.1 SALES CONTEXTS AND CUSTOMER MANAGEMENT..................................................................................................18
Environmental and managerial forces that impact on sales.........................................................................19
Sales channels................................................................................................................................................20
retailing..........................................................................................................................................................21
sales promotions............................................................................................................................................21
exhibitions and tradeshows...........................................................................................................................22
public relations...............................................................................................................................................22
2.2 CONSUMER AND ORGANISATIONAL BEHAVIOUR.....................................................................................................23
differences between consumer and organisational buying...........................................................................23
the consumer decision-making process.........................................................................................................24
factors affecting the consumer decision-making process..............................................................................25
organisational buyer behaviour B2B.............................................................................................................25
2.3 INTERNATIONAL SELLING..................................................................................................................................26
Sales: go international...................................................................................................................................26
economic aspect – globalisation....................................................................................................................27
international trade at company level.............................................................................................................27
cultural factors in international selling..........................................................................................................28
organisation for international selling............................................................................................................29
pricing and international costs......................................................................................................................30
learning the japanese way.............................................................................................................................30
CHAPTER 3: SALES PRACTICE....................................................................................................................... 31
3.1 SALES RESPONSIBILITIES AND PREPARATION............................................................................................31
sales responsabilities......................................................................................................................................31
acquiring new customers...............................................................................................................................31
sources of prospects.......................................................................................................................................31
customer database and customer relationships............................................................................................32
the selling process..........................................................................................................................................32
legal aspects of selling...................................................................................................................................32
3.2 PERSONAL SELLING SKILLS.........................................................................................................................32
key characteristics of salespeople desired by buyers.....................................................................................32
the personal selling process...........................................................................................................................33
types of questions used in personal selling....................................................................................................33
, dealing with objections..................................................................................................................................33
closing the sale...............................................................................................................................................35
high-performance sales tasks........................................................................................................................36
3.3 KEY ACCOUNTMANAGEMENT............................................................................................................................36
let’s talk about kam.......................................................................................................................................36
transactional selling and kam........................................................................................................................37
how to select key accounts?..........................................................................................................................37
kam tasks and skills........................................................................................................................................37
kam relational development model...............................................................................................................38
gam................................................................................................................................................................38
building relationships with KAM....................................................................................................................39
key account information and planning system..............................................................................................39
key success factors for kam............................................................................................................................40
3.4 RELATIONSHIP SELLING..............................................................................................................................40
transaction selling vs. relationship selling.....................................................................................................41
marketing strategy continuum......................................................................................................................41
relationship marketing key activties..............................................................................................................41
the creation of the virtuos circle model.........................................................................................................42
marketing information system.......................................................................................................................42
3.5 MULTI CHANNEL SELLING..........................................................................................................................43
direct marketing.............................................................................................................................................43
direct marketing campaign using social media.............................................................................................43
inbound and outbound telemarketing...........................................................................................................44
social media and selling.................................................................................................................................44
CHAPTER 4: SALES MANAGEMENT.............................................................................................................. 45
4.1 SALES MANAGEMENT AND TECHNOLOGY.................................................................................................45
sales management.........................................................................................................................................45
leadership training.........................................................................................................................................45
managing the customer portfolio..................................................................................................................46
the sales team................................................................................................................................................47
technology in sales.........................................................................................................................................47
4.2 RECRUITMENT AND SELECTION.................................................................................................................48
recruitment and selection stages...................................................................................................................48
the importance of ‘the click’...........................................................................................................................48
what to consider when going to an interview...............................................................................................49
negotiations...................................................................................................................................................49
, CHAPTER 1: SALES PERSPECTIVE
1.1 THE ROLE OF SELLING
We make a distinction between a seller and a buyer. Naturally, a seller is someone who
wants to sell a product/idea. If someone else decides to buy that idea, they become a
buyer.
SELLING
What is selling?
A transaction between the seller and the prospective buyer(s) where money (or
something with monetary value) is exchanges for goods or services.
PERSONAL SELLING
Pro’s:
- Interactive
- Adaptive
- Complex arguments can be developed
- Build relationships
- Opportunity to close the sale
Con’s:
- Sales calls are expensive
- The experience and expertise of salespeople is varied
- It is difficult to standardize input and human behavior
- Training can be costly and it needs to be ongoing.
MODERN SELLING
1. Customer development, retention and deletion
Many companies find that 80% of their sales come from 20% of their customers
= The Pareto Principle.
This means that it is vital to devote considerable resources to retaining existing,
high volume, high potential and highly profitable customers.
o Small customers
Costs beyond the revenue generated (because service and distribution
of products to those customers may push costs)
o Large customers
Individual attention: key accounts
Key account management has become an important form of sales because
it means that a salesperson or sales team can focus their efforts on one or
a few major customers.
2. Information management
o Modern salesforce needs to be trained in the use and creation of customer
databases.
