Summary Introduction to sales

Internatonal sales & procurement



Part 1: Introduction sales
Challenges for sales organisations

3 mayor observations:
- The market shift
- The sales environment changess
- Research indicates a shift in decision-making

As a consequence:
- The role of sales changes

The challenge becomes:
- What can WE do about it?


X (product) <—> added value need


First observation: The market shift

SHIFT 1: PRODUCT —> CUSTOMER ORIENTATION




Evolution is sales:
1. Product orientation
2. Sales orientation: “hard-selling”
3. Market orientation: “relationship selling”


Marketing concept vs. Sales concept

, SHIFT 2: MARKET EVOLUTION
Pressure on the mid-market sement from 2 directions




Trends in car sales
Trends in fashion
 Look at the powerpoint slides for the pictures


SHIFT 3: INCREASING SEGMENTATION

- Ongoing segmentation in ALL market levels in order to survive competition
- Strategic choices become (low-cost vs. Differentation) inevitable
- Marketing mix has to be adopted to each segment
- More and more: 1 to 1 marketing


Coolblue = 360 webshops




Second observation: The sales environment changes
CHANGE 1: ENVIRONMENTAL CHANGES

1. Technological (R)evolution
2. Information (management) has become a strategic “resource”
3. Succes is defines by the quality of customer relations
4. Succes depends on the level of “added value” offered




World’s fastest computer
Artificial intelligence
Science fiction?
 See powerpoint for examples and more information