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ABOUT THIS CONTENT
Basic notes from core MBA marketing course, focusing on managing the sales forceSubject: Marketing
Table of Contents
What is a Sales Representative?
- Deliverer
- Order taker
- Missionary
- Technician
- Demand creator
- Solution vendor
Major Steps in Effective Selling
- Setting objectives
- General rules
- Specific expectations
- Market oriented vs. sales oriented
- Designing strategy
- Structure
- Size
- Compensation
Sales Force Structure
- Territory
- Product
- Market
- Complex
Major Steps in Effective Selling
- Recruiting and Selecting
- Training
- Supervising
- Evaluating
Steps in the Selling Process
- Prospecting and Qualifying
- Pre-approach
- Approach
- Presentation and Demonstration
- Handling Objections
- Closing
- Follow-up and Maintenance
Transaction vs. Relationship Marketing
- Specific sale vs. long-term, mutually beneficial arrangement
- Investigate prospect’s problems & needs
- Demonstrate supplier’s capabilities
- Obtain long-term commitment
Transaction vs. Relationship Marketing
- Sales teamwork is key (e.g., IBM, Saturn)
- Which appropriate when?
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