Marketing Notes – Managing the Sales Force


Basic notes from core MBA marketing course, focusing on managing the sales force
Subject: Marketing

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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