Selling and sales management

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Cover

Selling and Sales Management

Brief contents

Contents

List of figures

List of tables

About the authors

Preface

Acknowledgements

Part one Sales perspective

Development and role of selling in marketing

Objectives

Key concepts

Background

The nature and role of selling

Characteristics of modern selling

Success factors for professional salespeople

Types of selling

Image of selling

The nature and role of sales management

The marketing concept

Implementing the marketing concept

The relationship between sales and marketing

Conclusions

References

Practical Exercise: Mephisto Products Ltd

Examination questions

Sales strategies

Objectives

Key concepts

Sales and marketing planning

The planning process

Establishing marketing plans

The place of selling in the marketing plan

Conclusions

References

Practical Exercise: Auckland Engineering plc

Examination questions

Part two Sales environment

Consumer and organisational buyer behaviour

Objectives

Key concepts

Differences between consumer and organisational buying

Consumer buyer behaviour

Factors affecting the consumer decision-making process

Organisational buyer behaviour

Factors affecting organisational buyer behaviour

Developments in purchasing practice

Relationship management

Conclusions

References

Practical Exercise: The lost computer sale

Examination questions

Sales settings

Objectives

Key concepts

Environmental and managerial forces that impact on sales

Sales channels

Industrial/commercial/public authority selling

Selling for resale

Selling services

Sales promotions

Exhibitions

Public relations

Conclusions

References

Practical Exercise: Yee Wo Plastic Piping Components Ltd

Practical Exercise: Gardnov Ltd. Practical Exercise: Quality Chilled Foods Ltd

Examination questions

International selling

Objectives

Key concepts

Introduction

Economic aspects

International selling at company level

Cultural factors in international selling

Organisation for international selling

Pricing

Japan

a study in international selling

Conclusions

References

Practical Exercise: Selling in China

Practical Exercise: Syplan

Practical Exercise: Wardley Investment Services (Hong Kong)

Practical Exercise: Quality Kraft Carpets Ltd

Examination questions

Law and issues

Objectives

Key concepts

The contract

Terms and conditions

Terms of trade

Business practices and legal controls

Ethical issues

Conclusions

References

Practical Exercise: Kwiksell Cars Ltd

Practical Exercise: ChevronTexaco cuts losses with Innovetra Fraud Alerter

Examination questions

Part three Sales technique

Sales responsibilities and preparation

Objectives

Key concepts

Sales responsibilities

Preparation

Conclusions

References

Practical Exercise: The O'Brien Company

Practical Exercise: Presenting New Standa Plus: The final word in hydraulic braking systems?

Task

Examination questions

Personal selling skills

Objectives

Key concepts

Introduction

The opening

Need and problem identification

The presentation and demonstration

Dealing with objections

Negotiation

Closing the sale

Follow-up

Conclusions

References

Practical Exercise: Mordex Photocopier Company

Negotiation Exercise: Supermarket versus superbrand: co-operate to compete

Task

Practical Exercise: A controlled sales process?

Examination questions

Key account management

Objectives

Key concepts

What is key account management?. Advantages and dangers of key account management to sellers

Advantages and dangers of key account management to customers

Deciding whether to use key account management

Criteria for selecting key accounts

The tasks and skills of key account management

Key account management relational development model

Global account management

Building relationships with key accounts

Key account information and planning system

Key success factors for key account management

Conclusions

References

Practical Exercise: Cloverleaf plc

Examination questions

Relationship selling

Objectives

Key concepts

From total quality management to customer care

From JIT to relationship marketing

Reverse marketing

From relationship marketing to relationship selling

Tactics of relationship selling

Conclusions

References

Practical Exercise: Microcom

Practical Exercise: Focus Wickes

'Fusion': Winners, 2004 Retail Week Supply Chain Initiative Award

Examination questions

Direct marketing

Objectives

Key concepts

What is direct marketing?

Database marketing

Managing a direct marketing campaign

Conclusions

References

Practical Exercise: Kettle Foods

Practical Exercise: RU receiving me?

Examination questions

Internet and IT applications in selling and sales management

Objectives

Key concepts

The changing nature of the salesforce

Electronic commerce and electronic procurement

Using technology to support sales activities

Using technology to improve sales management

Conclusions

References

Practical Exercise: Raytheon

Examination questions

Part four Sales management

Recruitment and selection

Objectives

Key concepts

The importance of selection

Preparation of the job description and specification. Identification of sources of recruitment and methods of communication

Designing an effective application form and preparing a shortlist

The interview

Supplementary selection aids

Conclusions

References

Practical Exercise: Plastic Products Ltd

Examination questions

Motivation and training

Objectives

Key concepts

Motivation

Leadership

Training

Conclusions

References

Practical Exercise: Selling fountain pens

Examination questions

Organisation and compensation

Objectives

Key concepts

Organisational structure

Determining the number of salespeople

Establishing sales territories

Compensation

Conclusions

References

Practical Exercise: Rovertronics

Task

Practical Exercise: Silverton Confectionery Company

Examination questions

Part five Sales control

Sales forecasting and budgeting

Objectives

Key concepts

Purpose

Planning

Levels of forecasting

Qualitative techniques

Quantitative techniques

Budgeting

purposes

Budget determination

The sales budget

Budget allocation

Conclusions

References

Practical Exercise: Classical Reproductions Ltd

Practical Exercise: A recipe for success

Examination questions

Salesforce evaluation

Objectives

Key concepts

The salesforce evaluation process

The purpose of evaluation

Setting standards of performance

Gathering information

Measures of performance

Appraisal interviewing

Conclusions

References

Practical Exercise: Dynasty Ltd

Practical Exercise: MacLaren Tyres Ltd

Examination questions

Appendix: Cases and discussion questions

Ask Electronics: Integrating online and offline sales

Tourism Concern: The relevance of sales and selling management to non-profit organisations

Lloyds Banking Group: Corporate events as a sales tool. JJB Sports: Different people, different performance

Index