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1、Copyright 2003 Prentice Hall Inc Chapter 21Chapter 21 Managing The Sales ForceManaging The Sales Force byby PowerPoint by Milton M Pressley University of New Orleans 1 Copyright 2003 Prentice Hall Inc The successful salesperson cares first for the customer second for the products Kotler on Marketing
2、 2 Copyright 2003 Prentice Hall Inc Chapter Objectives In this chapter we answer the following questions What decisions do companies face in designing a sales force How do companies recruit select train supervise motivate and evaluate a sales force How can salespeople improve their skills in selling
3、 negotiation and carrying on relationship marketing 3 Copyright 2003 Prentice Hall Inc Sales Representative Robert McMurry s sales representative types Deliverer Order taker Missionary Technician Demand creator Solution vendor 4 Copyright 2003 Prentice Hall Inc Designing the Sales Force Sales Force
4、Objectives and Strategy Common tasks for salespeople Prospecting Targeting Communicating Selling Information gathering Allocating 5 Copyright 2003 Prentice Hall Inc Designing the Sales Force Leveraged sales force Direct company sales force Contractual sales force Sales Force Structure 6 Copyright 20
5、03 Prentice Hall Inc Table 21 1 Sales Force Structures Territorial Each sales representative is assigned an exclusive territory This sales structure results in a clear definition of responsibilities It increases the rep s incentive to cultivate local business and personal ties Travel expenses are re
6、latively low because each rep travels within a small area Territory size Territories can be designed to provide equal sales potential or equal workload Territories of equal potential provide each rep with the same income opportunities and provide the company with a means to evaluate performance Terr
7、itories can also be designed to equalize the sales workload so that each rep can cover the territory adequately Territory shape Territories are formed by combining smaller units such as counties or states until they add up to a territory of a given potential or workload Companies can use computer pr
8、ograms to design territories that optimize such criteria as compactness equalization of workload or sales potential and minimal travel time See text for complete table 7 Copyright 2003 Prentice Hall Inc Designing the Sales Force Sales Force Size Workload approach Customers are grouped into size clas
9、ses Desirable call frequencies are established for each class The number of accounts in each size class is multiplied by the corresponding call frequency The average number of calls a sales representative can make per year is determined The total number of sales representatives needed is determined
10、8 Copyright 2003 Prentice Hall Inc The Internet has allowed many companies to shift The Internet has allowed many companies to shift sales support for small accounts to e commerce sites sales support for small accounts to e commerce sites and away from sales personnel Additionally many and away from
11、 sales personnel Additionally many regularly occurring functions have become regularly occurring functions have become automated allowing customers with any size automated allowing customers with any size organization to use web based systems to place orders organization to use web based systems to
12、place orders and submit warranty requests Can you think of any and submit warranty requests Can you think of any other areas where Internet based other areas where Internet based technologies could change the technologies could change the way a sales force interacts way a sales force interacts with
13、their customers with their customers 9 Copyright 2003 Prentice Hall Inc Designing the Sales Force Sales Force Compensation Four Components Fixed amount Variable amount Expense allowances Benefits 10 Copyright 2003 Prentice Hall Inc Managing the Sales Force Recruiting and Selecting Reps Training Sale
14、s Reps 11 Copyright 2003 Prentice Hall Inc Managing the Sales Force Training Programs Have Several Goals Sales representatives need to Know and identify with the company Know the company s products Know customers and competitors characteristics Know how to make effective sales presentations Understa
15、nd field procedures and responsibilities 12 Copyright 2003 Prentice Hall Inc Managing the Sales Force Supervising Sales Reps Norms for Customer Calls Norms for Prospect Calls Using Sales Time Efficiently 13 Copyright 2003 Prentice Hall Inc DAA Solutions home page describes DAA Solutions home page de
16、scribes its Design to Order Software its Design to Order Software applicationapplication 14 Copyright 2003 Prentice Hall Inc Managing the Sales Force Time and duty analysis Preparation Travel Food and breaks Waiting Selling Administration 15 Copyright 2003 Prentice Hall Inc Company Web site as a prospecting toolCompany Web site as a prospecting tool 16 Copyright 2003 Prentice Hall Inc Managing the Sales Force Motivating Sales Reps Churchill Ford Walker Motivation Model Sales managers must be abl
