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Sales Operations > Cours 1- Strategy Role Of Sales Force And Marketing > Flashcards

Cours 1- Strategy Role Of Sales Force And Marketing Flashcards

1
Q

Designing a sales force, manager need to decide on

A
  1. The sales force’s objectives and strategy
  2. Its structure and size
  3. Its system for hiring, training, evaluations and compensating
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2
Q

Sizing the sales force

A

8 step method to construct sales force size

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3
Q

8 step method to construct sales force size

A
  1. Segment the types of customers and estimate the number
  2. Estimate the call frequency
  3. Step 1 x step 2
  4. Compute the net number of working days possible - vacation / sales person
  5. Identify the time necessary/ sales call (including travel time)
  6. Hours per day x step 4
  7. Step 6 / step 5
  8. Step 3 / step 7
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4
Q

Personal selling

A

Crucial part of marketing

Involves interpersonal communication between buyers and sellers to initiate, develop customer relationships

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5
Q

What is go to market strategy

A

Defines the activities and the participants that connect a firm to its customers and prospects

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6
Q

Sales forces

A

Direct : sales to customer face to face

Indirect : agents, distributors, retailers ; value added partners

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7
Q

Non sales functions

A

Tele channels
Internet
Advertising & promotion
Direct mail

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8
Q

Influences on décision Consumer buying process

A
  • personal influences
  • psychological influences
  • social influences
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9
Q

Buying center

A

A cross functional team of decision makers who often represent several departments

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10
Q

Sales process matched to

A

Customer

Buying needs

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11
Q

Why direct sales forces is important

A

More convincing
More demonstrating
Face to face
Persuasive

High cost of maintaining a sales force

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12
Q

Role of sales force

A

Delivering the products and services

Distributing, collecting data’s on market

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13
Q

Marketing communications strategies

A

Personal selling driven

Advertising driven

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14
Q

Personal selling driven

A
  • message flexibility
  • timing and credibility
  • reaction speed are important
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15
Q

advertising driven

A

When low cost per contact
Repetitive contact
Control of messahe important
Audience is large

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16
Q

Communication strategies

A

Push strategy

Pull strategy

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17
Q

Push strategy

A

The producer directs its marketing activities toward channel members to induce them to carry products

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18
Q

Pull strategy

A

The producer directs its marketing activities toward final consumers to induce them to buy the products

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19
Q

External forces

A

Customers
Compétitions
Environment

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20
Q

Internal forces

A

Company strategy —> marketing and sales strategy

21
Q

Types of sales person

A
  • field sales rep
  • inside sales (store or phone)
  • missionary sales : influence them
22
Q

Today sales force exists to

A

Solve customer’s needs rather than to simplify sell

23
Q

When to choose direct force ?

A
  1. The product is specialized in terms of function, market
  2. The product line is relatively wide
  3. The organization is sufficiently established to support the additional employees
24
Q

Downsizing direct sales force is difficult

A
  • in countries where labor laws require extensive pre layoff notifications
  • firms are vulnerable to cost pressure and must respond to regulatory constraints
25
Q

How to manage the enormous costs of maintaining a sales force

A
  • downsize
  • favoriser indirect channels
  • shift to smaller teams with more limited responsibilities
  • defonse area of focus : high customer lifetime value
26
Q

High customer lifetime value

A

Present value of future profits expected from a customer by using a leverage sales force

27
Q

Sales force design

A

Dynamic sales force decision marking : a process that seeks for optimizing the sales force coverage to the given customer segment

28
Q

Key sales force design question for sales manager

A
  • how many sp should we have in each role ?
  • should the company sell directly or indirectly ?
  • how should I assign responsibility to sp to maximize coverage and give them faire chance to succeed ?
29
Q

Key sales force design questions for sp

A
  • which customers should I focus on?

- what offering is best to each customers

30
Q

Sales force design process steps

A

3 steps

31
Q

Step 1

A

Determine an appropriate sales strategy

32
Q

Appropriate sales strategy

A

Who to sell ?
Customer segmentation

What to sell
Customer offering

How to sell
Link the selling process steps to a customers buying process

33
Q

Customer segmentation

A

Profile

Behavior : historical, growth, loyalty

34
Q

Customer offering

A

Price system program products/services

35
Q

Step 2

A

Define the go to market strategy

36
Q

How to define the go to market strategy

A

Use multiplication le selling channels that work together to accomplish critical selling activities in an effective and efficient manner

37
Q

Sales and marketing channels

A 
Value added partners
Direct sales force
Télé channels 
E channels 
Advertising and promotion
38
Q

Step 3

A

Focus on sales force design

39
Q

Focus on sales force design

A

Structure
Size
Assignment of responsibilities

40
Q

The optimal structure and size of a sales force depends on

A

Micro and macro economic factors

41
Q

Micro and macro economic factors

A

Product
Market
Account
Geography

42
Q

The effectiveness or efficiency change over time

A

The sales force structures should be revisited at each stage of the business cycle

43
Q

Direct sales force

A

Recommended when control is important over the info flow and budget planning

Product line is wide

No specific knowledge or qualification is needed

Product is specialized in terms of function market …

44
Q

Indirect sales force

A 
Seasonal goods
Market fragmented 
Lacks of knowledge 
Few products 
Selling cycles is short and orders are small
45
Q

Personal selling driven

A

Few buyers
Buyers concentrated geographically
Post purchase service important

46
Q

Adversitig driven

A 
Low cost per contact 
Large audience 
Product less complex 
Time saving 
Dispersed geographically
47
Q

Market penetration

A

Identify new sales opportunities with your actual customers

48
Q

If the market strategy is expanding the geographic scope + increasing the sales in existing areas

A

Sales force implication :

  • management : prospecting, incentive plan
  • sp : prospecting with reports, strengthen the detailing skills

Non sales function : detailing : webinar, report, conference, press …

49
Q

Factors to consider before deciding on its sales force design

A

External factors : industry, competitors, customers, channel partners

Internal factors : sales and non sales functions

Micro and macro eco factors

Sales Operations (5 decks)

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