Objectives
Define Vision and Mission
Business Strategy and the Sales Function
Marketing Strategy and the Sales Function
Organizational Buyer Behaviour
Negotiation Tips
Sales Strategy
Developing a Strategic Vision
Phase 1
Involves thinking strategically about
Future direction of company
Changes in company’s product/market/customer
technology to improve
Current market position
Future prospects
A strategic vision describes the route a company
intends to take in developing and strengthening
its business. It lays out the company’s strategic
course in preparing for the future.
Key Elements of a Strategic Vision
Delineates management’s aspirations for the business
Provides a panoramic view of “where we are going”
Charts a strategic path
Is distinctive and specific to
a particular organization
Avoids use of generic language that
is dull and boring and that could
apply to most any company
Captures the emotions of
employees and steers them
in a common direction
Is challenging and a bit beyond a
company’s immediate reach
Example of Strategic Vision
Red Hat
To extend our position as the most trusted
Linux and open source provider to the
enterprise. We intend to grow the market
for Linux through a complete range of
enterprise Red Hat Linux software, a
powerful Internet management platform,
and associated support and services.
Characteristics of a Mission Statement
Identifies boundaries of a company’s current business
and says something about
Present products and services
Types of customers served
Geographic coverage
Conveys
Who we are,
What we do, and
A good mission statement describes a company’s business
Why we are here
makeup and purpose in language specific enough to give
the company its own identity and distinguish it from
other enterprises in the same or other industries!
Corporate Strategy and the Sales
Function
Strategy Level Key Decision Areas Key Decision Makers
Corporate Strategy Corporate Mission Corporate Management
SBUs definition
SBU Objectives
Business Strategy Strategy Types Business Unit Management
Strategy execution
Marketing Strategy Target market selection Marketing Management
Marketing Mix
Development
Integrated Marketing
Communications
Sales Strategy Account targeting Strategy Sales Management
Relationship Strategy
Selling Strategy
Sales Channel Strategy
Generic Business Strategies and Sales
Force Activities
Strategy Type Role of the Salesforce
Low Cost Supplier
Service large current customers
Pursue large prospects
Selling on basis of price
Functional, order taking responsibilities
Differentiation
Requires a high quality sales force
Selling non price benefits
High level of prospecting and customer
service
Low price sensitivity
Niche
Experts in operations and opportunities
associated with the target market
Focus on non price benefits
Time allocation on high value customers
How do Sales and Market Share
Objectives blend in?
Market Share Sales Objectives Sales Tasks Recommended
Objectives Compensation
Build Build Sales Volume Call on prospects/ new Sales plus incentives /
Secure Distribution accounts commission
High Service levels,
particularly pre sales
service
Hold Maintain sales volume Call on targeted current Sales plus commission
Secure additional accounts
outlets Increase sales levels to
Consolidate through current accounts
concentration on Call on new accounts
targeted segments
Harvest Reduce selling costs Call on and service Salary plus Bonus
Target Profitable most profitable
accounts accounts
Reduce service levels
and inventories
Divest / Liquidate Minimize selling costs Dump Inventory Salary
and clear out inventory Eliminate Service
Personal Selling vs Advertising
Personal Selling Driven Marketing
Communication Strategies
When Message Flexibility is Important
When Message Timing is Important
When Reaction Speed is Important
When Message Creditability is Important
When Trying to Close the Sales
When Low Cost per Contact is Important
When Repetitive contact is Important
When Control of Message is Important
When Audience is Large
Advertising Driven Marketing
Communication Strategies
The Buying Centre - DMU
Initiators
Buyer / Purchasers
Influencers
Decision Makers
Users
Gatekeepers
Buy Grid Framework
Straight Rebuy Modified Rebuy New Task
Water Legal Services Bridges
Gas Consultancy Dams
Pure Complete
Routine Negotiation
Office Supplies Alternate RM Projects
Tools PCs Specialized
Bulk Chemicals Machinery
(usually)
Robinson 1967
Decision Making Process (New Task Purchase /
Supplier Change)
Problem Recognition
General Need Description
Specification
Supplier Search
Proposals submission
Supplier selection
Order process specifications
Performance Review
It’s About People…..
Assertive
WARM
Non Assertive
Aggressive
Responsive
Responsive Assertive
EASY TOUGH
Non Assertive Aggressive
COLD
& About Issues…..
And How We Communicate
Words 7 2 Ears &
1 Mouth!
Tone 38
Body Language 55
100%
Tips from ICI UK training
Guidelines for Negotiating
Don’t negotiate alone on protracted or complex negotiations
Don’t lack confidence
Don’t get side-tracked
Don’t be greedy
Don’t move quickly
Harvey Mackay’s rules that I have used
in 25 years (for buyers)
Smile and say NO until your tongue bleeds
The single most powerful tool for winning a
negotiation is the ability to walk away from the table
without a deal
The most important term in the contract isn't in the
contract
Agreements prevent disagreements
Harvey Mackay’s rules that I have used
in 25 years (for buyers)
He who burns bridges better be a damn good
swimmer
Make your decisions with your heart , and you’ll end
up with heart disease
Everything’s negotiable
Personal Selling Approaches
Stimulus Response Selling
Mental States Selling
Need Satisfaction Selling
Problem Solving Selling
Consultative Selling
Sales Strategy
Account Targeting Strategy
Relationship Strategy
Selling Strategy
Sales Channel Strategy
Relationship Strategy Selling Costs
High
Collaborative
Relationship
Partnership
Relationship
Cost to
Serve
Solutions
Relationship
Transaction
Relationship
Low
Low Commitment High
Sales Channel Strategy
The Internet
Distributors
Independent Representatives
Team Selling
Telemarketing
Trade Shows / Seminars
