Describing Strategic Salesforce Developing the personal Role of the Directing the Eectivenes the selling Sales Salesforce s and Salesforce funtion Function Performance SALES MANAGEMENT PROCESS OF COCA COLA Coca Cola Company uses personal selling techn ique in their sales management process
Following type of sales people include in personal selling: 1. Or Orde derr Ta Takers kers
See! repeat sales" ma!e certain that customers ha#e su$$icient pro%uct quantities &here an% &hen they nee% it 'o not require e(tensi#e sales e$$ort Arrange Arrange %isplays" restoc!s them" ans&er phone calls Lo& compensation" little training require% )igh turno#er o$ personnel Inside Order Takers Takers recei#e or%ers *y mail+phone" sales person in a retail store Field Order Takers tra#el to customers • 2. Or Orde derr Ge Gett tter erss •
Sell to ne& customers an% increase sales to present customers" sometimes calle% creati#e selling Generate customer lea%s" pro#i%e in$ormation" persua%ing customers an% closing sales Require% $or $or high high pric price% e%"" compl comple( e( an%+ an%+or or ne& ne& pro%u pro%uct cts s )igh )igh pres pressu sure re"" requi require ress e(pe e(pens nsi# i#e" e" time time consuming training 3. Trade ade Sales Salespe peop ople le
May per$orm or%er ta!ing $unction as &ell Spen% much time helping help ing customers" especially retail stores" to promote the pro%uct Restoc! the shel#es" set up %isplays 4. Tea Sell Sellin ing g
Coca Coca Cola Cola Compan Company y | Sales Sales Manage Manageme ment nt
Team selling is ,selling using multiple people &ho each *ring something unique to the sales process" especially &hen speciali-e% !no&le%ge is nee%e% to satis$y %i$$erent interests in customers. *uying centers
!leents of t"e #ersonal Selling #rocess Salespersons use e(actly the same sales metho%" *ut it is generally a se#en step process/
#rospecting and !$aluating See! names o$ prospects through sales recor%s" re$errals etc" also responses to a%#ertisements Nee% to e#aluate i$ the person is a*le 01n%ergra%uate %egree to atten% a gra%uate program2" &illing an% authori-e% to *uy 3lin% prospecting4rely on phone %irectory etc 1. #reapproac" %#reparing&
5 6 7 8 : ;
Re#ie& !ey %ecision ma!ers esp $or *usiness to *usiness" *ut also $amily Assess cre%it histories Prepare sales presentations 9%enti$y pro%uct nee%s )elps present the presentation to meet the prospects nee%s Approaching the Customer
Manner in &hich the sales person contacts the potential customer First impression o$ the sales person is Lasting an% there$ore important Stri#e to %e#elop a relationship rather than
Nee% to attract an% hol% the prospects Attention to stimulate 9nterest an% stir up 'esire in the pro%uct so the potential customer ta!es the appropriate Action A9'A Try to get the prospect to touch" hol% or try the pro%uct Must *e a*le to change the presentation to meet the prospect nee%s Three types o$ presentations/ •
Stiulus (esponse Forat: Appropriate stimulus &ill initiate a *uy %ecision" use one
•
appeal a$ter another hoping to hit the right *utton Forula Selling Forat: 0Canne% Sales Presentation2 memori-e%" repetiti#e" gi#en to all customers intereste% in a speci$ic pro%uct
Coca Cola Company | Sales Management
!
• • •
Goo% $or ine(perience% sales people 3etter &ith hea#ily a%#ertise% items that are presol% )eed Satisfaction Forat: 3ase% on the principal that each customer has a %i$$erent set o$ nee%s+%esires" there$ore the sales presentation shoul% *e a%apte% to the in%i#i%ual customer.s nee%s" this is a !ey a%#antage o$ personal selling #s a%#ertising Sales person as!s questions $irst" then ma!es the presentation accor%ingly Nee% to %o home&or!" listen &ell an% allo& customers to tal! etc
3. *losing
As! prospect to *uy pro%uct+pro%ucts 1se trial closes" 9E as! a*out $inancial terms" pre$erre% metho% o$ %eli#ery Generally sales people close =>? o$ the sales Nee% to *e prepare% to close at any time The $ollo&ing are popular closing techniques/ • • •
Trial Close 0Minor %ecision close2 Assumpti#e close 09mplie% consent close2 As! $or the sale close
9$ prospect says no" they may
Must $ollo& up sale" %etermine i$ the or%er &as %eli#ere% on time" installation O etc Also helps %etermine the prospects $uture nee%s Accomplishes $e& o*
customer gain short term satis$action in the long run" repurchase
Functions #erfored ,y salespeople to anage t"eir custoer: 5 6 7 8
Firstly" they %o sales call to their prospecti#e customer Then they ta!e their customer or%er A$ter this our sales people agree% on the purchase or%er &hich is gi#en *y the *uyer No& &e %eli#er the or%er accor%ing to the term an% con%itions &ritten in the purchase or%er Custo Sales : 9n the last step &e %o $ollo& up" %etermine that the or%ermer &as %eli#ere% on time an% it Call Order also helps to %etermine the prospects $uture nee%s
Purcha se Order
Follow Up
Coca Cola Company | Sales Management
Order Deliver
"
Strategic -ecision and Sales Strategy: At Corporate le#el the strategic %ecision is to gro& B *uil% an% $in% ne& in$ant mar!ets At mar!eting le#el the strategic %ecision is to target ne& mar!et ma!ing goo% relation &ith e(isting customer an% use 9MC strongly an% e$$ecti#ely So Strategic %ecision must *e translate% into strategies $or in%i#i%ual account" So the Coca Cola company sales %epartment $ocus more on relationship strategy they also %o account targeting strategy an% selling *ut $ocuses more on relationship strategy They also use %i$$erent sales channel to promote their company" generate pro$it an% increase the mar!et share
Specific *"aracteristics w"ic" akes sales anager effecti$e: 1. *oac"ing
Coaching is the num*er one sales management acti#ity that %ri#es sales per$ormance The goal o$ coaching is to help each sales rep to impro#e their per$ormance an% reach their true potential 9ts a*out %e#eloping your ,AD sales people to *ecome ,AD an% %e#eloping your ,3D sales people to *ecome ,AsD A sales manager &ith great coaching s!ills &ill not only see impro#e% sales per$ormance" *ut &ill ha#e *etter sales rep engagement" re%uce% turno#er an% impro#e%
Critical *usiness thin!ing require% to achie#e your sales o*
Coca Cola Company | Sales Management
#
3. iring
Most sales managers are not hiring on a %aily" &ee!ly or monthly *asis There$ore it *ecomes challenging to %e#elop great hiring s!ills )o&e#er" hiring the right sales person ma!es a *ig %i$$erence )iring mista!es are costly an% ta!e time to $i( Sales managers &ho can systematically i%enti$y an% select top sales talent &ill %eli#er impro#e% team per$ormance an% sales results 4. /e a tea player
Sales managers are o$ten in a mi%%le management position" &ith salespeople reporting to them an% other managers or e(ecuti#es a*o#e them in the corporate structure 9n this situation" higher le#els o$ management o$ten pass %o&n policy changes to the sales manager an% e(pect the manager to report to them as to the per$ormance o$ the sales team As the person in the mi%%le" your role is to act as an interpreter $or *oth si%es hen the CSO sets a ne& policy" $in% out &hy he.s chosen a ne& approach an% pass that in$ormation along to the team An% i$ your team is struggling" &or! &ith them to $in% the cause so that you can e(plain the pro*lem $airly to the e(ecuti#e si%e 0. Treat all your salespeople eually
Gi#en that there are a limite% num*er o$ hours in the %ay" many sales managers $ocus their coaching e$$orts on the *est an% &orst salespeople on the team an% let the ones in the mi%%le %o their o&n thing 1n$ortunately" this approach %oesn.t e(actly sen% a positi#e message to the neglecte% salespeople Set asi%e time to meet &ith e#ery mem*er o$ the sales team regar%less o$ their per$ormance . Gi$e positi$e feed,ack
Salespeople ten% to ha#e t&o top moti#ators/ money an% recognition ou may *e limite% in ho& much money you can sho&er on your salespeople *ut there.s no limit to the recognition you can pro#i%e 9$ a salesperson is per$orming &ell" praise her *oth pri#ately an% in $ront o$ the team Any time a salesperson.s per$ormance impro#es mar!e%ly H e#en i$ he.s not %oing much *etter than the rest o$ the team H ma!e a point o$ sho&ing him that you notice% that impro#ement A little positi#e $ee%*ac! can %o &on%ers to *oost your team.s morale an% get them per$orming at an e#en higher le#el
Sales #rocess and "ow to #rospect )ew ccount 1. Get a decent list of prospects.
9%eally" you &ant to *e prospecting $or customers &ho are alrea%y li!ely to *uy To %o that" %ra& your list o$ prospects $rom the $ollo&ing sources in this or%er/
Coca Cola Company | Sales Management
$
•
(eferrals. People &hom your e(isting customers ha#e contacte% an% suggeste% that they
•
get in touch &ith you )etworks. People &hom you.#e connecte% &ith personally at in%ustry e#ents or online
•
#ia social net&or!ing e,site 5isitors. People &ho.#e sho&n an interest in your o$$erings *y accessing your &e*site an% lea#ing contact %ata
2. *reate a ualifying script.
3ase% upon your e(perience" %e$ine a con#ersational &ay to as!" %uring an initial con#ersation 3. Set reasona,le prospecting goals.
Set a target $or ho& many prospects you &ill nee% in your pipeline or%er to generate the num*er o$ sales that you nee% For e(ample" i$ you must generate $i#e sales a &ee! an% on a#erage close one out o$ $i$ty prospects" you &ill nee% to ma!e 6:> calls a &ee! 4. Get into a positi$e ental state.
Fin% a place &here you &on.t *e interrupte% or %istracte% Ta!e a $e& minutes to $ocus yoursel$ an% your thoughts/ • • •
3e positi#e 3elie#e you &ill succee% 9$ you $ail try again 3e optimistic Loo! $or the *est in people an% e(pect goo% things to happen Iisuali-e success 9magine ALL the emotions you.ll $eel &hen you achie#e your goal
0. 'ake t"e calls.
hile %oing so" remem*er to listen as much 0or more2 as you tal!
ttract keep and de$elop Sales Talent The ans&er o$ the question is going to *e %i#i%e% into three parts Each respecti#e part o$ the question is %iscusse% *elo& in %etail ttracting Sales Talent: e use %i$$erent tools an% proce%ures to help us attract the sales talent Moti#ation is a common practice in our $irm an% &e %o that to raise the morale o$ our sales employees e also pro#i%e them &ith an imme%iate $ee%*ac! regar%ing their tas!s &hich is necessary to help !eep them on a straight path e use the $ollo&ing techniques to !eep our employees moti#ate%/ •
#u,lic (ecognition: hen our sales reps ha#e an e(ceptional &ee!" &e highlight their
achie#ements in $ront o$ their peers so that it might * oost up their morale a little *it
Coca Cola Company | Sales Management
%
•
*ele,rate T"e Good Ties: hen the goo% times come in" &e cele*rate *y %oing
•
simple things li!e gi#ing a shout4out on the sales $loor or an email message to congratulate e#eryone on %oing a great
6eeping Sales Talent: e try to !eep the mem*ers o$ our sales talent happy an% content in the $ollo&ing &ays/ •
e try to maintain the en#ironment o$ our $irm as pleasant an% $rien%ly as it coul% *e so
• •
that our employees might not $eel the sense o$ insecurity e Praise them &hen the praise is %ue Let them !no& that our %oor is al&ays open to them an% they can as! us anything at any
•
time e treat our $ello& employees &ith respect
-e$eloping Our Sales Talent:
9t is #ery important to %e#elop our sales $orce so that they might pro%uce the %esire results 3elo& are a couple o$ &ays &e %o so •
!$aluation of #erforance: e e#aluate the per$ormance o$ our sales $orce an% then try
•
to $in% out the pro*lem that they might *e $acing &hile per$orming their respecti#e tas!s #eer 'onitoring #rogra / e assign e(perience% sales person to help out the employee i$ he is $acing any trou*les achie#ing the target or per$orming his %uties e$$ecti#ely
Sales c"annel use in *oca *ola: Our $irm uses three types o$ sales channel They are Tra%e sho&s an% Team selling The &ay they are implemente% are %iscusse% *elo&/ Trade S"ows: e con%uct our tra%e sho&s in the $ollo&ing &ays/ /usiness T"eater: e set up our *usiness theater &here our &ell traine% sales rep gi#es the potential customers the presentations regar%ing our pro%uct /rief O$er$iew / A *rie$ o#er#ie& o$ the company is gi#en to the atten%ees along &ith all the e(citing things that they &oul% $in% insi%e our *ooth They are also gi#ing a *rie$ intro%uction regar%ing our pro%uct /oot" cti$ities: Fun acti#ities are o$$ere% at the *ooth &here people can play %i$$erent games an% are o$$ere% pri-es
Coca Cola Company | Sales Management
&
Tea Selling: e practice team selling in our organi-ation 9t is implemente% in the $ollo&ing &ays -istri,ution: •
'irect 'istri*ution 0Company 6 Company2
•
9n%irect 'istri*ution 0Company to 'istri*utor2
e create clear an% realistic goals so that the sales team can succee% success$ully &ithout $alling to a prey to $rustration Teams are ma%e accor%ing to the in%i#i%uals s!ills an% later on their per$ormances are chec!e% to %etermine that &hether &e nee% to ma!e any a%
"at is ore iportant for you and your organi7ation sales $olue or sales producti$ity kindly gi$e e reason8 •
As they sai% that pro%ucti#ity is more important than #olume *ecause our customers
•
$ocus on #alue instea% o$ quantity O$ course quantity matters as it is important $or the a#aila*ility o$ the pro%uct *ut they
•
sai% that more $ocus at the organi-ations en% is on pro%ucti#ity They sai% they also gi#e importance to #olume *ut to some e(tent they $ocus on &hat is
•
%eman%e% *y the customers an% i$ the #alue is goo% then %eman% &ill increase an% this &ill increase the #olume o$ the pro%uct As &e !no& in ol% perio% people more $ocus to&ar%s #olume an% they !eep on
•
pro%ucing the pro%ucts &ithout $ocusing on the #alue that is require% They !eep on increasing the e(penses *y pro%ucing more an% more pro%ucts cause the
•
more the #olume is more the e(penses &ill *e 3ut no& a %ays organi-ation 0coca cola2 more $ocusing on utili-ing $e&er resources an%
•
%o more sales so that they can generate more pro$it *ecause main motto o$ e#ery *usiness is to earn more pro$it an% ma!e $e&er e(penses They also mentione% that they are in %eman% so they are $ocusing on #olume as &ell
•
*ecause the a#aila*ility matters a lot *ut they are using such &ays so that they &ill utili-e *est o$ resources an% ma!e pro$it *y increasing sales They are le#eling their cost an% e(penses *y %oing the &hole proce%ure more e$$ecti#ely
•
*ecause they got goo% employees so they are %oing the &hole proce%ure e$$ecti#ely They e#aluate the sales *y $ocusing on pro%ucti#ity not ma
Coca Cola Company | Sales Management
'
•
Their employees are much moti#ate% an% they are using their s!ills to re%uce e(penses an% increase #alue *ecause they are pro#i%ing incenti#es $or their a*ilities an% &or!
ow your sales people contri,ute toward t"eir own organi7ation9 society and custoer8 Sales people act on *ehal$ o$ their companies *y %oing the $ollo&ing/ • • • •
Creating #alue $or their $irms customers Generating Re#enue Managing relationships Relaying customer an% mar!et in$ormation *ac! to their organi-ations
From societys perspecti#e" selling is &on%er$ul &hen pro$essional sales people act on *ehal$ o$ *oth *uyers an% sellers The sales person has a trust responsi*ility an% ethical responsi*ility to the *uyer At times" ho&e#er t&o responsi*ilities con$lict &ith one another Sales people also $ace con$licts &ithin their companies hen a sales person tells a customer a pro%uct is %eli#ere% in three %ays" he+ she has ma%e a promise that &ill either *e !ept or *ro!en *y her companys shipping %epartment hen the sales person accepts the contract &ith certain terms" he+she has ma%e a promise to customer that &ill either *e !ept or *ro!en *y her companys cre%it %epartment hat i$ the cre%it %epartment an% shipping %epartment cant agree on the shipping terms the customer shoul% recei#eJ hich group shoul% the salesperson si%e &ithJ hat i$ managers &ant the salesperson to sell a pro%uct thats unrelia*le an% &ill s& the companys customer ser#ice representati#es &ith *uyers complaintsJ Shoul% she + he nonetheless &or! har% to sell the o$$eringJ 9n general" salespeople han%le these con$licting e(pectations &ell Society *ene$its *ecause salespeople help *uyers ma!e more in$orme% %ecisions an% help their companies succee%" &hich" in turn" creates
Coca Cola Company | Sales Management
(
customers plus society an% these *oth are #ery important $or us *ecause they are the source o$ income $or our company They are contri*uting to our customers *y pro#i%ing them the require% things accor%ing to their nee% They are ta!ing care o$ our customers %eman%s an% they let us !no& &hat is nee%e% *y our customers an% the society They pro#i%e satis$action to customers an% this &ill increase our positi#ity in the min% o$ our customers They are contri*uting to the society as they are sociali-ing an% acti#e in society They are ethical to society as they are not #iolating the norms an% ethics They are the %irect source *et&een us our customers an% society an% they connect us through selling our pro%uct an% ma!ing our positi#e image in customers min% an% in $ront o$ society Sales people o$ten %oing con#ersations &ith customers to !no& their nee%s an% &ants" %e$ine characteristics o$ pro%ucts an% ser#ices to meet their nee%s Sales people contri*ute to their customer *y sol#ing their pro*lems Coca cola use consultati#e selling $or achie#ing customer strategic goal an% sol#ing their pro*lems Sales people !eep in touch &ith their clients Sales people must ha#e !no&le%ge a*out their pro%uct 0pro%uct *ene$its" competiti#e strengths2 Sales people must ha#e the s!ill to %e#elop interest o$ customer to&ar%s their pro%uct an% he must ha#e to !no& that time is #ery important element an% ho& e$$ecti#ely they use this time 9n a%%ition to acting on *ehal$ o$ their $irms" sales representati#es also act on *ehal$ o$ their customers hene#er a salesperson goes *ac! to her company &ith a customers request" *e it $or quic!er %eli#ery" a change in a pro%uct $eature" or a negotiate% price" she is #oicing the customers nee%s )er goal is to help the *uyer purchase &hat ser#es his or her nee%s the *est
iring(ecruiting procedure of t"e *oca *ola Our recruitment process is &ell esta*lishe% $irst o$ all &e gi#e a%s in ne&spapers an% company &e*site our company relies on internal an% e(ternal recruitment internal sources inclu%e employee re$erral an% our
Coca Cola Company | Sales Management
)
At o$$er stage can%i%ate &ill *e contacte% *y either the recruiter or the hiring manager to %iscuss the terms your employment Can%i%ate &ill %iscuss salary" *ene$its" start %ate" all the things nee% to clear up *e$ore you start in your ne& role Once can%i%ate is accepte%" %etails &ill *e sent through to our )uman Resources to generate your contract an% the )R relationship thatll continue throughout time &ith us
;: "at do you prefer w"ile selecting your sales candidate8 %Internal e
The assessment o$ an employer.s current sta$$ to ascertain i$ any current employees are su$$iciently s!ille% or quali$ie% to per$orm require%
E(ternal recruitment is the assessment o$ an a#aila*le pool o$
Morale Cost Competition Re#itali-ation
Though most o$ the companies pre$er e(ternal hiring to enhance young *loo% an% %i#erse s!ills *ut on the other han% they ha#e to &or! quite har% $or training the ne&*ies an% in such
Coca Cola Company | Sales Management
competiti#e en#ironment" the company has to loo! $or timely solutions an% this internal practice is quite %esira*le" nee% o$ the hour" in$ormal an% e$$icient
#rocess of sales training and de$elopent: To impro#e as a company an% to help associates reali-e their $ull potential" &e are committe% to e(ten%ing e%ucation an% %e#elopment programs to our associates at all le#els o$ our organi-ation e ha#e a %esignate% person in our territory $or commercial training For e#ery %epartment e ha#e a team o$ trainers Training is con%ucte% as per the o*
ow would you prospect new accounts8 At Coca4Cola" customers are at the heart o$ e#erything &e %o Customer pre$erence is a core #alue o$ our *usiness This means *uil%ing true partnerships that create sustaina*le #alue an% pro$ita*le gro&th $or our *usiness an% our customers across all !ey channels 3y $in%ing ne& &ays to &in together in the mar!etplace" &e aim to *e the pre$erre% supplier to all o$ our
Coca Cola Company | Sales Management
!
customers To achie#e this" &e ha#e a%opte% a comprehensi#e set o$ initiati#es %esigne% to *uil% colla*orati#e customer relationships an% ensure e(cellent e(ecution e prospect ne& customers through the $ollo&ing/ •
(eferrals. People to &hom our e(isting customers ha#e contacte% an% suggeste% that
•
they get in touch &ith you )etworks. People that are connecte% &ith us personally at in%ustry e#ents or online #ia
•
social net&or!ing e,site 5isitors. People &ho.#e sho&n an interest in our o$$erings *y accessing our &e*site an% lea#ing contact %ata
ow do you o$ercoe ,uyers concern8 They pre$er to listen more $rom customer They use pro*ing technique The i%ea that people lo#e to *uy is one o$ the *iggest myths in sales The actual *uying process is hin%ere% *y $ears an% %ou*ts 9ts up to the salesperson to allay the *uyers $ears ,People %ont li!e *eing sol% to" *ut they li!e to *uyDK so goes one o$ the ol%est myths in sales The solution" &e are tol%" is not to sell to people" *ut to help them *uy hile there is no %ou*t that a salesperson shoul% $acilitate a purchase" the myth that people en
"at Specification ualifications and skills do you look for in sales staff8 Coca Cola Company | Sales Management
"
There are numerous quali$ications an% s!ills le#el that are consi%ere% to *e present in the sales sta$$ in accor%ance to their
Communication S!ill Negotiation S!ills Pro*lem )an%ling Pro*lem A*sor*er Strong Follo& up Logical
*ounication Skill:
3eing a*le to communicate e$$ecti#ely is the most important o$ all li$e s!ills Communication is simply the act o$ trans$erring in$ormation $rom one place to another" &hether this *e #ocally" &ritten" #isually or non4#er*ally The a*ility to communicate in$ormation accurately" clearly an% as inten%e%" is a #ital li$e s!ill that is nee%e% $rom the sales sta$$ as they are the human *ri%ge *et&een the company an% its customers )egotiation Skills
Negotiation is a metho% *y &hich people settle %i$$erences 9t is a process * y &hich compromise or agreement is reache% &hile a#oi%ing argument an% %ispute 9n any %isagreement" in%i#i%uals un%erstan%a*ly aim to achie#e the *est possi*le outcome $or their position )o&e#er" the principles o$ $airness" see!ing mutual *ene$it an% maintaining a relationship are the !eys to a success$ul outcome &hich are inten%e% *y a goo% sales sta$$ #ro,le andling
One shoul% *e analytic an% %e#elop the per$ect !no&le%ge a*out their pro%uct+ser#ice o$$ere% to un%erstan% the pro*lems o$ the customers so that they coul% le#er the queries an% satis$y them to the $ullest The sales sta$$ shoul% %e#elop this s!ill to re$lect competency an% $la&lessness #ro,le ,sor,er
A*sor*ing a pro*lem $or a client 0internal or e(ternal2" supporting those &ho are A*sor*ing pro*lems" or %isco#ering ne& pro*lems to sol#e" the pro*lems you $ace can *e large or small" simple or comple(" an% easy or %i$$icult A $un%amental part o$ e#ery sales sta$$ is $in%ing &ays to sol#e them So" *eing a con$i%ent pro*lem sol#er is really important to your success Much o$ that con$i%ence comes $rom ha#ing a goo% process to use &hen approaching a pro*lem ith
Coca Cola Company | Sales Management
#
one" you can sol#e pro*lems quic!ly an% e$$ecti#ely ithout one" your solutions may *e ine$$ecti#e" or you.ll get stuc! an% %o nothing" &ith sometimes pain$ul consequences Strong Follow up
The act or an instance o$ $ollo&ing up" as to $urther an en% or re#ie& ne& %e#elopments/ The $ollo&4up is o$ten as important as the initial contact in gaining ne& clients 9nten%e% to $ollo& up" as to rein$orce or e#aluate pre#ious action These actions are essential $or sales sta$$ to *uil% a $ruit$ul relationship &ith customers
;: "at key easures are you using to track sales effecti$eness8 Sales e$$ecti#eness re$ers to the a*ility o$ a company.s sales pro$essionals to ,&inD at each stage o$ the customer.s *uying process" an% ultimately earn the *usiness on the right terms an% in the right time$rame The measures to $ul$ill the nee% o$ chec! an% *alance regar%ing sales e$$ecti#eness are as $ollo&s/ • • • • •
Comparison o$ sales &ith last year sales Iertical Gro&th )ori-ontal Gro&th Mar!et Share Numeric %istri*ution
*oparison of sales wit" last year sales
The comparison o$ sales &ill ma!e a *enchmar! $or the sales sta$$ to %e#elop an% increase the sales target $or the ne(t year plus it helps the managers to see the per$ormance o$ each an% e#ery sales person that &ill relate the geographical segments that nee%s attention 5ertical Growt"
The #ertical gro&th relates to elite per$ormance that results in promotion o$ the sales sta$$ &ithin the hierarchy le#el o$ the sales %epartment The sales e$$ecti#eness pro#i%es the scale o$ promoting the %eser#ing sta$$ &hich results in $urther moti#ation" retention an% loyalty
ori7ontal Growt"
The hori-ontal gro&th re$ers to the %i#ersity among the same le#el o$ hierarchy among the sales sta$$ in &hich the per$ormance o$ selling %i$$erent pro%uct+ser#ice line is o*ser#e% that helps to ma!e the sales person
Coca Cola Company | Sales Management
$
'arket S"are
The #ariations in the mar!et share are also one o$ the *enchmar!s that help to e#aluate the per$ormance o$ sales sta$$ an% help to e(ecuti#e certain measures that align the mar!et share positi#ity )ueric -istri,ution
Numeric %istri*ution is *ase% on the num*er o$ outlets that carry a pro%uct 9t is %e$ine% as the percentage o$ stores that stoc! a gi#en *ran% or S1" &ithin the uni#erse o$ stores in the rele#ant mar!et 'istri*ution metrics quanti$y the a#aila*ility o$ pro%ucts sol% through retailers" usually as a percentage o$ all potential outlets O$ten" outlets are &eighte% *y their share o$ category sales For mar!eters &ho sell through resellers" %istri*ution metrics re#eal a *ran%s percentage o$ mar!et access an% &or!s as an e#aluation tool $or per$ormance o$ the sales sta$$
;: -oes t"e sales staff "elp in ,uilding sales strategies8 A sales strategy consists o$ a plan that positions a companys *ran% or pro%uct to gain a competiti#e a%#antage Success$ul strategies help the sales $orce $ocus on target mar!et customers an% communicate &ith them in rele#ant" meaning$ul &ays Sales representati#es nee% to !no& ho& their pro%ucts or ser#ices can sol#e customer pro*lems A success$ul sales strategy con#eys this so that the sales $orce spen%s time targeting the correct customers at the right time Planning an% creating an e$$ecti#e sales strategy requires loo!ing at long4term sales goals an% analy-ing the *usiness sales cycle" as &ell as meeting &ith sales people a*out their personal career goals Going through these e(ercises helps *usiness o&ners an% managers gain a more intimate !no&le%ge o$ the sales inter#als" seasonal changes an% &hat moti#ates the sales team A$ter creating the long4term sales strategy *ase% on long4term goals" sales managers shoul% create monthly an% &ee!ly sales strategies *ase% on the long4term strategy This allo&s $or short4 term per$ormance measurement o$ the sales team es" Coca Cola Companys sales sta$$ helps in *uil%ing sales strategies as they are one o$ the *asic an% essential ingre%ients in planning" %e#eloping" initiating" accomplishing an% e#aluating the strategies Li!e&ise" the sales sta$$ has the $ollo&ing components &ithin their reach that helps *uil%ing sales strategy/ • • • • •
Sales no&le%ge Mar!et no&le%ge Company no&le%ge Customer no&le%ge S!ills an% Competency
Consequently" the sales strategy is %e#elope% $or the sales sta$$ to $ollo& so their in#ol#ement is #ery important as they ha#e the !ey !no&le%ge o$ e#erything on &hich the sales strategy is
Coca Cola Company | Sales Management
%
%epen%ent an% they !no& &ell ho& to accomplish the goals an% o*
Guidelines for a Sales 'anager: The gui%elines that 9 &oul% li!e to suggest $or a sales manager are the $ollo&ing/ 5 Shoul% Possess Analytical A*ility 6 Must )a#e The A*ility To Attain Targets 7 Must )a#e The A*ility To Get Things 'one 8 A Sales Manager Must 3e Creati#e : Shoul% )a#e The A*ility To 'e#elop Su*or%inates ; Must Possess Pro*lem Sol#ing an% Communication S!ills Must Possess Technical no&le%ge = A Sales Manager Shoul% 3uil% Enthusiasm 9n Their Sales Force Sales Manager Shoul% )a#e The A*ility To or! 1n%er Pressure 5> Shoul% Coach an% Moti#ate Sales Force 55 A Goo% Sales Manager shoul% Pro#i%e Fee%*ac! To Their Sales People 56 A Goo% Sales Manager Shoul% )a#e Management S!ills an% E(perience
Coca Cola Company | Sales Management
&
Suggestions: 5 ust as &e al&ays encourage our sales people to $ollo& up &ith potential clients" *e sure to $ollo& up &ith your sales team on %iscussions *rought up in coaching" training" or sales meetings As! them &hether the in$ormation &as use$ul" ho& they are a*le to apply it" &hat issues they are still encountering hen you $ollo& up on !ey %iscussions" your sales people &ill *e more li!ely to acti#ely apply the material to their %aily acti#ities 6 Managers o$ten emphasi-e to their employees the necessity $or constant %e#elopment an% training 'ont $orget that the same applies to you Consi%er ta!ing a pro$essional sales management or sales coaching course to help you manage your sales team to&ar% more pro%ucti#e an% pro$ita*le possi*ilities 7 Goals %o not ha#e to *e
Coca Cola Company | Sales Management
'
