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the personal
s e l in g
funtion
Strategic
Role of the
Sales
Function
Developing
the
Salesforce
Directing the
Salesforce
Salesforce
Effectivenes
s and
Performance
Team selling is selling using multiple people who each bring something unique to the sales
process, especially when specialized knowledge is needed to satisfy different interests in
customers' buying centers.
Review key decision makers esp. for business to business, but also family
Assess credit histories
Prepare sales presentations
Identify product needs.
Helps present the presentation to meet the prospects needs.
Approaching the Customer
Manner in which the sales person contacts the potential customer. First impression of the sales
person is Lasting and therefore important. Strive to develop a relationship rather than just push
the product. Can be based on referrals, cold calling or repeat contact.
2. Making the Presentation
Need to attract and hold the prospects Attention to stimulate Interest and stir up Desire in the
product
so
the
potential
customer
takes
the
appropriate Action.
AIDA
Try to get the prospect to touch, hold or try the product. Must be able to change the presentation
to meet the prospect needs. Three types of presentations:
Stimulus Response Format: Appropriate stimulus will initiate a buy decision, use one
appeal after another hoping to hit the right button.
Formula Selling Format: (Canned Sales Presentation) memorized, repetitive, given to
all customers interested in a specific product.
Coca Cola Company | Sales Management
3. Closing
Ask prospect to buy product/products. Use trial closes, IE ask about financial terms, preferred
method of delivery. Generally sales people close 80% of the sales.
Need to be prepared to close at any time. The following are popular closing techniques:
If prospect says no, they may just need more reasons to buy!!
4. Following Up
Must follow up sale, determine if the order was delivered on time, installation OK etc. Also helps
determine the prospects future needs. Accomplishes few objectives:
Purcha
se
Order
Follow
Up
Order
Deliver
y
3. Hiring
Most sales managers are not hiring on a daily, weekly or monthly basis. Therefore it becomes
challenging to develop great hiring skills. However, hiring the right sales person makes a big
difference. Hiring mistakes are costly and take time to fix.
Sales managers who can systematically identify and select top sales talent will deliver improved
team performance and sales results.
4. Be a team player
Sales managers are often in a middle management position, with salespeople reporting to them
and other managers or executives above them in the corporate structure. In this situation, higher
levels of management often pass down policy changes to the sales manager and expect the
manager to report to them as to the performance of the sales team. As the person in the middle,
your role is to act as an interpreter for both sides. When the CSO sets a new policy, find out why
he's chosen a new approach and pass that information along to the team. And if your team is
struggling, work with them to find the cause so that you can explain the problem fairly to the
executive side.
5. Treat all your salespeople equally
Given that there are a limited number of hours in the day, many sales managers focus their
coaching efforts on the best and worst salespeople on the team and let the ones in the middle do
their own thing. Unfortunately, this approach doesn't exactly send a positive message to the
neglected salespeople. Set aside time to meet with every member of the sales team regardless of
their performance.
6. Give positive feedback
Salespeople tend to have two top motivators: money and recognition. You may be limited in how
much money you can shower on your salespeople but there's no limit to the recognition you can
provide. If a salesperson is performing well, praise her both privately and in front of the team.
Any time a salesperson's performance improves markedly even if he's not doing much better
than the rest of the team make a point of showing him that you noticed that improvement. A
little positive feedback can do wonders to boost your team's morale and get them performing at
an even higher level.
Referrals. People whom your existing customers have contacted and suggested that they
get in touch with you.
Networks. People whom you've connected with personally at industry events or online
via social networking.
Website Visitors. People who've shown an interest in your offerings by accessing your
website and leaving contact data.
Public Recognition: When our sales reps have an exceptional week, we highlight their
achievements in front of their peers so that it might boost up their morale a little bit.
Celebrate The Good Times: When the good times come in, we celebrate by doing
simple things like giving a shout-out on the sales floor or an email message to
congratulate everyone on doing a great job.
Implement Monthly Incentives: We give incentives to those sales people who
outperform others on a monthly basis which increases the competition among the sales
staff members and it keeps them motivated.
Keeping Sales Talent: We try to keep the members of our sales talent happy and content in the
following ways:
We try to maintain the environment of our firm as pleasant and friendly as it could be so
that our employees might not feel the sense of insecurity.
We Praise them when the praise is due.
Let them know that our door is always open to them and they can ask us anything at any
time.
We treat our fellow employees with respect.
Evaluation of Performance: We evaluate the performance of our sales force and then try
to find out the problem that they might be facing while performing their respective tasks.
Peer Monitoring Program: We assign experienced sales person to help out the
employee if he is facing any troubles achieving the target or performing his duties
effectively.
Team Selling: We practice team selling in our organization. It is implemented in the following
ways
Distribution:
We create clear and realistic goals so that the sales team can succeed successfully without falling
to a prey to frustration. Teams are made according to the individuals skills and later on their
performances are checked to determine that whether we need to make any adjustments or not.
Training is provided to the sales rep which is focused on working collaboratively and efficiently.
We hold a ten minute meeting every morning to answer questions and provide inspiration and
share tips so that they could feel motivated towards achieving their goal. We also arrange team
building activities so that they could learn to work together as one unit.
What is more important for you and your organization sales volume or sales
productivity kindly give me reason?
As they said that productivity is more important than volume because our customers
focus on value instead of quantity.
Of course quantity matters as it is important for the availability of the product but they
said that more focus at the organizations end is on productivity.
They said they also give importance to volume but to some extent they focus on what is
demanded by the customers and if the value is good then demand will increase and this
will increase the volume of the product.
As we know in old period people more focus towards volume and they keep on
producing the products without focusing on the value that is required.
They keep on increasing the expenses by producing more and more products cause the
more the volume is more the expenses will be.
But now a days organization (coca cola) more focusing on utilizing fewer resources and
do more sales so that they can generate more profit because main motto of every business
is to earn more profit and make fewer expenses.
They also mentioned that they are in demand so they are focusing on volume as well
because the availability matters a lot but they are using such ways so that they will utilize
best of resources and make profit by increasing sales.
They are leveling their cost and expenses by doing the whole procedure more effectively
because they got good employees so they are doing the whole procedure effectively.
They evaluate the sales by focusing on productivity not majorly volume and they also
give rewards according to the sales productivity their employees made.
Their employees are much motivated and they are using their skills to reduce expenses
and increase value because they are providing incentives for their abilities and work.
How your sales people contribute toward their own organization, society and
customer?
Sales people act on behalf of their companies by doing the following:
From societys perspective, selling is wonderful when professional sales people act on behalf of
both buyers and sellers. The sales person has a trust responsibility and ethical responsibility to
the buyer. At times, however two responsibilities conflict with one another. Sales people also
face conflicts within their companies. When a sales person tells a customer a product is delivered
in three days, he/ she has made a promise that will either be kept or broken by her companys
shipping department. When the sales person accepts the contract with certain terms, he/she has
made a promise to customer that will either be kept or broken by her companys credit
department. What if the credit department and shipping department cant agree on the shipping
terms the customer should receive? Which group should the salesperson side with? What if
managers want the salesperson to sell a product thats unreliable and will swamp the companys
customer service representatives with buyers complaints? Should she / he nonetheless work hard
to sell the offering? In general, salespeople handle these conflicting expectations well. Society
benefits because salespeople help buyers make more informed decisions and help their
companies succeed, which, in turn, creates jobs for people and products they can use. Most
salespeople also truly believe in the effectiveness of their companys offerings. Our sales
employees are very motivated and they are contributing at their level best to us, our customers
and society. Firstly they are contributing to us as they are the source of profit for us they are
bringing money in our organization. They are generating revenue for us. They are also following
the norms and ethics that are in our organization they work according to our ways but through
their skills. They care about our norms and values and they follow them as we tell them to do.
Sales people are very important for any business because they are directly interacting with our
Coca Cola Company | Sales Management
customers plus society and these both are very important for us because they are the source of
income for our company. They are contributing to our customers by providing them the required
things according to their need. They are taking care of our customers demands and they let us
know what is needed by our customers and the society. They provide satisfaction to customers
and this will increase our positivity in the mind of our customers. They are contributing to the
society as they are socializing and active in society. They are ethical to society as they are not
violating the norms and ethics. They are the direct source between us our customers and society
and they connect us through selling our product and making our positive image in customers
mind and in front of society. Sales people often doing conversations with customers to know
their needs and wants, define characteristics of products and services to meet their needs. Sales
people contribute to their customer by solving their problems. Coca cola use consultative selling
for achieving customer strategic goal and solving their problems. Sales people keep in touch with
their clients. Sales people must have knowledge about their product (product benefits,
competitive strengths). Sales people must have the skill to develop interest of customer towards
their product and he must have to know that time is very important element and how effectively
they use this time. In addition to acting on behalf of their firms, sales representatives also act on
behalf of their customers. Whenever a salesperson goes back to her company with a customers
request, be it for quicker delivery, a change in a product feature, or a negotiated price, she is
voicing the customers needs. Her goal is to help the buyer purchase what serves his or her needs
the best.
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At offer stage candidate will be contacted by either the recruiter or the hiring manager to discuss
the terms your employment. Candidate will discuss salary, benefits, start date, all the things need
to clear up before you start in your new role. Once candidate is accepted, details will be sent
through to our Human Resources to generate your contract and the HR relationship thatll
continue throughout time with us.
Morale
Cost
Competition
Revitalization
Though most of the companies prefer external hiring to enhance young blood and diverse skills
but on the other hand they have to work quite hard for training the newbies and in such
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competitive environment, the company has to look for timely solutions and this internal practice
is quite desirable, need of the hour, informal and efficient.
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customers. To achieve this, we have adopted a comprehensive set of initiatives designed to build
collaborative customer relationships and ensure excellent execution.
We prospect new customers through the following:
Referrals. People to whom our existing customers have contacted and suggested that
they get in touch with you.
Networks. People that are connected with us personally at industry events or online via
social networking.
Website Visitors. People who've shown an interest in our offerings by accessing our
website and leaving contact data.
What Specification qualifications and skills do you look for in sales staff?
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There are numerous qualifications and skills level that are considered to be present in the sales
staff in accordance to their job hierarchy level. Moreover, there is no hard and fast rule that is
developed to see if a person has enhanced such skills to be incentivized monetary and nonmonetary. The generic and essential qualifications and skills required for sales staff are listed
below:
Communication Skill
Negotiation Skills
Problem Handling
Problem Absorber
Strong Follow up
Logical.
Communication Skill:
Being able to communicate effectively is the most important of all life skills. Communication is
simply the act of transferring information from one place to another, whether this be vocally,
written, visually or non-verbally. The ability to communicate information accurately, clearly and
as intended, is a vital life skill that is needed from the sales staff as they are the human bridge
between the company and its customers.
Negotiation Skills
Negotiation is a method by which people settle differences. It is a process by which compromise
or agreement is reached while avoiding argument and dispute. In any disagreement, individuals
understandably aim to achieve the best possible outcome for their position. However, the
principles of fairness, seeking mutual benefit and maintaining a relationship are the keys to a
successful outcome which are intended by a good sales staff.
Problem Handling
One should be analytic and develop the perfect knowledge about their product/service offered to
understand the problems of the customers so that they could lever the queries and satisfy them to
the fullest. The sales staff should develop this skill to reflect competency and flawlessness.
Problem Absorber
Absorbing a problem for a client (internal or external), supporting those who are Absorbing
problems, or discovering new problems to solve, the problems you face can be large or small,
simple or complex, and easy or difficult. A fundamental part of every sales staff is finding ways
to solve them. So, being a confident problem solver is really important to your success. Much of
that confidence comes from having a good process to use when approaching a problem. With
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one, you can solve problems quickly and effectively. Without one, your solutions may be
ineffective, or you'll get stuck and do nothing, with sometimes painful consequences.
Strong Follow up
The act or an instance of following up, as to further an end or review new developments: The
follow-up is often as important as the initial contact in gaining new clients. Intended to follow
up, as to reinforce or evaluate previous action. These actions are essential for sales staff to build
a fruitful relationship with customers.
Horizontal Growth
The horizontal growth refers to the diversity among the same level of hierarchy among the sales
staff in which the performance of selling different product/service line is observed that helps to
make the sales person jack of all trades. Moreover, this diversity helps the sales staff to
understand different sales techniques that are required for each genre of product/service.
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Market Share
The variations in the market share are also one of the benchmarks that help to evaluate the
performance of sales staff and help to executive certain measures that align the market share
positivity.
Numeric Distribution
Numeric distribution is based on the number of outlets that carry a product. It is defined as the
percentage of stores that stock a given brand or SKU, within the universe of stores in the relevant
market. Distribution metrics quantify the availability of products sold through retailers, usually
as a percentage of all potential outlets. Often, outlets are weighted by their share of category
sales. For marketers who sell through resellers, distribution metrics reveal a brands percentage
of market access and works as an evaluation tool for performance of the sales staff.
Sales Knowledge
Market Knowledge
Company Knowledge
Customer Knowledge
Skills and Competency
Consequently, the sales strategy is developed for the sales staff to follow so their involvement is
very important as they have the key knowledge of everything on which the sales strategy is
Coca Cola Company | Sales Management
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dependent and they know well how to accomplish the goals and objectives of the strategy in
accordance to their skill and competency.
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Suggestions:
1. Just as we always encourage our sales people to follow up with potential clients, be sure
to follow up with your sales team on discussions brought up in coaching, training, or
sales meetings. Ask them whether the information was useful, how they are able to apply
it, what issues they are still encountering. When you follow up on key discussions, your
sales people will be more likely to actively apply the material to their daily activities.
2. Managers often emphasize to their employees the necessity for constant development and
training. Dont forget that the same applies to you. Consider taking a professional sales
management or sales coaching course to help you manage your sales team toward more
productive and profitable possibilities.
3. Goals do not have to be just about hitting numbers; you should also set developmental
goals with your sales people. Tangible goals around habit and attitude improvements as
well as knowledge and skills acquisition goals will produce well-rounded professionals
who will better be able to achieve their sales targets.
4. Be a resource for your team. Share your own success stories, best practices, and advice
on your areas of expertise, and direct them to appropriate external resources when
needed. Show your team that they can come to you with challenges and questions.
5. Do you know your sales team and how they learn best? Take some time to identify the
personality types and learning styles of the people within your team in order to help you
deliver your sales meetings, coaching, and training sessions in the most effective way.
7. Dont allow negative morale to pervade your company culture. When signs of negative
morale become apparent, find out what is at the root of your employees concerns, and
then have an informative and open conversation with them about their concerns.
8. With your sales team at the heart of your business, its important to keep them in constant
development in terms of industry, product, and sales knowledge. Early in the year, work
out a training and development plan with each sale professional, and stick to it, no matter
how busy things get. Ensuring that your sales team is equipped with the latest knowledge
will translate into more opportunities for new business and innovation.
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