Professional Documents
Culture Documents
Actio
n
Customizing the Sales
Approach
An Expert’s Viewpoint:
Result
Their Sales
Territory
Each Customer
• Prospecting
• Preapproach
• Presentation Planning
• Approaching the
Customer
The Sales Process
Salesperson
Attributes
• Sales Presentation
Delivery
• Earning Customer
Commitment
The Sales Process
Salesperson
Attributes
Advertising
Merging Two Sales Forces
An Expert’s Viewpoint:
Zeneca and Astra were two independent pharmaceutical companies
that merged, forming AstraZeneca. Integrating the two sales forces
was a major challenge, for example, Astra was more decentralized
and Zeneca was more centralized. The decision was made to
develop a new sales model that blended the advantages of
centralization and decentralization, and they decided to move to a
market-oriented sales organization structure.
Actio
n
Merging Two Sales Forces
An Expert’s Viewpoint:
Result
Centralization
The degree two which important decisions and
tasks performed at higher levels in the
management hierarchy. Centralized structures
place authority and responsibility at higher
Sales Force Specialization
Continuum
Generalists Specialists
Some
All selling activities Certain selling
specialization
and all products to activities for
of selling
all customers certain products
activities,
for certain
products, and/or
customers
customers
Span of Control vs. Management
Levels
Flat Sales Organization
Management Levels
National
Sales
Manager
National
Sales
Manager
Management Levels
Regional Regional
Sales Sales
Manager Manager
Salespeople (150)
Functional Sales
Organization
National Sales Manager
Salespeople (160)
Comparison of
Sales Organization Structures
Organizational
Structure Advantages Disadvantages
• Low Cost
• Limited
• No geographic duplication
specialization
Geographic • No customer duplication
• Lack of
• Fewer management levels
management
control over product
or
• Salespeople become
• customer
High cost emphasis
experts
Produc • Geographic
in product attr. &
t duplication
applications
• Customer duplication
• Management control over
selling effort
Comparison of
Sales Organization Structures
Organizational
Structure Advantages Disadvantages
• Salespeople develop
better understanding of
unique customer needs • High cost
Market
• Management control over • Geographic
selling allocated to different duplication
markets
• Geographic
• Efficiency in performing
Function duplication
selling activities
al • Customer duplication
• Need for coordination
SALES QU OTA S:
QUOT AS ARE SE T A S S TA NDARDS
TO SP ECIF Y A D ESIR ED LEV EL OF
PERF OR MA NCE F OR A SP EC IFIED
MA RK ETIN G UNIT . A LL QU OT AS
ARE GUID ED BY A C ER TAIN T IME
ELEME NT W ITH IN WH IC H
MA NA GE ME NT FEELS T HE QUOT A
SHO UL D B E A TTA IN ED .
A.TH E PU RPO SE OF QU OT AS:
-P RO VID ING GOA LS AN D
IN CEN TIV ES
-E VA LUA TING PER FOR MA NC E
-C ON TR OLLIN G THE SA LES
- UNC OV ER ING ST REN GT H A ND
WEAK NE SS IN TH E
SEL LING STR UCTU RE
- IM PR OVIN G T HE
EFFECTIV ENE SS OF THE
COMPE NS ATIO N P LAN
- CONT ROL LIN G TH E S EL LING
EXPE NS ES
- ENH ANC IN G SALES C ON TE ST S
B. TYPE S OF QUO TA S:
- SALES V OL UME QUOT AS
BASED ON RUPU EE4 S,
UN ITS OR POIN TS . S UC H
QU OT AS ARE BASED ON
PAST SA LES
EXPE RIEN CE, TE RRITO RIA L
SALES P OTE NTIA LS, T OT AL
MA RKE T ES TI MA TE S OR ON
SALES P ER SON’ S E ST IMA TES .
- FINA NC IA L Q UOT AS :
GR OSS MA RGIN OR NE T
PROF IT QUO TA S
C. ADMIN IST RATION OF SALES
QU OT AS: