Session+11+Guest+Lecture - The Fundamentals of Sales...

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The Fundamentals of Sales Management
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" It's sad that something as important to the economy as sales shows up as a footnote in the principles of marketing course at most graduate business schools," says Andy Zoltners, a professor at Northwestern University's Kellogg School of Management. Comments and Studies "Many people view selling as tactical and haven't taken the broader view that you will need sales skills even if you aren't managing a sales force," says David Godes, an associate professor at Harvard. "If you're going into banking or consulting, how do you get clients and how do you raise money?" Spencer Stuart Study: "Even if the students choose not to go into selling, they need multi-functional expertise to get into general management," says Doug Raftery, P&G's vice president of customer business development.
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Sales Plan Target Account Strategy Key Account Strategy Maintenance Account Strategy Why Bother Account Strategy Territory Plans Key and Target Account Plans Action Plans Shorter Term Business Plan Market Plan Strategic Planning Total Organizational Planning Marketing Information Strategic Tactical Long Term Business Plan
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Company Marketing Objectives Strategy Increase marketing share 10% Company Strategy- Marketing Objectives and Strategy Earn 20% ROI Strategy Increase share of customer business Increase market share 10% Objectives
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Marketing Sales Force Strategy Increase share of customer business Marketing Strategy- Sales Force Objectives, Strategy and Tactics Increase share of customer business Strategy Build long-term customer relations Tactics Develop sales teams Provide bonuses for greater customer share Increase market share 10% Objectives Objectives
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Relationship of Marketing Strategies to Sales Strategies Marketing Strategies Headquarters Sales Strategies District Sales Strategies Territory Strategies Customer Account Strategies Each Customer Account Payoff Here A Carry Through—But… Each state successively more micro Each state successively more selective Each state successively more tailored
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The Role of Sales Implements Marketing Strategy Provides Solutions to Problems Role Ambiguity Role Conflict Role Stress Represents The Company Represents the Customer
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Characteristics of Great Sales People An Achiever A Competitor Ego Driven Service Oriented Listening Adapting Tenacity Verbal Organization Closing Skills Required
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Session+11+Guest+Lecture - The Fundamentals of Sales...

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