MP&PCh6

MP&PCh6 - Welcome to Sales Management Principles and...

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Welcome to Sales Management Principles and Processes Copyright 2007 Peter R. Dickson
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Profit: Shareholder value Customer Product Distribution Market Environment Economic Competition Supply Legal Technology Culture Demand Nature Political
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The first rep was smooth, polished, professional. He new the technical specs of his plastic products to a T and went on and on about why his products were so good. His pitch was that he could be a one stop shop but what was the advantage to me of doing this when other suppliers had products just as good and their delivery costs just as low. The second rep was technically solid and was passionate about his product and company and all the new added-value programs that they were developing that would provide benefits in the future. I said come and see me in the future.
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The third rep was from GE. He didn’t tell me anything about his product. He just asked questions. How much capital did I have tied up in equipment? What were my biggest operational problems I run into at the plant using my current materials and process set-ups? How much capital did I have tied up in my trucks and logistical operations? We really got talking…He came back in two weeks and described an approach for GE engineers to work with my plant people that would optimize my materials usage. He showed me how we could save on warehouse space and my financing costs in both plant and logistics. He then went on to talk about global support for our international expansion. He was going to save my operation a lot of money. Of course he got my plastics business.
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This chapter discusses sales strategy, sales organization, sales management, personal selling and contemporary customer relationship management. But the first principle of sales-management is the following: if a company does not hire people with excellent personal selling skills and cannot organize and lead such people, it cannot win in the marketplace. A new product or service will not sell itself no matter how good it is. Having the best sales-force is a significant competitive advantage. It can be expensive but also very profitable.
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A new product or service must always go through several selling efforts. First, it must be personally sold to investors or senior executives. Then it has to be personally sold to production and the sales-force. Only then does the sales-force get the chance to personally sell the product to distributors, retailers, or end users, and if the sales-force is not sold on the potential of the new product then you are dead in the water! Distributors and retailers, in turn, have to sell the idea of buying the product to their customers. Often buyers even have to sell the idea of buying the product or service to their immediate superiors in the buying organization!
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Personal selling involves much more than making a sale.
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MP&PCh6 - Welcome to Sales Management Principles and...

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