New Sales Challenges
1.
The New Sales Challenge
a) Sales forces are
experiencing significant new challenges in the sales process:
i)
Internal challenges include integrating:
(1)
Sales Force Automation (SFA) tools
(2)
Consistent use of CRM systems
ii)
External challenges include:
(1)
Competitive environment
(2)
Improving technologies
(3) New data
resources
2.
The Use of CRM
a) CRM has been
developed to meet the ever-evolving needs of sales
b) Sales forces use
CRM systems to deliver:
i)
The right offer
ii)
To the right customers
iii)
At the right time
3.
CRM and Sales
a) A salesperson’s principle responsibility is to improve his or her
business and relationship with his or her customer continually.
i)
Today’s sales forces must record
customer needs.
ii)
The single greatest
impediment to effective CRM is the lack of sales force participation.
4.
CRM and Sales Strategies
a) There are several different selling strategies currently used based on
the strengths of organizations.
i)
Transactional selling
ii)
Consultive selling
iii)
Strategic selling
iv)
Partnership selling
5.
Strategic Selling Example
a) 3M uses this approach in its adhesive divisions with their windows and
doors industry customers.
i)
Invest significantly in
providing technical resources for new customer new product development.
ii)
The key account
representative must mobilize resources in 3M for the long term.
6.
Who Executes these Sales Strategies?
a) Same sales technique?
i)
Boeing 787
ii)
Wellbutrin XL (an
antidepressant)
iii)
Crest toothpaste
b) Different skills are needed by:
i)
Manufacturer’s
representatives
ii)
Brokers
iii)
Direct salespeople
iv)
Inside telephone salespeople
c) CRM system can help
7.
CRM Benefits
a) CRM provides salespeople with the ability to
i)
Document customer needs
quickly
ii)
Provide senior management
exposure to customer problems
iii)
Direct other departments
8.
Sales Challenges in Consumer Package Goods (CPG)
a) Sales is challenged with
i)
Managing extensive customer
relationships
ii)
Reacting to customer demands
iii)
Developing local promotional
programs to achieve marketing objectives
iv)
The introduction of scanner
technology
v)
Retailers were more aware of
customer demand
vi)
Data collection system was
faster and more accurate
vii) New data created a new approach to customer management called frequent
shopper or customer loyalty programs
b) Leveraging household data and running promotions are at the heart of the
channel conflict between manufacturers and retailers.
i)
Who will control the dollars
and the message used to motivate households to purchase products?
ii)
Who makes decisions?
9.
CPG Relationship
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