Posted by Ricky Posted on Thursday, March 12, 2015 | No comments

Chapter 8 - Sales Strategy and CRM

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




Tambahan, BACA JUGA Chapter 6 - Technology and Data Platforms

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