Overview of Sales Management and

the Selling Environment

Management of the Modern

Sales Force
Marketing 6228
 Sales Management in the 21st
Century
 Building long-term relationships with
customers
 Creating more nimble and adaptable sales
organizational structures
 Removing functional barriers within the
organization to create greater job
ownership and commitment from
salespeople
 Sales Management in the 21st
Century

 Shifting sales management style from

commanding to coaching
 Leveraging available technology for sales
success
 Integrating salesperson performance
evaluation to incorporate all activities and
outcomes
 Key Themes
 Innovation – thinking outside the box
 Technology – broad spectrum of tools
available to salespersons
 Leadership – capability to make things
happen
 Globalization
 Ethics
 Sales Management Process
 The formulation of a sales program
 The implementation of the sales
program
 The evaluation and control of the
sales program
 Goals/Objectives/Culture
 Mission and objectives drive
customer management approaches
 A well-defined mission + successful
corporate history + top management
values = strong corporate culture
 Personnel
 Modern sales organizations are highly
complex and dynamic
 Often difficult to expand to take
advantage of growing markets
 Utilizing outside specialists can help firms
meet need to expand
 Financial Resources
 Lack of financial resources can:
 constrain ability to develop new
products
 limit promotional budget
 limit size of sales force
 Production and Supply Chain
Capabilities
 Production capacity
 Location of production facilities
 Transportation costs
 Ability to ensure seamless
distribution and service after the sale
 Service Capabilities
 Opportunity for strong competitive
advantage
 Difficult for other firms to compete
for same customers
 Customers reluctant to switch
regardless of price
 R&D and Technological
Capabilities
 Excellence in design and engineering
provide major promotional appeal
 Ability to communicate technological
sophistication as value-add helps
prevent over-reliance on price to get
sales
 Key Terms
 transactional selling •external environment
 relationship selling • economic environment
 leading versus
• legal and political
 managing
• environment
 sales management
• technological environmen
 sales management process
 formulation • social and cultural
 Implementation • environment
 evaluation and control • natural environment
 internal (organizational)
environment
•ethics
 corporate culture •demarketing
 discontinuous change
Forecasting
Sales Forecasting and

Budgeting