1. Strategy and Sales Program Planning
C6502
Topic 2

2. Aim: Understand sales mgt function, activities & competencies.
Objectives:
2.1: Define strategic management planning
2.2 Distinguish the major steps involved in strategic marketing planning
2.3 Identify the four strategy implementation processes involving the sales force
2.4 Describe the account relationship strategy element of a sales force program

3. 2.1: Strategic management planning.
Level 1
Top Mgt
decision
Business strategy
Marketing strategy
Go-to-mkt CRM
Strategy
SCM Mgt Product Dev
Mgt
Level 2
Strategy Implementation Decision
activities
structure
Level 3
Sales force
Program decision
Acc relatnship
strategy
competencies
leadership

4. Strategic management planning.
LEVEL 1: Top Mgt Decisions
First Strategic planning is used to make better use of company resources & create a competitive advantage.
Involves designing mission – which provides a sense of direction to employees. Should address customers, competitors and the company itself.
Design specific objectives by which performance can be measured (in terms of profit, sales volume, mkt share).
Translate objectives into strategies (low cost, differentiation or niche).

5. Second is marketing strategy which involves addressing the value requirements of customers.
Need to segment the market & select target markets on which to concentrate their efforts.
Level 2: Strategy Implementation Decisions
Implement a positioning strategy based on 4P’s. deals how the consumer views the product & brand. Strong 4P’s very important.
Sales force with other depts as finance, operations, logistics etc.. need to work together on the above strategies.

6. Third is strategic implementation decisions – set of process org needs to develop to create customer value & gain competitive advantage.
Decisions company make are:
- how will customers be accessed (go-to-mkt strategy)
- how will new products be developed & existing products improved (product dev mgt)
- how will physical products be created & delivered to customer (SCM)
- how customer relation be enhanced (CRM)

7. Go – To – Market Strategy:
A world class sales force is a powerful resource for a company. Other options are advertising, promotions, value added resellers, internet, telemarketing.
Segmenting the mkt
Essential activities include interest creation, pre-purchase, purchase, post purchase.
Face to face selling alternative – independent sales agent, resellers, integrators (unaffiliated service supplier), alliances.

8. Product Development Mgt
Success of a company often depends on how it develops, produces & market new products.
Sales force are the most important source of information for new product dev.
Sales force also plays an important role in the launching of new products.

9. Supply Chain Mgt
integration & organisation of information & logistics activities across firms in a supply chain for the purpose of creating & delivering goods that provide customer value.
Companies have seen whiplash of too much or too little inventory.
Sales force impacts SCM because they are the contact points to the customer.
Need to have knowledge of entire SC, think strategically about partnering, good lines of communication & influence of top mgt.

10. Customer Relationship Mgt
Involvement of sales force
Importance of information
4 skills important to sales professionals in CRM:
- collaboration having each stakeholders interest in mind
- relationship mgt effective listening, analyzing & interpersonal communication.
- financial & business skills
- consultative skills

11. Level 3: Sales Program Decisions
is a tool for planning how sales force will perform its role in achieving the firm’s objectives.
The process begins with objectives, target markets specified in the marketing plan.
The tools and techniques for estimating sales potential and forecasting are discussed later in the topic.

12. Mkting objs, strategy, & strategy implementation program
Estimates of sales potential & forecast
Acc relationship strategy
Desired selling actions & behaviors
Estimates of sales force size & budget
Org. structure
Competency Dev program
Leadership system
feedback

13. Account Relationship Strategy
Refers to the type of relationship it intends to develop with its customers (acquiring, maintaining & developing customers).
Transactional Relationship – because a business can switch suppliers easily. Relationship is based on the need for a product of acceptability quality, competitively priced & process & relationship convenient for the buyer. Good TR involves personal relationship based on history of trust, creation of value, meeting or exceeding customers expectations.

14. Consultative Relationship – in industrial markets based on the customers demand & willingness to pay for a sales effort that creates new value & provides additional benefits outside of the product itself.
- more time is spent learning special needs of individual customer
Enterprise Relationship – customers downsizing their supplier base to a small number of possible long term relationships. To the selling organization customer is the most important.

15. Developing Your Competencies
Strategic Action
Technology
Coaching
Team building
Self management –
- closing (can aggressively initiate personal contacts
- consultative (possess patience, good interpersonal skills & aggressiveness)
- relationship (discipline & take responsibility)
- display (need to have something to do, high physical energy level)