Sales Responsibilities and Preparation Chapter - 7

Sales responsibilities: The primary responsibility of a sales person is to conclude a sales successfully This task will involve the identification of customer needs, presentation and demonstration, negotiation, handling objections and closing the sale In order to generate sales successfully, a number of secondary functions are also carried out by most sales people

Although termed secondary, these functions are vital to long-term sales success Prospecting Database and knowledge management Self-management Handling complaints Providing service

Prospecting: It is searching for and calling upon customers who, hitherto, have not purchased from the company Sources of prospects: Existing customers: asking satisfied customer about new one Trade directories yellow pages Enquiries: word of mouth The press and the internet Cold canvassing; calling on every prospect

Data base and knowledge management: A systematic approach to customer- record keeping is to be recommended to all repeat-call sales Salespeople should also be encouraged to send back to head office information which is relevant to the marketing of company products Self-management: This aspect of the sales job is of particular importance since a sales person is often working alone with the minimum of personal supervision

Handling complaints Providing service: The sales people can provide Consultancy service Trade selling – merchandisers Customer service – make correct choice After sales service – sales engineers to help in orientation or break-down

Implementing sales and marketing strategies: The sales force is also charged with the responsibility of implementing sales and marketing strategies designed by management Preparation Sales negotiation – timing of delivery, price, product extras, payment and credit terms Pure selling no uthority

Preparation for pure selling and sales negotiation: A number of factors can be examined in order to improve the chances of sales success in both sales negotiations and pure selling Product knowledge and benefits Knowledge of competitors’ products and their benefits Sales presentation planning Setting sales objectives Understanding buyer behavior

Preparation for sales negotiations: Apart from the points mentioned in the earlier slides, a sales negotiator will benefit by paying attention to the following additional factors during preparation Assessment of the balance of power: The number of options available to each party The quantity and quality of information held by each party Need recognition and satisfaction The pressures on the party

Determination of negotiating objectives: Must have objectives; minimum price Would like objectives; high price Concession analysis: The kinds of issue that may be examined during concession analysis include the following: Price and its breakup Timing of delivery The product- its specification, optional extras Payment – terms Trade- in terms Proposal analysis