1. CHAPTER 16
Opportunity Management: The Key to Greater Sales Productivity 1

2. Learning Objectives
Discuss the four dimensions of opportunity management
List and describe time-management strategies
Explain factors that contribute to improved territory management

3. Learning Objectives
Identify and discuss common elements of a records management system
Discuss stress management practices

4. Increasing Sales Volume
The successful salesperson depends on:
Good self-management
Good record keeping
Use of self-discipline in scheduling time and analysis of their own performance

5. Opportunity Management
A four-dimensional process involving:
Time management
Territory management
Records management
Stress management

6. Time Management Time-consuming activities Time management
On average, 60 percent of time spent on administrative duties and travel
Log keeping shows where time is spent, identifies “time wasters”
Time management
Sound time management can lead to increased sales

7. Time Management Methods
Develop personal goals
Prepare daily “to do” lists
Maintain planning calendar
Organize selling tools

8. Goal-Setting Principles
Reflect on areas where change is desired
Develop written plan—with steps
Modify your environment
Monitor behavior and reward progress

9. The To-Do List
A daily list of activities can help set priorities and save time. Today this list is recorded electronically in most CRM systems like Salesforce.com. See the website at
FIGURE
16.1

10. Saving Time with Technology
Conference calls
Meetings in cyberspace (Web conference)
Some customers prefer telephone/ contact
Cell phones/pagers as timesaving tools
Electronic file transfers
Heather Gardner uses her Blackberry and Microsoft Outlook calendar to record all of her planned activities.

11. Monthly Planning Calendar
A monthly plan of activities can also set priorities and save time. Like other types of planning lists, it is recorded in CRM systems like Salesforce.com. See the website at
FIGURE
16.2

12. Territory Management Step 1: Classify Customers
Classify according to potential sales volume
Track current dollar amount and potential dollars
Realize a small amount of customers may provide a majority of sales volume

13. Territory Management Step 2: Develop Routing and Scheduling Plan
Map territory/use smaller zones if large
Develop routing plan for a specific time frame
Schedule around customer needs
Establish tentative calls
Use 80/20 rule

14. 80/20 Rule
80 percent of time spent calling on most productive customers
20 percent on prospects and smaller accounts

15. Sales Call Plans Action plan initiated by sales manager
Ensures efficient and effective account coverage
Plan discussed with sales staff

16. Sales Call Plan
A sales call plan can also be recorded in CRM systems like Salesforce.com. See the website at
FIGURE
16.3

17. Records Management Some complain about “paperwork” time
Accurate and timely records are important
Facilitates closing sales and improves customer service

18. Common Record Types Customer and prospect files Call reports
Expense records
Sales records

19. Application: Computers
Most firms provide sales staff with portable computing power and some type of CRM system.
If necessary, use a database or spreadsheet program and create your own
PCs and PDAs allow you to increase selling time and enhance customer service

20. Application: CRM Systems
CRM systems like Salesforce.com organize and manage many types of sales and customer records
See the Website

21. Stress Refers to two simultaneous events:
An external stimulus (a stressor)
The physical and emotional responses to that stimulus, such as anxiety, fear, muscle tension, or surging heart rate
Too much stress is unhealthy if unchecked

22. Stress Management Develop stress-free work environment
Maintain optimistic outlook
Practice healthy emotional expression
Maintain healthy lifestyle

23. Five-Minute Stress Busters
Take 5 minutes to identify and challenge unreasonable ideas that produced your stress
Take a 5-minute stress release outdoor walk
Enjoy stress relief with a 5-minute neck and shoulder massage
Spend 5 minutes visualizing yourself relaxing at your favorite vacation spot
Take a 5-minute nap after lunch
Spend 5 minutes listening to a recording of your favorite comedian
Barry L. Reece and Rhonda Brandt, Effective Human Relations: Personal and Organizational Applications (Boston: Houghton Mifflin Company, 2008). Reprinted by permission of the publisher.
Table
16.2

24. Key Concept Discussion Questions
Discuss the four dimensions of opportunity management
List and describe time-management strategies
Explain factors that contribute to improved territory management

25. Key Concept Discussion Questions
Identify and discuss common elements of a records management system
Discuss stress management practices

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All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2010 Pearson Education, Inc.  
Publishing as Prentice Hall
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