Strategic Sales Management
As sales costs increase, as competitors become more aggressive, and as customers and clients demand more, managing the sales effort has never been more difficult -- or more important.
This two-day program shows how to improve the return on your sales expenditures by managing the sales force strategically so that their efforts support the business and marketing strategies for your products and services.
Learning Objectives
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During the program, participants:
- Explore how to transform a sales-oriented organization into one that is both marketing and sales oriented.
- Consider how sales managers and marketing managers can work together to create more powerful business strategies.
- Develop approaches to formulating strategies for the sales manager, district manager, and sales representative that are effective in achieving business objectives.
- Examine how to link strategies at all levels.
- Apply methods for diagnosing territory sales problems.
- Examine ways to allocate sales effort among products, services, markets, and customers.
- Discuss and apply various negotiation approaches.
- Learn and employ approaches for managing and motivating sales people to attain levels of superior performance.
Program Outline
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Day 1
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AM
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Welcome and Introduction.
The Sales Management Job.
- How the Selling Environment Has Changed.
- The Four Tasks of Today's Sales Manager.
- How to Transform a Sales-Oriented Organization Into One That Is Both Marketing and Sales-Oriented.
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AM
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Formulating Marketing Strategies.
- The Three Major Components of a Marketing Strategy and How They Guide the Sales Strategy.
- How Sales Managers Should Be Involved In Developing Marketing Strategy.
- Assembling The Marketing Strategy.
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PM
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Formulating Sales Strategies.
- How to Develop an Effective Sales Strategy.
- The Six Crucial Connections Between the Sales and Marketing Strategy.
- How To Allocate Effort Among Products, Services, Markets, and Customers.
- Key Considerations in Developing a Sales Strategy.
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PM
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Workshop Exercise: Diagnosing Territory Sales Problems.
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PM
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Negotiating for Objectives.
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Day 2
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AM
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Formulating Sales Representative Strategies.
- The Four Components of a Sales Representative Strategy.
- Steps for Developing the Strategy.
- How to Determine Effort by Account.
- Allocating Selling Time.
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AM
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Workshop Exercise: Negotiating with a Key Customer.
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PM
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Workshop Exercise: Competitive Advantage Analysis.
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PM
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Managing For Superior Performance.
- How to Manage and Motivate People So That Sales Strategies Are Implemented.
- The Seven Factors That Affect Performance.
- Compensation and Performance.
- Specific Problems in Managing the Sales Force.
- Managing the Seven Factors to Achieve High Performance.
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PM
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Workshop Exercise: Motivating the Sales Force.
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PM
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Summary of Learning Points
After the Program: Next Steps.
Concluding Comments.
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