Introduction Nowadays the world economy becomes more and more complicated because it becomes more and more global. As a result this leads to the development of an unparalleled competitiveness. Naturally in such a situation it is extremely important for survival in the market to remain competitive that demands to use the most advanced technologies, including not only technical aspect but managerial as well. It means that a company that uses the most advanced and most effective management strategies can be more competitive and has more chances for success. It is especially important when the company deals with the sales management.
The sales management is one of the most significant part of any company's work since it is due to sales management the company can finally sell its products or services to customers and the general success of the company greatly depends on the effectiveness of the sales management.
Consequently, it is absolutely necessary to know well recent trends and strategies that are used nowadays by the most successful companies that would permit to realize what strategies are the most perspective what are their advantages and disadvantages and finally it would be possible to define what strategies may be used in the future or in what way the current strategies should be modified in order to be the most effective. In terms of this paper three sales management strategies would be basically analyzed and discussed. These strategies are: Establish a Never-Before Sales Quota, Establish and Build a Team Selling Program, Employ Advanced Prospecting Technologies.
Establish a Never-Before Sales Quota This sales management strategy deals with the market visibility problem since very often companies have problems at this respect and consequently they cannot afford competitiveness and their sales rates would gradually decrease, as the company is not well known or recognizable among the consumers. Traditionally it is said that if the company's percentage rate of new equipment sales to customers who have never done business with this particular company and with its dealership is 20-23% or even lower than the company obviously has market visibility problems. As a result, in such a situation the circle of the company influence is not expanded as well as the rate of sales does and probably will not increase if certain measures are not undertaken. Basically such companies can work about three years than they have to retire.
However, if a company is planning to work in a long-term perspective than the company should set 30-35% rate as a 'never-before' goal for each of its equipment and product support sales reps. For instance, 30-35% should be with accounts that have never before done business with the company's dealership and may even not know it exists. As a result such an increase of the company's visibility in the market would proportionally increase its sales rate.
By the way it should be pointed out that if the company just starts some business in a new area the rate should be even higher. Basically specialists indicate that it should be about 45-50% (George 2002) only on such conditions the company sales and influence would gradually expand.
Nonetheless, it is only theory and the advantages of this strategy are obvious since the growing visibility is vitally important for increase of company sales but in real life the company that use this strategy may face certain problems that may be treated as disadvantages of the strategy. It should be mentioned that the Establish a Never-Before Sales Quota strategy is based on the never-before customer's motivation and practically always the customers feel fear. They are fearful of the company's reliability, its equipment, which, as they afraid, would not work as promised, and the list may be continued.
Naturally the question arises: how the company can best overcome the fear of customers in the never-before account? Basically specialists (Reilly 2000 and Goerge 2002) single out two main ways in overcoming this problem. So, the problem may be solved through short-term rentals and product support. Obviously the two ways mentioned above are not the only one but they are probably the easiest ones. Using short-term rentals and product support it is relatively easy to penetrate never-before accounts for "by demonstrating strong dealer customer care capabilities with an aggressive, short-term rentals program and highly responsive parts and service programs, a company can quickly build a positive relationship in the new account" (Reilly 2001, p.184).
Furthermore, a very effective parts and service support tool is the planned maintenance contract. For instance, nowadays planned maintenance and full-maintenance leases are quickly gaining acceptance in North America in the construction equipment and heavy-duty truck industries.
Finally, among other advantages of this strategy may be named the fact that short-term rentals and product support capabilities eventually can eliminate fear and sales reluctance in the never before account. Thus, summarizing the Establish a Never-Before Sales Quota strategy it is possible to say that on the one hand, it may be quite effective and increasing the company's visibility, on the other hand, there is still the risk that the customers' fear won't be overcome.
Establish and Build a Team Selling Program This is another strategy that may enhance the company sales rate and its general position in the market. Traditionally dealers have three or four different employees working in the same territory. Traditionally they are: a capital equipment sales rep, a full-time customer parts and service sales rep, one or more field service technicians and, as a rule, a rental and used equipment sales rep.
However, the problem is that in some cases team selling does not work. But the root of the problems lies in the fact that the equipment sales rep is at odds with these other dealer representatives and does not consider them allies or partners in development activities. Nowadays such a situation is not affordable anymore and such type of reps should be eliminated, or, it would be better to say, changed.
Establish and Build a Team Selling Program strategy implies quite the contrary role of all representatives of the company. Nowadays this strategy becomes more and more widely used. This is why in some very successful dealer organizations prefer the thoughtful formation of territory sales teams but it should be pointed out that this is not just the assembly of field employees to grovel and provide the equipment sales rep with leads (McBride 2001, p.311). Team selling requires enlightened leadership. Consequently in order to unite all the reps as a team it is necessary to organize team activity. Practically it means that sales team activity is a frequent meeting of specialists to share insights, establish strategies, set information gathering goals, etc that would eventually complement one another's strengths and work together to foster the overall business development of the dealership in that given market area.
Also it should be said that this strategy demands to provide team selling recognition awards that would stimulate the work of the whole team but not its separate participants. It is also especially effective in account management and penetrating, new account development, problem solving success, market share gain.
A very important positive feature of team selling is the fact that it offers the possibility of utilizing of all of the resources. Team selling captures the mind and spirit of the company's business and can present total solutions to customers (McBride 2001, p.349). An effective sales team is generating the highest possible revenue and profit for the business.
Summarizing the strategy, it is only should be pointed out that its main disadvantages are the problems of organizing all the reps in an effective sales team with a strong leader.
Employ Advanced Prospecting Technologies This strategy implies the usage of the advanced and prospecting technologies as tools in achieving better results in sales rates. The most effective technology that can be used nowadays is teleprospecting. It is quite effective and inexpensive. The objective of teleprospecting program is to contact, profile and identify short-term needs, problems and opportunities of a large number of inactive and prospective customers.
To achieve such a goal it is necessary to train a teleprospector by having him/her update the company's current customer mailing list for correct contacts for promo mailings. It is also important to train a teleprospector for 'cold calling' by having him/her first test a survey questionnaire or interview guide on five very friendly customers for constructive feedback. Furthermore, proper facilities and resources should be set up.
However, this strategy also has its own disadvantages. To be effective the prospecting program will require intensive administrative support to avoid wasted, non-productive time. Otherwise, the effectiveness of the program would be low.
Finally, it is necessary to provide challenging incentives. For instance, it is possible to set three completion level goals for the week and to offer a 20% base hourly rate increase for entire week if the goal is reached. It may be done as follows:
Those of you with sales experience will know the answers, however, if you do not have experience in sales, let me ask you the following questions; Low risk – low cost – high return! Would you know the characteristics of a good sales person? Can you easily spot when someone is telling you a lie? * If a sale was dragging on, would you know what questions to ask to find out why? Have you ever been paid commission, do you think sales people are overpaid? If a sales person was not performing, would you fire them and get a new sales person? How would you define not performing, in the previous question? Have you ever used and do you understand the value of a sales process? The answers to questions like these come as second nature to an experienced Sales Director or Manager. Over 90% of the most successful companies in the world have experienced sales directors on their management board. But what if you don't have global ambitions, or just can't afford to hire a full time sales manager? And even if you did want to hire one, how could you be sure that the person you hired would be worth the money? How do you make the case for sales management outsourcing? Like any purchasing decision, you need to ensure that you get value for money. If you bear in mind that the reason you would even consider investing in sales or marketing in the first place, is to increase revenue and profit, then do these calculations first. How much additional revenue do you wish to generate, and by when. What is your margin on that? How much profit does that put in your pocket? Now how much of that are you willing to spend? One of the issues apart from the loss of time and cash flow in making a mistake in hiring is the actual cost of hiring fees and monthly base salary. This is a cost even before a single additional sales is generated. If you could get the sales execution focus of a sales director for a fraction of the monthly cost of a full time hire, paid them on performance and have the ability to part company on a month's notice, without any employer liability – would that not be attractive. If you said yes – than that is the beauty of outsourcing your sales management function. Low risk – low cost – high return! What do you get when you outsource sales management? On a weekly basis, the sales manager will speak with the sales team, to determine the status of your sales opportunities. Everything in that meeting will be focused on closing sales, or ensuring opportunities are moving along the pipeline.
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