Sales opportunity in management

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Ngày đăng: 23/10/2012, 10:25

Cẩm nang chiến lược bán hàng - Một số tài liệu hữu ích về quản trị bán hàng và chiến lược cạnh tranh trong kinh doanh Part IISALES FORCE ACTIVITIESChapter 3:Sales Opportunity in ManagementSales Opportunity ManagementGeneratingNew AccountsManagingExistingAccountsPersonalTimeManagementSales VersusProfitsGenerating New AccountsWhat CreatesSatisfied Customers?AcquiringNew CustomersMergers andAcquisitionsIntroducingNew ProductsIncreasingBusiness withExisting Customers42%42%10%15%Prospect ProfileDisposable Medical Supply Distributor Multiple-practice physician office Internal medicine, family practice Suburban location New practice -- less than 5 years Good credit history Currently purchases from a full-service distributorSiebel Systems, Inc.: Opportunity AssessmentIs There an Opportunity?1 Customer’s Application or Project2 Customer’s Business Profile3 Customer’s Financial Condition4 Access to Funds5 Compelling EventDeveloping a Prospect List1. Direct InquiryAdvertisingDirect MailTrade publicationsTrade shows2. Directories – Thomas Register3. Referrals4. Cold CanvassingQualifying Prospects1. Needs for your products/services2. Authority to make purchase3. Credit rating & ability to pay4. Rating scale applied to characteristics by each salespersonSiebel Systems, Inc.:Assessing the OpportunityIs There an Opportunity?1 Customer’s Application or Project2 Customer’s Business Profile3 Customer’s Financial Condition4 Access to Funds5 Compelling EventCan We Compete?6 Formal Decision Criteria7 Solution Fit8 Sales Resource Requirements9 Current Relationship10 Unique Business ValueCan We Win?11 Inside Support12 Executive Credibility13 Cultural Compatibility14 Informal Decision Criteria15 Political AlignmentIs it Worth Winning?16 Short-Term Revenue17 Future Revenue18 Profitability19 Degree of Risk20 Strategic ValueManaging Existing AccountsIs the account too small?[...]... Close a Sale Sales Costs as a Percentage of Total Sales $ 46.00 4.6 10.3% Chemicals 165.80 2.8 3.4 Construction 111.20 2.8 7.2 Electronics 133.30 3.9 12.6 Food Products 131.60 4.8 2.7 Instruments 226.00 5.3 14.8 Machinery 68.50 3.0 11.3 Office Equipment 25.00 3.7 2.4 Printing/Publishing 70.10 4.5 22.2 248.20 4.7 3.6 Industry Business Services Rubber/Plastic Cost per Call Sales Opportunity Management. .. Break-Even Results Industry Business Services Chemicals Construction Electronics Food Products Instruments Machinery Office Equipment Printing/Publishing Rubber/Plastics Breakeven 1,096.37 15,474.67 9,730.00 433.25 6,580.00 11,629.13 1,580.77 616.67 3,811.61 41,662.14 Now what? Setting Priorities? Methods for Setting Account Priorities  Single-Factor Model  Portfolio Models  Decision Models  Sales Process... Accounts are Very Attractive  Invest Heavily in Selling Resources Drag Accounts Low  Accounts are moderately Attractive  Invest to maintain current competitive Accounts are Potentially Attractive May Want to Invest Heavily Problem Accounts Accounts are Very Unattractive Minimal Investment of Selling Resources Customer Break-Even Analysis (Decision Models) Average Sales Volume Per Month $9,784... days Holidays 10 days Sickness 5 days Meetings 18 days Training 12 days Net Selling Days Average calls per day Total Calls per Year (205 X 3) Average Cost per Call ($105,470/615) 55 days 205 days 3 calls 615 Calls $171.50 Sales Opportunity Management Key to Productivity Breakeven Sales Volume (Cost per Call) x (Number of Calls to Close) Sales Calls as a % of Sales Table 3-2 Selected Statistics on Cost...Table 3-1 Computing the Cost per Call for an Industrial Products Salesperson Compensation Salary, commissions, and bonus Fringe benefits (hospital, life insurance, social security) $69,035 $10,985 $80,020 Direct Selling Expenses Automobile 8,000 Lodging and meals 6,250 Entertainment 3,250 Communications 4,500 Samples, promotional material 1,750... of precision selling Have difficulty handling rejection and customer objections Shy away from difficult accounts Are making good progress toward making quota Seek the high-probability, low volume account Have made quota relatively early in the period Seek the low-probability, high volume account Salesperson Time Allocation Time Allocation  As a salesperson for Strength Footwear, Inc., you have been... Time Allocation: Customer Sales Strength Footwear, Inc Accounts Top 10 Sales Last Year $150,000 Next 10 best 56,250 Next 10 best 55,500 Next 20 best 37,500 Next 20 best 37,500 Next 20 best 18,750 Last 20 15,000 $370,000  Develop and justify a call schedule for allocating time across the 110 customers in your territory  What additional information should you consider in allocating your time? Time Allocation... Number of Sales Calls Per Month How Dell Achieves Selling Efficiencies (Example of Sales Process Model) Traditional Model 100,000 Catalog Drops Internet Model 100,000 Website Visits 5,000 Calls 10,000 Calls 2,000 Orders 500 E-Orders 1,750 Orders Big Difference? When Systematic Biases Are Likely to Exist Source of Bias Salespeople Who… Are More Likely To Company Have low -sales potential, demanding customers... risk in the incentive plan Expend too little energy customizing sales actions for individual customers When Systematic Biases Are Likely to Exist (cont.) Source of Bias Salespeople Who… Are More Likely To Sales Manager Are managed by the number of calls they make Spend too much time with friendly customers irrespective of potential Are left alone to decide what to do Have high variability in the quality... your product line is very strong, but so is the demand on your time  You work your territory 220 days a year and can make 4 calls a day The maximum number of times you need to see any account is every other week, but you need to call on each account at least once a quarter  To help you allocate your time according to sales results, you have gathered the following information on customer sales: Time . IISALES FORCE ACTIVITIESChapter 3 :Sales Opportunity in Management Sales Opportunity ManagementGeneratingNew AccountsManagingExistingAccountsPersonalTimeManagementSales. AccountsManagingExistingAccountsPersonalTimeManagementSales VersusProfitsGenerating New AccountsWhat CreatesSatisfied Customers?AcquiringNew CustomersMergers andAcquisitionsIntroducingNew ProductsIncreasingBusiness
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Xem thêm: Sales opportunity in management , Sales opportunity in management , Sales opportunity in management , 4.6 Chemicals Construction Electronics Food Products Instruments Machinery 3.0 Office Equipment 3.7 PrintingPublishing 4.5 RubberPlastic

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