Introduction
This work is based on the importance and the great role that sales represent through a company, thanks to our salespeople and managers.
We as a Marketing Manager, initially, before we can plan, organize and set Sales strategies, we must manage them. This means that one cannot organize without having managed; This initial part of managing fulfills the role of training the sales manager, this in turn recruits, forms structure and then gives way or begins to manage the sales force; This is done within the framework of the Marketing Plan. How do we define the Marketing Plan? below we will show an example:
- Strategic plan of the company Strategic marketing plan Sales plan
In the Strategic Marketing Plan we are going to take five steps to be able to develop it and measure its scope and depth.
- Conduct a situation analysis Formulate objectives Determine positioning Select target markets and mediate market demand Design strategies for marketing mix
The function of the company is: survive, grow and generate income and proportionally increase the client portfolio, while there are no sales there is no commercial transaction in this case it is potentially a company because it has not laid its foundations in a solid sales force that this strategically structured and trained within the company guidelines.
The sales force is what allows to guarantee the flow of money that represents the utility that generates income to the company.
Objectives pursued by a company
- Survive "May our product win 1st place"
- That the seller generates a large volume of sales, in the face of any excuse given by the buyers that are effective in their argument for closing the sale. This will allow us to make the points of sale cheaper by the buyers.
How is the sales structure formed?
- It guarantees the absolute integration of that sales team, adheres to the strategic marketing plan and provides logistical support. It manages the price list, the client portfolio and is on top of the merchandisers. Strong impulse of the point of sale that I want to rotate.
What is the sales force?
It is an extension of the company in the marketing, they are the ambassadors, the eyes, the hands, they are not by honor the only ones that generate income for the company.
Characteristics of a successful salesperson:
- Self-motivated to be able to achieve good results Constant recognition for the results achieved Must be a person who does not need people Must create loyalty among their customers Enjoy freedom as long as they get good results Must meet short-term goals or quotas.
Characteristics of a successful manager:
- Careful and does not pressure his salespeople to get results Let things mature spontaneously Must learn to give recognition and accept a secondary role Must adopt for a long term about company growth and staff development Must become a server You must create loyalty to the company.
How is the sales force recruited?
Through 2 great sources that are conditioned by resources, time and discretion.
The sources are:
- Internal Sources External Sources
Internal Sources: Within the related company are sources that have to do with the sales or marketing process.
Examples. Merchandisers who become sellers (only the most daring)
Family members of employees and customers.
Unrelated: personnel that are not for sale but are related.
Examples: Secretaries, messengers, know the products but do not know the competition
Production departament.
All of the above implies discretion, economy and speed for the company, the most important of these points is discretion, so that it does not have infiltrators.
External Sources: These are people who are not related to the company
For example, the press, simply publishes a press notice "we are looking for sellers with such and such profiles send us your resume to such address".
We have 2 possibilities:
1. I identify the company: we are vulnerable.
2. Does not identify the company: no one knows who I am has disadvantages
(It is not fast or discreet) you have to review resumes.
2. Employment Agencies: they keep records of eligible
Disadvantages: it is not discreet because it is penetrable.
Advantage: it is faster because it works on a smaller universe
3. The Head Hunter (talent hunter)
Advantage: more discreet than an employment agency.
Disadvantage: It is expensive and moves on a limited group.
4. Hacking Mechanism requires effort, perseverance and resources
Recruitment of the seller: it is done through (internal sources) our star seller.
The seller is in charge of verifying several people who were related to the area of outdoor advertising. Our salesperson confirms 03 people who have been successful, he has extensive experience in outdoor advertising sales, he raised the idea of working in a young, innovative company, open to changes and invited them to carry out this method (internal source) for being considerations reliable source economy and fast.
Job application:
After our salesperson captures these 03 people, they fill out a job application form, as shown below:
This form provides our marketing management in general, personal information, education, previous employment data, references of these people who choose the position.
The personal interview: After a general information through the job application form, we summoned our 03 people to an in-depth interview. This first interview was conducted with the marketing manager, speaking freely about a proposed topic to stimulate the interviewee.
In this first interview the emotions, feelings mainly recognizes the emotions, feelings, and opinions of the candidates.
These characteristics are observed as the interview unfolds.
In addition, a presentation of the company was made, highlighting the most outstanding facts and the general policies of our company.
Selection interview: This second interview is conducted by the general manager, and in it we seek to discard candidates who do not really qualify for the position.
Psychological Test
Both intelligence and aptitude teas will be given to candidates.
In the first, we try to evaluate the candidate's mental capacity and the aptitude for guidelines to determine the capacity or latent ability of people to carry out this activity successfully.
Motivation of the sales force
Salespeople, especially external ones, need great motivation, salespeople usually work on their own without supervision or guidance from managers. Outside vendors rarely have the support and comfort of the home and office environment.
Consequently, managers are challenged to motivate salespeople. A key aspect is to find out what motivates them, is it the need for status, control, achievement or something else?
Sales executives have a wide variety of motivational tools at their disposal. Financial incentives (compensation plans, social benefits expense account) are usually very good motivators, but not always. Awards of another nature enrichment of work, praise from managers, recognitions and awards of merit (pins, trophy, certificates); they may be the means of stimulating some.
Supervision of the sales force
It is difficult to supervise salespeople because they work independently and in places where they cannot be constantly observed. Despite this, supervision is a means of continuing training and a means of ensuring that company policies are followed.
The most effective method of supervision is personal observation in the field. Typically, the sales manager spends at least half of the time traveling with the salespeople. Other monitoring tools include reports, correspondence, and sales meetings.
Seller performance evaluation
Sales executives must know what their subordinates are doing to reward them or make a constructive proposal to improve things. Performance evaluation also helps salespeople discover opportunities to improve what they do. Those with few sales know that they are doing something wrong. But they may not know what the problem is if they do not have objective standards that allow them to measure their performance.
Quantitative factors and quantitative criteria should be used.
Quantitative criteria: The performance of the sellers should be evaluated based on the inputs (activities) and outputs (results) inputs, for example the number of visits made daily and customer services and outputs (such as sales volume or margin of Gross profit)
Some quantitative output measures are listed below:
- Sales volume by product, customer group and territory Sales volume as a percentage of the quota or potential of the territory Orders: number and amounts Percentage of closing: number of orders divided by the number of visits.
Quantitative entries include the following:
- Percentage of visits: number of visits per day or per week Direct sales related expenses: total expenses c as percentages of sales Qualitative factors Knowledge of products, company policies and competition Time management and preparation of visits. Personal appearance.
Sales force training
Both new and seasoned salespeople need a good training program to improve their sales skills, learn more about new products, and hone the managerial practices of their time and territory.
- Induction Process: manipulate the situation in modular processing Information modules: Who are we? What are we? What do we sell? Who are your colleagues? Training module: technical sales professionals handle objections Product line product specifications components. Essential module: customer portfolio pricing and discount policy how will the company policy agree.
What is a sales forecast?
Estimates the probable sales of a product in a specific period and specific marketing within a previously established marketing plan expressed in units or amounts.
What is a sales budget?
It is the market for any budget system and it gives us estimates of future sales, taking into account past sales.
conclusion
We can conclude that sales is the main promotional method used in companies, sales is a profession that has changed a lot; in recent years.
