Objectives

Define Vision and Mission

Business Strategy and the Sales Function
Marketing Strategy and the Sales Function
Organizational Buyer Behaviour
Negotiation Tips
Sales Strategy
Developing a Strategic Vision
Phase 1
Involves thinking strategically about
 Future direction of company

 Changes in company’s product/market/customer

technology to improve
 Current market position
 Future prospects

A strategic vision describes the route a company

intends to take in developing and strengthening
its business. It lays out the company’s strategic
course in preparing for the future.
Key Elements of a Strategic Vision

Delineates management’s aspirations for the business

Provides a panoramic view of “where we are going”
Charts a strategic path
Is distinctive and specific to
a particular organization
 Avoids use of generic language that
is dull and boring and that could
apply to most any company
Captures the emotions of
employees and steers them
in a common direction
Is challenging and a bit beyond a
company’s immediate reach
Example of Strategic Vision

Red Hat
To extend our position as the most trusted
Linux and open source provider to the
enterprise. We intend to grow the market
for Linux through a complete range of
enterprise Red Hat Linux software, a
powerful Internet management platform,
and associated support and services.
Characteristics of a Mission Statement

Identifies boundaries of a company’s current business

and says something about
 Present products and services
 Types of customers served
 Geographic coverage
Conveys
 Who we are,
 What we do, and
A good mission statement describes a company’s business
 Why we are here
makeup and purpose in language specific enough to give
the company its own identity and distinguish it from
other enterprises in the same or other industries!
 Corporate Strategy and the Sales
Function
Strategy Level Key Decision Areas Key Decision Makers

Corporate Strategy Corporate Mission Corporate Management

SBUs definition
SBU Objectives
Business Strategy Strategy Types Business Unit Management
Strategy execution
Marketing Strategy Target market selection Marketing Management
Marketing Mix
Development
Integrated Marketing
Communications
Sales Strategy Account targeting Strategy Sales Management
Relationship Strategy
Selling Strategy
Sales Channel Strategy
 Generic Business Strategies and Sales
Force Activities
Strategy Type Role of the Salesforce
Low Cost Supplier
Service large current customers
Pursue large prospects
Selling on basis of price
Functional, order taking responsibilities
Differentiation
Requires a high quality sales force
Selling non price benefits
High level of prospecting and customer
service
Low price sensitivity
Niche
Experts in operations and opportunities
associated with the target market
Focus on non price benefits
Time allocation on high value customers
 How do Sales and Market Share
Objectives blend in?
Market Share Sales Objectives Sales Tasks Recommended
Objectives Compensation
Build Build Sales Volume Call on prospects/ new Sales plus incentives /
Secure Distribution accounts commission
High Service levels,
particularly pre sales
service
Hold Maintain sales volume Call on targeted current Sales plus commission
Secure additional accounts
outlets Increase sales levels to
Consolidate through current accounts
concentration on Call on new accounts
targeted segments
Harvest Reduce selling costs Call on and service Salary plus Bonus
Target Profitable most profitable
accounts accounts
Reduce service levels
and inventories
Divest / Liquidate Minimize selling costs Dump Inventory Salary
and clear out inventory Eliminate Service
Personal Selling vs Advertising
Personal Selling Driven Marketing
Communication Strategies

When Message Flexibility is Important

When Message Timing is Important
When Reaction Speed is Important
When Message Creditability is Important
When Trying to Close the Sales

When Low Cost per Contact is Important

When Repetitive contact is Important
When Control of Message is Important
When Audience is Large

Advertising Driven Marketing

Communication Strategies
 The Buying Centre - DMU
Initiators
Buyer / Purchasers
Influencers
Decision Makers
Users
Gatekeepers
 Buy Grid Framework
Straight Rebuy Modified Rebuy New Task

Water Legal Services Bridges

Gas Consultancy Dams

Pure Complete
Routine Negotiation

Office Supplies Alternate RM Projects

Tools PCs Specialized
Bulk Chemicals Machinery
(usually)

Robinson 1967
Decision Making Process (New Task Purchase /
Supplier Change)
Problem Recognition

General Need Description

Specification

Supplier Search

Proposals submission

Supplier selection

Order process specifications

Performance Review
 It’s About People…..

Assertive
WARM
Non Assertive
Aggressive
Responsive
Responsive Assertive

EASY TOUGH

Non Assertive Aggressive

COLD
& About Issues…..
And How We Communicate

Words 7 2 Ears &

1 Mouth!
Tone 38

Body Language 55

100%
 Tips from ICI UK training
Guidelines for Negotiating

Don’t negotiate alone on protracted or complex negotiations

Don’t lack confidence

Don’t get side-tracked

Don’t be greedy

Don’t move quickly

Harvey Mackay’s rules that I have used
in 25 years (for buyers)
Smile and say NO until your tongue bleeds

The single most powerful tool for winning a

negotiation is the ability to walk away from the table
without a deal

The most important term in the contract isn't in the

contract
Agreements prevent disagreements
Harvey Mackay’s rules that I have used
in 25 years (for buyers)
He who burns bridges better be a damn good
swimmer

Make your decisions with your heart , and you’ll end

up with heart disease

Everything’s negotiable
 Personal Selling Approaches
Stimulus Response Selling
Mental States Selling
Need Satisfaction Selling
Problem Solving Selling
Consultative Selling
 Sales Strategy
Account Targeting Strategy
Relationship Strategy
Selling Strategy
Sales Channel Strategy
 Relationship Strategy Selling Costs
High

Collaborative
Relationship

Partnership
Relationship
Cost to
Serve
Solutions
Relationship

Transaction
Relationship

Low

Low Commitment High

 Sales Channel Strategy
The Internet
Distributors
Independent Representatives
Team Selling
Telemarketing
Trade Shows / Seminars