Professional Documents
Culture Documents
2 Strategic Sales
Force Management
Marketing Management
Production orientation
Focus on mass-producing a limited variety of products for
as little cost as possible.
Sales orientation
Age of the hard-sell.
Marketing orientation
The marketing concept first emerges.
Relationship orientation
A natural extension of the marketing-orientation stage.
The buyer and seller commit to doing business over a
long time.
Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved.
2-6
Figure 2-3
How do these
selling styles
depicted in this
1927 cartoon
relate to the
four stages in
the evolution
of marketing
management?
Teaching Teamwork
In your opinion, which one of these (if any) would be
most effective at teaching a salesperson how to be an
effective member of a selling team?
Cooking class
Drum circle
Military exercise
Outdoor adventure
Ropes exercise
Integrating…
…Marketing and Sales
Marketingexecutives develop marketing strategy
Salespeople implement the strategy in the field
Company Strategy-
Marketing Objectives and Strategy
Company
Objectives Marketing
Earn 20% ROI
Strategy
Objectives
Increase marketing share 10% Increase market
share 10%
Strategy
Increase share of customer business
Marketing Strategy-
Sales Force Objectives, Strategy and Tactics
Marketing
Objectives
Increase market share 10%
Sales Force
Strategy
Increase share of customer business
Objectives
Increase share of
customer business
Strategy
Build long-term
customer relations
Tactics
Develop sales teams
Provide bonuses for greater customer share
Strategic Trends
Internet Selling
Multiple Sales Channels
Multiple Relationship Strategies
Transaction selling Consultative selling
Management
CRM practices
Involve a company-wide software application utilizing
advanced computer- and Internet-technology.
Aggregate all information about customers into a single
database.
Provide salespeople/customers access to timely and
relevant information.
Allow effective management of every aspect of the buyer-
seller relationship.
Require training
Only effective if salespeople embrace it and are willing to
use it.
Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved.