Unit 1 

: Introduction to Sales Management

The enterprise has two–basic functions: marketing and innovation (they produce results); all the rest
are costs. Peter Drucker

Main differences between Sales and Marketing

Selling focuses on the needs of the seller to convert his product into cash PETER DRUCKER

Marketing on the needs of the buyer to satisfy them. LEVITT

SALES MARKETING

Product must be sold Product must meet customers need

Defend my prices Be sure that the consumer is ready to pay for it

Promotion effective to sell Promotion should influence pers. Involved in buy. dec

My audience is the buyer, deal with he Consider buyer and all pers. Influencing the buyer

Sales management: Process of establishing strategies, setting objectives, executing and controlling
sales plans, aimed at achieving objectives which provide a position in the market that implies
effective management of its principal resource: customers.

1. Sales as a function in the company structure

Sales as a fundamental pillar of the company, with permanent contact with customers, hierarchy,
short term focus, close. Selling is COMMUNICATE CONNECT PERSUAD CLOSE

Management (Strategic plan):

 Marketing (Marketing plan + Sales plan)

 Finance
 Operations
 Logistics
 HHRR

Consultative Sales: The new concept of personal selling focused on creating lasting relationships with
customers.

Consultative Sales:

- Prospect-focused / practical vision

- Listening and asking questions = understand to inform
- Inform to sell
- Help to solve pb = Custom Solutions
- Create loyalty = Long-term selling relationship
Traditional Sales:

- Product-focused
- Using a standard sales pitch
- One-size-fits all solution
- Short-term selling relationship

Consultative sales process:

1. Research: learn more about the prospective business, competition, growth rate
2. Ask: to better understand goals, needs, and challenges
3. Listen: pay attention to tone and be an active listener guiding the conversation
4. Teach: show how your product can solve the lead’s business challenges
5. Qualify: determine whether your lead is qualified based on the info you’ve gathered
6. Close: the prospect has built a relationship with you and should feel motivated to buy

2. New selling methods and changes

THE NEW COMMERCIAL ENVIRONMENT

Complexity:

- Sophistication of supply (business transaction technology)

- Product life cycle reduction
- Sales period increase
- Adaptation to the client

Collaboration:

- With the clients

- With other units of the company (interdisciplinary teams)

Responsability:

- Traditional perspectives (efficiency and effectiveness)

- Ethical and legal perspectives.

The difference between INBOUND Marketing and OUTBOUND Marketing :

OUTBOUND: taking traditional campaign to deliver our message at the entire market, at the mass:
like advertising at the TV, for everyone who watch TV

INBOUND: marketing personalized, to a unique person: like advertising on Instagram. The INBOUND
Marketing is based on content.

In the case of INBOUND Marketing: we sent newsletters at each potential client, creating a dynamic
content, contrary to OUTBOUND Marketing, where marketing and advertising is doing, without
certitude that potential client will be touch.
 3. Sales in the Future

What is Digitalization ?

Digitalization is the use of digital technologies to change a business model and provide new revenue
and value-producing opportunities; it is the process of moving to a digital business. (Gartner)

Digitalization is the integration of digital technologies into everyday life by the digitization of
everything that can be digitized. (Business Dictionnary)

Digitally transformed businesses typically develop an ecosystem that blur the lines between supply
chain, partner, customer, crowd, and employee and both strategy and execution are heavily
influenced by this ecosystem. (Isaac Sacolick, global CIO and a managing director at Greenwich
Associates)

Digitalization in Sales: Digital Selling includes activities such as:

- sales automation
- online presentations,
- digital documents,
- CRM operations and more

Digital Selling involves creating an organizational structure around content, and an ecosystem to
measure the content consumption of your customer.

How is the digital world impacting sales?

What is the Customer Decision Journey?
WHAT IS SOCIAL SELLING
Social selling is about leveraging your social network to:
• Find and communicate the right prospects, and achieve your sales goals.
 better sales
  lead generation and sales prospecting process
 eliminates the need for cold calling.

THREE RULES FOR SOCIAL SELLING BY NIEL PATEL

1. Pick the right platform to prospect on!

It is essential you hunt where the game is. For example, if you are B2B, use LinkedIn. If you are
looking for young people, use SnapChat and Instagram.

2. Use Social Media to create your content.

Attract prospects and stay top of mind with your customers by consistently producing social content
that is informations, entertaining, interactive and converts to business.

3. Get to the point.

Let prospects know what you are offering quickly to gain interest and leave them alone if they don’t
need what you have.

UNIT 2: Sales Team Management

What is company culture?

The values and behaviors that contribute to the unique environment of an organization.

It is based on shared attitudes, beliefs, customs, and written and unwritten rules that have been
developed overtime and are considered valid.

What is company culture and how does it impact the sales?

Organisation chart is the design of how the company will achieve the goals, how the company tries
to place its resources to achieve its objectives in the market.

The Sales manager: achieving the sales targets and eventually generates revenue for the
organization.
MDR - Market Development Rep: Follows up on inbound leads, setup a meeting with the AE. SDR – Sales Development Rep: Starts a
conversation with a client through outbound actions such as emails / calls / LinkedIn messages. AE – Account Executive: Develops SQLs
(Sales Qualified Leads) through a series of meetings. ONB –Onboarding: Onboard / Integrate a client and achieve first use. CSM – Customer

Two sides:

- Managing the sales process

- Leading the salespeople

The sales manager and leadership:

Description of the position:

- Responsibilities
- Education
- Hierarchy
- Performance
- Compensation

How to design the sales TEAM?

1. knowledge of the environment and competition. Customer segmentation.
2. Determine how many sales people we need. Network size and nature (full-time sellers, free
agents, etc...)
3. Strategically: fewer sellers, but exclusive, or more sellers, but shared?
4. Our sales people are included in a professional category, in geographic areas, by customer
segment, etc ...

Sizing and decision making for the creation of a sales team:

- Profile of people on the sales team
- Number of sales people
- Structure and organization chart
- Geographical distribution

1. Organization depending on company, product, geographic market…

- By area
- By clients (responsible of a homogeneous group) or distribution channels (retailers,
wholesalers…)
- By product or market
- By type of sales technique
- By functions
2. What channels my sales team is going to visit
Prospecting/Place – We have decided where we want to go, quantify how many clients
we want to be in.
 ”DECISION POINTS" andfo “TRACKING POINTS " : A chain of 40 supermarkets
owned by a single owner:
A single decision point // 40 tracking points: (Each store in the group
3. Sales visites frecuency
4. How many visits can a sales person make per day to each type of customer

 The Golden Circle

What: service/product proposed

How: how it is proposed

Why: The reason to do this, the main

The most important depends on the situation.

2 SALES LEADERSHIP STYLES

•TRANSACTIONAL

•Focused on rewards/punishment

•Focused on getting objectives

•TRANSFORMATIONAL:

•Focused on inspiring others to achieve goals

•Focused on creating vision, team, individual support

SALES INFLUENCE STRATEGIES CAN BE BASED ON

1. THREAT: “If you don't call 10 clients this week, you will lose your job. ”
2. PROMISE "IF this week you reach your target, you will receive a bonus of X%”
3. PERSUATION: The importance of receiving the report on Monday for the company –rational
4. RELATIONSHIPS: related to the power of reference, it is based on friendship
5. MANIPULATION: For example, creating teams according to personalities, joining people with little
trust and a lot of confidence for a project

•Research has shown that the best sales leadership style depends on
each situation
•Different situations will require different styles, strategies and comm

UNIT 3 : Account Management and Negotiation

Product focus => marketing focus => customer centric approach: meet customers need
SALES FUNNEL

Sales process : it is a process of communication, negotiation and closing of the sale

EACH PROCESS IS DIFFERENT:

• TIMING • STRUCTURE • INDUSTRY• REGULATIONS• NEGOTIATION

1.PROSPECTING = Identify potential clients

PROSPECTING IN 4 STEPS
1. Identify business opportunities - Define your ideal customer
2. Define sectors and industries
3. Classify customers by criteria
4. Create a strategy for each client

2.PREPARATION
• Goals
• Analysis (needs)
• Strategy to follow
• Contact Strategy
• DATABASE MANAGEMENT

• Preparation of the features, functions, advantages benefits and disadvanatges of our product

• know market (competition, trends, segments, prices) and customer (buyer persona, needs…)

3.SALES PRESENTATION
A GOOD SALES PRESENTATION?
• Information about the company, the product, Advantages and benefits of the product
• creativity
• Listen to the customer
• Be clear and concise
• Not lie Be open

4. OBJECTIONS
5. CLOSING
Techniques;
- Inbound and outbound
- Closing recommendation
- Closing with offer
 - Emergency closure
- Closing with physical action
- Closing test
- …

DEFINITION OF LIFETIME VALUE (LTV) : is the projected revenue that a customer will

generate during their lifetime. One way to analyze acquisition strategy and estimate
marketing costs is to calculate the Lifetime Value (“LTV”)
of a customer.

Key account management (KAM) is one of the most important changes in selling
that has emerged during the past two decades.
• Key account managers typically work on bigger deals for bigger clients
• KAM is a radically different organizational process used by business-to-business companies
to manage their relationships with strategically-important customers, and it produces measurable
business benefits.

Customer intelligence is the process of gathering and analyzing customer data

and turning it into actionable insight. It does not only answer questions of Who,
What, When and Where but also Why. (focus group, survey…)

CUSTOMER LOYALTY

NEGOTIATION :

NEGOTIATION TACTICS• THE BIG DEAL• SILENCE• ULTIMATUM

Result
Harvard Method of Negotiation- Created by Roger Fisher, William Ury y Bruce Patton - 7 ELEMENTS FOR
A win-win negotiation

1. Interest

Position = what you want or demand VS Interest = why you want the position

2. Legitimacy

The quest for a legitimate, or fair, deal drives many of our decisions in negotiations.

To succeed in negotiation, we need to put forth proposals that others will view as legitimate and fair.

3. Relationships

•You need to effectively manage your relationship

•Relationship dynamics become all the more important when you have an ongoing connection: future
business

4. Batna

• Best alternative to a negotiated agreement

• If your current negotiation reaches an impasse, what’s your best outside option?

5. Options

•Refer to any available choices parties might consider to satisfy their interests

6. Commitment

•An agreement, demand, offer, or promise made by one or more party.

• A commitment can range from an agreement to meet at a particular time and place to a formal proposal to
a signed contract.

7. Communication

The success of your negotiation can hinge on your communication choices (STRATEGIES AND TACTICS)

IN THE SALES PROCESS, NEGOTIATION TAKES PLACE WHEN?

- Negotiation: 2 strategies: COMPETITIVE:

obtain only my interests
- COLLABORATIVE: mutually beneficial agreement and a high degree of
cooperation

EFFECTIVE NEGOTIATION
• When both parties are satisfied with the outcome of the negotiation
• Feeling that the process was worth it.
• Feeling that they have learned something.
• Without any objection to re-negotiating with
• With the trust of each party, it will comply with the agreement and its commitments.
• With good relations, without having been damaged.

UNIT 4 : BUILDING A SALES PLAN

EXTERNAL ANALYSIS -Analysis of the environment

Macro environment
5 Forces of Porter
SWOT
Pestel Political Economical Social Tecnological Ecological Legal
TAM SAM SOM
INTERNAL ANALYSIS Analysis of the company
Micro environment

Competition: Set of companies that offer products or services of the same

nature as those of another company. This is also the name given to the set of brands that
offer products or services that are of a different nature but that cover the same needs, so
they can restore the market

4Ps :
- Product: brand, packaging, label, product life cycle
- Price: market pricing, pricing strat..
- Promotion: sales promotion, PR, network/social media, B2B Marketing,
tradeshow..
- Place: location, channels, distribution

SMART Objectives

STP

• SEGMENTING
• PROFILING – target group differentiate by (demographic, psychographic,
behavioural characteristics)
• POSITIONING

Example :
BUYER PERSONA: representation of your ideal customer
Lifestyle, business background, interest and hobbies, mains preoccupation, personal data

How to design the sales TEAM?

1. knowledge of the environment and competition. Customer segmentation.
2. Determine how many sales people we need. Network size and nature (full-time sellers, free
agents, etc...)
3. Strategically: fewer sellers, but exclusive, or more sellers, but shared?
4. Our sales people are included in a professional category, in geographic areas, by customer
segment, etc ...

Sizing and decision making for the creation of a sales team:

- Profile of people on the sales team
- Number of sales people
- Structure and organization chart
- Geographical distribution

5. Organization depending on company, product, geographic market…

- By area
- By clients (responsible of a homogeneous group) or distribution channels (retailers,
wholesalers…)
- By product or market
- By type of sales technique
- By functions
6. What channels my sales team is going to visit
Prospecting/Place – We have decided where we want to go, quantify how many clients
we want to be in.
”DECISION POINTS" and “TRACKING POINTS " : A chain of 40 supermarkets
owned by a single owner:
A single decision point // 40 tracking points: (Each store in the group
7. Sales visites frecuency
8. How many visits can a sales person make per day to each type of customer

Sales person profile

- Attitude
- Skills
- Knowledge
Clients classification ABC
• The method of applying the ABC classification on the turnover /nature of clients of a
fictitious company will be analyzed –
Example: It is a supplier of condiments, whose clients are restaurants. Consists of a clientele
made up of 60 restaurants, served directly by the company
- Choose the ordering criteria for the elements. In this case, the usual billing volume
of each client has been taken, you can take the nature of the business, type of client,
turnover, size...
- The second step will be to sort the clients according to the criteria (billing volume).
 - Determine the reference of limits to classify types of client
Type A: Those with a turnover greater than 40,000 e (6 clients)
Type B: Those with a turnover between 7,000 and 40,001 (24 clients)
Type C: Those with a turnover of less than 7,000 (30 clients)
Now we already have two billing volumes (7,000 and 40,000) that mark the limits
between the tranches and therefore serve as a reference to classify the clients in our
portfolio. This will allow us to classify the new ones without having to repeat the process.
It will be enough to repeat it with certain periodicity (for example annually) to adjust it and
take the new references of these volumes.

SIZING : How many people do we need

TECHNOLOGY AUTOMATED PROCESS – OUTSOURCE SALESFORCE
• The majority of sales forces are organised by geographics or areas –
the decision is how the number of sales people to assign to each
geography.

Sales QUOTAS : In sales, a quota is a volume, activity or financial goal individual or team
sellers must reach by the end of a specific time period - usually one year or one quarter.
A salesperson’s quota is often directly tied to their compensation plan, including commission
and bonuses.

A PREDICTION FOR A FUTURE PERIOD

• IMPORTANT TO DETERMINE THE PERIOD AND GEOGRAPHIC AREAS
• SALES FORECAST: THE EXPECTED SALES IN A GIVEN GEOGRAPHIC/S AREA/S
IN A SPECIFIC TIME
• 2 FACTORS MUST BE DEFINED:
• GEOGRAPHIC AREA
• TIME PERIOD
SALES FORECASTING METHODS
1. Using historical data - our business typically grows at 15% year over year *
2. Intuituve Forecasting -Relying on sales reps’ opinions - : “when will this deal close, and
how much will it close for?”
3. Opportunity Stage Forecasting: his forecasting reviews deal stages through the pipeline,
making assumptions on the likelihood of closing a deal
4. Using deal stages.

BUDGETING/ The sales budget is a written, reasoned and consensual estimate of the
levels of income and expenses for sales, during a period, generally one year.
BENEFITS = REVENUE – COST

Expenses: compensation, travel expenses, sales meetings…

Fixed costs: Does not vary with the level of sales activity
Variable cost: Impact directly from the sales activity

 OBJECTIVE
 QUOTA
 FOLLOW-UP – KPI – CONTINGENCY PLAN :
Risk => impact => how we are going to solve it in case that it happen

Unit 5 – Sales team communication

- Downward VS Upward communication, horizontal VS Vertical, formal VS Informal

Upward communication : form of communication that flows from bottom (subordinates) to top
(superiors).

Downward communication transmission of information from the top level executives to the low-
level employees.

Horizontal communication is a type where 2 people at the same level of the organization
communicate with each other

Vertical communication is a type of communication between members of organisation who are on

different levels of its hierarchy

Informal communication as friendly chat

Formal communication is from the top leadership to various departments and employees.

- Internal communication

- Objectives
 Company and product Information : Communicate to employees on policies, budgets, cost…
 Business Efficiency: info about market, buying habits…
 Motivation and personal development : Feel motivated

- The different ways or tools use for the internal communication

1. Sales Manual: It’s the source of information for the sales team

2. Sales Presentation/leaflet : RICHARD BRANDSON: 26 SALES TECHNIQUES (be persistent, listen,

storytelling...)

3. Internal Magazine : Its main objective isto spread the corporate culture among all members of the
company

4. Intranets - CRMs : The main objective isto have reports and query applicationsavailable to
facilitate the work tasks of all employees of the company.

5. Commitees : They are teamwork meetings and tend to be longer, annual and formalized
6. Sales Meetings : They are the usual means of personal communication between the different
components of the sales force

7. Other comms: emailing, whatsapp, post

Unit 6 – Introduction to Sales Management

- CRM

Technologies in Sales:

1. Collaborative customer relationship management (CRM) to enhance customer collaboration and

build customer loyalty and exit barriers.
CRM: CUSTOMER RELATIONSHIP MANAGEMENT is the central tool in the treatment of customer
information. Helps handle large volumes of data

Customer relationship management (CRM) refers to the strategy of leveraging customer data,
transactions and engagement for business opportunities, mainly, in sales, marketing and, to some
extent, product development

Aim: nurture long-term and profitable relationship with customers.

• To offer better customer experience and also personalised sales

2.Outsourcing sales and marketing functions: marketing agencies, e-commerce utilities and service
providers, and e-channel partners to obtain talent, technical expertise, and cost efficiencies.

3.Customer-centric organizations

- Catch convince convert

 - Acquisition engagement retention

Retention Curve are also called Cohorts : a set of behavioral analytics that takes the data from a
given dataset and breaks all into related groups for analysis.

A cohort analysis is one of the most powerful ways to look at the strength of your company.

As a data analyst you are able to break down your users by their signup time and then track their
performance over time!

- Influencers and their business model

Different types of influencers:

Different ways:

Publicity of a product/service => the company pay for the post, the publicity

Share a discount code => the remuneration of the influencer will depend of the volume to purchase
of consumers with this code

Influencer and their business models

Influencer marketing is a way brands can promote their products through endorsements or recommendations from influencers and
content creators on the internet. Social media and blogs are home to most influencers, although other creators like podcast hosts can fit
the bill, too. Many times, influencer marketing is a part of brand awareness campaigns, but it can also result in plenty of conversions and
sales. More people are becoming influencers. Influencer marketing agencies are growing in popularity. Influencers are showing more of
their reality. Why do we use them? To promote their store. Share user-generated content (repost des autres). Use testimonials from
influencers. Offer a promotion with an influencer.

- Mind map (condense notes & visualise)