Assignment

5 Best Sales strategies

5 worst Sales strategies of all time

Next Quiz; Material covered till date

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
 Previous Lectures

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
 Marketing Vs Sales Environmental factors
Selling Vs Sales Eugene M. Johnson, David L.
Management
Stages of Selling Kurtz and Eberhard E, model
Roles of a seller PESTLE
Skills required in selling MICRO Vs MACRO
Characteristics of modern Sales Channels
selling Promotion Mix
Success factors; selling
Selling; functions
Communication Vs
Major tasks/functions of Distribution
sales managers Logistic Mix
Sales, market, marketing Go to Market strategy
orientation
Distribution Channel strategies
Sales person, objectives,
responsibilities (primary & Multi-channel marketing
secondary) and preparation Dual distribution channels
Sources of prospecting Channel conflict
Data base and
knowledge management
Self-management in
sales
Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
 Sales Strategies

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
Figure 1.9a Marketing strategy and management of personal selling

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
Figure 1.9b Continued

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
 Strategies

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
 Which comes
when
Strategies
Tactics
Objectives

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
Figure 2.8 The relationship between objectives, strategies and tactics

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
 Objectives
Where do we intend to go? (goals)
Strategies
How do we intend to get there? (broadly
descriptive)
Tactics
The precise route to be taken (detailed)

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
Table 1.2 Marketing strategy and sales management
Source: Strakle, W. and Spiro, R.L. (1986) Linking market share strategies to salesforce objectives, activities and
compensation policies, Journal of Personal Selling and Sales Management, August, pp. 1118.

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
Table 1.2 Marketing strategy and sales management
Source: Strakle, W. and Spiro, R.L. (1986) Linking market share strategies to salesforce objectives, activities and
compensation policies, Journal of Personal Selling and Sales Management, August, pp. 1118.

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
Table 1.2 Marketing strategy and sales management
Source: Strakle, W. and Spiro, R.L. (1986) Linking market share strategies to salesforce objectives, activities and
compensation policies, Journal of Personal Selling and Sales Management, August, pp. 1118.

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
 Objectives, Strategies
?
Increase prices
Increase Sales Volume
Increase advertisement
Maintain Sales Volume
Increase Sales Force
Reduce Sales force
Reduce operational costs
Arrange for more funds for marketing

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
 Objective: Maximize the profits
Strategies:
1.
2.
3.
4.
5.
6.
7.

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
Figure 2.1 The planning process

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
 MOST
Mission
Objective
Strategies
Tactics

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
 How are Objectives Determined

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
 Situational Analysis
(Market Audit)
What is Market Audit?
How to do Market Audit?

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
 Internal Analysis

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
 External Analysis
PEST
PESTLE
STEEPLE
SWOT

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
Figure 2.3 SWOT matrix for a sports car producer

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
 Objectives Must be

SMART

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
Figure 2.4a An overview of the marketing planning process

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
Figure 2.4b Continued

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
 Marketing mix
Product
Price
Placement
Promotion

Where does selling fall?

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
 Promotion
What is in Promotional mix?

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
 Promotional mix
Advertisement
Sales promotion
Publicity/public relations
Personal selling
Direct marketing
Interactive/internet marketing

Which to use and when ?

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
 Types of markets

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
Figure 2.7 Stages in the buying process
Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
 Push and Pull Strategy

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
 Stage in the product life-cycle

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
 So, which promotional mix
Is to be used
Which is the best

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
Figure 2.5 Inside-out planning model

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
Figure 2.6 Outside-in planning model

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006
 Assignment

Write a proposal to XYZ for the two days BTL

activity you have planned.

Jobber and Lancaster, Selling and Sales Management, 7th Edition Pearson Education Limited 2006