New Era University

COLLEGE OF BUSINESS ADMINISTRATION

Department of Marketing Management

Week 7 and 8

MME02-18 SALES MANAGEMENT

1ST Semester AY 2021-2022

MODULE # 4 – STRATEGIC ROLE OF SALES MANAGEMENT

I. INTRODUCTION
This module discusses the roles of corporate in sales management,
the different strategies, and approaches in selling. Salespeople must apply
the most effective and relevant strategies for different types of buyers.
Sales management system serves as the guide in achieving the company’s
goals

II. COURSE CONTENT

LESSON 1 – THE ROLES OF CORPORATE STRATEGY IN THE SALES

FUNCTIONS

If you have observed companies with the same type of operation have
different performances or business standing in the industry. These all depend
on the company strategies they are doing for their business. Let us define first
the corporate strategy for your better understanding of this topic.

The Corporate Strategy is the company direction as a whole. The top

management is in-charged in defining the company strategies for the entire
operation from the top-level, middle-level, and lower-level management. It is
important to establish a sales and marketing department, these have a big role
in increasing the company revenue.

The Role of Corporate Strategy in the Sales Functions

CORPORATE SPECIFIC DECISION POINT
STRATEGY AREAS PERSON
LEVEL
IN-CHARGED
Corporate -Corporate Vision and Mission BOD, CEOs,
-Corporate Goals and Objectives President
-Corporate Strategic Planning
Business -Business strategy improvements Supervisor
-Business plans execution Team leader
Marketing -Product and Market development
-Good Location selection Marketing
-Target Market identification and department
segmentation
-Updating Marketing
communication
Sales -Selling strategy
-Customer relationship strategy Sales
-Customer data strategy department
Finance -Manage the company funds
-Projection of business cost
-Forecast the sales revenue Finance
-Maintain financial sustainability department
Human -Staffing of capable personnel
Resource -Monitor and evaluate the sales Human
forces’ performances Resource
department
Operations -Production of quality products and
services Operations
-Manufacturing products. Department

This table will help you to understand and identify the different roles
of corporate strategy in sales functions. Through this table, the corporate
strategy level and the point person in charge would know their span of
decision areas and will avoid the overlapping of responsibilities.

LESSON 2 - The sales strategies and their elements

 A sales strategy is a sales technique of a sales force to the target
buyers. It is also the strategy in targeting the correct segment of buyers
and positioning the firm’s product or services to potentials customers. A
sales strategy differentiates the company’s benefits and advantages over
its competitors.

Cold Calling

Identifying, Sales
Reaching, and Presentation
Evaluating and
Prospects demonstration

SALES
STRATEGIES

Account
Management Pitching
Policies

Closing
Techniques

The Sales Strategies

These sales strategies such as Identifying, reaching, and evaluating

prospects, Account Management Policy, Cold Calling, Pitching, Sales
Presentation and Demonstration, and Closing Techniques will guide you in
the correct direction in reaching the firm’s goals.
 Sales Process
Mirrors the
Buying Process

Set Roles and

Keep it Simple
Responsibilities

Supported with Establish

Sales Tools and Qualification
Coaching Targets

The Elements of Sales Strategies

You as a salesperson it is important that you are aware of different

strategies in successful selling. The [Link] has blogged about
the Elements of Sales Strategies.

1. Sales Process Mirrors the Buying Process. You must understand your
buyers’ buying process to know the best approach and appropriate approach
for them.

2. Keep it simple. You must have a prepared strategy that fits the selling
situation. The different customers with different buying behavior must be
entertained in the simplest way that you can.

3. Set Clear Roles and Responsibilities. Roles and responsibilities by

the different departments of the organization must be clearly defined and
established to avoid responsibility gaps and overlapping or responsibility. This
will make all the buyers pleased.

4. Establish Qualification Targets. Take note that NOT all people in your
environment are potential buyers of your firm’s goods and services. So, you
focus on the right prospect to assure a positive result.
 5. Supported by Sales Tools and Coaching. This could be the marketing
plan, business portfolio, growth-share matrix, and case studies. These will also
guide your company into better business analysis with proper execution and
implementation.

LESSON 3 – The effective and relevant selling strategies

The effective selling strategies are not like the theories that you will learn
from school. These are techniques of a wise salesperson supported by the
firm’s practices.

THE EFFECTIVE SELLING STRATEGIES

Master your You must know what you are selling. Your ability to
firm’s familiarize the buying and selling procedure, the details,
products and features, specifications of your firm’s product will make you
services confident in dealing with your clients. Explaining
thoroughly about the business will help you to close the
transaction successfully.
Must show a Proofs like pictures, videos, and testimony of previous
proof buyers are great evidence that justifies the performance of
the product.
Connect with Understanding your target clients is NOT enough, but you
your target need to put yourself in their shoes. You will determine the
clients products and services that fit them if you know them very
well.
You try to A promotion has been a convincing strategy for all types of
offer a promo businesses. You must always have an extra effort in
offering something to support your selling strategies.
These include the price discount, avail of an extra item, and
extend services during and after the purchase.
Offer a Take note that a price speaks so loud in business. It
competitive destructs the purchase decision of the buyer. A reasonable
price price will help the firm win the positive decision of the
buyer.
Smile and be The simplest yet most magnetic strategy in selling. If you
charming will keep smiling with your prospective buyers and current
buyer, they will not leave you because they are comfortable
in dealing with you. Smiles and being charming will
probably create a long-term relationship with your target
clients.
LESSON 4 – THE DIFFERENT SELLING APPROACHES

There are lots of selling approaches that could be applied by a salesperson.

This different selling approaches ideas are from the blogs of McConnachie
and Lumley.

CUSTOMER
SOLUTION THE FRIEND THE EXPERT CONSULTATIVE
PERSONALITY
SELLING APPROACH APPROACH SELLING
SELLING

1. Solution Selling Approach.

This approach tends to seek and present a solution to a problem.
Your initiative to find a solution to a particular problem that concerns the
products and services is called solution selling. For example, a faster
internet connection is needed by many students in the country. As a good
salesperson, present the brand of telecommunication that has a good
internet service connection.

2. The Friend Approach.

This shows a connection with the existing and prospective buyers. Treat
your customers so special like entertaining their concerns right away,
explain the business details to them thoroughly, consider their level of
emotion to avoid arguments, always ask them a question if they clearly
understood the presentation. And of course, never forget to smile at them
because that’s the most magnetic gesture of friendship,

3. The Expert Approach.

You will notice a salesperson who shows expertise in the different
aspects of their organization, he is like a leader who directs the whole team.
The expert salesperson can decide, conclude, suggest, and recommend
 especially during the closing of a transaction period in the sales process.
Whenever you encounter clients who are intelligent, smart and belong to a
high-profile group, you will probably become confident in yourself.
.
4. Consultative Selling approach.
This sales approach focuses on building a good relationship with your
customer. By establishing a strong connection with your customers through
sharing your business expertise, product knowledge, and feedback on
experiences, and suggesting a solution to a problem. This is known as
customer-centered rather than product-centered.

5. Customer Personality Selling Approach.

This sales approach shows a salesperson’s flexibility. Before you
decide which strategy or approach you are going to apply, you have to know
first the personality of the customer whom you deal with. Their personality
type will give you the hint to what extent of adjustment you need to know
just to win their positive decision.
Assess yourself and try out any of these sales approaches that fit your
personality as a salesperson.

I. ACTIVITIES
Video Conferencing with the students
Roleplay through video recording
Discussion with a PowerPoint presentation
Class interaction/ Question and answer

II. ASSESSMENT
Quiz

MODULE PREPARED BY: DR. LORNA C. BOUING