Objectives

Personal Selling
Sales Management Model
Sales Management Trends
Personal Selling Defined

“Personal Communication with an audience through

paid personnel of an organization or it’s agents in such
a way that the audience perceives the communicator’s
organization as being the source of the message”

Ingram / La Forge, 2007

Why is B2B significant?

“ B2B activity is 10 to 15 times greater than business to

consumer (B2C)”
Kotler, 2003
Market Structure Differences
Dimension B2B B2C
Nature of Demand Derived Direct
Demand Volatility Great Less
Nature of customers Heterogeneous Homogeneous
Market complexity More Less
Market Size Larger Value Smaller Value
Number of buyers Few Many
Geographic Often Clustered Usually Dispersed
concentration

Ross Brennan
Supply / Demand Chain for Cars
Upstream
Suppliers of Materials (steel) Suppliers

B2B
Marketing

Purchasers of Inputs used in Direct

Suppliers
making parts (engine)
B2B
Marketing

Purchasers of Inputs used in Car

Manufacturers
making finished cars
B2B
Marketing

Car
Car dealerships Distributors

B2B
Marketing

B2C Car
Marketing End Users / Corporates customers
Sales Management Model
Describing
the
Personal
Selling
Function

Describing Determining
the Strategic Developing Directing Sales Force
Role of the the Sales the Sales Effectiveness
Sales Force Force and
Function Performance
 Sales Management Trends

From To
Transactions Relationships

Individuals Teams

Sales Volume Sales Profitability

Management Leadership

Administrative Entrepreneurial

Local Global
 Transactional vs Relationship
Marketing
Transactional Marketing
Focus on single sales
Focus on volume
Short term time scales
Emphasis on product features &
quality
Little emphasis on customer service
Moderate but discontinuous contact
Relationship Marketing
Focus on customer retention
Focus on customer value
Long term time scales
Emphasis on relationship quality
High emphasis on customer service
High level of continuous customer
contact
 Key Elements of Relationship
Marketing
Long term
Trust
perspective

Commitment Customer
Service
B2B
RM

Communication Mutual Benefits

Relationship
Marketing
Relationship Ladder of Loyalty
Partner

Member

Advocate

Supporter

Client

Customer Relationship
Marketing

Prospect
 Leadership Trends

Yesterday Today

Natural resources defined power Knowledge is power

Command and Control Empower and Coach

Leaders led by example / warriors Leaders are facilitators

Managers directed Managers delegate

 Effective Sales Managers
Focus on customers
Attract, Keep and Develop Sales Talent
Leverage Technology
Triple Bottom Line
Economic
Prosperity

Environmental Social
Stewardship Responsibility