Sales Management Content

Contents
Preface

vii

CHAPTER 1: Introduction to Sales Management in the Twenty-First Century
Change is the Central Theme in Sales Management Today 1
Learning Objectives 3
Sales Management in the Twenty-first Century 3
Innovation Fuels Success in Selling Today 4
Sales Effectiveness Is Enhanced through Technology 4
Leadership Is a Key Component in Sales Management Success 6
Sales Management Is a Global Endeavor 7
Ethics Underlies All Selling and Sales Management Activities 8
What is Involved in Sales Management 8
Selling Process 10
Sales Management Process 10
Environmental Factors Impact Success in Selling 11
External Environment 12
Economic Environment 12
Legal and Political Environment 14
Technological Environment 15
Social and Cultural Environment: Ethics 16
Natural Environment 17
Summary: Impact of the External Environment 19
Internal (Organizational) Environment 19
Goals, Objectives, and Culture 19
Human Resources 20
Financial Resources 21
Production and Supply Chain Capabilities 21
Service Capabilities 21
Research and Development and Technological Capabilities 21
Impact of the Environment: The HP Experience 22
Summary 23
Key Terms 23
Breakout Questions 23
Leadership Challenge: The New Kid on the Block 24
Role Play: Inventron Pharmaceuticals 25
Minicase: iTeam, Inc. 25
Suggested Readings 26

1

PART ONE
FORMULATION OF A SALES PROGRAM
CHAPTER 2: The Process of Selling and Buying
The Case for a Focus on the Sales Process 30

30

xvi Contents
Learning Objectives 31
Drivers of Change in Selling and Sales Management 32
Overview of Selling as a Career 33
Why Sales Jobs Are So Rewarding 34
Key Success Factors in Selling 40
Selling Activities 44
Types of Selling Jobs 47
Selling in Business-to-Consumer versus Business-to-Business Markets 47
Classifying Types of B2B Sales Jobs 48
Stages in the Selling Process 48
Prospecting for Customers 49
Opening the Relationship 50
Qualifying the Prospect 51
Presenting