Importance of Preparation for Sales Management

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  • Published : March 18, 2013
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Contents
1. Introduction

2. Key Preparation Issues
2.1 Product knowledge and benefits
2.2 Knowledge of competitors products and benefits
2.3 Sales presentation planning

3. Conclusion

4. References

1. Introduction
Benjamin Franklin once said, ‘By failing to prepare, you are preparing to fail.’ This popular saying can be related to many aspects of life, however it can be especially apparent for sales people.

Throughout their career, a sales person will rarely experience sales which are exactly the same; they will need to be adaptable to the needs and requirements of their many customers. However, as suggested by Jobber and Lancaster (2009) there will be many situations or problems which occur consistently and therefore it is important for sales personnel to prepare effectively. Jobber and Lancaster state that there are two types of sales; sales negotiations and pure sales (2009, pp.235) Sales negotiations refers to situations in which the seller and buyer may negotiate on certain aspects of the sale such as, price, delivery and payment. Pure sales is used to describe situations in which there is no room for negotiations and the product is sold in a take it or leave it scenario. For the purpose of this report, I will be focussing on pure sales planning. This is due to the fact that this is the type of sales carried out within my organisation, Wolverhampton Wanderers Football Club. Jobber and Lancaster (2009) discuss six key preparation points for pure selling:

* Product knowledge and benefits
* Knowledge of competitors products and benefits
* Sales presentation planning
* Setting sales objectives
* Sales cycle
* Understanding buyer behaviour
I will be focussing on the three which I consider to be most important: * Product knowledge and benefits
* Knowledge of competitors products and benefits
* Sales presentation planning

2. Key Preparation Issues

3.1 Product Knowledge and...
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