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Samenvatting Sales (International Sales & Procurement)
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INTERNATIONAL SALES &PROCUREMENT (SALES)
Pauline Vandenbroucke 202019007
BART CHRISTIAENS 2022-2023
,Samenvatting International Sales & Procurement – Pauline Vandenbroucke – 2022/2023
PART 1: INTRODUCTION
1. Course objectives
- Confirm importance of selling and good sales management
- Situating sales in a marketing context
- Understand and use sales concepts and techniques related to the Decision Cycle of customers
- Understand the mechanics behind building long-term relationships and partnerships
- Understand the changing context of sales and marketing
è
o Primary activities: most important = marketing and sales à with these you beat competitors (porter s
value chain)
o Marketing and sales are closely related, they fulfill each other
o Market strategy is important for long term success
A. How to…
- One man wants to sell as much lipsticks as possible. The other
one want to sell the value of lipstick and its added value, so the value
should not focus on the product itself but the added value
B. Challenges for sales organizations
- Three major observations:
o The Market Shift
o The Sales Environment changes
o Research indicates a shift in decision-making
- Consequently:
o The Role of Sales changes
- The challenge becomes:
o What can WE do about it?
1
,Samenvatting International Sales & Procurement – Pauline Vandenbroucke – 2022/2023
2. First observation: The market shift
A. Shift 1: customer orientation
- First shift
o First research properly. Listening to customer and
becoming close so you can adapt your product/service to
the needs of the customer
- Evolution in sales
o If you come very close to the customer, make it very personal and then they also reduce the price: very
targeting
§ Product orientation (in the beginning)
§ Sales orientation: ‘hard-selling’ (sales strategy)
§ Market orientation: ‘relationship selling’
B. Shift 2: Market evolution
- Pressure on the mid-market segment from two directions
- The economy in a pyramid.
o The demand for top products is growing bcs the
richer people are getting richer and richer bcs
they are the decision makers. Poor people are
getting poorer so also big demand for low. If you
are in the middle class you want to move up, or
you are forced to go down. So, the middle-class
brands are under pressure! Mid-range is
squeezed (like Opel car)
i. Trends in CAR-sales
- Opel is mid-range. Their values; nothing special. They are in trouble. People invested in Opel just for job creation,
not bcs it is a very good brand.
ii. Trends in fashion
- Fast fashion
2
, Samenvatting International Sales & Procurement – Pauline Vandenbroucke – 2022/2023
C. Shift 3: Increasing segmentation
- Ongoing segmentation in ALL market levels to survive competition
- Strategic choices become (low-cost vs. differentiation) inevitable
- Marketing mix must be adopted to each segment
- More and more: 1 to 1 marketing
o For example, Colruyt has a lot of data and they analyzed it and know what you like
- Cool blue: 360 workshops
o Success behind Cool blue: for each web shop they have experts that know everything about that market
à if you contact them, you always get high expertise information
3. Second observation: The sales environment changes
A. Change 1: Environmental changes
- Over last 15-20 years growing impact of tech on business,
the businesses that don’t believe in tech development will
not survive
1. Technological (r)evolution
2. Information (management) has become a strategic “resource”
3. Success is defined by the quality of customer relations
4. Success depends on the level of “added value” offered
è Top 5 companies have 1 thing in common: all big technology
companies and all owning lots of data à makes them powerful
- We give data to google and in return we receive a lot of
information
è World’s fastest computer
è Artificial intelligence
è Science fiction
3
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