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Summary Introduction to sales
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Introduction to sales (part 1)
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Internatonal sales & procurementPart 1: Introduction sales
Challenges for sales organisations
3 mayor observations:
- The market shift
- The sales environment changess
- Research indicates a shift in decision-making
As a consequence:
- The role of sales changes
The challenge becomes:
- What can WE do about it?
X (product) <—> added value need
First observation: The market shift
SHIFT 1: PRODUCT —> CUSTOMER ORIENTATION
Evolution is sales:
1. Product orientation
2. Sales orientation: “hard-selling”
3. Market orientation: “relationship selling”
Marketing concept vs. Sales concept
, SHIFT 2: MARKET EVOLUTION
Pressure on the mid-market sement from 2 directions
Trends in car sales
Trends in fashion
Look at the powerpoint slides for the pictures
SHIFT 3: INCREASING SEGMENTATION
- Ongoing segmentation in ALL market levels in order to survive competition
- Strategic choices become (low-cost vs. Differentation) inevitable
- Marketing mix has to be adopted to each segment
- More and more: 1 to 1 marketing
Coolblue = 360 webshops
Second observation: The sales environment changes
CHANGE 1: ENVIRONMENTAL CHANGES
1. Technological (R)evolution
2. Information (management) has become a strategic “resource”
3. Succes is defines by the quality of customer relations
4. Succes depends on the level of “added value” offered
World’s fastest computer
Artificial intelligence
Science fiction?
See powerpoint for examples and more information
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