Objectives should be set and agreed at the company and department level. The objectives for all the departments should be mutually compatible between departments, and all focused towards promoting the achievement of company objectives.
Once company objectives are established,then each department should produce a plan with its own objectives. These department objectives should clearly contribute to the achievement of company objectives. Within each department its objectives should be further broken down to lower-level objectives,also demonstrably contributing to department and company objectives, for each unbeaten job function. That way each person is set goals and objectives within their sphere of responsibility that contribute to overall achievement of company objectives.
Within the sales division objectives (see Figure ) should be set for:
A hierarchy of objectives for retail products
Retail customers typically receive sales calls from territory salespersons, or, in the instances of major retailers, from key account managers (possibly supported by territory salespersons making calls on branches of multiple retailer). Objectives (see Figure)should be developed for each relevant functional activity within the account, and at each level of your organization servicing the account, e.g. at the account head office,branch, and sales territory level.
Market share by brand
Overall account volumes by brand by specific time period
Performance rebates – rebates related to volume objectives/achievements
Marketing and promotional programmers to account or supporting mainstream activity
Cooperative advertising (i.e. where supplier and customer contribute)
Price positioning and policies
Display standards by brand and category
Distribution procedures, i.e. branch ordering or central deliveries
Product knowledge training for the customer’s staff.
Branch distribution and ordering
Display locations and space allocation by brand
Volume targets by brand
Demonstration programmers activity – localized branch or supporting mainstream brand marketing strategies
Stock and order controls
A hierarchy of objectives for industrial products
As Figure illustrates, individuals or departments within the industrial customer or business-to-business client organization will often have a quite different focus of objectives, depending on whether their functional activity is as a commercial buyer, product user or product specified (or other form of influencer in the buying process).
The salesperson servicing the customer must recognize and address these internal customer objectives in sourcing product as well as attempting to achieve his or her own company’objectives with the customer. The salesperson should develop objectives for each customer department that can use product, and for each functional depart mentor manager involved in the buying process,either in placing orders or in approving the product for use.
Purchase and usage volumes
Product trial and testing by all parties or departments that influence purchase
Formal reports (feedback to the account manager) on any trials and tests (technical tests, productivity tests, performance tests,etc.)
Product knowledge or technical training (if necessary)
New opportunities to expand usage (such as in other locations or departments that could benefit from use of the product)
Opportunities to customize products to the account’s specific environment or needs
(binding the account to the supplier in supply chain partnership).
Product design or formulation/specification to meet client needs Production quantities and time frames
Product demonstration, trial and testing and quality control
Distribution (availability and timeliness to meet client needs)
Product after-sales servicing (product installation, technical training,maintenance)
Customer service (order processing,liaison, service levels)
Sales contact and support (sales volumes,terms of trade, prices and profit, building relationships and contacts within the account organization).
Sales Management Related Tutorials
|Marketing Management Tutorial|
Sales Management Tutorial
Roles And Functions In The Sales Force
Sales Structures And Organization
Motivational Management In The Sales Force
Sales Management By Objectives
Motivating Through Rewards And Incentives
Providing Appraisals And Feedback For Motivation, Training And Discipline
Communication In The Sales Force
Sales Meetings And Conferences
Recruitment And Selection In The Sales Force
Basic Sales Training
Field Sales Training
The Planning Process
Sales Force Administration
Sales Management Control
Merchandising At The Point Of Sale
Key Account Management
Alternative Sales Or Distribution Operations
Developing International Markets
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