Role of the export sales manager
The export sales manager’s responsibilities are not dissimilar to the home market sales manager, but are rather broader in scope and need a slightly different mix of skills and qualities. The typical key job functions include:
Skills in the international marketer
The range of job functions facing international marketers is more diversified than forthe equivalent level of sales or marketing managers operating in the domestic market. Export marketers need a broader range of skills, developed to a good level of competence.
While they may not need or have the depth of expertise of their domestic marketing colleagues, in providing support to their agents and distributors they will cover competencies ranging through:
The export manager will normally be taking decisions away from the base office, without the immediate support of colleagues with functional expertise. In order to function successfully in an international environment, the export marketer will need to have linguistic skills in addition to being highly numerate. He or she will also need to demonstrate a mix of personal skills and qualities that includes:
organization, administrative and communications skills, decisiveness, good judgement, initiative, personal stature and authority, adaptability to various cultures and business practices, intelligence, integrity, independence and maturity to work alone abroad, and reliability to honour commitments to customers and contacts. Often managers who are experienced in domestic selling and marketing, or who are technical specialists, are transferred into export management positions without any special training, the assumptions being that the skills and balance of personal qualities needed are the same.
Measuring the export marketers’performance
The effectiveness of an organization can be monitored or measured by its achievement against goals and objectives. Once the broad export goals and objectives are established, a range of quantitative and qualitative objectives that relate to current plans can be established for each market. These are highlighted in the following list. Individual companies may choose to focus on some of these more than others, according to what is relevant to their markets, distribution system and products.
Sales Management Related Tutorials
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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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