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Organizational Strategies and The Sales Function

This document outlines organizational strategies and the sales function. It discusses sales strategy frameworks that include account targeting strategies, relationship strategies, selling strategies, sales channel strategies, and potential channel conflicts. It also covers organizational buyer behavior, explaining concepts like buying situations, buying centers, the buying process, and buying needs. The objectives are to discuss organizational buyer behavior concepts, define account targeting strategies, explain relationship strategies and selling strategies, and describe advantages and disadvantages of sales channel strategies.

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Dea Annieza
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94 views23 pages

Organizational Strategies and The Sales Function

This document outlines organizational strategies and the sales function. It discusses sales strategy frameworks that include account targeting strategies, relationship strategies, selling strategies, sales channel strategies, and potential channel conflicts. It also covers organizational buyer behavior, explaining concepts like buying situations, buying centers, the buying process, and buying needs. The objectives are to discuss organizational buyer behavior concepts, define account targeting strategies, explain relationship strategies and selling strategies, and describe advantages and disadvantages of sales channel strategies.

Uploaded by

Dea Annieza
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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ORGANIZATIONAL STRATEGIES AND

THE SALES FUNCTION


(P. 55 – 68)
215264039 – Aurellia Callista Permata Budiana
215264049 – Karin Rachel Patricia Sinaga
215264053 – Muhamad Fahrezi Al-Azanah
Today’s Discussion
A. Sales Strategy Framework
B. Organizational Buyer Behavior
 Buying Situasion
 Buying Center
 Buying Process
 Buying Needs
C. Sales Strategy
 Account Targeting Strategy
 Relationship Strategy
 Selling Strategy
 Sales Channel Strategy
 Channel Conflict

*ORGANIZATIONAL STRATEGIES AND THE SALES FUNCTION (P. 55 – 68)


Objectives
After completing this presentation, you should be able to:

1. Discuss the important concepts behind organizational buyer behavior.


2. Define an account targeting strategy.
3. Explain the different types of relationship strategies.
4. Discuss the importance of different selling strategies.
5. Describe the advantages and disadvantages of different sales channel strategies.
A. Sales Strategy Framework
B. Organizational Buyer Behavior
Type of Organizations
B. Organizational Buyer Behavior
Buying Situation
Buying Center
Buying Process
Buying Needs

This Photo by Unknown Author is licensed under CC BY-SA-NC


Buying Situation
Straight Rebuy Buying Situation
Routinized Response Behavior
Modified Rebuy Buying Situation
Limited Problem Solving
New Task Buying Situation
Extensive Problem Solving
Buying Center
Initiators, who start the organizational purchasing process
Users, who use the product to be purchased
Gatekeepers, who control the flow of information between buying center
members
Influencers, who provide input for the purchasing decision
Deciders, who make the final purchase decision
Purchasers, who implement the purchasing decision
Buying Process
Phase 1. Recognition of a problem or need
Phase 2. Determination of the characteristics of the item and the quantity needed
Phase 3. Description of the characteristics of the item and quantity needed
Phase 4. Search for and qualification of potential sources
Phase 5. Acquisition and analysis of proposals
Phase 6. Evaluation of proposals and selection of suppliers
Phase 7. Selection of an order routine
Phase 8. Performance feedback and evaluation
Buying Needs
Personal Goals Organizational Goals
Want a feeling of power Control cost in product use situation
Seek personal pleasure Few breakdowns of product
Desire job security Dependable delivery for repeat purchases
Want to be well liked Adequate supply of products
Want respect Cost within budget limit
C. Sales Strategy
Account Targeting Strategy
Relationship Strategy
Selling Strategy
Sales Channel Strategy

This Photo by Unknown Author is licensed under CC BY-SA-NC


Account Targeting Strategy
An account targeting strategy is the classification of accounts within a target
market into categories for the purpose of developing strategic approaches for
selling to each account or account group. The account targeting strategy provides
the foundation for all other elements of a sales strategy.
Relationship Strategy
A determination of the type of relationship to be developed with different
account groups.
Selling Strategy
A selling strategy is the planned selling approach for each relationship
strategy. Developing efficient and effective selling strategies is an important
sales management task.
Sales Channel Strategy
Sales channel strategy—ensuring that accounts receive selling effort coverage in
an effective and efficient manner—is a necessary component of sales strategy.
The Internet
Distributors
Independent Representatives
Team Selling
Telemarketing
Trade Shows
The Internet
The Internet is rapidly becoming an important sales channel in selling to
organizations. The focus is using this electronic channel in a way that meets
customer needs and reduces selling costs.
Distributors
Middlemen that take title to the goods that they market to end users.
Independent Representatives
Independent sales organizations that sell complementary, but noncompeting,
products from different manufacturers.
Team Selling
The use of team selling is increasing in many firms, especially as a sales
channel for a firm’s most important prospects and customers
Tele Marketing
Using the telephone as a means for customer contact, to perform some of, or
all, the activities required to develop and maintain account relationships
Trade Shows
an industry-sponsored event in which companies use a booth to display
products and services to potential and existing customers
Channel Conflict
Channel conflict occurs when the interests of different channels are not
consistent. Typical examples of channel conflict include:
Introducing an Internet sales channel that takes sales away from distributors
or independent reps
Determining which accounts are served by the field salesforce and which
accounts are served by a distributor
Taking accounts from field salespeople and turning them over to tele
marketers.
THANK YOU 
Any Question?

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