SAMPLE OUTLINE FOR SALES FORCE DESCRIPTION
"Man must work. That is certain as the sun. But he may work grudgingly or he may work gratefully; he may work as a man, or he may work as a machine. There is no work so rude, that he may not exalt it; no work so impassive, that he may not breathe a soul into it; no work so dull that he may not enliven it." - Henry Giles
These are the types of information you may want to collect for your Sales Force Description. You may or may not be able to get all of this information. Do your best given your time and energy as well as your sales companyís availability and confidentiality needs.
I. Title Page
A. Name of company
B. Course name and number
C. Your name and date
D. Any necessary note regarding confidentiality
E. Maybe a graphic of some sort for interest
II. Table of Contents
III. Personal Selling Philosophy
A. Describe the marketing setting (i.e., retail, wholesale, manufacturing, or service).
B. Describe the role of personal selling in this company. How is it different than their competitors?
C. Describe the typical salespersonís training to become a consultant/problem-solving type of salesperson.
D. Describe the general approach to selling -- high pressure, consultative, low key.
IV. Relationship Strategy
A. Describe the typical relationship between salesperson and customer in this field.
B. Describe appropriate salespersonís attitude.
C. Describe appropriate salespersonís appearance.
D. Describe methods used to strengthen long-term relationship for repeats and referrals.
V. Product Strategy
A. Describe the company.
B. Describe the product.
C. Describe the technical expertise needed by the salesperson.
D. Develop a feature benefits worksheet.
E. Is this a new and emerging or mature and well-established product?
F. Will you use a price or value-added product strategy?
VI. Customer Strategy
A. Describe the typical buying motives of the prospect.
B. Describe the typical prospect as an individual (and as a company representative, if appropriate).
C. How are prospects identified in most cases?
VII. Competitive Strategy
A. Describe the levels of competition.
B. Describe the competitive advantages and weaknesses of this company/product.
VIII. Sales Presentation Strategy
A. Sales presentation preparation
1. List presentation objectives.
2. Describe a typical sales cycle (how many calls).
3. Describe team versus one-person, and group versus individual presentation strategies.
4. List ways utilized to achieve good social contact.
5. List methods used to achieve good business contact.
B. Sales presentation
1. List questions used to determine prospect needs.
2. Describe the match between typical customer buying motives and the features and benefits of product, company, and salesperson.
3. What types of sales presentation are used (canned, need satisfaction, etc.)?
4. List the companyís or sellerís tips for successful sales presentations.
C. Sales demonstration
1. List features/benefits discussed and demonstrated.
2. List selling tools used.
D. Negotiating sales resistance
1. How is sales resistance anticipated?
2. How is sales resistance overcome?
E. Closing the sale
1. List the closing clues to be alert to.
2. List the closing methods used.
3. How many calls are needed to close a sale?
F. Follow-up and Service the sale
1. What additional items are suggested to the customer?
2. How will you assist the customer with delivery and/or installation; with warranty and/or service contract; in securing credit arrangements?
3. What type of post-sale courtesy contacts will you make?
IX. Leadership and Organization of the Sales Force
A. Roles of the sales manager
B. Characteristics and skills needed by the sales manager
C. What the sales manager does including time allocated to various tasks
D. Design and structure of the organization
E. Sales Managerís best advice regarding leadership and organization
F. Describe how the sales manager ensures that the selling activity is ethical.
X. Recruitment and Selection of Sales People
A. What a successful salesperson is like for this company (attributes, skills, knowledge)
B. How sellers are recruited including sample job description
C. Where the company recruits
D. Use of application forms, interviews, tests, reference checks, and physical exams
E. Sales Managerís best advice regarding recruitment and selection
XI. Training the Sales Force
A. Training objectives and how established
B. Typical content of training
C. Training topics
D. Training methods utilized
E. Who does the training?
F. Where is training done?
G. Sales Managerís best advice regarding training
XII. Sales Forecasting, Goals, and Budgets
A. How customer demand is estimated
B. Forecasting methods used
C. How sales forecasts are used
D. Are sales quotas used? If so, how?
E. How does the sales budgeting process work?
F. Description of other quotas -- financial, expense, sales activity, combination
G. Sales Managerís best advice regarding sales forecasting, goals, and budgets
XIII. Compensation and Reward
A. Description of compensation package
B. How are expense accounts used?
C. Any special incentive programs utilized
D. How do you motivate your sellers?
E. Sales Managerís best advice regarding compensation and reward
XIV. Evaluation of Sales Performance
A. Description of evaluation process and performance standards used
B. Any difficulties in the evaluation process
C. Use of management by objectives
D. How is meaningful feedback given?
E. Sales Managerís best advice regarding evaluation
XV. Describe Any Involvement With International Sales
A. Sales Managerís best advice regarding international sales
XVI. Summary and Conclusions
XIX. Copy of PPT Slides Used in Oral Presentation (You need at least one slide for each of the Roman numerals above)
XX. Peer Evaluation Form - Each member needs to give a confidential Peer Evaluation Form directly to Dr. Williams.
"Let us tenderly and kindly cherish...the means of knowledge. Let us dare to read, think, speak and write." - John Adams