Term Paper on "Sales Management and Emarketing"

Term Paper 3 pages (1175 words) Sources: 0

[EXCERPT] . . . .

Sales Management and e-Marketing

"B2B selling is the easiest job around. B2B buyers need to buy the product

and B2B sellers need to sell it. It's just a matter of putting the two

together." Is sales management more of a sales job or a management job?

The role of B2B selling professionals is much more complex that the quote

implies. The most successful B2B sales persons not only manage the

accounts they sell to, they also work thoroughly to understand existing and

new projects and programs at their customers, often to a very technical

level. It's critical for the B2B selling professional to also have a

thorough understanding of their customers' strengths and weaknesses as

well. From this standpoint of needing to know as much as possible about

their customers' projects and programs and also knowing enough about their

own companies to get tasks done on behalf of their customers, it's clear

that B2B selling professionals need to be very skilled in management. This

management ability includes both managing projects within their customers'

companies in addition to managing projects inside their own.

Is the quote above a fair assessment of B2B selling?

No, it is uni-dimensional in its definition of what B2B selling is. B2B

selling is much more complex and one of the most challenging professions in

selling overall. To be successful in B2B selling, professionals need to

thoroughly understand each of the companies they sell to, from the senior

management and project teams to the long-term product development and

supply chain strategies. Multiply these requirements by all the customers

a B2B sales professional has, and the complexity of being a professional in

this role become apparent.

What obstacles do B2B sellers encounter?

The obstacles that B2B sales professional encounter are related to their

customers, competitors, the companies they work for, and the broader trends

in the industry they are selling into. In addition to all these factors,

the obstacles of having to keep long sales cycles moving forward, keeping

prospective customers moving towards being customers, and cold-calling on

potential sales prospects make the challenges of being a B2B sales

professional very challenging.

Starting with the need to have a very clear and concise view of customers'

existing and planning projects, the unique requirements of the projects and

their contributions to the customers' company, and the planned purchasing

cycles all require a B2B sales professional to be very well informed as to

what is happening in their customer accounts. In addition there is the

need to figure out quickly what parts of a project can be bid on, in

addition to knowing what the best possible price is for each project

underway within customers' project plans. In addition, the challenge of

staying current with project teams in each customer forces the B2B selling

professional to stay in constant contact with key customers and account

contacts.

Competitive intelligence is also critical aspect of any B2B sales

professionals' skill set as well. Many companies have market research

departments that provide insights into what competitors will be charged for

products and services. It is critical for any B2B sales professional to

have a sense of whether their products' pricing is competitive or not. In

addition, services pricing is highly variable and needs to be also

continually considered in both project and contract negotiations with

customers. There are many, many aspects of competitive intelligence that

B2B sales professionals need to be up to speed on, with the roadmaps of

competitors as it relates to future product introductions also being a… READ MORE

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