Please either conduct the assignment below based on an organisation of your choosing (which must be agreed by the tutor in advance) or on the scenario below – please ensure that you use the recommended reading – particularly the listed ebooks in order to gain a sound understanding of the issues involved before responding to the tasks – this will ensure a better balance of theory to practice ( a common downfall in this particular module is a lack of appropriate theory):
Scenario Green2U are a small UK-based electrical engineering firm who specialise in climate control in the home, selling environmentally friendly, efficient electronic devices to ensure maximum efficiency to the home user. They have a range of devices which, for example, control the heating & lighting of the home remotely & room management systems which control the temperature of each room from a central unit adjustable by the homeowner. They have expert fitters, who are uniquely, both skilled as plumbers & electricians & so can ensure, for example, when fitting new heating & lighting systems that all efficiency measures are taken care of at the same time as installation – a one stop shop. They are unique in this sense & have patents pending on some of the technology they employ. Additionally, no one else in the market offers such a wide range of home-control devices domestically. The firm are now keen to expand into the business market selling their systems & services into public & private sector organisations & are also keen to explore the possibilities of starting to operate their services across the European Union. Taking the role as a small business adviser to this growing small business you are asked to prepare a paper to advise them on how to expand their business from a sales management point of view.
PART ONE (Briefing Paper)
Task One (1.2)
Compare the differences between buyer behaviour in the B2B organisational market & the consumer market in terms of customer decision making units & decision making processes highlighting any key differences for the sales team to be aware of.
Task Two (1.1)
Explain the 'AIDA' concept & how the sales team can help support other elements of the marketing communications mix in moving potential clients through this process.
Task Three (1.3/3.1)
Explain the role of a sales force including an analysis of the sales team contribution to the overall sales strategy in line with the corporate objectives of the firm, stating two corporate objectives in order to illustrate the potential contribution.
PART TWO (Presentation) (2.1, 2.2, 3.1, 3.4, 3.5)
Please prepare a PowerPoint presentation (suggested 5-7 slides) for the new appointees & the sales manager.
Section One – consider the principles & best practice of the selling process to demonstrate how to sell (this can be any product of your choice) (2.1, 2.2)
Section Two – explain the methods of organising a sales force and explain the role customer database management has to play in effective sales management. (3.1, 3.4. 3.5)
Please Note: Once you have prepared your PowerPoint Presentation copy & paste each slide into your assignment or please go to the ‘File’ menu , click ‘Save as Pictures…’, this will save each slide as a separate JPEG or TIFF file. These can then be copy and pasted into the report. Each slide will need to be copied in individually as I cannot open a presentation from Turnitin
PART THREE (Briefing Paper) (3.2, 3.3)
In terms of recruiting the right people to the sales team highlight explain what you consider to be the key skills & attributes of an effective sales team member & provide an evaluation of how that individual might be motivated through monetary reward & other methods to achieve target whilst working for the firm (including the role of training).
PART FOUR (Briefing Paper) (4.1, 4.2, 4.3)
The firm wants to develop sales abroad. Suggest a sales plan for the firm in entering foreign markets. What sales channels would you recommend here? Included in this, you must investigate some of the opportunities for selling abroad as regards the use of foreign-based sales agents. (4.1, 4.2)
Finally, investigate the use of exhibitions & trade fairs for the firm as part of its promotional strategy in moving operations into the international market. (4.3)