Customer Step 1

Customer Offering
Segmentation Sales
Strategy
Sales Process

Step 2
Go To
Sales and Marketing Channels Market
Strategy

Sales Force Structure Sales Force Size

Step 3
Sales Force
Organisation
Assignment of Responsibilities
Step 1: Determine Appropriate Sales
Strategy
 Segment Customers
 Decide What Products to be Offered to
Each Segment
 Sales Process Decisions
 Customer Customer
Segmentation Offering

Sales Process
Define a Go to Market Strategy
 Select Sales Channels
 Internal Options
 External Options
Internal Options
 Sales Force
 Online Sales
 Direct Mail
 Telesales
External Options
 Distributors
 Retailers
 Value Added Resellers
 Collaborators
 Agents
 Sales and Marketing Channels

Direct Value Agents/

Tele Online
Sales Added Distributors Retailers
Channels Sales
Force Partners
 Lead Quali- Pre- Close of Fulfillment
Product/Task
generation fication sales sale /support

Office
Generalist sales reps
products
Customer
Furniture Telemarketing
Generalist and service reps
Computer specialist sales reps
supplies
Sales Force Structure
Roles
Nature of Specialisation Sales Force Size
Degree of Specialisation How many of Each Type
Reporting Relationships How Will Efforts be Allocated
Control and Co-ordination
Mechanisms

Assignment of Responsibilities
Who will cover which customer?
Who will handle which products and activities?
How will the Sales Force be deployed Geographically?
 Sales Force Structure
• Roles
• Degree and nature of specialization
• Reporting relationships
• Control and coordination mechanisms
Sales Force Size
 How many salespeople of each type will there
be?
 How will sales effort of each type of customers
and products?
Assignment of responsibilities
Who will cover
 Which Customer
 What products
 Which Industries
 What Activities
 Which Geography
 Customer Segmentation
Profile Customer Offering
Behaviour Price
Needs

Lead Fulfilment,
Qualification Proposing Closing
Generation Support
 Current Competitor
Non User
Customer Product User

High Volume Focus on

Product
Focus on Superiority, Focus on
Medium Volume Maintenance Customer Customer
and Retention Support, Education, Trial
Strategic
Low Volume Advantage
 Markets
Multi
Electronic Retail
Location Government
Media Customers
Corporations
Digital Imaging
Devices Yes
Products

Video Conferencing
Equipment Yes Yes
Routers and
Switches Yes Yes Yes

Servers Yes Yes Yes

Desktops and
Mobile Devices Yes Yes Yes Yes

Support Level High Medium Low

 Activities Required for a Firm to Sell its
Products and Services
 Generate Leads
 Qualify Leads
 Pre-Sales/ Assessing Needs
 Prepare Proposal
 Discuss, Negotiate, Close
 Fulfilment
 Post Fulfilment
Customer Segmentation
Profile
Behaviour
Needs
Customer Segmentation
Profile Customer Offering
Behaviour Price
Needs
 Customer Segmentation Customer Offering
Profile Programs
Behaviour Systems
Needs Price

Lead Proposing, Fulfilment,

Qualification Closing
Generation Selling Support
 Profile Criteria
 Behavioural Criteria
 Needs Criteria
Segmentation Based On Who The Customer Is

Telecom
Engineering
Chemical
Industry
Media
Automobile
Financial Services
Segmentation Based On Who The Customer Is

Value Added Reseller

Market Level OEM
End User
Segmentation Based On Who The Customer Is

Large
Medium
Customer Size
Small
Retail
Segmentation Based On Who The Customer Is

Global
National
Customer Scope
Regional
Local
Segmentation Based On Who The Customer Is

Centarlised
Decision Centre
Decentralised
Segmentation Based On Who The Customer Is

Telephone
Customer’s Internet
Buying Process Retail Store
Company Sales Person
Segmentation Based On WhoThe Customer Is

Highly Aware
Awareness Level
Unaware
Segmentation Based On What The Customer Does

New Task
Sales History Modified Rebuy
Straight Rebuy
Segmentation Based On What The Customer Does

Own Customer
Competitor’s Customer
Customer Status Non User of Category
Prospective Customer
Ex Customer
Segmentation Based On What The Customer Does

Long Term Customer

Loyalty New Customer
Lost Customer
Segmentation Based On What The Customer Does

High Potential for Future Growth

Moderate Potential for Future
Growth
Growth
Low Potential for Future Growth
Segmentation Based On What The Customer Does

Highly Responsive
Sensitivity to
Moderately Responsive
Effort
Not Responsive
Segmentation Based On What The Customer Does

Innovator
Early Adopter
Response to
Early Majority
Innovation
Late Majority
Laggard
Segmentation Based On What The Customer
Needs

Information
Consultation
Service
Application Support
Service Support
Segmentation Based On What The Customer
Needs

Standard Products
Customisation Non Standard Products
Highly Customised Products
Segmentation Based On What The Customer
Needs

Mission Critical
Importance To Important Input
Buyer Moderately Important Input
Tertiary Input
 Impact of Customer on Sales Strategy
Customer Characteristic Sales Response
Purchase Quantity
Purchase Potential Time and Effort Invested in the Customer
Purchase Profitability
Customer Loyalty Mix of Promotion and Support to be used

Decision Making Process Sales Process

Information Source Preferred Information Channel Selected

Value Proposition Sought Sales Message/ Value Proposition Offered

Willingness to Experiment PLC Point when Customer is Approached

Price Sensitivity What products and services are offered

Where a customer buys How sales channels are designed

 Impact of Customer on Sales Strategy

Customer Characteristic Sales Response

High Purchase Quantity

Dedicated Sales Personnel
High Purchase Potential
Direct Sales Force
High Purchase Profitability
Low Purchase Quantity
Low Purchase Potential Generalist Sales Personnel
Low Purchase Profitability Outsourced Channel
 Impact of Customer on Sales Strategy

Customer Characteristic Sales Response

High Degree of Pre and Post Sales

High Customer Loyalty
Support

Pre Sales Support.

Medium Customer Loyalty
Need Based Post Sales Support

One off Purchase Need based support

 Impact of Customer on Sales Strategy

Customer Characteristic Sales Response

Buying Centre Multi Functional Sales Process

Purchase Department and few Sales Personnel plus relevant Support

Influencers Functions

Purchase Department only Generalist Sales Personnel only

 Impact of Customer on Sales Strategy
Customer
Sales Response
Characteristic
Information Source Preferred Information Channel Selected

Human Channels Preferred at

Deploy Sales Personnel
time of purchase

Non Human Channels

Use Website, Product Documentation, CDs
Preferred

Human Channels preferred on Use Help Desk and Selectively on-site

an ongoing basis support
 Impact of Customer on Sales Strategy

Customer Characteristic Sales Response

Value Proposition Sought Sales Message/ Value Proposition Offered

Just the Product Automated Process-EDI/ Interactice Website

Advise on purchase decision,

Use a Consultative Specialised Sales Force
installation, deployment

Deploy Multi Disciplinary Team to work with

Enterprise Support
the customer’s multi functional team
 Impact of Customer on Sales Strategy

Customer Characteristic Sales Response

Willingness to Experiment PLC Point when Customer is Approached

Involve in new product launch, Prototyping,

Highly Experiment Oriented
Market Testing

Conservative Approach after product fully established

 Impact of Customer on Sales Strategy

Customer
Sales Response
Characteristic

Price Sensitivity What products and services are offered

Performance Sensitive Offer high performance top end products

Offer standard performance economy

Price Sensitive
products
 Impact of Customer on Sales Strategy

Customer Characteristic Sales Response

Where a customer buys How sales channels are designed

Prefers Company Personnel for

Company Sales Force
interaction and support

Prefers self service Web Channel or other Automated Channels

Prefers one stop shop integrator

Intermediary
or intermediary
 Project Design Capabilities
 Product Development Capabilities
 Dedicated Plant Development
Capabilities
 Dedicated Plant Operation Capabilities
 Dedicated Supply Chain Capabilities
 Dedicated Testing and Commissioning
Capabilities
 Lead
Account Type Generation and Pre- Sales Sales Fulfilment
Qualification

Industry
Industry Dedicated
Specialised Lead Industry
Specialised Fulfilment Team
OEM Generation and Specialised
Techno with Technical
Qualification Technical Team
Commercial Team System Suport
Team for OEMs
Industry
Specialised Lead Industry
Generation and Industry Specialised Techno Specialised
Ancillaries Qualification Commercial Team Fulfilment Team
Team for with Technical
Ancilliaries System Support

Generalised
Distributor
Industrial
Generalised Distributor Servicing Team Fulfilment Team
Distributors with Technical
System Support
 Lead
Account Type Generation and Pre- Sales Sales Fulfilment
Qualification

Industry
Specialised Lead Industry Dedicated
Industry
Generation and Specialised Fulfilment Team
Key Accounts Qualification
Specialised
Techno with Technical
Technical Team
Team for Key Commercial Team System Suport
Accounts
Generalist Lead
Generation and Generalist
Industry Specialised Techno
Mid Size Qualification Fulfilment Team
Commercial Team
Accounts Team for Mid Size with Technical
Accounts System Support

Generalist Small
Generalist Sales Team with Specialist Support
Small Accounts Account Fulfilment
Team

Generalised
Distributor
Industrial
Generalised Distributor Servicing Team Fulfilment Team
Distributors with Technical
System Support
 Lead
Account Type Generation and Pre- Sales Sales Fulfilment
Qualification

Industry
Specialised Lead Industry Dedicated
Industry
Generation and Specialised Fulfilment Team
Key Accounts Qualification
Specialised
Techno with Technical
Technical Team
Team for Key Commercial Team System Suport
Accounts
Generalist Lead
Generation and Generalist
Industry Specialised Techno
Mid Size Qualification Fulfilment Team
Commercial Team
Accounts Team for Mid Size with Technical
Accounts System Support

Generalist Small
Generalist Sales Team with Specialist Support
Small Accounts Account Fulfilment
Team

Generalised
Distributor
Industrial
Generalised Distributor Servicing Team Fulfilment Team
Distributors with Technical
System Support
 Lead
Account Type Generation and Pre- Sales Sales Fulfilment
Qualification

Industry
Specialised Lead Industry Dedicated
Industry
Generation and Specialised Fulfilment Team
Key Accounts Qualification
Specialised
Techno with Technical
Technical Team
Team for Key Commercial Team System Suport
Accounts
Generalist Lead
Generation and Generalist
Industry Specialised Techno
Mid Size Qualification Fulfilment Team
Commercial Team
Accounts Team for Mid Size with Technical
Accounts System Support

Generalist Small
Generalist Sales Team with Specialist Support
Small Accounts Account Fulfilment
Team

Generalised
Distributor
Industrial
Generalised Distributor Servicing Team Fulfilment Team
Distributors with Technical
System Support
 Lead
Account Type Generation and Pre- Sales Sales Fulfilment
Qualification

Industry
Specialised Lead Industry Dedicated
Industry
Generation and Specialised Fulfilment Team
Key Accounts Qualification
Specialised
Techno with Technical
Technical Team
Team for Key Commercial Team System Suport
Accounts
Generalist Lead
Generation and Generalist
Industry Specialised Techno
Mid Size Qualification Fulfilment Team
Commercial Team
Accounts Team for Mid Size with Technical
Accounts System Support

Generalist Small
Generalist Sales Team with Specialist Support
Small Accounts Account Fulfilment
Team

Generalised
Distributor
Industrial
Generalised Distributor Servicing Team Fulfilment Team
Distributors with Technical
System Support
 Lead
Account Type Generation and Pre- Sales Sales Fulfilment
Qualification

Industry Dedicated
Industry
Specialised Fulfilment Team
Headquarters Specialised
Techno with Technical
Technical Team
Commercial Team System Suport

Generalist Techno Commercial Team

Divisions Not Required with Specialist Support
Generalist
Fulfilment Team
with Technical
Generalist Sales Team with Specialist System Support
Factories Support
Key Account Lead Generation and Qualification Team

Key Account Industry Specialist Solutions and Application Support Team

Key Account Techno Commercial Sales Team

Key Account Dedicated fulfilment Team

Industry and Product Specialised Team

Product Group Specialised Team

Industry Specialised Lead Generation and Qualification Team for Mid Size Accounts

Generalised Lead Generation and Qualification Teams for SmallAccounts

Industrial Distributor Network Development Team

Industrial Distributor Relationship Team

Industrial Distributor Fulfilment Team

Value Added Reseller Network Development Team

Value Added Reseller RelatrionshipTeam

Value Added Reseller Fulfilment Team

Special Representative Network Development and Support Team

Generalised Fulfilment Team