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Sales opportunity in management

Part II
SALES FORCE ACTIVITIES
Chapter 3:
Sales Opportunity in
Management
Sales Opportunity Management
Generating
New
Accounts
Managing
Existing
Accounts
Personal
Time
Management
Sales
Versus
Profits
Generating New Accounts
What Creates
Satisfied Customers?

Acquiring
New Customers
Mergers and
Acquisitions
Introducing
New Products
Increasing
Business with
Existing Customers
42%
42%
10%
15%
Prospect Profile
Disposable Medical Supply Distributor
 Multiple-practice physician office
 Internal medicine, family practice
 Suburban location
 New practice -- less than 5 years
 Good credit history
 Currently purchases from a full-service
distributor
Siebel Systems, Inc.:
Opportunity Assessment
Is There an Opportunity?
1 Customer’s Application or Project
2 Customer’s Business Profile
3 Customer’s Financial Condition
4 Access to Funds
5 Compelling Event
Developing a Prospect List
1. Direct Inquiry
Advertising
Direct Mail
Trade publications
Trade shows
2. Directories – Thomas Register
3. Referrals
4. Cold Canvassing
Qualifying Prospects
1. Needs for your products/services
2. Authority to make purchase
3. Credit rating & ability to pay
4. Rating scale applied to characteristics
by each salesperson
Siebel Systems, Inc.:
Assessing the Opportunity
Is There an Opportunity?
1 Customer’s Application or Project
2 Customer’s Business Profile
3 Customer’s Financial Condition
4 Access to Funds
5 Compelling Event
Can We Compete?
6 Formal Decision Criteria
7 Solution Fit
8 Sales Resource Requirements
9 Current Relationship
10 Unique Business Value
Can We Win?
11 Inside Support
12 Executive Credibility
13 Cultural Compatibility
14 Informal Decision Criteria
15 Political Alignment
Is it Worth Winning?
16 Short-Term Revenue
17 Future Revenue
18 Profitability
19 Degree of Risk
20 Strategic Value
Managing Existing Accounts
Is the account too small?
Table 3-1 Computing the Cost per Call for an Industrial Products Salesperson
Compensation
Salary, commissions, and bonus $69,035
Fringe benefits (hospital, life insurance, social security) $10,985 $80,020
Direct Selling Expenses
Automobile 8,000
Lodging and meals 6,250
Entertainment 3,250
Communications 4,500
Samples, promotional material 1,750
Miscellaneous 1,700 25,450
Total Direct Expenses $105,470
Calls Per Year
Total available days 260 days
Less:
Vacation 10 days
Holidays 10 days
Sickness 5 days
Meetings 18 days
Training 12 days 55 days
Net Selling Days 205 days
Average calls per day 3 calls
Total Calls per Year (205 X 3) 615 Calls
Average Cost per Call ($105,470/615) $171.50

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