Course Objectives:
To examine the linkages among management of the sales function, personal selling
activities, and the marketing area.
To gain an understanding of the role of the sales force in achieving of the firm’s marketing
objectives.
To develop an understanding of sales practices through the analysis of numerous
case-based sales management issues, including hiring, firing, training, motivating,
compensating, and evaluating sales personnel.
To develop decision-making skills and analytic capabilities around the development and
management of both the sales function and salespeople.
Overview of Course Components and Topical Areas
The Context of Sales and Sales Management: This first module of the course offers
insights into how the personal selling process works from both the seller’s and the buyer’s
perspective. The recent emergence of sales management as a “boardroom issue” is also
examined. Also overviewed are the various types of “sales” which occur in today’s
marketplace, and the different type of “selling” and customer account management which
each requires. Finally, selected ethical dimensions concerned with managing customers
and the sales force are also examined.
Marketing Strategy & Top-Level Management of the Sales Force: In this section we
examine how an organization’s sales force strategy is inherently linked to its overall
marketing strategy and approach-to-market. In addition, cases and materials examine the
concept of “relationship marketing” and how the firm should best organize its sales force
to best cater to its specific customers. The last topic we examine is a pervasive one in
today’s business environment – or why frictions and conflict exists between the sales and
marketing functions in the firm, and what can be done to manage this.
Sales Force Deployment – Options, Strategies, & Issues: One of the greatest challenges
which faces sales managers and marketing executives is determining how to structure their
sales force – in other words, how to “deploy” their salespeople. Common methods and
issues which emerge when deploying salespeople are overviewed. We also examine
emerging deployment modes, including “team selling” and “telesales”.
Sales Force Programs, Policies & Procedures: The focus is on many of the key issues and
“decision levers” that sales managers and senior sales executives must grapple with. Issues
pertaining to sales force recruitment, selection, training, compensation, motivation,
incentives & contests, and evaluation are all considered.
Class Method
This course will employ a number of complementary methods, but for the most part this is
a case-based learning course. Cases are often supplemented with one or more short articles
drawn from a number of sources. These articles relate to the key themes inherent in the
