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Emil Fedotov
Emil Fedotov

Learn from the Experts: Sales Force Management by Johnston and Marshall


Sales Force Management by Johnston and Marshall: A Comprehensive Guide




If you are looking for a comprehensive guide on how to manage your sales force effectively, you might want to check out Sales Force Management by Mark W. Johnston and Greg W. Marshall. This book is one of the most popular and widely used textbooks on sales management in the world. It covers all the essential topics and concepts that you need to know to lead, motivate, and optimize your sales team.




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Introduction




In this article, we will give you an overview of what sales force management is, why it is important, and what are the main topics covered in the book. We will also provide you with some key takeaways and tips from each chapter of the book. By the end of this article, you will have a better understanding of how to apply the principles and practices of sales force management in your own business.


What is sales force management?




Sales force management is the process of planning, organizing, directing, and controlling the activities of a group of people who are responsible for selling a product or service to customers. Sales force management involves setting goals and objectives, designing and implementing sales strategies, developing and managing salespeople, evaluating and rewarding performance, and ensuring customer satisfaction.


Why is sales force management important?




Sales force management is important because it directly affects the profitability and growth of a business. A well-managed sales force can generate more revenue, increase market share, build customer loyalty, and create competitive advantage. A poorly managed sales force can result in lost sales opportunities, low productivity, high turnover, customer dissatisfaction, and damaged reputation.


What are the main topics covered in the book?




The book is divided into three parts: Part I covers the strategic role of the sales force; Part II covers sales force leadership and motivation; Part III covers sales force effectiveness and efficiency. Each part consists of several chapters that explain the concepts, theories, models, tools, and techniques of sales force management. The book also includes case studies, examples, exercises, quizzes, and online resources to help you learn and apply the material.


Chapter 1: The Strategic Role of the Sales Force




The first chapter of the book introduces you to the strategic role of the sales force in achieving business objectives. It explains how to align your sales strategy with your business strategy, how to design and implement your sales force structure, and how to evaluate and control your sales performance.


How to align sales strategy with business strategy




To align your sales strategy with your business strategy, you need to understand your external environment (such as customers, competitors, markets, regulations) and your internal environment (such as strengths, weaknesses, opportunities, threats). You also need to define your value proposition (what value you offer to your customers), your target market segments (who are your ideal customers), your positioning strategy (how you differentiate yourself from your competitors), and your sales objectives (what results you want to achieve).


How to design and implement sales force structure




To design and implement your sales force structure, you need to decide how many salespeople you need, how to divide them into territories, how to assign them to customers, and how to coordinate them with other functions. You also need to consider the type of sales force you want, such as field sales, inside sales, or hybrid sales. You also need to choose the appropriate sales roles, such as hunters, farmers, consultants, or specialists.


How to evaluate and control sales performance




To evaluate and control your sales performance, you need to establish standards and criteria for measuring and comparing results. You also need to collect and analyze data on sales activities, outcomes, and behaviors. You also need to provide feedback and coaching to your salespeople, and take corrective actions if necessary. You also need to use incentives and rewards to motivate and recognize your salespeople.


Chapter 2: Sales Force Leadership and Motivation




The second chapter of the book focuses on how to lead and motivate your sales force effectively. It explains how to recruit and select the best salespeople, how to train and develop their skills and knowledge, and how to motivate and compensate them for their performance.


How to recruit and select salespeople




To recruit and select the best salespeople, you need to define the job requirements and qualifications, such as education, experience, skills, personality, and motivation. You also need to source and attract potential candidates, such as through referrals, advertising, social media, or agencies. You also need to screen and evaluate applicants, such as through interviews, tests, assessments, or simulations. You also need to make hiring decisions based on objective criteria and legal compliance.


How to train and develop salespeople




To train and develop your salespeople, you need to identify their training needs and objectives, such as product knowledge, selling skills, customer service skills, or technical skills. You also need to design and deliver effective training programs, such as online courses, workshops, coaching sessions, or mentoring programs. You also need to evaluate the effectiveness of your training programs, such as through feedback surveys, tests, observations, or performance indicators.


How to motivate and compensate salespeople




To motivate and compensate your salespeople, you need to understand what drives their behavior and satisfaction, such as intrinsic motivation (such as achievement, recognition, autonomy) or extrinsic motivation (such as money, rewards, benefits). You also need to design and implement fair and attractive compensation plans, such as salary, commission, bonus, or profit sharing. You also need to use non-monetary incentives and rewards, such as recognition programs, career advancement opportunities, or work-life balance initiatives.


Chapter 3: Sales Force Effectiveness and Efficiency




The third chapter of the book concentrates on how to improve your sales force effectiveness and efficiency. It explains how to manage your sales territories and quotas, how to plan and execute your sales calls, and how to use technology and CRM tools.


How to manage sales territories and quotas




To manage your sales territories and quotas, you need to divide your market into geographic or customer segments that are manageable and profitable. You also need to assign your salespeople to the appropriate territories based on their skills, preferences, potential, or workload. You also need to set realistic and challenging quotas for each territory based on historical data, market potential, or company goals. You also need to monitor and adjust your territories and quotas periodically based on performance or changes in the market.


How to plan and execute sales calls




How to use technology and CRM tools




To use technology and CRM tools effectively, you need to leverage the power of digital platforms and devices that can enhance your sales performance and productivity. You also need to adopt a customer relationship management (CRM) system that can help you manage your customer data, interactions, and transactions. You also need to use analytics and artificial intelligence (AI) tools that can help you generate insights, predictions, and recommendations. You also need to ensure that your technology and CRM tools are secure, reliable, and user-friendly.


Conclusion




In conclusion, sales force management is a critical process that can determine the success or failure of your business. By reading Sales Force Management by Johnston and Marshall, you can learn how to manage your sales force strategically, effectively, and efficiently. You can also apply the concepts and practices of sales force management in your own business context.


Summary of the main points




Here are the main points that we covered in this article:



  • Sales force management is the process of planning, organizing, directing, and controlling the activities of a group of people who are responsible for selling a product or service to customers.



  • Sales force management involves aligning your sales strategy with your business strategy, designing and implementing your sales force structure, and evaluating and controlling your sales performance.



  • Sales force management also involves recruiting and selecting the best salespeople, training and developing their skills and knowledge, and motivating and compensating them for their performance.



  • Sales force management also involves managing your sales territories and quotas, planning and executing your sales calls, and using technology and CRM tools.



Benefits of reading the book




By reading the book, you can benefit from:



  • Learning from the experts: Johnston and Marshall are renowned professors and consultants in the field of sales management. They have extensive experience and knowledge in teaching and advising sales managers and salespeople around the world.



  • Getting updated information: The book is based on the latest research and trends in sales management. It covers topics such as social selling, ethical selling, adaptive selling, consultative selling, value-based selling, team selling, cross-cultural selling, and more.



  • Applying practical tools: The book provides you with practical tools and techniques that you can use to improve your sales force management. It includes frameworks, models, checklists, templates, cases, examples, exercises, quizzes, and online resources that you can access anytime.



Call to action




If you are interested in learning more about sales force management or improving your sales force performance, we highly recommend that you get a copy of Sales Force Management by Johnston and Marshall. You can order it online from Amazon or download it as a PDF file from this link: https://www.amazon.com/Sales-Force-Management-Mark-Johnston/dp/0078028930. You can also visit the official website of the book for more information: https://www.mheducation.com/highered/product/sales-force-management-johnston-marshall/M9780078028939.html.


Don't miss this opportunity to learn from the best and become a better sales manager. Get your copy of Sales Force Management by Johnston and Marshall today!


Frequently Asked Questions




Here are some frequently asked questions about sales force management and the book:


What is the difference between sales management and sales leadership?




Sales management is the process of planning, organizing, directing, and controlling the activities of a group of people who are responsible for selling a product or service to customers. Sales leadership is the ability to inspire, influence, motivate, and guide a group of people who are responsible for selling a product or service to customers.


What are the skills required for sales force management?




communication, interpersonal, leadership, motivation, coaching, training, negotiation, persuasion, presentation, and technology skills.


What are the challenges faced by sales force managers?




Some of the challenges faced by sales force managers include managing a diverse and dispersed sales force, adapting to changing customer needs and expectations, dealing with increased competition and price pressure, complying with ethical and legal standards, integrating sales with other functions and channels, and measuring and improving sales force performance and productivity.


What are the benefits of using a CRM system for sales force management?




A CRM system is a software application that helps sales force managers and salespeople manage their customer data, interactions, and transactions. Some of the benefits of using a CRM system for sales force management include improving customer relationships and loyalty, increasing sales revenue and profitability, enhancing sales efficiency and effectiveness, facilitating cross-selling and up-selling opportunities, automating sales processes and tasks, and providing valuable insights and analytics.


How can I get more information about sales force management?




If you want to get more information about sales force management, you can read Sales Force Management by Johnston and Marshall. You can also visit their official website: https://www.mheducation.com/highered/product/sales-force-management-johnston-marshall/M9780078028939.html. You can also follow them on social media: https://www.facebook.com/SalesForceManagement/, https://twitter.com/SalesForceMgmt, https://www.linkedin.com/company/sales-force-management/. 71b2f0854b


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