sales management process of coca cola

8/17/2019 Sales Management Process of Coca Cola

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Describingthe personal

sellingfuntion

StrategicRole of the

SalesFunction

Developing

theSalesforce

Directing theSalesforce

SalesforceEectivenes

s andPerformance

SALES MANAGEMENT PROCESS OF COCA COLACoca Cola Company uses personal selling technique in their sales management process

Following type of sales people include in personal selling:

1. Order Takers

See! repeat sales" ma!e certain that customers ha#e su$$icient pro%uct quantities &here an% &hen

they nee% it 'o not require e(tensi#e sales e$$ort Arrange %isplays" restoc!s them" ans&er phone

calls Lo& compensation" little training require% )igh turno#er o$ personnel

• Inside Order Takers recei#e or%ers *y mail+phone" sales person in a retail store

• Field Order Takers tra#el to customers

2. Order Getters

Sell to ne& customers an% increase sales to present customers" sometimes calle% creati#e selling

Generate customer lea%s" pro#i%e in$ormation" persua%ing customers an% closing sales Require%

$or high price%" comple( an%+or ne& pro%ucts )igh pressure" requires e(pensi#e" time

consuming training

3. Trade Salespeople

May per$orm or%er ta!ing $unction as &ell Spen% much time helping customers" especially retail

stores" to promote the pro%uct Restoc! the shel#es" set up %isplays

4. Tea Selling

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Team selling is ,selling using multiple people &ho each *ring something unique to the sales

process" especially &hen speciali-e% !no&le%ge is nee%e% to satis$y %i$$erent interests in

customers. *uying centers

!leents of t"e #ersonal Selling #rocess

Salespersons use e(actly the same sales metho%" *ut it is generally a se#en step process/

#rospecting and !$aluatingSee! names o$ prospects through sales recor%s" re$errals etc" also responses to a%#ertisements

Nee% to e#aluate i$ the person is a*le 01n%ergra%uate %egree to atten% a gra%uate program2"

&illing an% authori-e% to *uy 3lin% prospecting4rely on phone %irectory etc

1. #reapproac" %#reparing&

5 Re#ie& !ey %ecision ma!ers esp $or *usiness to *usiness" *ut also $amily6 Assess cre%it histories

7 Prepare sales presentations

8 9%enti$y pro%uct nee%s: )elps present the presentation to meet the prospects nee%s

; Approaching the Customer

Manner in &hich the sales person contacts the potential customer First impression o$ the sales

person is Lasting an% there$ore important Stri#e to %e#elop a relationship rather than


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CustomerOrder

Purchase

Order

Order

Delivery

Follow Up

SalesCall

• Goo% $or ine(perience% sales people

• 3etter &ith hea#ily a%#ertise% items that are presol%

• )eed Satisfaction Forat: 3ase% on the principal that each customer has a %i$$erent set

o$ nee%s+%esires" there$ore the sales presentation shoul% *e a%apte% to the in%i#i%ual

customer.s nee%s" this is a !ey a%#antage o$ personal selling #s a%#ertising

Sales person as!s questions $irst" then ma!es the presentation accor%ingly

Nee% to %o home&or!" listen &ell an% allo& customers to tal! etc

3. *losing

As! prospect to *uy pro%uct+pro%ucts 1se trial closes" 9E as! a*out $inancial terms" pre$erre%

metho% o$ %eli#ery Generally sales people close =>? o$ the sales

Nee% to *e prepare% to close at any time The $ollo&ing are popular closing techniques/

• Trial Close 0Minor %ecision close2

• Assumpti#e close 09mplie% consent close2

• As! $or the sale close

9$ prospect says no" they may


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Strategic -ecision and Sales Strategy:

At Corporate le#el the strategic %ecision is to gro& B *uil% an% $in% ne& in$ant mar!ets At

mar!eting le#el the strategic %ecision is to target ne& mar!et ma!ing goo% relation &ith e(isting

customer an% use 9MC strongly an% e$$ecti#ely So Strategic %ecision must *e translate% into

strategies $or in%i#i%ual account" So the Coca Cola company sales %epartment $ocus more on

relationship strategy they also %o account targeting strategy an% selling *ut $ocuses more on

relationship strategy They also use %i$$erent sales channel to promote their company" generate

pro$it an% increase the mar!et share

Specific *"aracteristics w"ic" akes sales anager effecti$e:

1. *oac"ing

Coaching is the num*er one sales management acti#ity that %ri#es sales per$ormance The goal

o$ coaching is to help each sales rep to impro#e their per$ormance an% reach their true potential9ts a*out %e#eloping your ,AD sales people to *ecome ,AD an% %e#eloping your ,3D sales

people to *ecome ,AsD

A sales manager &ith great coaching s!ills &ill not only see impro#e% sales per$ormance" *ut

&ill ha#e *etter sales rep engagement" re%uce% turno#er an% impro#e%


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• (eferrals. People &hom your e(isting customers ha#e contacte% an% suggeste% that they

get in touch &ith you

• )etworks. People &hom you.#e connecte% &ith personally at in%ustry e#ents or online

#ia social net&or!ing

• e,site 5isitors. People &ho.#e sho&n an interest in your o$$erings *y accessing your

&e*site an% lea#ing contact %ata

2. *reate a ualifying script.

3ase% upon your e(perience" %e$ine a con#ersational &ay to as!" %uring an initial con#ersation

3. Set reasona,le prospecting goals.

Set a target $or ho& many prospects you &ill nee% in your pipeline or%er to generate the num*er

o$ sales that you nee% For e(ample" i$ you must generate $i#e sales a &ee! an% on a#erage close

one out o$ $i$ty prospects" you &ill nee% to ma!e 6:> calls a &ee!

4. Get into a positi$e ental state.

Fin% a place &here you &on.t *e interrupte% or %istracte% Ta!e a $e& minutes to $ocus yoursel$

an% your thoughts/

• 3e positi#e 3elie#e you &ill succee% 9$ you $ail try again

• 3e optimistic Loo! $or the *est in people an% e(pect goo% things to happen

• Iisuali-e success 9magine ALL the emotions you.ll $eel &hen you achie#e your goal

0. 'ake t"e calls.

hile %oing so" remem*er to listen as much 0or more2 as you tal!

ttract keep and de$elop Sales Talent

The ans&er o$ the question is going to *e %i#i%e% into three parts Each respecti#e part o$ the

question is %iscusse% *elo& in %etail

ttracting Sales Talent: e use %i$$erent tools an% proce%ures to help us attract the sales talent

Moti#ation is a common practice in our $irm an% &e %o that to raise the morale o$ our sales

employees e also pro#i%e them &ith an imme%iate $ee%*ac! regar%ing their tas!s &hich is

necessary to help !eep them on a straight path e use the $ollo&ing techniques to !eep our

employees moti#ate%/

• #u,lic (ecognition: hen our sales reps ha#e an e(ceptional &ee!" &e highlight their

achie#ements in $ront o$ their peers so that it might *oost up their morale a little *it

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• *ele,rate T"e Good Ties: hen the goo% times come in" &e cele*rate *y %oing

simple things li!e gi#ing a shout4out on the sales $loor or an email message to

congratulate e#eryone on %oing a great


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Tea Selling: e practice team selling in our organi-ation 9t is implemente% in the $ollo&ing

&ays

-istri,ution:

•

'irect 'istri*ution 0Company 6 Company2

• 9n%irect 'istri*ution 0Company to 'istri*utor2

e create clear an% realistic goals so that the sales team can succee% success$ully &ithout $alling

to a prey to $rustration Teams are ma%e accor%ing to the in%i#i%uals s!ills an% later on their

per$ormances are chec!e% to %etermine that &hether &e nee% to ma!e any a%


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customers plus society an% these *oth are #ery important $or us *ecause they are the source o$

income $or our company They are contri*uting to our customers *y pro#i%ing them the require%

things accor%ing to their nee% They are ta!ing care o$ our customers %eman%s an% they let us

!no& &hat is nee%e% *y our customers an% the society They pro#i%e satis$action to customers

an% this &ill increase our positi#ity in the min% o$ our customers They are contri*uting to the

society as they are sociali-ing an% acti#e in society They are ethical to society as they are not

#iolating the norms an% ethics They are the %irect source *et&een us our customers an% society

an% they connect us through selling our pro%uct an% ma!ing our positi#e image in customers

min% an% in $ront o$ society Sales people o$ten %oing con#ersations &ith customers to !no&

their nee%s an% &ants" %e$ine characteristics o$ pro%ucts an% ser#ices to meet their nee%s Sales

people contri*ute to their customer *y sol#ing their pro*lems Coca cola use consultati#e selling

$or achie#ing customer strategic goal an% sol#ing their pro*lems Sales people !eep in touch &ith

their clients Sales people must ha#e !no&le%ge a*out their pro%uct 0pro%uct *ene$its"

competiti#e strengths2 Sales people must ha#e the s!ill to %e#elop interest o$ customer to&ar%s

their pro%uct an% he must ha#e to !no& that time is #ery important element an% ho& e$$ecti#elythey use this time 9n a%%ition to acting on *ehal$ o$ their $irms" sales representati#es also act on

*ehal$ o$ their customers hene#er a salesperson goes *ac! to her company &ith a customers

request" *e it $or quic!er %eli#ery" a change in a pro%uct $eature" or a negotiate% price" she is

#oicing the customers nee%s )er goal is to help the *uyer purchase &hat ser#es his or her nee%s

the *est

iring(ecruiting procedure of t"e *oca *ola

Our recruitment process is &ell esta*lishe% $irst o$ all &e gi#e a%s in ne&spapers an% company

&e*site our company relies on internal an% e(ternal recruitment internal sources inclu%e

employee re$erral an% our


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At o$$er stage can%i%ate &ill *e contacte% *y either the recruiter or the hiring manager to %iscuss

the terms your employment Can%i%ate &ill %iscuss salary" *ene$its" start %ate" all the things nee%

to clear up *e$ore you start in your ne& role Once can%i%ate is accepte%" %etails &ill *e sent

through to our )uman Resources to generate your contract an% the )R relationship thatll

continue throughout time &ith us

;: "at do you prefer w"ile selecting your sales candidate8 %Internal

e


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competiti#e en#ironment" the company has to loo! $or timely solutions an% this internal practice

is quite %esira*le" nee% o$ the hour" in$ormal an% e$$icient

#rocess of sales training and de$elopent:

To impro#e as a company an% to help associates reali-e their $ull potential" &e are committe% toe(ten%ing e%ucation an% %e#elopment programs to our associates at all le#els o$ our

organi-ation

e ha#e a %esignate% person in our territory $or commercial training For e#ery %epartment e

ha#e a team o$ trainers Training is con%ucte% as per the o*


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customers To achie#e this" &e ha#e a%opte% a comprehensi#e set o$ initiati#es %esigne% to *uil%

colla*orati#e customer relationships an% ensure e(cellent e(ecution

e prospect ne& customers through the $ollo&ing/

•

(eferrals. People to &hom our e(isting customers ha#e contacte% an% suggeste% thatthey get in touch &ith you

• )etworks. People that are connecte% &ith us personally at in%ustry e#ents or online #ia

social net&or!ing

• e,site 5isitors. People &ho.#e sho&n an interest in our o$$erings *y accessing our

&e*site an% lea#ing contact %ata

ow do you o$ercoe ,uyers concern8

They pre$er to listen more $rom customer They use pro*ing technique The i%ea that people lo#e

to *uy is one o$ the *iggest myths in sales The actual *uying process is hin%ere% *y $ears an%

%ou*ts 9ts up to the salesperson to allay the *uyers $ears

,People %ont li!e *eing sol% to" *ut they li!e to *uyDK so goes one o$ the ol%est myths in sales

The solution" &e are tol%" is not to sell to people" *ut to help them *uy hile there is no %ou*t

that a salesperson shoul% $acilitate a purchase" the myth that people en


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There are numerous quali$ications an% s!ills le#el that are consi%ere% to *e present in the sales

sta$$ in accor%ance to their


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one" you can sol#e pro*lems quic!ly an% e$$ecti#ely ithout one" your solutions may *e

ine$$ecti#e" or you.ll get stuc! an% %o nothing" &ith sometimes pain$ul consequences

Strong Follow up

The act or an instance o$ $ollo&ing up" as to $urther an en% or re#ie& ne& %e#elopments/ The$ollo&4up is o$ten as important as the initial contact in gaining ne& clients 9nten%e% to $ollo&

up" as to rein$orce or e#aluate pre#ious action These actions are essential $or sales sta$$ to *uil%

a $ruit$ul relationship &ith customers

;: "at key easures are you using to track sales effecti$eness8

Sales e$$ecti#eness re$ers to the a*ility o$ a company.s sales pro$essionals to ,&inD at each stage

o$ the customer.s *uying process" an% ultimately earn the *usiness on the right terms an% in the

right time$rame The measures to $ul$ill the nee% o$ chec! an% *alance regar%ing sales

e$$ecti#eness are as $ollo&s/

• Comparison o$ sales &ith last year sales

• Iertical Gro&th

• )ori-ontal Gro&th

• Mar!et Share

• Numeric %istri*ution

*oparison of sales wit" last year sales

The comparison o$ sales &ill ma!e a *enchmar! $or the sales sta$$ to %e#elop an% increase the

sales target $or the ne(t year plus it helps the managers to see the per$ormance o$ each an% e#ery

sales person that &ill relate the geographical segments that nee%s attention

5ertical Growt"

The #ertical gro&th relates to elite per$ormance that results in promotion o$ the sales sta$$ &ithin

the hierarchy le#el o$ the sales %epartment The sales e$$ecti#eness pro#i%es the scale o$

promoting the %eser#ing sta$$ &hich results in $urther moti#ation" retention an% loyalty

ori7ontal Growt"

The hori-ontal gro&th re$ers to the %i#ersity among the same le#el o$ hierarchy among the sales

sta$$ in &hich the per$ormance o$ selling %i$$erent pro%uct+ser#ice line is o*ser#e% that helps to

ma!e the sales person


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'arket S"are

The #ariations in the mar!et share are also one o$ the *enchmar!s that help to e#aluate the

per$ormance o$ sales sta$$ an% help to e(ecuti#e certain measures that align the mar!et share

positi#ity

)ueric -istri,ution

Numeric %istri*ution is *ase% on the num*er o$ outlets that carry a pro%uct 9t is %e$ine% as the

percentage o$ stores that stoc! a gi#en *ran% or S1" &ithin the uni#erse o$ stores in the rele#ant

mar!et 'istri*ution metrics quanti$y the a#aila*ility o$ pro%ucts sol% through retailers" usually

as a percentage o$ all potential outlets O$ten" outlets are &eighte% *y their share o$ category

sales For mar!eters &ho sell through resellers" %istri*ution metrics re#eal a *ran%s percentage

o$ mar!et access an% &or!s as an e#aluation tool $or per$ormance o$ the sales sta$$

;: -oes t"e sales staff "elp in ,uilding sales strategies8

A sales strategy consists o$ a plan that positions a companys *ran% or pro%uct to gain a

competiti#e a%#antage Success$ul strategies help the sales $orce $ocus on target mar!et

customers an% communicate &ith them in rele#ant" meaning$ul &ays Sales representati#es nee%

to !no& ho& their pro%ucts or ser#ices can sol#e customer pro*lems A success$ul sales strategy

con#eys this so that the sales $orce spen%s time targeting the correct customers at the right time

Planning an% creating an e$$ecti#e sales strategy requires loo!ing at long4term sales goals an%

analy-ing the *usiness sales cycle" as &ell as meeting &ith sales people a*out their personal

career goals Going through these e(ercises helps *usiness o&ners an% managers gain a more

intimate !no&le%ge o$ the sales inter#als" seasonal changes an% &hat moti#ates the sales teamA$ter creating the long4term sales strategy *ase% on long4term goals" sales managers shoul%

create monthly an% &ee!ly sales strategies *ase% on the long4term strategy This allo&s $or short4

term per$ormance measurement o$ the sales team

es" Coca Cola Companys sales sta$$ helps in *uil%ing sales strategies as they are one o$ the

*asic an% essential ingre%ients in planning" %e#eloping" initiating" accomplishing an% e#aluating

the strategies Li!e&ise" the sales sta$$ has the $ollo&ing components &ithin their reach that

helps *uil%ing sales strategy/

•

Sales no&le%ge• Mar!et no&le%ge

• Company no&le%ge

• Customer no&le%ge

• S!ills an% Competency

Consequently" the sales strategy is %e#elope% $or the sales sta$$ to $ollo& so their in#ol#ement is

#ery important as they ha#e the !ey !no&le%ge o$ e#erything on &hich the sales strategy is

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%epen%ent an% they !no& &ell ho& to accomplish the goals an% o*


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Suggestions:

5 ust as &e al&ays encourage our sales people to $ollo& up &ith potential clients" *e sure

to $ollo& up &ith your sales team on %iscussions *rought up in coaching" training" or

sales meetings As! them &hether the in$ormation &as use$ul" ho& they are a*le to apply

it" &hat issues they are still encountering hen you $ollo& up on !ey %iscussions" your

sales people &ill *e more li!ely to acti#ely apply the material to their %aily acti#ities

6 Managers o$ten emphasi-e to their employees the necessity $or constant %e#elopment an%

training 'ont $orget that the same applies to you Consi%er ta!ing a pro$essional sales

management or sales coaching course to help you manage your sales team to&ar% more

pro%ucti#e an% pro$ita*le possi*ilities7 Goals %o not ha#e to *e

sales management process of coca cola

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