Sales and Marketing Management

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AcknowledgementsThe Institute of Sales and Marketing Management would like to thank CambridgeProfessional Academy for writing the following study guide.References to third party material made in this study guide are made in good faith.ISMM does not endorse, approve or accept responsibility for the content ofmaterials, which may be subject to change, or any opinions expressed therein.(Material may include textbooks, journals, magazines and other publications andwebsites.)Authorised by Stephen WrightPublication code: ISMMSTUDYU602All the material in this publication is copyright© ISMM 2013
ContentsWhat will I find in the study guide?............................................................................1The unit........................................................................................................................2LO1 Understand leadership in sales..........................................................................3AC1.1 Evaluate the relationship between leadership and management in sales...........3AC1.2 Evaluate leadership styles and their impact on the sales team and individuals. .4AC1.3 Discuss why leadership styles need to be adapted in different situations...........6AC1.4 Compare and contrast transformational and transactional leadership..............11AC1.5 Evaluate skills required of a leader...................................................................12LO2 Understand management in sales....................................................................15AC 2.1 Evaluate management styles and their impact on the sales team and individuals....................................................................................................................................16AC2.2 Evaluate possible tools of management...........................................................18LO3 Understand how to contribute to the direction of the organisation..............32AC 3.1 Evaluate ways to contribute to the organisation’s vision, mission, aims andobjectives....................................................................................................................33LO4 Be able to review own leadership and management skills...........................40AC 4.1 Critically evaluate own values, motivations and limitations in leadership andmanagement...............................................................................................................43AC 4.2 Construct a personal development plan to improve own leadership andmanagement skills.......................................................................................................45Check list...................................................................................................................56Action plan.................................................................................................................58Glossary.....................................................................................................................59Recommended reading.............................................................................................60List of references.......................................................................................................61
What will I find in the study guide?The ISMM study guide has been written to help trainers prepare for training sessionsand to guide learners in training sessions and when studying at home. The guideshould be used alongside other material provided by the trainer.Learning outcome (LO)This is a statement of what you should ‘know, understand or beable to do’ on completion of the unit you have studiedAssessment criteria (AC)This is a description of the requirements you are expected to meetto show that the learning outcome has been achievedUnit aimThis is a short summary about the purpose of the unitYou will also find activities which come under individual assessment criteria and willhelp you to put what you have learned into practice. There is a glossary at the back ofthe guide for words you might not be familiar with, a checklist to help you make sureyour learning and development meets the criteria, and an action plan to complete andrevise as you continue with your course.This icon is used where you have an activity to complete.
Title:Leadership and management in salesLevel:6Credit value:7Learning outcomesThe learner will:Assessment criteriaThe learner can:1.Understand leadership in sales1.1 Evaluate the relationship betweenleadership and management in sales1.2 Evaluate leadership styles and theirimpact on the sales team and individuals1.3 Discuss why leadership styles need to beadapted in different situations1.4 Compare and contrast transformationaland transactional leadership1.5 Evaluate skills required of a leader2.Understand management in sales2.1 Evaluate management styles and theirimpact on the sales team and individuals2.2 Evaluate possible tools of management3.Understand how to contribute tothe direction of the organisation3.1 Evaluate ways to contribute to theorganisation’s vision, mission, aims andobjectives4.Beable to review own leadershipand management skills4.1 Critically evaluate own values,motivations and limitations in leadershipand management4.2 Construct a personal development plan toimprove own leadership and managementskillsUnit aim(s)The aim of this unit is to support knowledgeand understanding and develop the skillsnecessary to provide leadership andmanagement to the members of thesalesforce.You need to be aware of culture and diversityand be sensitive to the individual andcorporate needs of the salesforce whilstfocusing on the achievement of salesobjectives.The unit
LO1 Understand leadership in salesOverview“The art of getting someone else to do something you want done because he wants todo it.” (Dwight D. Eisenhower)Leadership is the ability to influence the attitudes and behaviours of others to worktowards a specific goal. Leaders set the direction, help people visualise what may beachieved, inspire and encourage people to work towards getting there.A leader will have a clear vision of what he is trying to achieve for the organisation andbe able to communicate that vision in a way that is meaningful for the organisation’sstakeholders.Being a leader means:having a clear vision of what you wish to achievebeing committed to the visiontaking responsibility and risk for success or failure.Leadership is normally associated with authority within an organisation, for example,one would expect the CEO of an organisation to adopt the role of leader. Whilst this istrue, leadership qualities are required by managers at any level within the organisationwho are responsible for managing staff and teams. The Sales Manager is noexception to this rule and leadership skills are required to influence, inspire andmotivate the sales team.Leaders and Managers of sales teams will need to:initiate and guide the actions of the salesforce towards the organisational goalsand ensure that individuals work for the benefit of the team and theorganisation and not just for individual gainmotivate and create confidence within the sales team, ensuring morale remainshighprovide guidance and support to the sales team to ensure they are workingeffectively towards their goals and targets.Organisations and teams that rely on management alone generally underperform andstruggle to build or sustain competitive advantage, consequently successfulorganisations require a combination of both good leadership and management.Sales Managers must develop their leadership qualities, as well as their managementskills, because it is the combination of leadership and management which ensures thatmembers of the sales team are working towards achieving the goals of theorganisation, whist maximising the efficient use of resources.AC1.1 Evaluate the relationship between leadership andmanagement in sales
A manger therefore must possess the characteristics and traits of good leadership. It isimportant however, that the difference between management and leadership isunderstood.Role of LeadersRole of ManagementCreate VisionPlanningCommunicate VisionOrganising Activities and resourcesInspire, Persuade and MotivateDirecting StaffProvide Direction and GuidanceMeasure and control outputBuilding RelationshipsDelegationIdentify and extract potential in individualsImplement Policy and ProceduresProactiveReactiveTherefore whilst leadership and management are both essential for sales success andare both about achieving results through others, there are significant differences.Leaders must take a long term view and provide strategic direction and context. Theymust outline their vision, long term goals and objectives. Leaders are transformationaland inspire people to follow them and work towards a common goal by building trustand confidence of their teams.Managers have the responsibility for ensuring objectives are reached and ‘things getdone’. They set operational direction, goals and facilitate the organisation of resourcesin order to optimise those resources, including the performance of staff.AC1.2 Evaluate leadership styles and their impact on thesales team and individualsIndividuals lead in different ways, each of us has a natural tendency towards a style ofleadership and we often adapt our style according to the teams we are working with,their expertise and the organisational culture.The leadership styles defined below should be treated as a range of styles againstwhich we can place ourselves and our natural style:
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