Nature of Sales Environment
Added on 2019-12-03
12 Pages3855 Words161 Views
Nature of Sales Environment 1
Table of ContentsINTRODUCTION ..........................................................................................................................3Nature of the sales environment including the international environment .................................3Issues encountered when selling to international customers.......................................................4Impact of issues on the recruitment of new staff for the shop in Stratford..................................6Special skills required by new recruits in order to sell to international customers......................8How the measures performance of the new staff member should be measured..........................8Techniques of sales control .........................................................................................................9CONCLUSION ...............................................................................................................................9REFERENCES .............................................................................................................................112
INTRODUCTION Sales management is the broader concept which includes functions such as managingsales force as well as various sales activities, however, nature of sales environment is seendifferent from the other sectors of economy (Robber and Lancaster, 2011). The present reportdeals with the nature of the sales environment including the level of international environmentand the issues encountered when selling products to international customers. This study is basedon the case of “Prestige Presentations” which is a successful retailer of gift items in Birmingham,UK. As per the case, the owner has opportunity to open a second retail outlet in Stratford uponAvon. Nonetheless, customer profile in Stratford is somewhat different due to large number ofoverseas visitors (tourists), hence, company requires new staff to sell products to internationalcustomers. This assignment also showcases the issues faced by company in recruitment of newstaff for the shop in Stratford along with special skills that are required to be in new recruits inorder to sell products to international customers. Nature of the sales environment including the international environment Sales environment of the 21st Century is focused towards building long-termrelationships with customers and creating more nimble and adaptable sales organizationalstructure. Traditionally, sales environment was only concerned towards selling a bulk of productsand attaining profits. Now days, it becomes a process to earn good revenue along with attainingcustomer satisfaction (Spiro, 2003). Sales environment has become more dynamic that enablescompanies to examine specific industry for the changes in regulations, globalization andtechnologies. Business entities have to complete in a modern sales climate and use the marketinformation to distribute its sales force. Through availing sales training to the workforce as wellas instruments and resources, organizations will be able to approach sales effort in the bestpossible manner. Major components of sales environment in international market areCompetitors, Customers, Technology, Mature market economies and globalization. In otherwords, it can be said that modern sales environment is comprised with all such factors (Dunne,Lusch and Carver, 2013). Furthermore, sales environment is taken up steps for removing functional barriers withinthe organization to create greater job ownership and commitment from salespeople. For acorporate entity, it is important to keep a pace with changing business. Within UK, firms which3
are generally focused towards sales are having duty of keeping the sales personnel on-trend toothrough offering sales training programs and sales management courses. This is also helpful forsales force to mare concentrate on forthcoming changes within a business climate. Sales personalplays an important role within a selling environment because sales process starts with acommunication between the buyer and seller. The nature of sales environment is based on thesales management style as it has been shifted from commanding to coaching. New technologicalapplications are continuously leveraging so as to attain sales success (Robber and Lancaster,2011). Culture of diverse customer’s impact a lot on the sales environment as sales personshave to adopt the sales tactics in accordance with the culture and specific need of people. Themajor role of culture in sales environment is seen at the time of expanding business in theinternational market. Culture that is possessed by people in international market is different ascompared to the home country so sales practices adopted by the company are to be changed inaccordance with the people. The major characteristic of sales environment is that company has toarrange the practice so as to satisfying the needs of customers and in order to create long termrelations with the customers. For this reason, companies are taking initiatives towards trainingtheir sales forces so they can attain sales targets and can contribute in improving the earning andprofits for business (Breaugh, 2014). In today's sales environment, making long term relationwith customers is the most important thing that enables companies to gain higher market shares.In the present era of globalization, bridging the culture gap is the most important aspects oforganization. Customers are viewed in terms of ethnic core values and sales force that adopt theperspective of country's cultures to put best efforts in selling products. Performance of salespersons is to be evaluated and measured while incorporating all activities and outcomes.Issues encountered when selling to international customersAccording to the present case scenario, the owner has opportunity to open a second retailoutlet in Stratford upon Avon, however, it has to deal with the overseas visitors (tourists) at thatlocation. International customers are to be dealt by the sales force so it might possible that someethical, legal, cultural and other issues can arise. The major issue faced by the company to salesits products to the international customers is related to cultural differences. Internationalcustomers have diverse cultures that are not managed by the existing workforce due to languages4
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