Sales Management and Personal Selling: Issues, Theories, and Analysis

This report examines the core elements of sales management and personal selling, focusing on the B2B sector. It begins with an introduction that outlines the key areas of focus, including a literature review and critical analysis. The main body of the report identifies and analyzes practical issues faced in managing sales, such as communication challenges, understanding diverse buyer needs, and the integration of the latest technologies. It also explores the role of the sales force in different business models, especially in B2B settings. Furthermore, the report delves into specific problems like communication gaps, client dissatisfaction due to unmet needs, and the impact of technological advancements. It proposes solutions, such as leveraging interactive applications for better communication, adopting customer-centric strategies to understand client requirements, and utilizing tools like CRM systems and data analytics to improve sales performance. The report then applies and explains sales management theories, including the AIDS theory and the Buying Formula theory, to address the identified issues. The conclusion summarizes the findings, emphasizing the importance of understanding personal selling and sales management in the B2B sector and highlighting the challenges and strategies for achieving long-term goals. The report concludes by referencing the sources used for the analysis.

Sales Management and
Personal Selling

INTRODUCTION
Sales management & personal selling is the face to face action of a marketer
with a potential buyer. present essay will exactly base on such elements of sales
management and personal selling which is explained through literature review and
critical analysis. Report will further elaborate the issues which company facing while
managing the sales management. In other words, sales management is a business
disciplinary process which mainly focus on the practical application of sales techniques
and the management of a firm's sales operations. Issues that will be discuss later in the
file is communication, understanding the actual requirement of multiple buyers needs,
assessing the latest technology.
MAIN BODY
Identifying and practical issues associated with managing a sales management
Role of selling is the important marketing function to generate good reputation in
the market for a long run. Often it is a very complex process too to managing the
techniques, principles, personal skills, etc (Grant and et.al, 2015). In Australian market
companies has facing specific issues in managing sales like value of communicating. In
other words, Australian government more encourage to the companies to enhance the
technology up gradation growth because there B2B businesses are more rely on digital
innovation.
In business to business (B2B) companies should have to maintained the
balance between long and short term sales goals of an organization. Thus, it is often to
ensure some short term plans in order to avert a major disaster for the organization in
the long run. Like communication, understanding multi buyer needs, Accessing the
latest technology and many more. For example selling on E-commerce marketplace is a
great way to lead highest number of customer pool. However, some channel partners
are highly disappointed due to sales conflicts and insufficient requirements.
Analysing and evaluate issues of sales management along with the solutions.
Sales force role is depend to the different platform in the company. Like whether
a company directly sale to buyers or to other business like B2B. As per the aim of this
research, the role of Sales force in business to business is very complex because of
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high responsibility and accountability (Guesalaga and Kapelianis, 2016). To maintained
the company sales volume Sales force is responsible to produce new customer
platform, qualifying leads, explaining who the company is and what its products can do,
closing orders, negotiating prices, to gathered information from markets etc.
Issue 1: Communication Value : Some of the major issues they might have
facing like communication in which they facing difficulty to showing or express the
products features and benefits or sometimes sales force also fails to passing the
message they supposed to pass. This communication issues has been affected due to
traditional Sales Vs. Social Sales. It has been analysed that in business to business due
to inability to communicate value differentiation marketers turn toward interactive
applications. These applications than hidden the needs and wants of the dealers.
Solutions : Dealer or the company should looking for the solutions that helps to better
communicate the message to the clients. Like Company can use interactive
applications for better communication which also enable to meet the needs of the
clients. Such applications can easily convey the product features and values to the
clients which reduces the client dissatisfaction results.
Issue 2: Understanding the actual requirement of multiple buyers
needs :Another issue they would have been facing dissatisfaction among clients due to
unsatisfactory needs in the process of planning (Ukpabi and et.al, 2017). Clients of
business to business are challenging for which sales force should have preparing the
competitive product or services. But sometimes, sales force team fails to meet their
expectations..
Solutions : To address the client issue or to maintained the company long term sales
profit. B2B dealers can acquire the applications and strategies to better understand the
sales requirements and needs of the clients in more sufficient way. In order to evaluate
the needs and wants of the customers. B2B can adopt the customer centric approach
like build the strategies for understanding the needs of the clients, focus on the different
market segments, select an appropriate research methodology, determine the priority
needs, and addressing the client issues in the best possible manner.
Issue 3: Assessing the latest technology : In order to forecasting the sales
profit and long term profit another major issue has come up which restrict the sales
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force performing growth, that is Australian government push organisations towards
adopting the digital technology into their business activities (The state of B2B Australia
tech in 2019, 2017). Due to failure of assessing required techniques it would have been
increasing the issues for sales team which impact on sales long term profit. In present
situation, there are so many tools which can assist sales force to close the deal with
great productive efforts with clients, such techniques are Cloud technology, CRM
systems, data analytics tools, web content management and sales software exist to
make the process more easier.
Solutions : In order to maintained the company long term sales profit and
management. It requires PIM system support both back and front end needs when it
comes to managing and disseminating product data. As a result that information is often
misaligned and consistent.
For example : Roy Morgan is an Australian market research company Roy
Morgan is major provider of advertising and media planning and also conduct a big
government projects and programs. In order to conduct a huge survey and research
(Gammoh and et.al., 2018). Roy Morgan should have required a best sales force team
who well understand the needs and requirements of the projects
Applying the and explaining the sales management and personal selling theories
“AIDS” theory for personal selling
AIDS stands for (Attention, Interest, Desire, Action and Satisfaction). Basically
this theory is based on practical knowledge and experiment. In order to address or
issues of selling process B2B sales force team should have focus on the key aspects to
get the long term profit for the company. By supporting AIDS theory of personal selling
“Attention” is the first component which defines the importance of focus of sales
person towards client needs. In other words, Sales force should have that potential
through they can easily convince their client (Moncrief 2017). In order to make the good
impression on client sales force should have trained in their own psychological skills.
“Interest” in order to supporting Sales force issues Interest element is the second step
of AIDS. It defines that salesperson has to be enthusiastic about the product. This step
can promote the company product or services by the help of some marketing brochures
and presentation through other client create some interest into it. “Desire” after getting
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attention of the buyer next step is to developing a strong desire for the product. This
step helps to address the all questions of the clients before asking them. This strategy is
helpful for Sales force to plan and balance the company goals and objectives to fulfill
the long term purpose. Sales force can also use personal skills and traits to closed the
deal with clients at profitable point (Kienzler, Kindström and Brashear-Alejandro, 2019).
“Action” this is the another step towards getting the best outcome and opportunity to
crack the deal. Action also reflect the presentation which prospect is ready to act that is,
to buy a following different criteria and opportunity and gain. Once the buyer has asked
the seller to pack the product then it is the responsibility of the seller to reassure the
customer that the decision was correct. “Satisfaction” satisfaction is the another
prospect of the AIDS which determine the good outcomes and also helps to support the
B2B deals.
“Buying Formula” Theory of Selling
This theory is the next version of right set of circumstances. The basic formula of
this theory is the analyse the need of client and receive major attention of the client
motivation. The last decision always depends on the mind setup of buyer. Besides,
Buying formula theory of personal selling is rely on the fact that need is the concise
manner to understand the power of the company organisation (Delpechitre and Baker,
2017). The main or basic formation to build the great platform with their clients the main
purpose of the whenever an individual feels a need it concise of a deficiency of
satisfaction. However, this theory of personal management can helpful for the
organisation sales force to take better action and get success to satisfied their business
clients and get the planning more effectively done (Macquin, Prime and Rouziès, 2015).
Conclusion from the above explained theories is to hinder the sales force talent
which can helpful for them to addressing the issues..
CONCLUSION
On the basis of above section, it has been analysed that what is the concept of
personal selling and sales management in B2B sector. Therefore, study outlined some
issues and challenges that sales force has facing during the planning of sales and
making the long term goals and objectives. Also, research emphasized about to
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explaining the sales management and personal selling in order to accomplish the
company aims and objectives
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REFERENCES
Books & Journals
Grant, K and et.al, 2015. Analysis of Sales Organization Effectiveness in Australian
Companies. In Proceedings of the 1991 Academy of Marketing Science (AMS)
Annual Conference. (pp. 338-341). Springer, Cham.
Guesalaga, R. and Kapelianis, D., 2016. The Use of Social Media Tools in the Sales
Organization: Individual, Organizational, and Customer–Related Antecedents.
In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era.
(pp. 699-702). Springer, Cham.
Ukpabi, D and et.al, 2017. The role of Social Media on Sales strategy: A Conceptual
Explication in a High-context Culture. In Re-Inventing of Wheel of Nigeria's
Economic Growth through Marketing: Where Are We Now? Proceedings of the 1st
Annual RSU Marketing Academic Conference in Collaboration with the National
Institute of Marketing of Nigeria, 3-4 May, 2017. Rivers State University.
Moncrief, W. C., 2017. Are sales as we know it dying… or merely
transforming?. Journal of Personal Selling & Sales Management. 37(4). pp.271-
279.
Kienzler, M., Kindström, D. and Brashear-Alejandro, T., 2019. Value-based selling: a
multi-component exploration. Journal of Business & Industrial Marketing. 34(2).
pp.360-373.
Delpechitre, D. and Baker, D. S., 2017. Cross-cultural selling: Examining the importance
of cultural intelligence in sales education. Journal of Marketing Education. 39(2).
pp.94-108.
Macquin, A., Prime, N. and Rouziès, D., 2015. Personal Selling Interactions: Global
Versus Local Principles. In Proceedings of the 1997 World Marketing Congress.
(pp. 64-64). Springer, Cham.
Gammoh, B.S and et.al., 2018. The role of salesperson brand selling confidence in
enhancing important sales management outcomes: a social identity
approach. Journal of Business & Industrial Marketing. 33(3). pp.277-290.
Online
The state of B2B Australia tech in 2019. 2017. [Online]. Available
through :<https://learn.g2.com/australia-tech-companies>.
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