Fundamentals of Sales Management for the Newly Appointed Sales Manager

225 Pages·2005·1 MB·English

of
FUNDAMENTALS
S A L E S
M A N A G E M E N T
for the
NE WLY APPO IN TED
S A L E S M A N A G E R
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of
FUNDAMENTALS
S A L E S
M A N A G E M E N T
for the
NE WLY APPO IN TED
S A L E S M A N A G E R
MATTHEW SCHWARTZ
AmericanManagementAssociation
NewYork•Atlanta•Brussels•Chicago•MexicoCity•SanFrancisco
Shanghai•Tokyo•Toronto•Washington,D.C.
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LibraryofCongressCataloging-in-PublicationData
Schwartz,Matthew
Fundamentalsofsalesmanagementforthenewlyappointedsales
manager/MatthewSchwartz.
p. cm.
Includesindex.
ISBN0-8144-0873-7
1. Salesmanagement. 2. Management. I. Title.
HF5438.4.S362 2006
658.8(cid:2)1—dc22
2005022936
(cid:2)2006AMACOM,adivisionofAmericanManagementAssociation,NewYork.
Allrightsreserved.
PrintedintheUnitedStatesofAmerica.
Thispublicationmaynotbereproduced,
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ortransmittedinwholeorinpart,
inanyformorbyanymeans,electronic,
mechanical,photocopying,recording,orotherwise,
withoutthepriorwrittenpermissionofAMACOM,
adivisionofAmericanManagementAssociation,
1601Broadway,NewYork,NY10019.
Printingnumber
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C
ONTENTS
ACKNOWLEDGMENTS ix
CHAPTER 1.
Transitioning to Sales Management: New Responsibilities
and Expectations 1
Goingfrom‘‘Selling’’to‘‘Managing’’ 1
UnderstandingtheCurrentSalesCulture 4
UnderstandingWhoIsontheCurrentTeam 8
TheChallengesofBeingonTwoTeamsatOnce 12
EmbracingChange 15
TheBigPicture—Short-andLong-Term 16
What’sNext? 18
CHAPTER 2.
It’s All About Communication 20
ListeningSkills 20
TheTheoryBehindCommunicationStyles 22
TheOriginsofDISCTheory 23
TheFour-QuadrantSystem 26
HowRolesandSituationsAffectYourStyle 37
WorkingwithPeoplewithDifferentStyles 38
StrategiesforImprovingCommunications 39
RunninganEffectiveMeeting 42
PresentationSkills 45
CHAPTER 3.
Sales Planning: Setting the Direction for the Sales Team 48
AligningtheCorporateStrategywiththeSalesTeam 48
WhereSalesFitsintheCorporateStructure 50
TheCustomer-CentricOrganization 51
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vi CONTENTS
Marketing’sRelationshiptoSales 56
CreatingaPlan 63
CharacteristicsofaGoodPlan 64
ContinuousPlanning 70
AssessingtheBusiness 70
CHAPTER 4.
Time Management, Territory Planning, and
Sales Forecasting 75
TimeManagement 75
TheArtofDelegating 80
SalesTerritoryPlanning 85
CHAPTER 5.
Recruiting, Interviewing, and Hiring the Very Best 98
EnhancingYourCurrentTeam 98
DevelopingSpecificCriteriafortheSelectionProcess 99
OptimalSourcesforRecruiting 104
TheNumberOneRuleinRecruiting:ConstantlyRecruit 112
EnsuringaPositiveInterviewProcess 113
TheWrittenOffer 122
FiringIsInevitable 126
CHAPTER 6.
Building the Environment for Motivation: Compensation
Plans, Recognition, and Rewards 128
ClassicalMotivationTheory 129
SalesCompensationandIncentivesPlanning 140
BenefitsandtheTotalCompensationPackage 151
NonfinancialIncentives—RewardsandRecognition 152
CHAPTER 7.
Training, Coaching, and Counseling: When and How to
Apply Each 157
MethodsofTrainingBasedonLearningStyles 157
TheCoreConceptsofReinforcement 162
TheDevelopmentofWinners 167
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Contents vii
CoachingandCounseling 179
Goal-SettingSessions 179
CHAPTER 8.
Stepping Up to Be a True Leader 187
TheCharacteristicsofaTeam 188
MatchingYourTeamwithYourCustomer’sTeam 190
TheEvolutionofaTeam 194
TimetoLead 195
INDEX 207
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A
CKNOWLEDGMENTS
M
any of us have heard the notion that sales is evident in so much
of what we do, no matter what our career may be. Well, being a
great manager and leader also fits into this category. My hope is that
this book not only encompasses the core skills and behaviors that
make up a great manager, but lessons and techniques that can be
applied throughout your career, wherever it may take you.
I would like to thank AMACOM, especially my editor Chris-
tina Parisi and associate editor Mike Sivilli, for guiding me through
the publishing process; it has been a rewarding one. I would also
like to thank the many sales trainers I have come to know at the
American Management Association, in particular Thomas Madden,
who helped bring to fruition the current Fundamentals of Sales Man-
agement seminar at the AMA. To Beth Potashkin, for your confi-
dence in the success of this endeavor. Also, to my family and friends
for your understanding during those long nights and weekends
when my ringer on my phone was turned off. Finally, to anyone
looking to engage in the writing profession: It is well worth the
time and effort as knowledge sharing is what helps to make all of us
better.
ix
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