Video 3 - The Strategizer: our hub for sales strategy - Episode 4

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Effective Sales – An Overview

61 calificaciones

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Fundação Instituto de Administração

Effective Sales – An Overview

61 calificaciones

Curso 1 de 5 en SpecializationStrategic Sales Management

Welcome to Strategic Sales Management specialization. This specialization course focus on providing conceptual and practical guidance on sales planning and management. The development of the specialization goes through the different phases of the sales planning process, keeping attention on the connection to the strategy of the company. Concepts discussed in this specialization aim to support the analyses on how to plan sales in alignment with the strategic guidelines of the company. The sales functions are discussed with models and frameworks that support the planning process, which includes assumptions regarding the strategic guidelines, such as aggregate revenue targets, company’s earnings, and expected cash flow from the company’s operations. These variables are all related to the strategy of the company. The target audience of this specialization include professionals with some experience in sales, they might have been promoted to a managing position recently, or they have plans to improve their expertise in the sales area to apply to more challenging positions in the future. Prerequisite for this specialization is general knowledge of business concepts, models, and tools. Professionals who have concluded undergraduate courses of business administration, and also of different areas of knowledge, such as engineering, economics, accounting, and social sciences. It’s also important to emphasize that sales involve a broad range of areas, there are products and services related to agriculture, petrochemical, automobile, aeronautics, chemical, pharmaceutical, medical, insurance, education, retail, and consulting industries, just to mention some examples. That means sales professionals are from all sectors. Therefore, learners of different academic backgrounds may benefit from doing this specialization, which is structured to support sales planning and management from a methodological standpoint. And this approach applies to a diverse range of sectors. The primary learning outcome of this specialization is the improvement of the sales planning and management competencies and skills, by providing a set of concepts, models, tools, and techniques to support the development of the sales plan structure, which will support the sale plan development.

De la lección

Module 2 - Strategic Sales Planning

Welcome to Strategic Sales Management specialization. This specialization course focus on providing conceptual and practical guidance on sales planning and management. The development of the specialization goes through the different phases of the sales planning process, keeping attention on the connection to the strategy of the company. Concepts discussed in this specialization aim to support the analyses on how to plan sales in alignment to the strategic guidelines of the company. The sales functions are discussed with models and frameworks that support the planning process, which includes assumptions regarding the strategic guidelines, such as aggregate revenue targets, company’s earnings, and expected cash flow from the company’s operations. These variables are all related to the strategy of the company. The target audience of this specialization include professionals with some experience in sales, they might have been promoted to a managing position recently, or they have plans to improve their expertise in the sales area to apply to more challenging positions in the future. Prerequisite for this specialization is general knowledge of business concepts, models, and tools. Professionals who have concluded undergraduate courses of business administration, and also of different areas of knowledge, such as engineering, economics, accounting, and social sciences. It’s also important to emphasize that sales involve a broad range of areas, there are products and services related to agriculture, petrochemical, automobile, aeronautics, chemical, pharmaceutical, medical, insurance, education, retail, and consulting industries, just to mention some examples. That means sales professionals are from all sectors. Therefore, learners of different academic backgrounds may benefit from doing this specialization, which is structured to support sales planning and management from a methodological standpoint. And this approach applies to a diverse range of sectors. The primary learning outcome of this specialization is the improvement of the sales planning and management competencies and skills, by providing a set of concepts, models, tools, and techniques to support the development of the sales plan, and then the plan implementation and control.

Video 1 - Xavier and Logan in: Balancing customers' and the company's interests1:20

Video 2 - The convergence of company's and customers' interests5:08

Video 3 - The Strategizer: our hub for sales strategy - Episode 47:37

Conoce a los instructores

Nelson Yoshida
Ph.D., MBA, B.Eng.
FIA Profuturo – Futures Studies Program
Samantha Mazzero
MSc, MBA, BS Math
FIA Profuturo – Futures Studies Program
Cesar Rodrigues
Specialist Professor
Edson Ito
Specialist Professor

Hello there.

Good morning. Good afternoon.

Good evening.

It doesn't matter what time it is.

What just matter is that you are here with us for one more,

The Strategizer: our hub for sales strategy.

Welcome to the place where the smart salespeople meet.

Today, I am very proud to announce our guest.

He has more than 25 years of experience in marketing research,

extensive knowledge in consumer behavior.

Please, welcome my dear friend Marcos Vecoso.

Well, thank you very much for coming.

Why don't you tell a little bit about you for our audience today.

Thank you for the invitation.

I've been working with Marketing Research more than 25 years.

Although, I've always focused on the health care,

I have conducted many studies involving consumer products,

automobiles, residential and commercial properties,

and several other categories.

My entire career in the marketing was dedicated to research.

This focus on healthcare has led me to a Masters Degree in Health Economics,

which is a very interesting area and with several counterpoints to market research.

I am also a Research Professor in the Marketing Post Graduate course at INSPA and ESPN.

Recently, I have been studying Behavioral Economics.

It's a truly fascinating subject

Due to your tremendous experience you have

more than 25 years working with Marketing Research,

you have a chance to work with many different segments and companies, right?

Right.

Nice. What is the biggest challenge that organizations

face to understand the client's need?

Okay. Very good question.

First of all, I think that this keeping in

mind that we do not have all the answers we think we have.

Yeah.

Of course accumulated experience is a valuable asset,

but does not guarantee that you have the answers or answers that you need.

I see.

As the second point,

I would say that,

and fits perfectly for sales professionals.

Is that getting to know one customer does not mean knowing all the others.

People and organizations are alike in many ways but they are also different in others.

And this can lead to different needs and consequently different ways to satisfied them.

And finally, I would say it is to understand customers more deeply.

We can identify with some clients behaviors for example,

but to understand the reasons that lead to these behaviors is no longer so simple.

Advances in the unconscious and behavioral economics areas

have contributed to this but there is too much to learn.

Wonderful. Thank you.

And what do the organization have to observe to understand customer needs in your vision?

Although, it sounds basic and simple,

it's necessary to better listen to your customers.

Put yourself in their shoes to better understand their longings,

their difficulties, their reasons for acting the way they do.

This knowledge is valuable when used to generate solutions appropriate to those needs.

There are executives from marketing, planning,

or sales areas who believe that the solutions they deliver,

often built on assumptions that have not been validated but

costumers do not generate the results because of the customer ignorance,

of an inability to recognize the value of those solutions.

Nothing can be more wrong.

Everything starts with the client and passes through the executives

wisdom of recognizing these needs and developing appropriate solutions to them.

Wow! I couldn't agree more.

But based on your professional experience,

what are your recommendations to outline the interests of customer with those of company?

How to streamline both?

I understand that the only way to get

a perfect alignment is to build the corporate strategies from customer needs.

I don't see as reasonable to first establish

strategies and later looking at the customer interests.

It's impossible, it's potentially impossible to

get this alignment if the starting point is not the client.

Simple as that.

Okay. Strategies driven by customer needs, right?

Yes. Exactly.

Okay. And how does the sales area fit in this context?

Very interesting point.

The sales area is the one with direct and frequent contact with customers.

Who better to help a corporation better understand

their customers than those who are with them almost everyday.

On the other hand, sales professionals should go see their in their actions,

that knowledge already exists about customers.

Updated through marketing research and surveys for example.

It's very common for sales professional to disregard this information.

Some of the success in sales is based on

the knowledge and satisfactions of customers needs.

Disregarding any portion of this knowledge is to work to decrease the success.

A very nice point.

What advice you would give it to

anyone who wants to develop a sales career? And this is for you.

Well, I would say that first of all, listen.

Listen a lot, listen always.

Okay. Second point, keep in your mind that truth change really fast nowadays.

Yesterday's answers may not be the answers for tomorrow. Okay.

Yes.The third point.

Once your client is definite.

Remember that it's you who need to be in service for him and not the opposite.

Thank you very much for your time and attention be with us.

It was my pleasure.

Thanks for the opportunity to stay here with you today.

Okay. And you, thank you very much for stay with us.

Stay tuned for more The Strategizer,

okay. See you soon.

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