Successful Sales Management: Identifying and Solving the Problems at Gardnov Ltd
Successful Sales Management
Identifying and Solving the Problems at Gardnov Limited.
Management Report
May-09
Table of Contents
Introduction 2
1 Problems 2
1.1 Poor Sales Performance and Falling Market Share 2 1.1.1 Catalogue 2 1.1.2 Male Sales Force 2 1.1.3 Sales Skills 2 1.1.4 Motivation 2 1.2 Falling Customer Satisfaction and Poor Brand Equity 3 1.2.1 Relationship Management 3 1.2.2 Product Knowledge 3 1.2.3 Range of Products 3 1.3 The Present Salary-Only Compensation Plan 3 1.3.1 Low Sales Effort 3 1.3.2 Targets 3 1.3.3 High Performers and Retention 4 1.3.4 Selling Costs 4 1.3.5 Management Time Cost 4
2 Further Research 4
2.1 Meetings with Salespeople and Previous Sales Manager 4 2.2 Environmental Auditing 4 2.3 Competitor Analysis 5 2.4 Demand and Portfolio Analysis 5 2.5 The Buying Situation 5
3 Solutions 5
3.1 Motivating and Enabling the Sales Effort 5 3.1.1 Motivation 5 3.1.2 Salary plus commission 6 3.1.3 Competitions 6 3.1.4 Responsibility and Recognition 6 3.2 Optimising Sales and Sales Management Processes 6 3.2.1 Training and development 6 3.2.2 Promotion 6 3.2.3 E-Commerce and Sales Channels 7
4 Conclusion 7
5 Recommendations Summary 8
6 Reference List 9
Introduction
This report outlines the problems which Gardnov Limited is suffering from and provides recommendations on further research as well as solutions.
Problems
There are a few key areas where Gardnov Ltd is not performing as effectively or efficiently as it could. These are outlined below.
1 Poor Sales Performance and Falling Market Share
1 Catalogue
At present an annual catalogue is sent to all customers regardless of whether or not they are existing customers (Gardnov Limited, 2006). The fact that it is sent once a year means that Gardnov can only inform prospective clients of changes annually. Also,
Identifying and Solving the Problems at Gardnov Limited.
Management Report
May-09
Table of Contents
Introduction 2
1 Problems 2
1.1 Poor Sales Performance and Falling Market Share 2 1.1.1 Catalogue 2 1.1.2 Male Sales Force 2 1.1.3 Sales Skills 2 1.1.4 Motivation 2 1.2 Falling Customer Satisfaction and Poor Brand Equity 3 1.2.1 Relationship Management 3 1.2.2 Product Knowledge 3 1.2.3 Range of Products 3 1.3 The Present Salary-Only Compensation Plan 3 1.3.1 Low Sales Effort 3 1.3.2 Targets 3 1.3.3 High Performers and Retention 4 1.3.4 Selling Costs 4 1.3.5 Management Time Cost 4
2 Further Research 4
2.1 Meetings with Salespeople and Previous Sales Manager 4 2.2 Environmental Auditing 4 2.3 Competitor Analysis 5 2.4 Demand and Portfolio Analysis 5 2.5 The Buying Situation 5
3 Solutions 5
3.1 Motivating and Enabling the Sales Effort 5 3.1.1 Motivation 5 3.1.2 Salary plus commission 6 3.1.3 Competitions 6 3.1.4 Responsibility and Recognition 6 3.2 Optimising Sales and Sales Management Processes 6 3.2.1 Training and development 6 3.2.2 Promotion 6 3.2.3 E-Commerce and Sales Channels 7
4 Conclusion 7
5 Recommendations Summary 8
6 Reference List 9
Introduction
This report outlines the problems which Gardnov Limited is suffering from and provides recommendations on further research as well as solutions.
Problems
There are a few key areas where Gardnov Ltd is not performing as effectively or efficiently as it could. These are outlined below.
1 Poor Sales Performance and Falling Market Share
1 Catalogue
At present an annual catalogue is sent to all customers regardless of whether or not they are existing customers (Gardnov Limited, 2006). The fact that it is sent once a year means that Gardnov can only inform prospective clients of changes annually. Also,