Sales Management: A Global Perspective

by Ford,John B

• ISBN13: 9780415300445
• ISBN10: 0415300444
• Edition: 1st
• Format: Nonspecific Binding
• Copyright: 2003-05-16
• Publisher: Routledge

Summary

Designed to prepare upper-level undergraduate and graduate business students for work in the exciting field of global sales management, this text focuses upon the managerial and cross-cultural aspects necessary for leading the global sales force.

Author Biography

Antonis C. Simintiras is Professor of Marketing and Director of the European Business Management School at the University of Wales, Swansea. John B. Ford is Professor of Marketing and International Business at Old Dominion University in Norfolk, Virginia. Earl D. Honeycutt is Professor of Business Administration at Elon University, North Carolina.

Table of Contents

List of figures	xv
List of tables	xvi
List of exhibits	xvii
Foreword	xix
A guide for the reader	xxi
Acknowledgments	xxiii
Part I INTRODUCTION AND CULTURE	1	(34)
An Introduction to Managing the Global Sales Force	3	(14)
Sales management in the global environment	4	(8)
Globalization	6	(2)
Technological innovations	8	(1)
Demographic changes	9	(1)
Relationship marketing	9	(1)
Economic changes	10	(1)
Legal challenges	11	(1)
Ethical challenges	11	(1)
Chapter summary	12	(5)
Topical approach of the book	14	(1)
Discussion questions	15	(1)
References	15	(2)
Culture and Sales	17	(18)
Acculturation and assimilation	19	(1)
The levels of cultural aggregation	19	(4)
Global culture	19	(1)
Regional culture	20	(1)
National culture	20	(2)
Local culture	22	(1)
Managerial considerations	22	(1)
The components of culture	23	(8)
Communication	23	(4)
Religion	27	(1)
Education	28	(1)
Aesthetics	28	(1)
Social organizations	29	(1)
Technology	29	(1)
Time	30	(1)
Values and norms	30	(1)
Building better relationships as a manager with salespeople	31	(2)
Chapter summary	33	(2)
Discussion questions	33	(1)
References	33	(2)
Part II GLOBAL PERSONAL SELLING	35	(54)
Personal Sales in a Global Context	37	(18)
Introduction	38	(1)
Sales profession evolution	38	(2)
Firm philosophies	40	(3)
Production philosophy	40	(1)
Product philosophy	40	(1)
Sales philosophy	41	(1)
Marketing philosophy	41	(1)
Relationship marketing	41	(1)
Global philosophy	42	(1)
Importance of firm orientations	42	(1)
Sales force activities	43	(1)
Personal selling jobs	44	(1)
Selling support	44	(1)
Account maintenance	44	(1)
Account winners	45	(1)
Inside sales	45	(1)
Direct sales	45	(1)
Ethical forces	45	(6)
Teleological philosophy	46	(1)
Deontological philosophy	47	(1)
Ethics in the global marketplace	47	(3)
Ethical codes of conduct	50	(1)
Chapter summary	51	(4)
Discussion questions	52	(1)
References	52	(3)
Cross-Cultural Communication, Negotiation, and the Global Selling Process I	55	(18)
Introduction	56	(1)
The interpersonal communication process	56	(1)
The negotiation process	57	(6)
Antecedents to negotiation	58	(3)
Information variables	61	(1)
Outcomes	62	(1)
The global selling process	63	(7)
Finding customers	63	(6)
Preparing	69	(1)
Chapter summary	70	(3)
Discussion questions	70	(1)
References	71	(2)
The Global Selling Process II	73	(16)
Introduction	74	(1)
Relationship building	74	(1)
Product offering	75	(6)
Stimulus--response	77	(1)
Mental states selling	77	(2)
Need satisfaction	79	(1)
Problem solving	79	(1)
Consultative selling	79	(1)
Buyer--seller meeting	79	(2)
Offer clarification	81	(1)
Securing the purchase	82	(1)
Maintaining the relationship	82	(1)
Ethical considerations	83	(2)
Chapter summary	85	(4)
Discussion questions	86	(1)
References	86	(3)
Part III GLOBAL HUMAN RESOURCES	89	(124)
Global Sales Organizations	91	(18)
Introduction	92	(1)
Analyzing and building a sales organization	93	(3)
Analyzing the environment	93	(1)
Firm goals	94	(1)
Market and buyer behavior	95	(1)
Competitors	95	(1)
Deciding upon an organization	96	(1)
Sales force organizational concepts	96	(5)
Generalist versus specialist	96	(1)
Centralization	96	(1)
Span of control	97	(1)
Line versus staff positions	97	(1)
Selecting the best organizational option	98	(3)
Sales structures in global markets	101	(1)
Multiple sales force options	102	(2)
National account management	102	(1)
Global account management	102	(1)
Company agents	103	(1)
Supplemental sales methods	104	(1)
Evaluating the organization	105	(1)
Chapter summary	105	(4)
Discussion questions	106	(1)
References	106	(3)
Selecting the Global Sales Force	109	(18)
Introduction	110	(1)
Importance of selection decisions	110	(2)
Cultural impact on selection process	110	(1)
Global sales force decisions	111	(1)
Characteristics of successful salespersons	112	(3)
What is known about successful salespersons	112	(1)
Identifying successful characteristics	113	(2)
Generating applicants	115	(3)
Internal applicants	115	(1)
External applicants	115	(3)
Selection procedures	118	(5)
Application forms	118	(1)
Tests	119	(1)
Personal interview	119	(3)
References	122	(1)
Physical exam	123	(1)
Making the job offer	123	(1)
Chapter summary	123	(4)
Discussion questions	124	(1)
References	124	(3)
Sales Training for a Worldwide Marketplace	127	(18)
Introduction	128	(1)
Cultural impact on sales training	129	(1)
The need for sales training	129	(1)
The sales training process	129	(1)
Needs assessment	130	(1)
Subjective assessment methods	130	(1)
Objective assessment methods	130	(1)
General assessment methods	131	(1)
Training objectives	131	(1)
Planning sales training	132	(5)
Methods	132	(4)
Content	136	(1)
Conducting sales training	137	(1)
Evaluating training	138	(2)
Reaction	139	(1)
Knowledge	139	(1)
Attitudes	140	(1)
Results	140	(1)
Other evaluation methods	140	(1)
Follow-up training	141	(1)
Chapter summary	141	(4)
Discussion questions	142	(1)
References	142	(3)
Managing the Global Sales Territory	145	(16)
Introduction	146	(1)
Company sales force or agents?	146	(2)
Pros and cons	146	(2)
Breakeven analysis	148	(1)
Selecting partners	148	(2)
Determining sales force size	150	(6)
Three methods of determining	150	(3)
Sales administration	153	(1)
Sales management control	154	(1)
Salesperson travel planning	155	(1)
Ethical issues of territory design	156	(1)
Distributors and channel partners	157	(1)
Chapter summary	157	(4)
Discussion questions	158	(1)
References	158	(3)
Motivating the Sales Force	161	(16)
Introduction	162	(1)
Motivation defined	162	(1)
Motivation: the determinants of action and inaction	163	(6)
What motivates salespeople?	164	(2)
How do salespeople choose their actions?	166	(3)
Reinforcement theory	169	(1)
Motivating the global sales force	169	(4)
Cultural differences and motivation	170	(1)
Motivational tools	171	(2)
Motivation, job satisfaction, and performance	173	(1)
Chapter summary	173	(4)
Discussion questions	174	(1)
References	174	(3)
Compensating the Global Sales Force	177	(18)
Compensation plans	178	(5)
Straight salary	179	(1)
Straight commission	180	(1)
Combination plans	181	(2)
Ethical compensation issues	183	(1)
Sales contests	184	(3)
Contest objectives	184	(1)
Contest theme	184	(1)
Chance of winning	185	(1)
Types of rewards	185	(1)
Promotion and management of contests	185	(1)
Sales contest concerns	186	(1)
Nonfinancial incentives	187	(1)
Ability to grow	187	(1)
Recognition programs	187	(1)
Opportunity to travel	188	(1)
Educational assistance	188	(1)
Sales expense plans	188	(4)
Unlimited expense plan	189	(1)
Per diem expense plan	189	(1)
Limited expense plan	190	(2)
Chapter summary
Discussion questions	192	(1)
References	192	(3)
Evaluation in the Global Marketplace	195	(18)
Introduction	196	(1)
Global evaluation guidance	197	(1)
Evaluating sales force performance	197	(4)
Sales analysis	198	(1)
Cost analysis	198	(1)
Profit analysis	199	(1)
Conducting sales, cost, and profit analyses	200	(1)
Performance appraisal	201	(7)
Activities	201	(3)
Outcome measures	204	(1)
Profitability measures	204	(1)
Qualitative measures	205	(1)
Bias in performance appraisal	206	(1)
Informal evaluations	207	(1)
Evaluating sales team performance	207	(1)
Diagnosing salesperson performance	207	(1)
Evaluation and action	208	(1)
Personal development	208	(1)
Reallocation of effort	208	(1)
Modifying the performance setting	209	(1)
Chapter summary	209	(4)
Discussion questions	210	(1)
References	210	(3)
Part IV GLOBAL STRATEGIC MANAGEMENT ISSUES	213	(56)
Identifying and Forecasting Global Markets	215	(18)
Introduction	216	(1)
Economic conditions	217	(3)
Population	217	(1)
Income	218	(1)
Consumption	219	(1)
Economic development	219	(1)
Cultural factors	220	(1)
Market size	220	(5)
Estimation by analogy	211	(11)
The trade audit	222	(1)
Maximum market potential	223	(1)
Chain ratio method	223	(1)
Extrapolation	224	(1)
Final suggestions for market size estimation	225	(1)
Political/legal factors	225	(2)
Salesperson and market fit	227	(1)
Competition	228	(1)
The market potential assessment checklist	229	(4)
Chapter summary	230	(1)
Discussion questions	230	(1)
References	231	(2)
Sales Force Strategies in the Global Marketplace	233	(18)
Introduction	234	(1)
Planning as a luxury	234	(1)
Budgeting	235	(1)
Annual planning	235	(4)
Goals	235	(1)
Objectives	236	(1)
Sales strategies	236	(1)
Tactics	236	(1)
Budgeting	236	(3)
Controls	239	(1)
Long-range planning	239	(3)
Political changes	240	(1)
Legal changes	240	(1)
Economic changes	240	(1)
Technological changes	241	(1)
Societal changes	241	(1)
Cultural changes	241	(1)
Strategic planning	242	(6)
Decision support system	243	(1)
Situational assessment	244	(1)
Competitor assessment	245	(2)
Core competency assessment	247	(1)
Contingency planning	247	(1)
SWOT analysis	248	(1)
Chapter summary	248	(3)
Discussion questions	248	(1)
References	249	(2)
Customer Relationship Management	251	(18)
Customer relationship management defined	252	(1)
Evolution of customer relationship management	253	(1)
Determinants of customer relationship management	253	(2)
Stages in the development of a customer relationship	255	(2)
Functions of customer relationship management	257	(2)
The role of salespeople as relationship builders and promoters	259	(1)
Models of customer relationship management	259	(3)
Managing customer relationships	262	(2)
The way forward	264	(1)
Chapter summary	265	(4)
Discussion questions	266	(1)
References	266	(3)
APPENDIX: SELECTED CASES	269	(26)
1 Asian Hotel Group	269	(2)
2 BP Fujian: marketing LPG in Fuzhou	271	(3)
3 Dell Computer Corporation	274	(2)
4 The European train(ing) wreck!	276	(3)
5 Motivation and turnover: the case of a southern European salesperson	279	(2)
6 Selling a luxury destination in turbulent times: the Mount Juliet Estate	281	(2)
7 Relationship marketing in the New Zealand wine industry	283	(4)
8 Pacifico Software	287	(1)
9 Smith and Nephew and Innovex	288	(4)
10 WRT	292	(3)
Index	295