The document discusses several key aspects of international sales management. It outlines the role of sales managers in international markets, including basic functions like training, evaluating, and planning, as well as more advanced functions like strategic account management and developing local networks. It also explores opportunities in international sales and marketing, challenges faced, and strategic issues to consider regarding marketing mix, obtaining market information, and entering overseas markets. International sales techniques, structures for international sales organizations, and managing sales personnel are also summarized.
The document discusses several key aspects of international sales management. It outlines the role of sales managers in international markets, including basic functions like training, evaluating, and planning, as well as more advanced functions like strategic account management and developing local networks. It also explores opportunities in international sales and marketing, challenges faced, and strategic issues to consider regarding marketing mix, obtaining market information, and entering overseas markets. International sales techniques, structures for international sales organizations, and managing sales personnel are also summarized.
The document discusses several key aspects of international sales management. It outlines the role of sales managers in international markets, including basic functions like training, evaluating, and planning, as well as more advanced functions like strategic account management and developing local networks. It also explores opportunities in international sales and marketing, challenges faced, and strategic issues to consider regarding marketing mix, obtaining market information, and entering overseas markets. International sales techniques, structures for international sales organizations, and managing sales personnel are also summarized.
The document discusses several key aspects of international sales management. It outlines the role of sales managers in international markets, including basic functions like training, evaluating, and planning, as well as more advanced functions like strategic account management and developing local networks. It also explores opportunities in international sales and marketing, challenges faced, and strategic issues to consider regarding marketing mix, obtaining market information, and entering overseas markets. International sales techniques, structures for international sales organizations, and managing sales personnel are also summarized.
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Arsalan Akhtar
Rol/No; B16-02
INTERNATIONAL SALES MANAGEMENT
CONTENT
Role of sales manager in international market
International sales and marketing opportunities
Challenges in international sales management
Strategic issues for international sales and marketing.
International sales techniques.
International sales management practices.
Globalization has opened up markets and provided hitherto untapped opportunities to
companies across the world. With increasing competition, changing customer needs and stagnation of demand in domestic markets, many companies have started looking at international opportunities. International sales management plays an important role in implementing the marketing policies and selling programs of the company in the foreign market at the ground level.
ROLE OF SALES MANAGER IN INTERNATIONAL MARKET
Basic level functions
Training-
Teaching sales team leaders to better conceive, plan, execute
and control their sales strategy
Evaluating-
Analysis of the performance of your sales personnel
Planning-
Assessment of current sales and future prospects
Compensation-
Rewarding the sales personnel
Advanced level functions
Strategic account management-
The systematic analysis of the factors associated with customers
Conducting negotiations
Arranging agreements with distributors
Developing relations and network locally
INTERNATIONAL SALES AND MARKETING OPPORTUNITIES
Diversifying market base
Strategies of marketing companies
Emulating the competition
Imitating competitors
Achieve economies of scale-
Producing goods on large scale with less input cost
CHALLENGES IN INTERNATIONAL SALES MANAGEMENT
Economic Environment
Tariff barriers- Taxes on imports of commodities into a country/region
Non tariff barriers- Trade barriers that restrict imports but are not in the usual form of a tariff.
Other economical factors
Exchange rate fluctuations
Credit control
Legal Environment
Partnership laws
Anti corruption laws
Intellectual property rights
Cultural Environment
Language
Religion
Education
Social attitude and behavior
STRATEGIC ISSUSES
Marketing Mix
Ethnocentric vs Geocentric
Obtaining International information
Internal company records
Published sources
Primary sources(surveys, observational and studies etc.)
Entering Overseas Market
Exporting-Ship the goods and services out of the port of a country.
Licensing- Permission to distribute products under a trademark
Joint Ventures-Business agreement in which the parties agree to develop, for a finite time, a new entity and new assets by contributing equity
INTERNATIONAL SALES TECHNIQUES
Personal selling process
Preliminary selling
Identify prospects
Approach
Advanced selling
Sales Interviews
Flexible presentation Product demonstration
Handling objections
After sales techniques
Time Management
Proper scheduling
Territory Management
Proper routing
STRUCTURES FOR INTERNATIONAL SALES ORGANISATIONS
Long distance selling
Common in highly specialized industries like Aircrafts
Manufacturer’s Representatives
High level of control
Prerequisites for selection
Legalities related to selection and termination
Training aspects and support programs
Piggybacking
Low cost entry
It involves a rider(more established brand) and a carrier(new entrant)
Whirlpool and Sony, AT&T and Toshiba in Japan
Sometimes it can be a reciprocal
Intermediaries
Merchants
Independent agents
Facilitating intermediaries
Transporting and warehousing
Market research/advertising
Establishing direct sales force abroad
Useful when greater commitment and control is needed
Sales force structure (standard or customized )
Size of sales force
Market similarities
Company operations
INTERNATIONAL SALES TECHNIQUES
Recruiting of sales personnel
Selling approach
Canada – no aggressive selling
Mexico – Personnel relations
Origin of sales personnel
Home country people if the product is high value technical product
Host country people for quicker establishment
Third country people where similarities exist
Source of recruiting SELECTION OF SALES PERSONNEL'S
Education
In Germany PHD holders are selected to sell chemical
equipment's
Pfizer selects MBBS candidates to promote their specialty product in India.
Religion
Muslims- Buddhist in Malaysia, Indonesia, Hindu Muslim in India and Pakistan, Sunni and Shia in middle east
Social satisfaction
USA health based, India caste based, sonority in japan.
Different criterions and different products and industries.
Social economic development
Education, religion , nepotism, talent, references psychological test plays different roles in different countries.
TRAINING AND DEVELOPMENT OF SALES PERSONNELS
Changing role attitude and perceptions.
Difference in selling approaches
In Europe relations are more formal
Business lunch and different protocols
Flexibility in training content and methodology
Modification to suit cultural and regional factors
Length of training schedule
Use of female sales person in video modules
Shaking hands and implications in various countries
SALES INCENTIVES AND COPMPENSATION
Uniform/ discriminating
It needs to be tailor mode
Often linked with organization performance
Weight age of incentive component
Influence as motivating factor in different countries
Alignment of management practices with other countries is needed.
