Sales Function

Chapter 2: The Sales Function and Multi-Sales Channels

Learning Objectives:

After completing this chapter, students will be able to:

• Explain what the sales function consists of and how salespeople affect a firm’s supply chain.

• Identify the various channels in which the sales function can be carried out.

• Explain how effective sales management efforts can align a firm’s sales strategy in a multi-channel environment.

Introducing the Chapter:

This chapter focuses on the sales function, the various channels in which the sales function can be carried out and the aligning of a firm’s strategy in a multi-channel environment.

Salespeople have to take an active role in the supply chain. Selling in the multi-channel environment means that salespeople and sales managers have to integrate their activities with the other channels through which the company sells. Customers want to buy through the channel that is most convenient, and get service in the most convenient way. For that reason, you can start by asking why students buy through the Internet. Is what they bought a product that existed before the Internet? Of course it is, and many also buy the same product category from another channel. So what are the benefits of the channel? In addition, don’t they (the students) expect all channels to operate as one company (a good example is Barnes & Noble)?

This chapter also covers types of salespeople. Since outsourcing sales functions is a form of multi-channel selling, we present agents, reps, and other types of outsourcing options in this chapter. Ask if any students have parents who are salespeople and who they work for. This often uncovers several examples of the different types of salespeople, which you can then use to introduce those positions.

Chapter Outline:

I. The Sales Function

A. Consists of:

1. Locating potential buyers

2. Persuading them

3. Consummating the transaction

B. Can be undertaken by:

1. Salespeople

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