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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,...