Metodichka_-_Anglysky_yazyk

Lesson 3

Text 1

Pre-reading

Ex. 1 Answer the questions:

1.What effective sales organization methods can you think of?

2.How can work be arranged?

3.What challenges can the sales force face?

4.Can you give any example of a company with effective sales organization?

Reading

Ex. 2 Read the text and fill in the gaps (1-6) with the best sentence (A-F) from the list below.

STRATEGY POINT

1.Read the text. Think of what kind of information might be missing.

2.Read the list of missing sentences.

3.Fit the sentences into the gaps.

4.Remember to look for clues such as reference words (it, that, he, there, these, etc.) or linking words before and/or after each gap.

5.Read the whole text and check whether it makes sense.

A.Inadequate opportunity in a territory will waste selling effort and limit salesperson productivity.

B.These changes are being driven by several behavioral, technological, and managerial forces that are dramatically and irrevocably altering the way salespeople understand, prepare for, and accomplish their jobs.

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C.Assessments of effectiveness may be based on sales, market share, customer satisfaction, profit contribution, and other metrics relative to competition and internal objectives.

D.The array of changes impacting sales organizations include greater emphasis on customer relationship management, alterations in sales organization structures, corporate reorganizations and acquisitions/mergers, expense reduction, and expanded use of market segmentation strategies.

E.Moreover, customer expectations of salespeople are escalating much faster than salespeople are able to respond to their customers' requirements.

F.Global variations concerning sales organization effectiveness and its antecedents for developing countries have not received extensive research attention.

Achieving Sales Organization Effectiveness

The sales organization plays a vital role in achieving marketing and business strategy objectives in many companies. The traditional role of the sales force is undergoing a transformation in many companies, calling for major new initiatives concerning sales management and salespeople in order to achieve the sales organization's effectiveness requirements.

(1)____. These important trends create the need to consider uncontrollable influences in developing sales organization strategy, assessing salesperson performance, evaluating alternative methods of organizing the sales force, and understanding the relative importance of sales managers' monitoring, directing, evaluating, and rewarding of salespeople. (2)___ .

Sales organizations around the world are experiencing major transformations in the twenty first century, influenced by customer demands for superior value from their suppliers. Personal selling and consequently, sales management are undergoing dramatic changes.

(3)___. Among the behavioral forces are rising customer expectations, globalization of markets, and demassification of

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domestic markets; technological forces include sales force automation, virtual sales offices, and electronic sales channels; and managerial forces consist of a shift to direct marketing alternatives, outsourcing of sales functions, and a blending of sales and marketing functions.

At the center of the challenges confronting the sales force is a customer who increasingly displays demanding expectations in buyer–seller relationships. Building strong relationships with customers is recognized as a high management priority by academics and executives. (4)___. Increasingly, customers' expectations exceed salesperson knowledge, speed of response, breadth and depth of communication, and customization of information and product/service offerings. This gap presents a serious threat to achieving sales organization effectiveness.

The researchers indicate that management control may range from behavior control to outcome control. A sales manager may focus on one or the other control form or at some intermediate stage between the two control forms.

Behavior based sales force control involves field sales managers in active monitoring of salespeople's activities and results, close management direction of and involvement in the activities of salespeople. Compensation of salespeople tends to be fixed under behavior control (rather than incentive based), with the primary managerial focus on direction and control of salesperson behavior rather than sales outcomes.

Outcome control is exercised by the use of incentive compensation to manage salesperson outcomes. Sales managers are involved in very limited monitoring and direction of salespeople, and they use objective metrics to track salesperson results, rather than the selling and support (behavior) processes of salespeople. Under behavior control salespeople are supposed to have more opportunities to become professionally competent, team oriented, risk averse, intrinsically and recognition motivated, planning oriented, sales support oriented, and customer oriented.

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Sales territory design establishes the work responsibilities for each salesperson assigned to the manager's sales unit. Territory design should create approximately equal opportunities for salespeople in the sales unit to perform well. (5)____. When using behavior control, managers are more alert to territory design characteristics and adequacy compared to those using outcome control. The basis of the interest is because managers recognize the potential impact of faulty territory design on salesperson attitudes, behavior, and performance, and sales unit effectiveness. Moreover, the unit manager has the authority to make territory design changes. Surprisingly, given the relevance of the design construct, the topic has received limited research attention.

The relevance of the sales organization effectiveness framework in developing countries is another important issue. Most of the research has been conducted in developed countries, and the findings have generally been consistent. (6) ___ However, the findings are very encouraging, and there are several similarities to developed countries. The developing country differences may be explained by political instability, gross national income, and culture dimensions in each country. Moreover, when using country groupings based on political stability and income, essentially all of the country differences are eliminated. [8]

Ex. 3 Answer the questions:

1.What transformations take place in sales management?

2.What are the major changes caused by?

3.Why does building strong buyer–seller relationships pose a serious challenge for the sales force?

4.What types of management control does the author distinguish? What is the difference between them?

5.What is the role of sales territory design in achieving sales effectiveness?

6.What aspects of sales organization effectiveness should be the next areas of study?

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*Discussion

There are different approaches to marketing. Marketers distinguish sales-driven companies, customer-driven companies and marketdriven companies. What is the difference? What are advantages and disadvantages of each approach? Which one is described in the text?

Vocabulary

Ex. 4 Find in Text 1 English equivalents given in bold for the following Russian words and word combinations.

1.требовать

2.вознаграждать

3.подвергаться чему-либо/испытывать/претерпевать

4.оценивать

5.разрабатывать/развивать

6.рассматривать/учитывать

7.касаться/затрагивать

8.выход товаров класса люкс на рынок товаров массового производства

9.валовой национальный продукт

10.признавать

11.с учетом/принимая во внимание

12.результаты

13.стоять лицом к лицу, сталкиваться

14.включать

15.вовлекать/задействовать/включать в себя

16.состоять из

17.превосходить/превышать

18.сосредоточиваться/концентрироваться на

19.колебаться/меняться от … до

20.предполагать/допускать

21.указывать

22.адаптация под потребителя/персонализация

23.исполнять/выполнять

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24.назначать/определять

25.устанавливать/определять/учреждать

26.проводить

27.значимость/важность/уместность/необходимость/актуаль ность

28.соответствующий/последовательный/логичный

Ex. 5 Match the word combinations (1-11) to their definitions (A-K).

1.sales organization

2.sales force

3.sales management

4.salesmanship

5.sales rep

6.salesperson

7.sales manager

8.sales territory/area

9.sales unit

10.sales pitch

11.sales channel

A.all the employees of a company whose job is persuading customers to buy their company's products or services

B.someone whose job is selling things

C.a person in charge of a company's sales activities and its sales force

D.one of the areas where a company sells its products or services, often an area for which a particular sales person or particular sales people are responsible

E.planning and arranging so that selling is successful or effective

F.the activity of controlling and organizing the work of selling that a company or organization does

G.an argument or other persuasion used in selling

H.the department of a company that is responsible for selling

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I.the skill or ability to persuade people to buy things as part of your job

J.someone who travels to different places trying to persuade people to buy their company's products or services

K.one of the ways in which a company provides customers with a particular product

Ex. 6 Use expressions from Ex. 5 (a-g) to complete the sentences.

1.Strategic transformation of the sales force requires shifting

____________attention from “command and control” to coaching and facilitation.

2.The article discusses important determinants of effectiveness including sales management control, salesperson performance, and ____________design.

3.A recent __________raises worrying questions about how far customers can trust some sellers as they battle to survive.

4.The job does involve using skills - ____________for instance - therefore you have to do some training otherwise you can go forward slowly.

5.In service markets the `official’ ____________tends to be more important than it is in industrial markets.

6.In that setting and in his three-piece bespoke suit, John looked like a _________who had hit hard times.

7.Hollywood faced increasing distribution restrictions in the European market, its most lucrative ___________.

Ex. 7 Guess which word in a group is the odd one out, and why?

1.monitoring – management – involvement - directing

2.transformation – massification - change – alteration

3.antecedent - requirement – demand – necessity

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4.incentive – motivator – encouragement – objective

5.assessing – achieving - evaluating – estimating

Ex. 8 Give derivatives of the words. Use the suffixes. (Remember you may need to make a small spelling change.) Translate them. Identify the part of speech these derivatives belong to.

-ment - ation -ity -ness -er/or

1)to organize, to transform, to expect, to globalize, to automate, to relate, to recognize, to communicate, to customize, to inform, to direct, to compensate, to satisfy, to contribute, to compete, to alter, to segment, to acquire, to reduce, to escalate, to vary

2)to manage, to develop, to require, to involve, to accomplish

3)effective

4)to buy, to sell, to research, to supply, to manage

5)active, responsible, similar

Ex. 9 Complete each of these word forks using the words from the text. Make a sentence to illustrate the meaning of each of the words. Can you add any other words to the lists?

Grammar

Other constructions to express sth as unreal or imaginary or desired

I.The Subjunctive

II.Unreal comparison (as if/as though) III. Had better/would rather

IV. “It’s (high/about) time” and constructions with prefer

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The Subjunctive

The Subjunctive is the simple form of the verb when used after certain verbs indicating that one person wants another person to do something.

e.g. The judge insisted that the jury return a verdict immediately.(active)

The judge insisted that a verdict be returned immediately. (passive)

It is used after certain words:

Ex.10 Correct the mistakes in the following sentences. If there are no mistakes, write correct.

1.The manager demanded that the employees submitted all the papers in an hour.

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2.It was urgent that the meeting of the Board of Directors was arranged as soon as possible.

3.It was very important that the business plan be discussed by all the employees concerned.

4.She suggests that the sales department moves to another office.

5.The consultant recommended the company invested in new equipment.

6.Our advice is that the money be raised through crowdfunding.

7.Congress has decreed that income tax will be progressive.

8.It’s necessary that our company will outsource its production to the areas with low labour costs.

9.We felt it desirable that members of the focus group did not exchange opinions before the survey.

10.I insist that the sales force be more proactive in reaching our target customers.