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Dalrymple's Sales Management
Concepts and Cases
William L. Cron, Thomas E. DeCarlo
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eBook - PDF
Dalrymple's Sales Management
Concepts and Cases
William L. Cron, Thomas E. DeCarlo
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About This Book
Dalrymple?s Sales Management arms sales managers with the tools to help their companies gain a competitive edge as well as acquire strategic advantages in their careers. With the tenth edition, they?ll find streamlined coverage for easier readability and retention. Numerous new cases have been added and several others have been significantly updated. The majority of case studies at the beginning of each chapter have been reworked. The authors also present new and expanded discussions on sales network, customer life time value, solutions selling, marketing-sales interaction, and marketing-sales shared responsibilities. This material will empower sales managers to build a sales force, manage strategic relationships, and motivate the sales team.
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86
CHAPTER
2
STRATEGY
AND
SALES
PROGRAM
PLANNING
2.
SOMA
Inc.
has
been
in
business
for
a
little
under
two
years.
SOMA
is
a
Web-based
information
technology
training
company
currently
employing
one
salesperson
and
a
sales
manager.
It
has
been
successful
in
two
rounds
of
ļ¬nancing
and
has
a
$5
million
cash
balance.
Its
target
for
2008
is
to
have
revenues
of
$4
million.
Revenues
in
2007
are
anticipated
to
be
$1.3
million.
The
issue
it
is
struggling
with
is
to
determine
a
sales
force
budget
for
2008
that
will
be
sufļ¬cient
to
meet
its
sales
projections.
Sales
force
expenses
in
the
training
industry
average
22
percent
of
sales,
but
they
can
be
quite
a
bit
higher.
In
fact,
a
recent
start-up
company
in
the
training
ļ¬eld
spent
more
than
50
percent
of
its
revenues
on
the
sales
force.
An
executive
recruiting
ļ¬rm
supplied
SOMA
with
the
following
data
on
typical
sales
compensation
ranges
in
the
computer-based
training
industry.
Salesperson
Sales
Manager
Typical
Quota
ā¢
$800ā$1,200,000
ā¢
Sometimes
carry
personal
quota
Cash
Compensation
ā¢
Base
salary
range
ā¢
Commission
rate
ā¢
Total
cash
compensation
ā¢
Top
earnings
ā¢
$45,000ā$85,000
ā¢
Varies
by
company
ā¢
$65,000ā$135,000
ā¢
$250,000
ā¢
$60,000ā$110,000
ā¢
Varies
by
company
ā¢
$110,000ā$160,000
ā¢
$250,000