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Selling Chain Management Seamlessly Integrated Selling Chain /1 The process from initial customer contact to the post sales support is a Selling Chain Management seamlessly integrated, responsive and customer Where businesses can effectively oriented one. Being manage the relationship with their customer oriented and customers in a changing business inclusive at every step environment the role of the sales force, allow the final product and sales efficiency and management post sales support to fulfill becomes a key competitive the customer needs and differentiator. This is especially true reduce returns and rework when your competitors are only a mouse to close to zero. click away. In this section suggestions are provided, from DHL experience, as to • how sales chain management can be Increased value to the customer efficiently and effectively developed in support of your e-business strategy. This is the implementation of a collaborative effort for The creation of a flexible, integrated and needs fulfillment, mediates responsive sales process is critical to the through CRM and sales emerging E-Businesses. Stream lining force automation tools to and accelerating the information flow arrive at an agreed from customer to production and back is product that satisfies the a critical skill that modern businesses customer need. This have to develop. fulfillment has to include access through the Sales forces and strategies are under appropriate channels, increasing pressure. The availability of tailoring of products and new sales channels, increased choice support and an agreed available to consumers, product and flexible, cost effective post production flexibility, rapid changes in sales process. organizational strategies internally and externally and the increasing demands of • Ease of ordering and tailoring customers are all increasing the complexity of the selling process. The ability to provide flexible products allows the Major trends in Sales customer to define a Management product focused to their needs. This permits flexible production and Increasing complexity and the drive for reduced stock on hand for increased effectiveness and efficiency the business. The supply are driving a change from functional to flow back of this capability process oriented sales management. increases flexibility and Sales processes are gradually being cost effectiveness for all integrated to the total customer suppliers and support fulfillment process from acquisition to groups integrated to the production and customer relationship sales and production management. Success in this integration process. process is a key success criterion for future businesses. • Rising sales effectiveness and The purpose of this integration process customer satisfaction is: The easier it is to acquire, • Increased ease of customer manage and process trading customer orders through WWW.DHLMASTERCLASS.COM Selling Chain /2 the entire fulfillment automation and integration of sales process the more revenue management must be taken in relation that is generated and to the overall internal and external customer satisfaction environments. The external technical levels increase. This will environment and its evolution is only be so where the essential to understanding how the customer can choose to be customer will operate with a business, involved or informed of all the internal technical architecture and steps in the fulfillment strategy and the business time to market process. expectation are necessary to ensure the delivery has a maximum impact on • Consistency across all channels business returns. The increasing number of Understanding and integrating the channels for selling places processes before and after a sales strains on the process is necessary to ensure the management of overall efficiency and success of the information, process and program. To do this the technology used experience consistency for is a key facilitator. If incorrectly sourced a business. All selling and implemented the expected benefits channels must be will not be realised. integrated and use the same up to date Today integration is not a leading information, promotions, criterion for application choice. Equally production information, many of the current products on offer fail tailoring, metrics and to offer the ease of integration and commissioning structures process integration capabilities necessary in order to offer similar to success. In most cases the and equivalent service to functionality is focused on sales and not multi channel customers. the overall lifecycle support of customers. The most serious problem encountered is the low usage of the • Increased efficiency of deployed applications because they are Relationship management functionally incapable, do not reflect sales force needs and are not aligned to The creation of a CRM capability has to the business purposed defined. include the integration of the sales process and information into its core The initial sales force applications were data and information capabilities. This generally stand alone, task not process will ensure that the customer oriented tools. These provided for relationship includes a full view of coordination and to assist in contact, proposals, specifications and management not integration of sales contact support in relation to their force activities to the entire Customer business. relationship management process. Technology and Sales These applications evolved or were management replaced by existing applications that focus on administrative efficiency and The business objectives of increased telesales integration. sales process effectiveness and integration are increasingly clear. The Returns to business from both technology issues and solutions remain a generations of applications has been source of confusion and disappointing overall. underachievement. To counter this the technical decisions in relation to the WWW.DHLMASTERCLASS.COM Selling Chain /3 Any product sourced to integrate the No two businesses operate sales process to the overall customer to a single standard way in relationship management environment relation to sales or their must have the following characteristics processes. Any application sourced should provide key baseline capabilities • Open architecture, messaging and data capabilities and allow these to be This allows the solution to easily configured , with more easily integrate or application recoding, in interface with existing support of the businesses` legacy applications, CRM operating requirements. packages, production applications and external • Must integrate to the CRM customer resources. strategy and application • They must be process not task The integration to the CRM strategy and oriented application is critical to the ongoing success of the business. Where this is This allows the user to not so the key purpose and results of a access information related businesses efforts in fulfilling a customer to all linked processes in needs will be invisible or less easy to support of the customer access for support personnel. CRM request without having to integration should be a key criterion for log on and use different success in relation to any application applications for each stage sourced for Sales automation and of the fulfilment. The management application mediates the information and workflow Conclusion necessary to arrive at a managed, mutually Sales management therefore operates in beneficial sales outcome. a complex and rapidly evolving internal and external environment. • Must integrate to front and back office processes Internally its automation has to be implemented with a view to integrating it The necessity to speed up to the overall process of customer the sales process and to management. This can provide and gain ensure that it is complete cross justification where it is focused on in product and support increasing sales efficiency and increasing capabilities required by the customer relationship management customer is only possible effectiveness. It must also focus on the where the customer or ensuring flexibility on integrating new sales personnel have customer channels of business access access to all information and providing a single consistent that may Impact their business and support experience to the decision and ultimate user. satisfaction. Externally the customer will gain • Must provide standard core confidence and increasing levels of capabilities flexible to a satisfaction. businesses unique needs WWW.DHLMASTERCLASS.COM Selling Chain /4 Correctly implemented internal and external benefits will be enjoyed as customers, sales and support staff build and enjoy increased effectiveness, value for money and ease of business interaction. WWW.DHLMASTERCLASS.COM .
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