Commercial management

Is it a myth that a salesperson is born with experience?

No, it is false; every salesperson must learn and train to get to the top.

Should a good salesperson talk a lot during a sale?

No, a good salesperson lets the client talk and listens to their needs.

How should a salesperson react to a "NO"?

They must accept it, as it is a common part of their job.

Is selling a matter of using tricks?

No, it involves applying regular techniques that have been learned.

What happens if the sales department does not function correctly?

Business cannot be made, as it is a mandatory part of every company.

Mention three key sales functions.

Lead generation, customer acquisition, and account management.

What is the main goal of a company according to the sources?

To create and keep clients.

How is a sale defined in a fast way?

To persuade, convince, and exchange.

What two components exist in every sale?

A rational part (data and analysis) and an emotional part (risk, fear, and will).

What is the difference between a "consumer" and a "customer"?

A consumer uses the product, while a customer buys or pays for it.

What are the 4 basic requirements a client must have?

Capacity to buy, capacity to pay, decision power, and a need the product satisfies.

What is a "simple sale"?

One where the four requirements are met by a single person.

What characterizes a "complex sale"?

It involves diagnosis, presentation, demos, objection handling, and negotiation among various departments.

Where can sales be included in the marketing mix?

Some authors include it in "promotion," others in "distribution," and some see it as an extra category.

What distinguishes the "modern salesperson" system?

They care about individuals, seek win-win long-term agreements, and use technology as a tool.

How many steps are in Garcia’s (2011) sales procedure?

7 steps: Preparation, Verification, Coming closer, Presentation, Reasoning, Closing, and Analysis.

What is a "valid business reason" (VBR)?

A reason why a potential client feels it is worth spending time with a salesperson.

In the Preparation phase, what three groups of people should be considered?

People you don’t know, people you know, and people your people know.

What is the goal of the Verification phase?

To check previous information and collect quantitative and qualitative data about the client.

When should a salesperson arrive for an interview?

At least 5 minutes before the scheduled time.

What language should a salesperson avoid during Reasoning?

Negative words like "problem".

What is the function of a product demonstration?

To prove the reasons given about the product's benefits.

What is the "basic problem" in the closing phase?

When previous steps were correct but the buyer denies the offer; objections must be investigated.

How can a salesperson force a solution during the closing?

By asking where the delivery should be made or making a final choice-helping offer.

Does the story end with the closing of a sale?

No, it is just the start of maintaining the customer relationship.

Why is the Analysis step compulsory?

To perform an auto-evaluation, understand the process better, and correct future mistakes.

What type of questions help to gain time?

Open questions.

What are "commitment questions" used for?

To move the conversation toward action or agreement (e.g., "Would you be ready to start next month?").

What is "active listening"?

A method to listen to the other party by concentrating, empathizing, and giving feedback.

What barrier is described by the "inverted glass" metaphor?

Thinking about a different topic while listening to the client.

What defines the Blue Ocean Strategy?

Creating a new market space instead of competing in existing ones.

What is the difference between a Red and Blue Ocean?

Red oceans involve competing in crowded markets; Blue oceans focus on innovation and value.

What is the "Four Actions Framework"?

Questions asking what to: Eliminate, Reduce, Raise, and Create.

What did Cirque du Soleil eliminate to create its Blue Ocean?

Animals.

What is a PESTEL analysis?

Studying external factors: Political/Legal, Economic, Social, and Technological.

How does "Vision" differ from "Mission"?

Vision is an achievable dream for the future; Mission defines why the company exists in the market today.

What are resources in a sales plan?

Human, material, and financial assets that cover generated costs.

What is "numerical distribution"?

The percentage of possible shops where a business has a presence (e.g., 25 out of 100 is 25%).

What defines the frequency of visits to a client?

Product rotation, the level of attention desired, and established goals.

How can clients be organized using the funnel theory?

Dividing them into suspects, prospects, leads, and customers.

What is Revenue Operations (RevOps)?

A function connecting CRM, automation, and data analytics to optimize processes.

What is the mission of Marketing in the commercial flow?

To bring qualified leads into the pipeline.

What happens if there is "too much marketing" but few sales?

The sales team becomes overwhelmed and cannot process leads.

What does an organization "by products" imply?

The salesperson is responsible for a single product line, becoming an expert in it.

What is the advantage of geographical organization?

It reduces traveling costs and makes it easy to order visits when products are homogeneous.

What is a Key Account Manager (KAM)?

A specialized role for managing high-importance accounts.

What is the purpose of a "Sales Manual"?

To collect historical data, procedures, techniques, and interdepartmental relations.

What is the difference between quantitative and qualitative control?

Quantitative uses data/numbers (sales, profit); qualitative uses "opinions" (personality, ethics).

What is a sales audit?

A review of control procedures to check if they are still useful and modern.

Is there an "ideal profile" for hiring a salesperson?

Not for general positions, though a specific profile can fit 100% into a concrete role.

What does CRM stand for?

Customer Relationship Management.

What is the heart of a CRM?

Centralizing all customer information: data, history, interactions, and opportunities.

Mention two benefits of using a CRM.

It improves customer loyalty and facilitates data-driven decision-making.

What is an ERP (Enterprise Resource Planning)?

A system managing all company areas and reuniting information sources safely.

Name two popular ERPs mentioned

SAP S/4HANA and Microsoft Dynamics 365

What is a key advantage of SAP S/4HANA?

Its ability to handle almost any business scenario and provide advanced reporting.

What does EDI stand for?

Electronic Data Interchange.

What does EDI facilitate between companies?

The exchange of documents like electronic invoices and purchase orders.

Who is called the "Father of EDI"?

Edward Guilbert.

What is a Chatbot in customer service?

A program that simulates human conversation using AI or predefined flows.

Why do we negotiate?

To solve conflicts and achieve goals when interests are different or opposite.

What is a "Win-win" policy?

Negotiating so that both sides gain an advantage.

Mention the three phases of negotiation.

Preparation, Negotiating, and Reviewing.

What characterizes the "Accommodative" negotiation style?

A positive relationship but a negative result for one side.

What is a "lure/bait variable" in negotiation?

Introducing non-interesting variables to mislead or trick the other party.

How does Taylor (2002) define objections?

As classic questions buyers ask themselves (e.g., "Why should I trust?").

What is an "irrefutable" objection?

One that cannot be disproven or argued against.

What should a salesperson do with "breaking news" in a negotiation?

Be extremely precise to avoid appearing like they are blackmailing.

What is a basic skill of a negotiator according to Schoonmaker?

Competitive attitude, intellectual control of complex problems, and empathy.

What does "making the cake bigger" mean in cooperation?

Collaborating so both parties get more benefits instead of just dividing existing ones.

What does Physiognomy study in sales?

Reading a prospect's personality and emotional state through facial features.

In the Quixote and Sancho analogy, what do vertical forms represent?

Idealism, concepts, dreams, and spiritual goals.

What does a "dilated" face (round or oval) indicate?

An open, adaptable, and enthusiastic person who seeks contact.

What does a "straight" forehead reveal about a client?

That they may need a detailed, data-driven approach before trusting.

What does looking down indicate in a buyer?

It can reflect guilt, insecurity, or disinterest.

How can Graphology help in sales?

It allows learning about a person's nature through their signature or writing.

What does an "aggressive" signature suggest?

It can be related to fear or aggressiveness.

How does discipline help ethics in sales?

It helps maintain a balanced mind and avoids bad habits like lying for quick goals.

Mention a common excuse for a salesperson caught lying.

"This is how the world goes" or "There is no other choice".

Why is ethics fundamental in reasoning?

Because one should never lie and must know when to speak and when to remain silent.

What is a "category" according to Garcia (2011)?

A group of products or services consumers perceive as related.

What is the goal of Category Management?

To maximize store space and offer better alternatives to consumers.

Mention two levels of product definition

Family (e.g., Laptops) and SKU (individual item with a barcode).

What does a Category Manager in fashion focus on?

Seasonality and trends.

What is the ECR model?

Efficient Consumer Response, a system designed to improve the supply chain.

What is a "Planogram"?

A map showing exactly where each product box sits on a shelf.

What is the 80/20 rule in Category Management?

That roughly 20% of products drive 80% of the revenue.

What is the first step in category development?

Defining the category and what products are inside.

What is a "Traffic Driver"?

A low-profit item intended to bring people into the store.

How is Category Management linked to ECR?

Through efficient replenishment.

When was El Corte Inglés founded as a tailor shop?

In 1890 in Madrid.

What milestone marked the 1960s for El Corte Inglés?

National expansion to cities like Barcelona and Seville.

What is "Omnichannel"?

A seamless shopping experience across all channels (physical and online).

Mention an advantage of a direct physical channel.

More control over price and a direct customer relationship.

What is "payment in kind"?

Non-monetary rewards like a business car, life insurance, or lunch tickets.

What should an ideal salesperson remuneration system include?

A fixed part and a variable part linked to goals.

What happened with the 1995 acquisition of Galerías Preciados?

El Corte Inglés gained market dominance in Spain.

What characterizes El Corte Inglés' current stage (2020–2026)?

Accelerated digitalization and store optimization.

What is the future of sales according to the sources?

Not choosing just one channel, but combining them effectively.

Why are "incentives" important?

To motivate "quick wins" and increase productivity.