Sales Management
The basic role of selling is to generate sales and earn
revenue for the organization. Today selling approach
also highlights good CRM managing profits and
building brand value. The management role in it is to
develop strategies, techniques, and personal skills to
cover different facets of the sales function.
Duties of a Sales Manager
Determining sales force objectives and goals.
Finalizing sales force organization, territory and
quota.
Forecasting sales.
Sales Management
Motivating and leading the sales force.
Designing compensation plan,
Designing career growth plan.
Personal Selling
• Personal selling is a promotional method in which one
party (e.g., salesperson) uses skills and techniques for
building personal relationships with another party
(customer). Because selling involves personal contact,
this promotional method often occurs through face-to-
face meetings or via a telephone conversation, though
newer technologies allow contact to take place over the
Internet including using video conferencing or text
messaging (e.g., online chat).
Advantages
• Personal selling is a face-to-face activity; customers
therefore obtain a relatively high degree of personal
attention
• • The sales message can be customised to meet the
needs of the customer
• • The two-way nature of the sales process allows the
sales team to respond directly and promptly to customer
questions and concerns
• • Personal selling is a good way of getting across large
amounts of technical or other complex product information
• • The face-to-face sales meeting gives the sales force
chance to demonstrate the product
• • Frequent meetings between sales force and customer
provide an opportunity to build good long-term relations.
Selling process
• 1) Prospecting - trying to find new customers
• (2) Communicating - with existing and potential
customers about the product range
• (3) Selling - contact with the customer, answering
questions and trying to close the sale
• (4) Servicing - providing support and service to the
customer in the period up to delivery and also post-sale
• (5) Information gathering - obtaining information about
the market to feedback into the marketing planning
process
• (6) Allocating - in times of product shortage, the sales
force may have the power to decide how available stocks
are allocated.
Sales Management
• Channel sales: Aggregate of all sales generated in a
particular period by all means of distribution (own sales
force, dealers, retailers, direct marketing etc.) employed
by a firm to move its products to the market.
• Industrial Sales: Industrial salesis the sales of goods
and services from one business to another. The word
"industrial" has connotations of heavy machinery, mining,
construction etc. but "industrial selling" is not confined to
these types of business activities only.
Sales Related Marketing Policy
• Product Policy
Relation to product objectives. ( positioning)
Product line policy. (short or full line)
Changes in product. (extension)
Changes in product line.
Diversification decisions. (new category)
New product development.
Product design policy
Product Quality and service policy.
Sales Related Marketing Policy
Distribution Policy
Policies on marketing channel.
Sales volume potential.
Cost comparison of different channel types.
Net profit possibilities.
Policies on distribution Intensity (Mass, selective or
exclusive distribution policy).
Pricing Policies
Policy on pricing relative to the competition.
Policy on pricing relative to Costs (Full cost pricing, list
pricing)
Geographical pricing
Policy on price leadership (follow others or initiate)
Product line pricing policy.
