1. Sales management means planning, direction and
control of personal selling, including
recruiting,selecting,equipping,assigning,routing,super
vising,paying and motivating as these tasks apply to
the personal sales force
AMERICAN MARKETING ASSOCIATION
2. NATURE
1. Integration with marketing management
a) Personal selling
b) Head quarter marketing tea
Promotion
Marketing research
Logistics
Customer service
2. Relationship marketing
Transactional Selling
Value – added relationship
Collaborative Partnership
3.Varying sales responsibilities
a) Deliverer b) Order taker c) Technical sales d) Business selling
e) Demand creator
3. SCOPE
Feedback
Flow of activities in sales management Feedback
The
Environment
Marketing
Strategy
Sales activities
management
The
Environment
THE EXTERNAL
ENVIRONMENT
Social
Legal
Political
Economic
Technological
The
Organization
environment
Controllable
Variables
Product
Price
Place
Promotion
Account
Management
Sales force
Organization
Sales Quotas
and Budgets
Territory
Design
Routing
Selection of
Sales
Personal
Sales
Training
Motivating
sales force
Salesperson
view of job
Evaluation
and control
of sales force
performance
•Performance
•Sales Volume
•Profitability
•Service
Reports
4. Formulating Personal Selling Objectives
Analyzing Market Potential
1. Market identification
2.Market Motivation
3. Analysis of market sales
Market Indexes : A market index is a numerical expression
indicating the degree to which one or more factors
associated with a given product’s demand in a given
market segment
5. Formulating Personal Selling Objectives
Sales Forecasting : It indicates how much a
company with the given amount of resources can sell
if it implements a particular marketing program.
Methods of sales forecasting
1. Jury of executive opinion
2.Poll of sales force opinion
3. Projection of past sales
a) Time series analysis
b) Moving average method
4. Regression analysis
6. Formulating Personal Selling Objectives
Converting industry forecast to company sales
forecast.
Derivation of sales volume objective
Evaluation of forecasts
Formulate the objectives
7. Recruitment of Sales Personal
The Prerecruiting Reservoir: Files of individuals
who might be recruited when the need arises
Sources
1. People coming for job opportunities
2.Sales personal comes in contact at professional
meetings
3. People meeting in clubs, parties
8. Recruitment of Sales Personal
Recruiting Source Evaluation: One approach to
evaluating the sources of recruits is to study those
used in the past. Analysis of each sources of recruits is
to study those used in the past.
9. Recruitment of Sales Personal
Sources within the company
1) Company sales personal
2) Company executive
3) Internal transfers
10. Recruitment of Sales Personal
Sources outside the company
1) Direct unsolicited applications
2)Employment agencies
3)Salespeople making calls on the company
4)Employees of customers
5)Sales executives clubs
6)Sales forces of non competing companies
7)Sales forces of competing companies
8)Educational institutions
12. Selecting Sales Personal
Preliminary Interview :- The purpose of preliminary
interview is to eliminate unqualified applicants, thus
saving the time of interviewers and applicants.
Formal application form :- It serves as a central
record for all pertinent information collected during
selection process.
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13. Selecting Sales Personal
Interview :- It judges the individual’s oral
communication, personal appearance and manners,
attitude towards selling and life in general, reaction to
obstacles presented face to face, and personal impact upon
others.
Types of interview :
1) Patterned interview: Interviewer uses a prepared
outline of questions designed to elicit a basic core of
information
2) Nondirective interview: In this technique the applicant
is encouraged to speak freely about his/her experience and
future plans
3) Stress interview : It simulates the stress the applicant
would meet in actual selling and provides a way to observe
the applicant’s reaction to them
14. Selecting Sales Personal
References : It provides information not available
from other sources.
Sources :
1) Present or former employers
2)Former customers
3)Mutual acquaintances
15. Selecting Sales Personal
Credit Checks : Many companies run credit checks
on applicants for sales positions. (e.g. Dun &
Bradstreet)
Physical Examinations : Since good health is
required for salesperson’s success, most companies
physical examinations
Employment Offer : The applicants who have
fulfilled the criteria's and cleared all the test will be
given an appointment letter
16. Developing Sales Training Program
Identifying Initial Training Needs
1. Job Specification
2.Trainee’s background & experience
3. Sales related marketing policies
Identifying Continuing Training Needs
Deciding Training Content
1. Product Data
2.Sales technique
3. Markets
4.Company information
17. Developing Sales Training Program
Selecting Training Methods
1. The Lecture
2.Personal conference
3. Demonstrations
4.Role playing
5.Case Discussion
6.On the job training
18. Conducting Sales training Program
Preparation of training time table
Arranging internal & external trainers
Making travel arrangement of participants
Arranging the conference hall & teaching aids
Final checking 1 or 2 days prior to commencement of
the training program
