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‡ To understand evolution, nature and importance


of sales management
‡ To know role and skills of modern sales
managers
‡ To understand types of sales managers
‡ To learn objectives, strategies and tactics of
sales management
‡ To know emerging trends in sales management
‡ To understand linkage between sales and
distribution management

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‡ Situation before industrial revolution in U.K.
(1760AD)
‡ Situation after industrial revolutions in U.K., and
U.S.A.
‡ Marketing function splits into sales and other
functions like market research, advertising,
physical distribution

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‡  "  & ³The management of the


personal selling part of a company¶s marketing
function.´
‡ ' 
"  & ³The process of planning,
directing, and controlling of personal selling,
including recruiting, selecting, equipping,
assigning, supervising, paying, and motivating
the personal sales force.

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Transactional Value ± added Collaborative /


Relationship / Relationship / Partnering
Selling Selling Relationship /
Selling

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‡ Delivery salesperson ‡ Delivery of products to business ‡ Milk, newspapers to households
customers or households.
‡ Also takes orders. ‡ Soft drinks, bread to retail stores.

‡ Order taker (Response selling) ‡ Inside order taker ‡ Behind counter in a garment
shop
‡ Telemarketing salesperson takes ‡ Pharma products¶ orders from
orders over telephone nursing homes
‡ Outside order taker. Also ‡ Food, clothing products¶ orders
performs other tasks from retailers

‡ Sales support ‡ Provide information, build ‡ Medical reps. in pharma industry


‡ Missionary selling goodwill, introduce new products
‡ Technical selling ‡ Technical information, assistance ‡ Steel, Chemical industries

‡ Order-getter (Creative, Problem- ‡ Getting orders from existing and ‡ Automobiles, refrigerators,
solving, Consultative selling) new household consumers insurance policies
‡ Getting orders from business ‡ Software and business solutions
customers, by solving their
business and technology problems
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‡ The only function / department in a company
that generates revenue / income
‡ The financial results of a firm depend on the
performance of the sales department /
management
‡ Many salespeople are among the best paid
people in business
‡ It is one of the fastest and surest routes to the
top management

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Some of the important


 of the modern sales
manager are:
‡ A member of the strategic management team
‡ A member of the corporate team to achieve
objectives
‡ A team leader, working with salespeople
‡ Managing multiple sales / marketing channels
‡ Using latest technologies (like CRM) to build superior
buyer-seller relationships
‡ Continually updating information on changes in
marketing environment
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‡ . ! * include abilities to motivate, lead,


communicate, coordinate, team-oriented
relationship, and mentoring
‡  * consist of planning, organizing,
controlling and decision making
‡ 7 * include training, selling,
negotiating, problem-solving, and use of
computers

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The main components of planning in a company are
objectives, strategies and tactics. Their relationship
is shown below

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E.G. A company wants to increase sales of electric


motors by 15 percent, as one of the sales
objectives. (see next slide)

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þ Increase þ Enter export þ Identify the countries þ Marketing / sales head to get
sales volume markets relevant information
by 15 þ Decide distribution channels þ Negotiate and sign
percent agreements in 3-5 months
with intermediaries

þ Penetrate þ Review and improve þ Add channels and members


existing salesforce training, motivation þ Train salespeople in
domestic and compensation deficient areas
markets þ Use effective and efficient þ Train field salesmanagers in
channels effective supervision
þ Link sales volume quotas to
the incentive scheme of the
compensation plan
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‡ Global perspective
‡ Revolution in technology
‡ Customer relationship management (CRM)
‡ Salesforce diversity
‡ Team selling approach
‡ Managing multi-channels
‡ Ethical and social issues
‡ Sales professionalism

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‡ 
   (or !) is one of the
four elements of marketing mix. An
organization or set of organizations (go-
betweens) involved in the process of
making a product or service available
for use or consumption by a consumer
or business user.
‡ 
   comprises
management of channel institutions as
well as physical distribution functions.

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‡ It is the sale and delivery of
goods/services from the manufacturer to
the consumer can be consummated
directly i.e. by the firm itself through its
own sales force or indirectly through a
network of middleman such as
wholesalers and retailers.

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"



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‡ V  finding and communicating with
prospective buyer
‡  
   Bringing together the marketers
offering and the prospective buyer
‡
   Reaching an agreement on price and
other terms of the offer so that ownership and
possession can be transferred.
‡     Of the marketers offerings, and his
satisfaction generating potential
‡      Actual transfer of possession
‡ V 
  Of relevant consumers information and
revenue in exchange of goods or services
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þ Strategy for effective coverage þ Follow call plan / beat plan


of markets and outlets þ Make customer call productive
þ Use multi-channel approach

þ Strategy for handling customer þ Prompt action at the customer interface level
complaints þ If the problem persists, involve senior sales and
service people

þ Planning of local advertising þ Co-ordination with distribution channels


and sales promotion þ Responsibility of execution with distribution
channels
þ Expenses are shared between the company and
|  intermediaries 5
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‡ Sales management is defined as the management of the
personal selling part of a company¶s marketing function
‡ Selling includes varying sales jobs like delivery
salesperson, order taker, sales support person, and
order getter
‡ Sales is the only function or department in an
organization that generates revenue / income
‡ Skills of a successful sales manager include managing,
technical and people
‡ Main components of sales planning are objectives,
strategies, and tactics (or action plan)
‡ Either sales management or distribution management
can not exist, operate or perform without each other

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