SALES AND DISTRIBUTION

MANAGEMENT

BY: MUKESH MISHRA

 Introduction
 Sales management means the planning,
direction and control of personal selling,
including recruiting, selecting,
equiping,routing, supervising, paying and
motivating as these task apply to the
personal sales force
 Its is basically management of sales force
Evolution of personal selling
Partnership
Business Strategies
Consultative Management
Negotiation Selling
Persuasion
 Marketing concepts

1) Production concept
2) Product concept
3) Selling concept
4) Marketing concept
5) Societal concept
Societal marketing concept

Production Sales Customers

(Sales Orientation)

Customer Production Sales

Needs

Emphasis on
(Marketing Orientation) Seller’s Needs

Emphasis on
Customer
Needs

.
 Nature and Role of sales
Management
 The basic function and role of selling is to
generate sales and earn revenue for an
organization.
 Today`s selling approach also highlights
maintaining good customer relationship,
managing the profitability of firm, managing
customer complaints, and maintaining brand
value in the eye of customers.
 Nature and Role of sales
Management
 Even best marketing programmes may fail if the sales staff
is ineffective or they are improperly managed
 For many customers the sales staff represents the company
and the impression it carries determines its future business
relation with customers
 Nature and Role of sales
Management
 There is a cost aspect also as the cost of recruiting,
training, and managing the sales force is high and
any ineffective management program will include
diseconomy of scale of enterprise.
 The job of sales manager is not only to organize
sales but also to carry out management functions
such as guiding and leading a set of people to
achieve sales target
 Nature and Role of sales
Management
 The function of sales manager can be classified into
two: personal selling and sales management.
a) Personal selling
 it entails personal communication between a
seller and a buyer for the purpose of determining and
satisfying the buyers current and latent needs.
 Nature and Role of sales
Management
 It involves an individual salesperson or a sales
team to establish and build a profitable and
symbiotic relationship with customer over a
time for multiple transaction cycle.
 In the process of building relationship, a
salesperson must determine a buyer`s needs
and influence or persuade the buyer to
purchase his product with the assurance that
the product or service will satisfy the buyer
more than the competitors products.
 Nature and Role of sales
Management
b) Sales Management
 It is more strategic and a long term
consequence, as it involve planning,
organizing, directing and controlling of all the
selling activities of an organization
 Management of sales force demands attention
towards the emerging roles and functions of
the salespeople in the context of an evolving
environment
 Nature and Role of sales
Management
 At the lowest level of the sales force is sales
executive and the next level is sales manager
who handles 10-15c sales executive. Area
manager handle a few sales managers
 As the no. of hierarchy increases, more and
more management functions get added on
the primary job of selling
 Nature and role of sales
management
 The determination of sales force objective and
goals
 Sales force organization, size, territory, and quota
finalization
 Sales forecasting and budgeting
 Sales force selection, recruitment, and training
 Motivating and leading the sales force
 Designing compensation plan and control systems
 Designing career growth plans and building
relationship strategies with key customers
 Types of personal selling

• Industrial selling
• Retail selling
• Services selling
 Types of personal selling

1. Industrial Selling
 It is basically termed as BtoB selling but in a
traditional business model, it is characterized
as the manufacturing sector selling.
 These are grouped into four categories on the
basis of their consumer base
 Types of personal selling

a)Selling to resellers
 A reseller is a wholesaler or a retailer or an
intermediary who buys finished goods and
resell them to the end –users..
b) Selling to business users
 This means the output of one producer enters
into production process of another producer
to manufacture a final goods for the
consumption of end users
 Types of personal selling

c) Institutional selling
 These institutional customers use the products in their daily
operation.
 Companies such as Xerox in photocopiers, J&J in surgical
equipments, and Reynolds in office stationeries sell directly
to institutions for institutional consumption.
d) Selling to governments
 company is also selling their goods in govt. organization.
such as railway canteen,defence canteen etc.
 Types of personal selling

2.Retail Selling
 Retailing is defined as the all the activities directly
related to the sales of goods and services to
ultimate customers for personal or non business
use or consumption
3.service selling
 Services such as insurance, airline, and travel are
intangible in nature. unlike products services
cannot be separated from their source and hence
cannot be stored for future use.
 Types of Selling
Inside Order Taker

Order
Takers Delivery Sales
People

Outside Order
Takers
Selling Order Missionary Sales
Function Creators People
New Business
Sales People

Front Line Organizational

Sales People Sales People

Order Getters Consumer

Sales People

Sales Technical Support

Support sales People
Sales
people Merchandisers
 Types of Selling

1.Order taker Salespeople

a) Inside order takers
 They are retail sales assistant's sales assistant role is to complete
the transaction
b) Delivery Salespeople
 Who delivers newspapers, magazines, and pizza. etc.
c) Outside Order Taker
 Who visit the customers regularly and their primary concern is
to respond to the customer calls rather than seek new customers.
 Sales people of Eureka Forbes are included in this category
 Types of Selling

2.Order Creators
 Missionary salespeople who normally
don’t close a sale but persuade the
customers to promote the sellers brand.
E.g. MR
 In this kind of selling, the objective is to
educate and make the people aware of the
product rather than closing a sale
 Types of Selling

3. Order Getters
A .Front line Sales People
a) New Business Sale people
 They are the front line salespeople who go door to door
to sell products. the function is to persuade new buyers
and non-users to buy a company products and services
b) Organizational salespeople
 They are industrial sellers who try to establish and
nurture a long term relationship with organizational
buyer.
 The selling job involve team selling where a cross
functional sales team, sales and technical staff joined
together, does a sales presentation.
 Types of Selling

c) Consumer sells people

 They are door to door salesperson who sells
insurance and other personal product for
individual consumption.
B. Sales support Salespeople
a) Technical sells support
 They support the frontline salespeople when
the product is technically complex
b) Merchandisers
 They prove sales support in retail and
wholesale.
Difference between sales and marketing
Starting
Focus Means Ends
point
Selling and Profits though
Factory Factory promoting sales volume

Selling concept

Market Customer Coordinated Profits through

needs marketing customer satisfaction

Market concept
Sales management process

Formulation of a strategic sales programme

Implementation of the sales programme

Evaluation and control of sales force performance

 Sales management process

1. Formulation of a Strategic Sales Management

Programme
 It should consider the environmental issues
affecting the business.
 It should organize and plan the company`s overall
personal selling efforts and integrate these with the
other elements of firm marketing strategies
Sales management process

 The demands of the potential customers and the

strategic moves of competitors are two important
external environmental factors that a sales manager
should take into account.
 The organizational environmental factors help in
determining the nature of a sales program
Sales management process

There are five key decisions that a sales manager

needs to take at this stage
 The sales manager should decide on how the
personal selling efforts can best be integrated
company`s environment and other element of
marketing strategy.
 The next decision is to find out and decide in
what way the potential customer`s can best be
approached, persuaded and serviced
Sales management process

 Design of sales organization suitable to market to

call and manage various type of customers as
effectively and efficiently as possible.
 Decision related to level of performance each
member of sales force expected to attain during the
planning period under consideration.
 The decision involves deciding on the sales
territories and allocation of these territories to the
sales people
Sales management process

2. Implementation of strategic sales management

program
 It involves selecting appropriate sales personnel,
training them, leading them and motivating them,
designing and implementing of policies and
procedures that will direct the efforts of the
salespeople towards achieving corporate
objectives.
Sales management process

There are five factors that influence the job

performance and behavior of sales people
 The ability of the salespeople to achieve the desired
level of outcome is always influenced the
environment they operate.
 E.g. situation in market, the level of competition,
the market demand of category, and the condition of
economy in providing consumption power
Sales management process

 Perceived quality of product, the pricing policy

followed in the market, and the promotional support
also influence the sales performance of the people
in organization.
 A salesperson should be clear about his job profile
and the method he should follow to execute the
desired role in the organization

g
Sales management process

 The performance of a salesperson is also influenced

by his ability to perform the job.
 Personal characteristics, personality traits, level of
intelligence, analytical ability to coprehend the
selling situations will decide his success level in the
market.
 The sales person should have adequate knowledge
about product market conditions, competitors
product information,and should also have
knowledge about closing the sales through effective
presentation
Sales management process

 A salespeople should be motivated enough to

stay committed to the job. People stay
committed due to the expected rewards in
financial terms, job enrichments, or promotion.
 A Sales manager should decide what kind of
aptitude is required for performing a selling
function and then should go to develop
recruitment and selection criteria to ensure that
right kind of people with right ability and
capabilities are hired for the enterprise
Sales management process

3.Evaluation and Control of a strategic Sales

Management Program
 The performance of every salesperson is measured
and evaluated
 Company use a structured performance measurement
based on all the activities of salesperson in a
organization, which includes the sale call made,
prospecting done, information collected on market
behavior, and annual sales volume and customer
satisfaction index generated by employee in his area of
operation
Sales management process

 Sales Analysis-Each salespersons sales

volume can be monitored and measured
again the quota allocated to him. Which
can be broken by territory, by product line
and result can be compared with quota
 Cost analysis- the cost can be evaluated on
the basis of an individuals sales man,
territory, by product line, by customer type.
 Technology

Emerging trends
Customer orientation in sales
Relationship selling
management
Technology

Global and ethical Diversity

Issues

New selling methods

Emerging trends in sales management

 Selling Skills and Selling
Strategies
 Product and services can be delivered to
potential customers in two ways
a) Indirect Marketing- it involves a process of
intermediation in which third party takes the
product and delivers it to the customers on
behalf of the producer, with a share in the
profits.
b) Direct Marketing- organization deliver
products and services to the customers directly
through salespeople.
 Selling Skills and Selling
Strategies
 Salespeople with proper selling skills not only
close the sales and utilize selling time
effectively but also are able to project a
positive image of the company through their
professional selling approach.
 Success in selling does not depend on some
inborn quality; rather it is based on application
of certain skills and development of
commitment and professionalism in selling
 Selling Skills and Selling
Strategies
Selling and Buying Styles
 The buying style vary depending upon the buyers
capability to pay, the qualtity of purchase, the
buyers ability to take risk,the bargaining power of
buyer in market, and competitive landscape in the
industry.
 People who are adventurous and have high risk
capital are the overnight buyers.
 These buyers are the innovators in market place,
who mostly buy on impulse and consider
nonfunctional reason for making a choice
 Selling Skills and Selling
Strategies
 This set of people are followed by another
group who accept new product and innovations
after observing in innovators using it.
 In B to B selling also the buying styles are
different. Many govt. organization always go
for buying the lowest priced commodity
irrespective of quality level, where as quality
conscious organizations may not give much
importance to the price factor in buying
situation
 Selling and buying styles
9 (1,9) People Oriented (9,9) Problem Solving Oriented

I am customer’s friend, I consult with the customer so as to

inform myself of all the needs in his
8
Concern for the customers

I want to understand him and situation that my products can satisfy.

respond to his feelings and
7 interests so that he will like me. It
is the personal bond that leads him
6 to purchase from me.
(5,5) Sales technique Oriented
We work towards a sound purchase
decision on his part, which yield him
the benefits he expects from it.

5 I have tried an effective routine for

getting a customer to buy. It
4 motivates through a blended
personality and product emphasis (9,1) Push the product Oriented
3 (1,1) Take it or Leave it I take challenge of the customer
and hard sell him, polling on all
2 I place the product before the
customer and it sells itself as and
the pressure it takes to make him
buy
when it comes.
1 2 3 4 5 6 7 8 9
Concern for sale
 Selling skills
Effective
Problem
communication
solving skills
skills

Selling Skills

Listening Skills

Negotiation
and bargaining
skills

Conflict management and

resolution skills
 The Selling Process
Objectives
 To learn about the basic steps in the selling process
 To understand the needs of a prospect and the
method of prospecting
 To take not of various approaches to sales
presentations
 To learn various methods of handling objections
 To apply various methods of closing a sale.
 To understand the concept of systematic selling
 The Selling Process
Process
 The selling process is defined as a process by which
a salesperson identifies and locates the prospects,
separate the prospects from suspects, approaches
them and makes a sales presentation, handle the
objections, and close a sale
 The selling process can help a salesperson to
identify the customers needs, arouse their interest in
product or brand, and motivate them to make a
purchase decision
 The Selling Process
 It is assumed to be a chain process that a
salesperson ha s to follow step by step to have
a synergistic effort.
 Each of these step can be called a sales
proposition,
 it is a n orderly process in which a salesperson
can respond to the decision making process of
the customers and close a sale to the end of the
process
 Stages in the selling process

Pre-
Pre-sale approach Approach to
Prospecting before the
preparation the customer
interview

Handling
Follow up Closing the Customer Sales
action Sale Objections Presentation

.
 The selling Process
1.Pre-Sale Preparation
In this stage , the salesperson prepares himself with
 Adequate knowledge about the product he will sell,
 The company he will represent,
 The market in which he will sell,
 The competitors products and prices,
 The category of customers or segment he will
target,
 The various selling techniques he will apply during
the sale
 The selling Process
Product Knowledge
 It includes knowledge about the quality of
product, SKUs, price point at which they will
sold to various customers, the USP, Value
proposition etc.
 If the sales person fail to supply the relevant
information the competitor may take advantage
of the situation and make the deal
 Sales mangers should train the salespersons
for acquiring adequate product information
 The selling Process
 The sales person should have knowledge about type
and timing of various consumer promotion tools
like coupons, contests, refund offers, price pack
and premiums
 They should have adequate knowledge about
transportation charges, they can be FOB( free on
Board)
 The selling Process
A salesperson has to collect information about
 The competitive environment
 The structure of industry
 Bargaining power enjoyed by each of the
force in business
 Prospecting
Successful prospecting

50 potential prospects 50 potential prospects

15 Qualified prospects 25 Qualified prospects
6 Interviews 17 Interviews
1 sale 7 sales

No Yes

Successful prospecting
 Prospecting
 Prospecting is the process of identifying potential
buyers who have a need for the products and
services offered by the company, the ability to pay
for it, and the adequate authority to buy it.
 A successful salesperson always efficiently utilizes
the selling time by distinguishing the prospects from
suspects.
 Suspects have no potential demand for the goods at
the point of probe in selling process. However, a
proper follow-up many a time results in converting
the suspects into prospects
 Prospecting
A salesperson identifies three sets of customers at the stage
of prospecting
a) Lead Customer-customer with a desire and need to
purchase the product but purchasing capacity not known
 A sales person needs to screening skills to identify , their
buying power, financial transaction capacity
 The process of collecting customer data and checking
lead parameter to make them quqlify as prospects are
refered as prospecting
 Prospecting
b)Prospect Customers
 The prospects are buying units who have a current
demand for the product and can get substantial
benefits through the acquisition of the product.
 A salesperson `s job in this case is to take
prospects higher in the decisions process
 Salesperson identifies the current stage of decision
making of the customers and then takes them
higher in decision making process for realizing a
sale
 Prospecting
c) Qualified Prospects
 The qualified prospects are those who have a need for
the produt or services in offer and have the ability to
buy them, but need further persuasion about product
delivering the desired level of satisfaction
 The prospect in advance stage of decision making
become a qualified prospects for the salesperson.
 A good prospecting helps the salesperson to
differentiate between prospects and suspects among the
lead prospects so that his energy and efforts can be
used for achieving higher sales
 The Process of Prospecting

 Sources of prospects can be satisfied customers who

are ready to give referral, websites, newspapers and
technical publications, trade association
membership directory, company enquiry registers,
suggestions from salespeople in other territories,
and the company selling plans
 The company selling plan includes sales forecast
for specific industry in industrial market
Process of prospecting

Identify and define prospects

Search for sources of potential

accounts

Qualify the prospects from the

suspects
 The Process of Prospecting
1.Identify and define the prospects
 In this process salesperson has to identify the
attributes and features of the prospects,
 The urgency of the need of product,
 Ability to make payment,
 Expectations and practices of credit payments,
 Authority and department involved in making
the purchase decision.
 The Process of Prospecting
2.Search of Sources of potential accounts
a) Primary sources- it include the immediate groups
like family, friends, relatives, suppliers of goods and
services, employees, business associates,
shareholders, and customers of the firm.
b) Secondary Sources-it includes those from which
lists of prospects are generated through a deliberate
process , such as surveys, replies to queries in the
past, enquiries generated through ad , lists of
customers published by trade associations, the
directorate of commercial intelligence in the govt. at
centre and state level.
 The Process of Prospecting
3.Qualify the prospects from suspects
 In this process salesperson distinguish the
prospects from the suspects and then determine
the probable requirement of the prospects.
 It is the process by which the salesperson ranks
the prospects on the basis of their payoffs.
 The payoff or expected value is the probability
of the prospect buying multiplied with
magnitude ofsales from the prospects
 The Process of Prospecting
 It is a process of estimating the probabilities
and sales potential
 The salesperson will like to classify the
prospects at the beginning to effectively utilize
is selling time, his relationship building
strategy, and also his effectiveness in handling
customer objections.
 A salesperson will classify a lead as a prospect
when the lead have a reasonable probability of
buying, has sufficient needs to justify a
profitable sale, has the financial resource to
buy and cane classified as eligible to buy.
 Methods of prospecting
 Cold canvassing
 Endless chain customer referral
 Prospect pool
 Centers of influence
 Non competing sales force
 Observation
 Friends and acquaintances
 Lists and directories
 Direct mail
 Telemarketing
 Trade shows and demonstrations
 Pre-Approach Before Selling

1. Determination of call objectives

2. Development of customer profile
3. Determination of customer benefits
4. Determination of sales presentation
 Pre-Approach Before Selling
 Before the salesperson approaches the
customers for a sale, it is necessary to develop
a sales strategy by collecting customer data
and combining them with product attributes as
fit for satisfying the individual and
organizational needs.
 The more a salesperson become
knowledgeable about the customer`s behavior
and his requirement, he is better equipped to do
a sales presentation.
 Pre-Approach Before Selling
 Different personality elements may be found in
customers like price sensitiveness, varied level of
intellect, capacity and propensity to bargain, level of
self indulgence, and a salesperson has to develop
different selling strategies for each type of
customers.
 A pre approach selling strategy for each prospect
requires a clear understanding of his personal
characteristics and needs, and how a salesperson`s
product and service will satisfy his need
 Pre-Approach Before Selling
 The need- benefit match is the initial process of
developing a sales strategy.
 The salesperson contacts the customers and uses the
generalized need identified beforehand as an
induction method to develop a positive attention
towards the product.
 The selling plan of the company also helps in
building up the selling strategy because it expalins
the call norms and objectives, additional benefits,
and differential advantage to be offered to the
customers and the suggested closure of the deal with
various rallying pricing points corresponding to
customers demand and tenure of relationship with
the firm
 Pre-Approach Before Selling
 The next stage of building the sales strategy is to
develop the call objective
 Call objectives explain the action that a salesperson
wants the prospect to take.
 Pre-Approach Before Selling
Benefits
1.The salespeople buildup a high level of self
confidence before meeting the customers
2. They are able to develop an atmosphere of
goodwill and trust with the customers
3.This will help in creating an image of
professionalism in the eye of customer
4.This increases the scope of achieving higher
sales because people are prepaid for making
a sale
 Approach to customer
 This step is crucial because in this step the salesperson
tries to get customer`s attention and generate interest in
him for the sales presentation.
 In the cold calls, the salesperson should try to impress
the customer with manner rather than sales talk.
 The goals of any sales approach can be summarized as
getting the prospect`s attention, removing any
inhibitions, gaining the prospect`s respect and
confidence, probing for the benefit most wanted by the
prospect, and arousing their interest for hearing the
presentation
 Approach to customer
There are various approach used for this purpose
a)Customer benefits approach
 In this approach a salesperson would like to begin
by saying' would you like to save 20% by buying of
this particular line of adhesives that also save the
average wear and tear by 10%`
b) The referral Approach-it is valid when the prospect
values the status and opinion of the referee.
c) Introductory approach- in this sales person
introduces himself and the company and in the
product approach the salesperson hands over the
product to the consumer for generating interest and
attention
 Sales Presentation
In this process the salesperson presents his
product and services before the prospects and
make effort to create and modify their interest
into sales realization for the company.
 In presentation sales people should always try
to link the features and attributes of the
products with customer needs so that the gap
or conflict and level of customer objection can
be reduced in the subsequent stages
 Sales Presentation
 Presentation should be always be made by
keeping in mind the level of customer interest,
nature of the product, and time available for
the presentation and for leading the prospect
in next stage
 If the customer agrees with the opening idea,
the salesperson goes for a trial closure. If the
customer looks for more information and probe
furthur, the salesperson delivers additional
benefits; if the customer is indifferent and the
response cannot be classified, the salesperson
should probe for further information
 Sales Presentation
 If the customer has some doubt regarding the
product performance and delivery of brand
promise, a proof should be demonstrated to the
customer during the presentation.
 Objections of the customers should be
classified as minor or major, and the
salesperson should wait for customer response
at each stage before moving to the next stage
 Probing helps in confirming the fit between the
stated need and promised brand benefit.
 Sales Presentation
Approaches to Sales Presentation
A normal presentation style covers
 Summarization of the situation
 Statement of the idea
 Description of how the idea works
 Statement of promised benefits
 Recommended action of buying
 Sales Presentation
There are three approaches used during the sales presentation
1.Attracting Customer Attention

2.Creating Interest

3. Arousing desire and conviction building

 Sales Presentation
1.Attracting customer Attention
 It involves understanding the buyer`s mind and
thought, and placing the product information
so that it matches their mind
 The interest factors include the customers
choice and preferences, personal problems, and
expectation from the buying
 This helps the salesperson to create a positive
impression that the salesperson is sensitive to
the customer issue and also it helps in doing a
survey whether the customer really needs the
product or is on a window-shopping spree.
 Sales Presentation
2.Creating interest
 People show in interest in things that help to solve their
problems. Creating interest approach is classified further as
Benefit Approach Opinion Approach
Factual Approach Praise and compliment
Curiosity Approach Article feature approach
Dramatic Approach Premium Approach
`I am here` Approach Visualization Approach
Information Approach
Problem Solving Approach
 Sales Presentation
3.Arousing Desire and Building Conviction
Customer interest takes the form of desire when
 The customer agree that he is in need of a
product.
 His emotional needs will be satisfied by the
buying motive
 The advantage of using the product have
influenced his mind
 The salesperson has been able to generate the
consumer confidence in the product
 Sales Presentation
 The salesperson has to identify the consumer needs unmet
by the existing product use and the sources of
dissatisfaction sources

 Salesperson make it clear that his product will satisfy his

need better than the curent product used by the consumer
and then make it clear to the consumer about the
advantage and benefits he will receive by using this
product
 Sales Presentation
 The salesperson will be able to generate conviction
when the customer is convinced by his talks and has
full confidence in the salesperson`s words.
 Such conviction can be built up only when the
salesperson is able to give satsfactory answer to the
complaints and objection raised by the customer.
 The salesperson will be able to build conviction by
allowing inspection and demonstration of the product,
by the offer of warranty, by giving faccts and
arguments, by stating the goodwill and brand image of
seller and by offering a right to consumers to claim
compensation against damages
 Sales Presentation
Method of Presentation

1. Canned Presentation
2. Organized Presentation
3. Tailored Presentation
 Sales Presentation
1. Canned Presentation
 It is prepared by company, and there is little
scope of modification for each prospect
 It is based on the research and designed by
experienced people in the organization.
 New sales people can use the presentation that
addresses all the relevant issues for the
customers. This type of presentation helps in
building the confidence of the new salespeople
 This kind of presentation sounds very
mechanical, discourages the prospects
participations, and is non enthusiastic in nature
 Sales Presentation
2. Organized Presentations
 In this salespeople have enough scope to word
the presentation, but on the line of company
policy and systems.
 This brings more flexibility and encourages
participation of the prospective customers, and
overall structure is as per company guide lines.
 The presentation can be developed on the basis
of information collected from field search,
which is not available with individual
salesperson
 Sales Presentation
3. Tailored Presentation
 It is developed from the detail evaluation of
a prospective customer`s business and is
specifically designed for that specific
customer.
 This is most common method in B to B
business selling
 This method is also applicable in the case of
reseller like retailer and wholesalers
Selling Process in HUL
 Planning Essentials of TSO
1. Target Planning
2. PJP Planning
3. Coverage Planning
4. Merchandising Planning
5. Planning to make an effective sales call

6. g
 Planning Essentials of TSO
1.Target Planning
 Based on Ops Plan
 Break down the JC target RS wise- RSSM wise-
Beat wise and then finally outlet wise for different
RSSM
 Before starting the day, check whether you have
plan for the day both in the terms of secondary sales
and TLSD
 Takes SKU availability for the day to meet the day
target
 Planning Essentials of TSO
2.PJP Planning(Market Planning)
 To have a clear idea on your priorities
 Optimum utilization of time at the least
possible cost
 Which are the market you need to visit
 For how many days you need to visit
 No. of call to be made in a JC
 No. of call to be made in a beat construct
 Minimum No. of productive calls in a bear
 TLSD
 Planning Essentials of TSO
3. Coverage planning
a) Effectiveness
Planned Calls for the day : 40
Total Calls Made actual : 30
Productive Call : 20
Productivity : 20/40 = 50%, Effectiveness
 Planning Essentials of TSO
b) Efficiency
Planned Calls : 40
Total Calls Made : 30
Productive Calls : 20/30 = 66.6%. THIS IS
EFFICIENCY
 If we focus on effectiveness, most of our
problems in the market place in the terms
of achieving targets will be sorted out
automatically
 Planning Essentials of TSO
Therefore your coverage plan should focus on
 Sequential visits of outlets
 Complete the beat of the day effectively
 Update trade service card during each call
 Be channel specific
 Shelving and sachets to be put up while making the sales
call
 Use RSSM effectively of merchandising/shelving while
making a call
 Planning Essentials of TSO
After you have planned for all the essentials, it is
necessary that you look for these elements also, so
that your day become more effective
 Trade service Card
 Beat Card
 Merchandising Kit
 Stock Availability
 Product sample for demonstration
 Planning Essentials of TSO
Once you have finished all that, you are set to visit the
market. Before entering each call,plz do the following
Check
 Cumulative performance and review the secondary
target for this outlet
 What has been TLSD target and what has been
achievement
 What are the focus packs and what is my
merchandising plan
 Planning Essentials of TSO
It is also necessary for you to understand the
following before entering into an outlet
 Retailers name
 Have I taken care of the commitments made
earlier and what have I done towards it?
 Likely reaction of the retailer/dealer
 If there are customers in the shop- what do I do?
 Planning Essentials of TSO
The Power of One
JUST ADD- ONE LINE per productive call
JUST ADD- ONE PRODUCTIVE CALL per
day
What happen?
Assume the cost of one line is Rs 100/-
Assume that no. of productive calls is 30
Then….by just adding one line, your value
increase to Rs. 100/- x 30= Rs 3000/-
 Planning Essentials of TSO
Now adding one more productive call-say value
comes to Rs. 300/- then the increase in sale
for the day is Rs 3,300/-
There are 24 working days in a JC and hence
your increase per JC= 24X 3300= Rs.79,200
 The 7 Vital Sales Tools
1.Trade Service Card
2.Trade Briefing Folder
3. Beat Card
4.Ops. Plan document
5.Samples for demonstration
6.Merchandising templates
7.TSO pass book
 The 7 Vital Sales Tools
1.The Trade Service Card
 Which is normally called as a `Janam
Kundali`(Life History) of the market.
 You get to understand the trends in the market
place
 Helps you know areas of growth, and
improvement
 Reminds you of lines- in a Sales calls
 The 7 Vital Sales Tools
2.Trade Briefing folder
 Helps you picurise the product to the retailer
 Helps you talk the Sales Story in structured
manner
 Create an Audio-visual impact while presenting
 The 7 Vital Sales Tools
3.Beat Card
 Give you detail of beat construct
 Gives you inputs on which are the outlets to
concentrate on and which packs to focus on
 Help you analyze trends
 The 7 Vital Sales Tools
4.Ops Plan
 Gives you a detailed picture of the the
Schemes of the JC
 Talks about QOC packs and where to focus on
5.Samples for demonstration
 What is seen is 70% more understood that
what is told
 Easy to you to discuss features and thereby
benefits
 The 7 Vital Sales Tools
6.Merchandising Templates
 Talks about the norms to be followed in particular type
of outlet
 Gives you details on:
-what product/ what SKU
- What quantity
- Where to merchandise
7.TSI Pass Book
 A one stop information bank which gives you the
picture of your entire territory
 Gives you trends
 Helps you track your performance better
The 7 Steps of the basic Call Procedure

Before
Before entering
entering the
the Outlet
Outlet

Salutation
Salutation

Merchandising
Merchandising &
& Stock
Stock Check
Check

Always
Always Start
Start with
with aa Promoted
Promoted Pack
Pack

Rigor
Rigor in
in Selling
Selling SKUs/lines
SKUs/lines

Trade
Trade Grievance
Grievance Handling
Handling &
& Comp
Comp Monitoring
Monitoring
 Salutation
 Greet the retailer by name
 Introduce yourself to make sure the retailer knows who
you are
- pronounce your name
- the organization you represent
- The PC you represent

g
 Salutation
Understanding 4X20 Rule
1. The First 20 feet
 If you walk confident to an outlet, the shopkeeper
feels talking to you
 You tend to pass on the positive energy you carry and
this helps in making the sale better
2. The First 20 Seconds
 Look at the shelves and see what is happening in the
outlet, rather than playing around with the products
on the rack or just standing there
 Salutation
3.The First 20 cm.
 It says smile, because smile increases your
face value and take you miles ahead
4.The First 20 Words
 Never ask negative questions. Don`t ask
question like…. How is sale? How is
season etc… which will normally evoke a
negative response
 Merchandising and stock
Check
1. Merchandise effectively as per norms(visibility
templates)
2. This will help you to spend time in the outlet
3. Check stock when you are in
4. This will help you to build sales story
5. Sudden change in competition stocks tells you
the condition of the outlet
 Merchandising and stock
Check
When you do merchandising and stock
check- ensure
 Is the stock now face up?
 Have you ensured product hygiene?
 Shelf arrangement as per category
guidelines and merchandising templates?
 Always start with a promoted
Packs
 Promoted packs generate interests
 It brings him to a buying mood
 Helps open new outlet
when you start with promoted packs… do FAB ing
F= Features
A= Advantage
B= Benefits

g
 Always start with a promoted
Packs
Feature
 A feature describe characteristics of your product or
service
 E.g. this JC you have special offer on LuX… a
scheme of 8.33% i.e. 12+1
Advantage
 How your promotion is better than others
Benefits
 Why? Easy to sell
 Because? profitble
 Closing Techniques
1.Direct Proposition Techniques
 This is what I am sending

2.Everest Technique
 You tell him that you are selling in 2 cases,
and then retailer agree to ½ casees
3 .Push Acceptance