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Sales management facilitates the directions of activities and functions which are
programmes designed to bring about desired exchanges with target markets for the
markets needs and desires and using effective pricing, communication and
programme, after careful analysis and forecasting of the market situations and the
Further their sales plans to a greater extent rest upon the requirements and motives
To achieve this objective the organisation has to give heed to the right pricing,
the consumers through the best services. To sum up, marketing management may
These functions differ from company to company according to their size and the
Sales management has gained importance to meet increasing competition and the
need for improved methods of distribution to reduce cost and to increase profits.
business enterprise.
The following are the other factors showing importance of
the sales management
(vi) Rise in per capita income and demand for more goods by the consumers.
What is Sales Management?
One definition: The management of the personal selling part of a companys
marketing function.
Planning
Staffing
Training
Leading
Staffing:
Activities undertaken to attract, develop, and maintain effective sales personnel
within an organization.
Training:
The effort put forth by an employer to provide the salesperson job-related culture,
skills, knowledge, and attitudes that result in improved performance in the selling
environment.
Leading:
The ability to influence other people toward the attainment of objectives.
Controlling:
Deliberated structure means the tasks are divided, and the responsibility for
their performance is assigned to organization members.
MAJOR PARTS OF AN ORGANIZATIONAL SYSTEM
Nonmanagerial Salespeople
Marketing function splits into sales and other functions like market research,
advertising, physical distribution
Hea
d-
Mar
keti
ng
Relationship Selling
Global perspective
Revolution in technology
Managing multi-channels
Sales professionalism
To achieve the sales goals of sales revenue and growth, the sales
management plans the strategy and action plans (tactics), and the
distribution management has the role to execute these plans
SCOPE OF SALES MANAGEMENT
Sales management directs the sales force. Therefore, it must know the art
and science of personal selling.
He should also use tact and intelligence while dealing with his customers
Categories of Salespersons
Selling jobs can be classified on the basis of the creative input needed to perform
them. Thus we have several categories of salespersons, such as:
Just delivery: Here several sales people simply fulfill orders by delivering the product
a driver of a van of soft drink bottles, a milk vendor, or persons at the petrol
pumps.
Order takers: The salesman behind the counter of a grocery store or a bookstore
listens to the requirements of the customers and serves them the right products.
These order takers may be found in the field as well, e.g., salesman selling
hardware items.
Missionary selling: Here are persons who build an image of the organization and
generate goodwill for it. For instance, those selling pharmaceuticals (medical
representatives) are missionaries.
Sales engineers: These are sales people who have a good technical knowledge of
the product.
Creative selling: Salespersons use their creativity to sell tangible products, like
computers or aircraft, as well as intangible products, like insurance, consultancy
services, advertising services, etc.
The Role of a Salesperson:
1. Salespersons have key responsibilities, both to their employers and to those who
buy and use their firms products. The top management holds them responsible for:
(i) obtaining sufficient sales volume, (ii) providing ample contributions to profits, and
(iii) continuing business growth.
3. Within the organization, the sales manager builds a formal and informal
organizational structure that ensures effective communication not only inside the
sales department but also in its relations with other organizational units. Outside
the organization, the sales manager serves as one of the companys most important
contact point with customers.
Todays sales managers are responsible not only for using but for
participating in the preparation of information critical to the making of key
marketing decisions, such as those on budgeting, quotas, and territories.
Introduction:
Sales management, personal selling and salesmanship are all related. Sales
management directs the personal selling effort, which in turn, is implemented
largely through salesmanship. The term personal selling and salesmanship
are often used without distinction. However, there are vital differences
between two terms. Personal selling is a broader concept than salesmanship.
Salespeople serve as advocates for the customer when dealing with the
selling organization
Types of Salespeople:
Order-getting
Order-taking
Supporting
Telemarketing
Over-the-Counter Selling
Field Selling
Over-the-Counter Selling
Field Selling
Professional Salespeople
National Account Managers-highly skilled salespersons who call on
key customers headquarters sites, develop strategic plans for the
accounts, make formal presentations to top-level executives, and assist
with all the product decisions at that level
1. To do the entire selling job (as when there are no other elements in the
promotional mix).
6. To assist customers in selling the product line (as through missionary selling).
10. To collect and report market information of interest and use to company
management.
The quantitative objectives assigned to personal selling are short term and
are adjusted from one promotional period to another. The sales volume
objective-the rupee or unit sales volume management sets as the target for
the promotional period-is the key quantitative objective.
All other quantitative personal selling objectives are derived from or are
related to the sales volume objective. Thus, discussion here focuses upon the
setting of sales volume objectives.
Setting the sales volume objective influences the setting of other quantitative
personal selling objectives, among them the following:
References:
5. Dalrymple, Cron, and Decarlo, Sale Management, John Wiley and Sons.
www.unext.in/slm/thesalesmanagement
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