SALES MANAGEMENT

AJAY KUMAR GARG INSTITUTE OF

MANAGEMENT
PRESENTED BY
NAVEEN KUMAR (PGDM-08/34)
 PRESENTATION SCHEME
□Introduction
□Sales processes
□Sales management activities
□Sales strategies
□Sales related marketing policies
□ Case study
□ Solution of case study
 INTRODUCTION
Sales management is defined as “the planning,
directing and controlling of personal selling,
including recruiting, selecting, supervising,
paying and motivating to the personal sales
force”.
 Sales Processes

Initiating Developing
customer customer
Salesperson relationships
attributes relationship
• Prospecting Enhancing
• Customer oriented • Sales
• Precall customer
• Honest presentation
• Dependable planning relationship
• Gaining
• competent • Approaching customers
the customer commitment
 Sales Management
Activities
Developing the sales Designing the sales Developing the sales
strategy organization force

Determining sales
Directing the sales
force effectiveness
force
and performance
 SALES STRATEGY
□ Relationship Strategy
Adopt Win-win Philosophy
Project Professional Image
Maintain High Ethical Standards
 CONT….
□ Product Strategy
Become a Product Expert
Sell Benefits
Configure value-added Solution
 CONT……
□ Customer Strategy
Understand Buyer Behaviour
Discover Customer Need
Develop Prospect Base
 CONT…
□ Presentation Strategy
Prepare Objectives
Develop Presentation Plan
Provide Outstanding Services
 SALES RELATED
MARKETING POLICIES
□ Pricing Policies
□ Distribution Policies
□ Promotional Policies
□ Product Policies
 COOL HEADS PVT.LTD.
Cool Head’s established in 1985 to manufacture ,distribute and
market pharmaceutical soft drinks. It was purely an Indian company
which was facing a stiff competition from multi-national companies.
In1995, the managing director stressed the need for
diversification and addition of new product to its existing product
line. He floated the idea of manufacturing and marketing coffee with
milk, cocoa and sugar that would be a big success in the view of its
competitive brands. Marketing research department of the company
also gave the green signal to the project.
The company promoted its coffee with “choco-coffee” brand
name, with a pack of 400 grams at the price of Rs. 75/-.The product
was heavily advertised in news papers, health magazines, radio and
television. The target audience was middle class that can afford
“choco-coffee”.
 CONT…….
The ordinary coffee was available in the market at the rate of Rs30
to Rs 40/- per kg
The company has 50 stockists covering the company with
the sales force of 150 representative for promoting its products
through supermarket and shops. To promote its coffee brand, its
representative gave discount coupons to the stockists for passing
on to their customers for buying their coffee. The buyers were
entitled to Rs. 5/- discount per packet of 400 grams and the scheme
continued for 6 months.
Despite heavy advertisement the product was unable to
attract the customers .Launching of this product did not affect the
market position of other branded coffee at all which was being sold
at the Rs90/- for the pack of 275 grams .
 QUESTIONS
 what do you think are the reasons for the
failure of the company to achieve its
target?
 Suggest the sales promotion plan for
increasing the sales volume of the
company.
 ANSWER
1) Price were too high according to target
customer.
In comparison to other similar offering their
price were too low that lowered the product
image.
The Marketing research conducted by the
marketing team was too brief that they are
unable to identify the correct strategy.
 Cont….
2) They should introduce the free sachet
campaign.
They should reform their distribution
channel to ensure maximum market
share.
Decide the price according to the target
customers.
THANK YOU