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Faculty Coordinator

R. SWAPNA KUMARI
Introduction
Sales persons are socially responsible link between
buyers and sellers
Sales persons are responsible for obtaining sales
volume, providing profit contribution, continuing
business growth
Sales department were established only after the
activation of manufacturing and financial department

Sales Management
Sales Management is management of all marketing
activities including price ,product merchandising.
Sales managers are responsible for organising the sales
effort , both within and outside the company
Sales force management is the personal selling for
incentives
Objectives of sales management
Sales volume
Contribution to profits
Continuing growth

Sales Management and Financial
Results
Sales cost of sales = gross margin
Gross margin expenses = net profit
Sales Management, Personal
Selling and Salesmanship
Sales Management, Personal Selling and
Salesmanship go hand in hand and is a step by step
process
Both personal selling and advertising go hand in hand
. It mainly deals with the pricing ,advertising
,marketing channels , marketing research ,physical
distribution
Buyers and sellers dyads

It is the mutual understanding between tha buyers
and sellers

Theories of selling

AIDAS(attention, interest ,desire , action
,satisfaction)
Right set of circumstances
Buying formula (need ,solution ,purchase)
Behavioral equation
(need ,solution ,purchase ,satisfaction )
Personal selling Objectives
Qualitative objectives (long term , decision on sales
policies and personal selling strategies promotional
strategies )
Quantitative Objectives ( short term foreign money
exchange )
Personal selling Objectives
Qualitative objectives:

1. To do the entire selling job (no other elements in the
promotional mix)
2. To service existing accounts ( to maintain contacts with
present customers )
3. To search out and obtain new customers
4. To secure and maintain customers cooperation in
stocking and promoting the products
5. To keep customers informed on changes in the product
line and other aspects of marketing strategy
6. To assist the customers in selling the product line (by
missionary selling )
7.To provide technical advice and assistance t customers
8. To assist with the training of middle man sales
personal
9.To provide advice and assistance to middleman on
management problems .
10. To collect and report market information of interest
and use to company management .
Quantitative Objectives
1. To capture and retain a certain market share
2. To obtain sales volume in ways to contributing to
profitability
3. To maintain some number of few accounts of given
types
4. To keep personal selling expenses within set limits
5. To secure targeted percentages of certain accounts
business
Formulating Personal selling
Strategy
Companys competitive posture
(i) The competitive setting
(ii) Overall marketing strategy (long term and short
term)
(iii) Effectiveness of strategy implementation
Competitive setting and personal
selling strategies
Pure competition
Monopolistic competition
Oligopolistic competition
Pure competition
(i) no effects in the sellers and buyers is so large relative
in the market that it can appreciably affect the
products total demand and supply
(ii) All sellers products are identical
(iii) No artificial constraints
(no government price fixing )
(iv) All buyers are informed about all sellers prices
Monopolistic competition
(i) Monopolistic competition exists when there is large
number of sellers of a generic kind of products
(ii) Example Johnson and Johnson baby soap
(iii) Push factor is necessary in the Monopolistic
competition
Oligopolistic competition
(i) It emerges in the late phase of the market growth or
an early phase of their market maturity (embryonic
,growth ,maturity and aging )
(ii) It is the most aggressive competition
(iii) If one product is launched in one company and the
competitive company produces the same type of
products

Personal selling objectives and
personal selling strategies
Qualitative objectives (long term , decision on sales
policies and personal selling strategies promotional
strategies )
Quantitative Objectives ( short term foreign money
exchange)
Sales related marketing policies
and personal selling strategy
What to sell (product policies )
Whom to sell (Distribution policies )
Two companies of personal selling strategy

Role and characteristic of effective
sales executive
Nature of sales management positions
(i) Position guide sales manager
(ii) Position guide-District sales manager

Position guide sales manager
Reporting relation ship- Vice president
Job objective To secure max volume of sales through
effective development and execution of sales programs and
sales policies for all products sold by the division
Duties and responsibilities :
(i) Sales program long term and short term program
(ii) organization planning , organizing , controlling
(iii) sales force management
(iv) Internal and external relations

(v) Communications
(vi) control

Performance criteria Satisfied or dissatisfied
Exceed the quantity budget
Sale dept is in line with plan
Sales and writing are acceptable
Turnover rate of sales personal is maintained
Position guide District sales manager
Reporting relation ship- sales manager
Job objective max sales in district
Duties and responsibilities:
(i) Supervision of sales personal
(ii) control
(iii) Administration
(iv) Communication

Performance criteria
Exceed the quantity budget
Total expenses not exceeding the budget amount
Turn over rate of district is maintained
Relations with top management
Responsible for all activities related to their activities
Keep top management informed about the plans and
decisions
Good communication to top level management
Maintaining good record










Relations with managers of other
marketing activities

Relation with product management
Relation with promotion management
Relations with pricing management
Relation with distribution management


Sales Department Relations


Interdepartmental relations and coordination
(i) Formal coordinating methods
(i) First method -Build coordination among the
departments making heads and reporting to the
heads
(ii) Second method -Reporting to the presidents
and vice presidents of a company
(iii) Third method -Policy , planning and
coordinating committees


(ii) Informal coordination:
(i) Informal interaction with all the
departments
(ii) Frequent communication with others
Coordination of personal selling
with other marketing activities
Sales and marketing information
Sales and advertising
Sales and service
Sales and physical distribution

Coordination of personal selling
with other Departments

Sales and production
Sales and research & development
Sales and personal
Sales and finance
Sales and accounting
Sales and purchasing
Sales and public relations
Sales and legal
Sales departments external
relations
Final buyers relations
Industry relations
Government relations
Educational Relations
Press relations

Distributive Network Relations
Setting up cooperative program
Role of manufacturers sales force

Objectives of Distributive Network
cooperation
Building distributive network loyalty to the managers
Appraisal of the manufacturers policies and their
implementation
Analysis of communication systems
Stimulating distributive outlets to
greater selling efforts
Changing policies
Sharing promotional risks with dealers
Using forcing methods
Incentives to the distributive outlets
Incentives to distribute outlets sales personnel
Incentives to ultimate consumers
Developing managerial efficiency in
distributive organization

Dealer training program
Assistance in sales force management
Advice and assistance on general management
problems
Shelf allocation programs
Missionary sales personnel
Identifying source of supply at final
buyers level
Local advertising
Point of purchase identification

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