S

Session
i
1

Sales Management
Sales management is defined as the
planning organizing,
planning,
organizing leading,
leading and
controlling of personal contact
programs designed to achieve the
sales and profit objectives of the firm.

Sales Management Process

The formulation of a sales program
The
Th iimplementation
l
t ti
off th
the sales
l
program
The
Th evaluation
l ti
and
d control
t l off the
th sales
l
program

The sales management process

seeing the big picture and developing
strategic sales plans,
defining the role of the sales force in
executing a firms business plan,
structuring the sales force for efficiency and
effectiveness,
building the sales competencies necessary to
implement the firms business strategy,
leading the sales force
fo ce to achieve
achie e success.
s ccess

Figure 1-1:

Positions of Personal Selling and

Sales Management in the Marketing Mix
Marketing
mix

Products

Prices

Promotion

Distribution

Advertising

Public
relations

Personal
selling

Sales
promotion

Sales
management
Planning
Budgeting
Recruiting and selecting
Training

Motivating
Compensating
Designing territories
Evaluating performance

Internet

Customer Awareness

Brand Awareness

Brand Consideration

Marketing

Brand Preference

Handoff
Purchase Intent

Purchase
Customer Loyalty

Customer Advocacy

The Marketing
Marketing--Sales Handoff

Sales

An Overview of Sales Management

Distribution and Sales Management are intertwined

Sales Management
Actions / Tasks

Distribution Management Role

Strategy for effective

coverage of markets and
outlets

Follow call plan / beat plan

Make customer call productive
Use multi-channel approach

Strategy for handling

customer complaints

Prompt action at the customer

interface level
If the problem persists,
persists involve
senior sales and service people

Planning of local
advertising and sales
promotion

Co
Co-ordination
ordination with distribution
channels
Responsibility of execution with
distribution channels
Expenses are shared between the
company and intermediaries

Value Price Continuum

Investment
by
Supplier

Investment by Customer

Alternative Types of Account Relationships

Comparing Go-to-Market alternatives

Project Coverage

The profile of the industry

The detailed marketing organisation along with Sales Organisation
The functions of the sales manager
g
The type/s of selling job/s
Recruiting and selection practices
Training
Evaluation of salespeople and compensation
Quotas/Targets
Major accounts
Distribution channels
Value added services
Value-added
Customer Relations Management
Sales support activities
Computer-based systems