class-1intro to sales management
TRANSCRIPT
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Sales Management
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What is sales management
Sales Management
Sales management means :
Planning
Direction and
Control of personal selling
Including
Recruiting, selecting, equipping, assigning, routing, supervising,
paying and motivating as the task apply to the personal sales force
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Nature & importance of
sales management
The nature or characteristics of sales management can be
explained by:
Its integration with marketing management
Relationship selling
Varying sales responsibilities
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integration with marketing management
Sales managementa part of marketing management
Sales planning should be integrated with marketing planning
A companys marketing team typically consist of two basic
groups: Field selling (a personal selling ) team,
Head-quarter marketing team.
field selling teams: they work in their territories contacting
existing or prospective customers
Head quarter team performs support functions to help field
sales persons in their jobs
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Head quarter based service and
support functions are:
Promotion
Marketing Research
Marketing Logistics Consumer Service
Co-ordination
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Relationship Selling
Transactional
Relationship/Selling
Value-added
Relationship/Selling
Collaborative/
PartneringRelationship/Selling
The Relationship Range/Spectrum
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Collaborative/Partnering Relationship/Selling-high sales
and profit potential
Transactional Relationship/Selling-low sales and low profitpotential
Value-added Relationship/Selling-medium sales and profit
potential-focused on understanding the current needs and
assessing the future needs.
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Varying sales responsibil i ties/sales
positions
Selling includes a variety of sales jobs,
which are different from one another.
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Importance of sales management
Sales management is the only function or
department which generates revenue
Financial results of an organisation depends
on the performance of the sales
management.
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Relationship marketing
Holistic marketing concept is based on thedevelopment, design, and implementation ofmarketing programs, processes and activities thatrecognises their breadth and interdependies.
Broad components characterizing holistic marketing:
Relationship marketing
Internal marketing Performance marketing
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Relationship Marketing
Holistic
Marketing
Integrated
Marketing
Communications
Products &
services Channels
RelationshipMarketingperformance
Marketing
Intenal
Marketing
Mktg.dept Senior mgmt. Other dept.
Sales revenue
Brand&
ustomer equity
ethics environmentlegal
community
PartnersChannelsCustomers
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Integrated marketing: create, communicate,
and deliver value for the customer
Deciding upon the marketing mix
4Ps represent the sellers view of marketing
tool available for influencing buyers
Customer questions that should be designed to answer by
the marketer are:
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SIVA
Solution: how can I solve my problem
Information: where can I learn more about it
Value: what is my total sacrifice to get thissolution
Access: where can I find it