Download - Sales management 1
Sales management means planning, direction and control of personal selling, including recruiting,selecting,equipping,assigning,routing,supervising,paying and motivating as these tasks apply to the personal sales force
AMERICAN MARKETING ASSOCIATION
NATURE1. Integration with marketing management
a) Personal selling
b) Head quarter marketing tea Promotion Marketing research Logistics Customer service
2. Relationship marketing Transactional Selling Value – added relationship Collaborative Partnership
3.Varying sales responsibilities
a) Deliverer b) Order taker c) Technical sales d) Business selling
e) Demand creator
SCOPE
Feedback
Flow of activities in sales management Feedback
The Environme
nt
Marketing Strategy
Sales activities
management
The Environme
nt
THE EXTERNAL ENVIRONMENTSocialLegalPoliticalEconomicTechnological
The Organization environment
Controllable VariablesProduct PricePlacePromotion
Account Manageme
nt
Sales force Organizati
on
Sales Quotas and
BudgetsTerritory Design Routing
Selection of Sales Personal
Sales Training
Motivating sales force
Salesperson view of
job
Evaluation and control
of sales force
performance
•Performance•Sales Volume•Profitability•Service Reports
Formulating Personal Selling ObjectivesAnalyzing Market Potential1.Market identification2.Market Motivation3.Analysis of market sales
Market Indexes : A market index is a numerical expression indicating the degree to which one or more factors associated with a given product’s demand in a given market segment
Formulating Personal Selling ObjectivesSales Forecasting : It indicates how much a
company with the given amount of resources can sell if it implements a particular marketing program.
Methods of sales forecasting1.Jury of executive opinion2.Poll of sales force opinion3.Projection of past sales a) Time series analysis b) Moving average method 4. Regression analysis
Formulating Personal Selling ObjectivesConverting industry forecast to company
sales forecast.
Derivation of sales volume objective
Evaluation of forecasts
Formulate the objectives
Recruitment of Sales PersonalThe Prerecruiting Reservoir: Files of
individuals who might be recruited when the need arises
Sources1.People coming for job opportunities2.Sales personal comes in contact at
professional meetings3.People meeting in clubs, parties
Recruitment of Sales PersonalRecruiting Source Evaluation: One
approach to evaluating the sources of recruits is to study those used in the past. Analysis of each sources of recruits is to study those used in the past.
Recruitment of Sales Personal
Sources within the company
1) Company sales personal
2) Company executive
3) Internal transfers
Recruitment of Sales PersonalSources outside the company1)Direct unsolicited applications2)Employment agencies3)Salespeople making calls on the company4)Employees of customers5)Sales executives clubs6)Sales forces of non competing companies7)Sales forces of competing companies8)Educational institutions
Selecting Sales Personal
TIME
Preliminary interview
Formal application
Interview
Reference & credit check
Testing
Physical Examination
Employment offer
Reject
Selecting Sales PersonalPreliminary Interview :- The purpose of
preliminary interview is to eliminate unqualified applicants, thus saving the time of interviewers and applicants.
Formal application form :- It serves as a central record for all pertinent information collected during selection process.
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Selecting Sales PersonalInterview :- It judges the individual’s oral
communication, personal appearance and manners, attitude towards selling and life in general, reaction to obstacles presented face to face, and personal impact upon others.
Types of interview : 1) Patterned interview: Interviewer uses a prepared
outline of questions designed to elicit a basic core of information
2) Nondirective interview: In this technique the applicant is encouraged to speak freely about his/her experience and future plans
3) Stress interview : It simulates the stress the applicant would meet in actual selling and provides a way to observe the applicant’s reaction to them
Selecting Sales PersonalReferences : It provides information not
available from other sources.
Sources :
1)Present or former employers2)Former customers3)Mutual acquaintances
Selecting Sales PersonalCredit Checks : Many companies run credit
checks on applicants for sales positions. (e.g. Dun & Bradstreet)
Physical Examinations : Since good health is required for salesperson’s success, most companies physical examinations
Employment Offer : The applicants who have fulfilled the criteria's and cleared all the test will be given an appointment letter
Developing Sales Training ProgramIdentifying Initial Training Needs1.Job Specification2.Trainee’s background & experience3.Sales related marketing policiesIdentifying Continuing Training NeedsDeciding Training Content1.Product Data2.Sales technique3.Markets4.Company information
Developing Sales Training ProgramSelecting Training Methods1.The Lecture2.Personal conference3.Demonstrations4.Role playing5.Case Discussion6.On the job training