Formulation of a Sales Program

Road Map : Previewing the Concepts

• Planning and sales

• Need for planning

• Levels of planning

• Role of sales managers as planners

• Sales management planning

Planning the Sales function

• Setting up the objectives to get the desired results

• Making Decisions today to create a better tomorrow .

Need for planning

• Recruitment / Selection problems- Under hiring, over hiring or firing

• Improve Morale• Provides direction and focus for organizational

efforts• Develop Individuals and Collective standards• Dealing with flexibility with unestimated

problems

Levels of planningType Participants Focusa) Strategic management

CEO, Board of Directors, president

Company Mission ,Goals,Objectives,Primary Strategies,Overall Budgeting

b) Tactical Planning General sales manager,Director of Marketing Research

Departmental , yearly and quarterly plans, policies, procedures.

c) Monthly and weekly planning

Regional sales managers

Branch plans and budgets

d) Daily Planning Sales supervisors and sales representatives

Unit Plans and Budgets

Role of sales managers as planners- Steps in sales

management• Goals and Objectives

• Management By Objectives

• Policies and procedures

• Strategies and Tactics

• Controls

The Sales Management Planning process

Analyze thesituation

Set Goals and

Objectives

Determine market potential

Forecast Sales

Select Strategies

Develop Detailed Activity

Allocate Necessary Resources

ImplementThe plan

Control of The plan

Ansoff’s Growth model

Products

Markets

Current Products New Products

Current Markets Market penetration

Products Development

New Markets Market Development

Diversification

In basket exercise• You are a sales manager for a consumer goods

Company that has just launched a new product.Although all the staff members are extremely excited about its potential, after only a few months in the market , the product is generating disappointing responses from the buyers.One of your sales person recently heard a major wholesaler,serving over 500 supermarkets say “we’ve had this product three months and its not moving , so we’re going to yank it from the stores!”

How do you respond to this ?

What do you tell your sales people ?

What tools are available to help you in this gloomy situation ?

Road Map : Reviewing the Concepts

• Planning and sales

• Need for planning

• Levels of planning

• Role of sales managers as planners

• Sales management planning