Setting and formulating

personal selling objectives

By:
Rajiv Singh (05)
Shuvobroto Bhattacharyya(08)
 What is sales?
 According to American Marketing
Association:-

Sales means the planning, direction and

control of personal selling including
recruiting, selecting, equipping, assigning,
routing, supervising, paying and motivating
the sales force personal.
 What is personal selling?
Personal selling involves the two-way flow of
communication between a buyer and seller,
often in a face-to-face encounter, designed to
influence a person's group's purchase
decision.
 MISSION

OBJECTIVES

DISTRIBUTION & MARKETING ADVERTISING

LOGISTICS RESEARCH

HUMAN RESOURCE
SALES
DEPARTMENT

EAST WEST NORTH SOUTH

ZONE ZONE ZONE ZONE

QUANTITITIVE QUALITATIVE
OBJECTIVES OBJECTIVES

SALES SALES SALES

PERSON 1 PERSON 2 PERSON 3
Marketing management in consultation with
sales management determines person
selling’s exact role in the promotional
program. Usually the marketing planning
group sets personal selling objectives,
determines sales related marketing policies,
formulates personal selling strategies and
finalizes the sales budget.
Types of personal selling objectives:

Selling objectives broadly classified into two

categories:
• qualitative objectives

• quantitative objectives.
 Qualitative objectives:

1) To do the entire selling job.

2) To service existing accounts.
3) To search out and obtain new customers.
4) To secure and maintain customers co-
operation in stocking and promoting the
product line.
5) To keep customers informed on changes
in the product line and other aspects
of marketing strategy.
6) To assist customers in selling the product
line.
7) To provide technical advice and
assistance to customers.
8) To assists with the training and
middlemen’s sales personnel.
9) To provide advice and assistance to
middlemen 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 that contributes
to profitability.
3) To obtain some number of new accounts of
given types.
4) To keep personal selling expenses with in set
limits.
5) To secure targeted percentage of certain
accounts business.
 Some key terminologies:
• Market Potential:
Estimated maximum total sales revenue of
all suppliers of a product in a market during
a certain period.

• Sales Potential: the share of a

total market that the organisation can
reasonably expect to capture.
sales forecast:
Projection of achievable sales revenue,
based on historical sales data, analysis
of market surveys and trends, and
salespersons' estimates. Also called sale
budget, it forms the basis of a business
plan because the level of sales revenue
affects practically every aspect of
a business. See also sales target.