Bachelor's Degree in Business

Administration and Management

Sales management

PhD. Pablo Rial

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 COURSE PRESENTATION
• Presentation.
• Course agenda.
• Evaluation
• Topic 1

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Presentation: PhD. Pablo Rial

2022
2006 2010 2016 Professor and researcher /
Lic. Publicidad y RRPP Master Doctorate degree
RetailAdvisor

2007 2008

2009 - 2019 2019 - 2021 2021 - 2022

LOREM IPSUM

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 Introduce your colleague to the group
within ONE minute with …

• Your name
• Your experience
• Your hobbies
• Your motivation for this course

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 Objectives

• Formulation of a sales program. This process involves organizing and planning

the company’s overall personal selling efforts and ensuring that the selling
initiative is integrated with the other elements of the firm’s marketing strategy.

• Implementation of the sales program. This involves selecting appropriate sales

personnel, providing effective training and development, as well as
compensation programs.

• Evaluation and control of the sales program. This involves employing proper
metrics to monitor and evaluate sales force performance so adjustments can
be made to either the sales program or its implementation as needed.

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 Evaluation
% Continuous
Activity Description
Assessment
Course work: 30%
Task 1 – In class Case study 2,5%
Task 2 – In class Case study 2,5%
Task 3 – In class Case study 2,5%
Task 4 – In class Case study 2,5%
Task 5 – In class Case study 2,5%
Task 6 – In class Case study 2,5%
Training plan Group project 35%
Learning portfolio Individual project 40%
Engagement and
Participation in classroom / motivation with the 10%
Attitude subject will be recorded.
Test: 10%
Online test in class Test 50%
Online test in class Test 50%
Final exam: 60%
Final exam 100%
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 Blended learning groups (semipresencial)

% Continuous
Activity Description
Assessment
Course work: 30%
Task 1 – In class Case study 10%
Task 2 – In class Case study 10%
Training plan Group work 40%
Learning portfolio Individual project 40%
Engagement and
Participation in classroom motivation with the 10%
/ Attitude subject will be recorded.
Test: 10%
Online test in class Test
100%
Final exam: 60%
Examen final 100%

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 Evaluation

The final mark for the subject area (FM) will be calculated from the
following formula:

FM = Final Exam Mark x 60% + Continuous Assessment Mark x 40%

Minimum mark of the final exam to calculate the FM will be 40 points out of 100.

The subject area is passed with a FM equal to or greater than 50 points out of 100

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Content
Evaluation

• Detailed table of contents is available at E-Euncet.

• Full content for the exam/class notes will NOT be
uploaded into the Campus (only presentation slides).
• You need to attend classes, take your own class notes,
and prepare the exam using them and the required
bibliography.
• Required bibliography:

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 Basic bibliography

(Available at the library)

Chapters on campus

Sales Force Management

Johnston/Marshall
th
12 edition M c. Graw hill

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10
0
Final exam

The focus will ONLY be on topics, tools, and

frameworks studied in the course, case studies
and practical application.

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Continuos evaluation

• The focus will ALSO be on personal

competencies, and the student's
business common sense and
general Marketing knowledge
through case studys and tasks
done in class

• Participation and general attitude will

be also evaluated

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 TOPIC 1
INTRODUCTION TO SALES MANAGEMENT

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Objectives

• Identify/discuss key trends affecting sales managers today.

• Present a general overview of the sales management process.
• Identify the key factors that influence the development of sales
programs.

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Initial sales assumption

Nobody wants to sell!

Culturally it is associated with deception, manipulation, lying, ...

because of the way it was done in the past.

It used to happen because traditionally selling was done in a

context of information asymmetry, the seller had more
information and knowledge than the buyer, so the buyer was
"sold".

1 in 9 employees is a traditional salesperson (USA). The other 8

are project managers, product technicians and other professionals
who spend most of their time trying to convince or persuade
others, selling without selling.

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¿Which are the main Sales Management trends in the 21st Century?

(1) building long-term relationships with customers, which involves assessing

customer value and prioritizing customers;

(2) creating sales organizational structures that are faster and adaptable to
the needs of different customer groups;

(3) gaining greater job ownership and commitment from salespeople by removing
functional barriers within the organization and leveraging the team experience;

(4) shifting sales management style from commanding to coaching;

(5) leveraging available technology for sales success; and

(6) better integrating salesperson performance evaluation to incorporate the full

range of activities and outcomes relevant within sales jobs today

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¿Which are the main Sales Management trends in the 21st Century?

INNOVATION

TECHNOLOGY

LEADERSHIP

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Leadership

Source: Johnston, Mark W. & Marshall G.Sales Force Management. Taylor and Francis Group LLC (Books) US

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Sales force management concept

Key points:

- Selling critical part of marketing strategy.

(Role of personal selling on building customer relations). Customers
rely on the problem – solving capabilities of selling force.

- Dynamic process to adapt to environment (external and internal)

How do we define sales management?

All activities, processes and decisions

involved in managing personal selling in
an organization.

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Sales management process

There are three interrelated sets of decisions, activities and

methods, that influence the various determinants of
salespeople performance

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Sales management process

VS

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Sales management process

Steps

1. Formulation of a sales program:

Creation of a sales management plan or program
taking into consideration environmental and other
factors.

2. Implementation of a sales program:

Selection of appropriate sales personnel, and creation of
policies and procedures that will direct efforts toward the
desired objectives. (TRAINING and MOTIVATION)

3. Evaluation and control of a sales program: Development

of methods for monitoring and evaluating sales force
performance. (KPIS)

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Overview on sales management

Source: Johnston, Mark W. & Marshall G.Sales Force Management. Taylor and Francis Group LLC (Books) US

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Environmental factors impact selling

1. Environmental forces can constrain the organization’s ability to pursue certain

marketing strategies or activities. Example: Government declares – sale illegal (CBD
products)

3. Environmental variables, and changes in those variables over time, help determine the
ultimate success or failure of marketing strategies. Example: Time pressure, healthy
cooking – New services of food delivery.

4. Changes in the environment can create new marketing opportunities for an

organization. Example: New technology – AI services (Chat GPT)

5. Environmental variables are affected and changed by marketing activities, as when new
products and promotional programs help change lifestyles and social values. Example: New
way to communicate – instant messages versus phone calls.

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External environmental

Source: Johnston, Mark W. & Marshall G.Sales Force Management. Taylor and Francis Group LLC (Books) US

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Example: Social and cultural

PAST PRESENT

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Example: External environmental

https://competition-policy.ec.europa.eu/antitrust/antitrust-overview_en

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Example: External environmental

https://www.theguardian.com/business/2022/nov/24/easyjet-looks-to-over-45s-in-cabin-crew-recruitment-drive
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Ethical approach

Sales as trending towards more ethical (Like business in general)

If we want to build long term relationships requires high ethical

standards

If trust is broken – Relationship as well.

Organizations shall create a code of conduct

Read article: The Guardian (E-Euncet)

Greenwashing UK fashion firms to be named and shamed by watchdog

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Internal factors

Source: Johnston, Mark W. & Marshall G.Sales Force Management. Taylor and Francis Group LLC (Books) US

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Summary

• Lots of changes in recent years – We need to

understand TRENDS

• Important global and ethical issues

• Sales management involves three interrelated

processes

• Environmental factors that can impact sales

management are grouped into the two broad
categories of external and internal

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Pablo Rial – Sales management