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Adbms Sales Management
Adbms Sales Management
Initially sales management was equated with sales force management. As time went on the concept of sales management became broader. According to AMA The planning direction and control of personal selling including recruiting, selecting equipping, assigning, supervising paying and motivating of the sales force
SALES MANAGEMENT
defined as the management of a firms personal selling function while distribution is the management of the indirect selling effort i.e.selling through extra corporate organizations which form the distribution network of the firm. The sales management task thus includes analysis, planning, organizing, directing and controlling of the
EXCHANGE PROCESS
It is the sale and delivery of goods/services from the manufacturer to the consumer can be consummated directly i.e. by the firm itself through its own sales force or indirectly through a network of middleman such as wholesalers and retailers.
Corporate Objectives
Profitability
Sales Volume
Growth
organizations use their own sales force or distribution network to reach out to their customers. Activities of the sales organization would have to be coordinated with channel operations if sales goals have to be effectively realized.
Promotion Objectives
Adoption Process
AIDA Model
Attention Interest Desire Action
Informing
Persuading
Reminding
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Exhibit 14-4
14-9
The advocates of this theory define that all the circumstances, which led to the sales were appropriate for the sales to have taken place. In other words, if the sales person is successful in securing the prospects attention, maintaining his interest and inducing his desire to buy the product, the sales will result. Moreover, if the sales person is highly skilled, he will take control of the presentation, which would lead to sales.
This theory emphasizes on the needs or problems of the buyer.The sales person assist the buyer in finding an appropriate solution to the problem.This solution may be in terms of a product or service. This theory is based on the analysis of the sequence of events that goes in the buyers mind during the sales presentation.
Compensation Deciding upon type and quality of sales Performance appraisal personnel required Determination of the Feedback size of the sales force mechanism Organization of the Managing channel sales department relationship Territory design Coordination with Recruitment & training Marketing procedures department Task allocation
Step1-Assessment of the competitive situation and the corporate goals to determine the output that sales management is expected to give. Step2-Define sales management objectives in terms of delivering these outputs both quantitative and qualitative.
Step3-Design sales strategy by deciding upon: type of sales effort required, type of sales personnel required, size of the sales force, territory design, channel support & coordination
Retail selling
Field selling
Telemarketing Inside selling
Flexibility
Con Can not reach mass audience Expensive per contact Numerous calls needed to generate sale Labor intensive
Adapt to situations
Engage in dialog
Long term Assure buyers receive appropriate services
Builds Relationships
Types of Salespersons
ORDER
GETTERS Current customers
ORDER TAKERS
Inside Order Takers (via mail, telephone, internet) Outside Field Sales
SUPPORT PERSONNEL
Missionary Salespersons Trade Salespersons
Technical Salespersons
New
customers
16-18
Sales consultants Sales Representatives Account Executives Sales Engineers District Managers Marketing representatives Account Development
FOLLOWING UP CLOSING THE SALE HANDLING OBJECTIONS MAKING THE SALES PRESENTATION APPROACHING THE PROSPECT
Roles of Selling
a. Identifying
decision makers, decision processes, and qualified buyers b. Promoting to corporate, travel trade, and other groups c. Generating increased sales at the point of purchase
Providing detailed and up-todate information to the travel trade Maintaining a personal relationship with key clients Gathering information on competitors promotions
a. b.
c.
a. Sales
Preparing sales forecasts Developing sales department budgets Assigning sales territories and
Salesforceautomation (SFA) is the use of technology to make the sales function more effective and efficient.
Sales Organisation
The
sales organisation divides an enterprise in the demand of the sales. The sales organisation is responsible for the sales of materials and services. The sales organisation is divided in distribution channels and divisions. Each sales organisation has its own entry range.
delegate authority and assign responsibility Achieving coordination and balance Authority from top dpwn to field level sales men
the objective Group the activities into jobs Recruit staff Provide for coordination and control
Types of Sales Organisations Line Function President Vise President Marketing Manager Marketing Manager South West SE ME Sales Officer MR
Marketing Manager
Ti i g rn an M ae a dr n t
sl s a e M ae a gr n
Pdco r ui n o t M ae a gr n
SR
SR
SR
SR
SR
Manpower Planning
Size
Recruitment of Sales Personeel Sources Word of Mouth Sales Rep of Competing Companies Sales Rep of non Competing Companies Internal Transfers Campus Recruitments Placement Firms Advertisements
Selecting Sales Personeels Reception of Applicant Application Blank Interview Inspection of Past career Primary Selection Final Selection Medical Check
Sales Training Training Programmes involves Aim Identification of Training Needs Content Methods Execution Evaluation
Training Methods
On The Job Training Off the job training Conference method Case Study Role Play
Padagogy
What is motivation
Motives of wants and goods Theories of motivation
Compensation
Easy to administer
Techniques of jobevaluation
Simple ranking Job grading
Point system
Setting Standards
Measuring actual performances Objective of monitoring
Sales report
Comparison of standards set and actual performances
Sales Territories
A market
An industry
Territory Management
MIS
MIS - mainly concerned with how to manage information Ongoing information eg sales record Monitored information - about the economy Requested information - Surveys