INTRODUCTION

TO
SALES MANAGEMENT

Prof. Kunal Gaurav

DHRUVA College of Management
Hyderabad - 501401
SESSION OBJECTIVES
 Overview
 Defining Sales Management
 Sales & Marketing
 Objectives of Sales Management
 Relationship between Sales & Distribution
Management
 Emerging Trends in Sales Management
OVERVIEW
 The only department or function in an
organization that generates revenues
(money) is the Sales department.

 Sales ensures link between a Company and

its customers.
SALES MANAGEMENT (SM)
 SM refers to the process of planning,
organizing, controlling and evaluating the
activities of the sales force.

 “Sales Management means the planning,

direction and control of personal selling
including recruiting, selecting people,
equipping, routing, supervising, paying and
motivating as these tasks apply to the
personal sales force”.
SALES MANAGEMENT (SM)
 SM is a Systematic process that involves
1. Formulation of sales strategy through
development of account management policies,
sales force compensation policies, sales revenue
forecasts, and sales plan.
2. Implementation of sales strategy through
selecting, training, motivating, and supporting the
sales force, setting sales revenue targets, and
3. Sales force management through development
and implementation of sales performance,
monitoring, and evaluation methods, and analysis
of associated behavioral patterns and costs.
SALES & MARKETING
 Marketing is everything that you do to reach
and persuade prospects. The sales process is
everything that you do to close the sale and
get a signed agreement or contract. Both are
necessities to the success of a business.
INTEGRATION OF SM WITH OTHER MARKETING FUNCTIONS

Head - Marketing

Manager Manager Manager

Manager Manager
(Promotion (Market (Customer
(Sales) (Logistics)
) Research) Service)

Figure: Showing a Typical Marketing Organization Structure

 OBJECTIVES OF SALES MANAGEMENT

 Increase in Revenue/Profit

 Reduce Selling Expense

 Relationship/Networking
RELATIONSHIP BETWEEN SALES &
DISTRIBUTION MANAGEMENT
 Distribution Management (DM) serves the
primary function of ensuring that the product
or service is made available to the customer
at the point of his/her desire.

 DM provides time, place and possession

utility to the consumer.

 Distribution is an integral part of sales

management.
EMERGING TRENDS IN SALES MANAGEMENT

 Global Perspective
 Revolution in Technology
 Customer Relationship Management
 Sales force Diversity
 Team Selling Approach
 Managing multi-channels
 Ethical and Social Issues
 Sales Professionalism
 SALES MANAGEMENT MODEL
Describing
the Personal
Selling
Function

Determining
Defining the
Developing Directing Sales Force
Strategic Role
the Sales the Sales Effectiveness
of the Sales
Force Force and
Function
Performance
SALES MANAGEMENT TRENDS

Transactions Relationships

Individuals Teams

Sales Volume Sales Productivity

Management Leadership

Local Global
LEADERSHIP TRENDS
Yesterday Today
Natural resources Knowledge is
defined power power

Leaders commanded Leaders empower

and controlled and coach

Leaders Leaders
were warriors are facilitators

Managers Managers
directed delegate
EFFECTIVE SALES MANAGERS;

1. Utilize a Strategic Perspective Focused

on Customers

2. Attract, Keep, and Develop Sales Talent

3. Leverage Technology