Essential Sales Skills - II

SELLING FOR RETAIL

PART - I
 Sales Teams in organizations
Typically, sales teams in Most often it culminates into two
organizations are divided as per: broad groups:

Product to be Institutional/Corporate Sales

sold

Target
Customers

Regions Retail Sales

/Areas/
Territories
 So, What Exactly is Retail Sales?
The Questions The answer

Is it Personal Selling?

Is it one to one selling?
Is it selling to a group?
Retail Sales is all this and much more!
It is about personal selling, yet managing a team of
salespeople, about marketing to a group of potential
customers yet making one to one sale!!
In short, each “ticket size” that you collect as a
salesperson forms a cumulative picture!
 Brrrrrrrrrr………..eak…. Time

Let’s take our discussion further in part-II of this

series.
 Important Terminology
 Market Potential
 Market identification
 Market motivation
 Analysis
 Sales Potential
 Analysis
 Sales Forecast
 Methods:
 Jury of executive opinion
 Poll of sales force opinion

 Projection of past sales

 Survey

 Regression
 The Acceptance
 Once you are a sales manager, you pre-dominantly do not
choose:
 The product you sell
 The price at which you sell
 The distribution channel to which you are selling
 Yet a very important decision lies in your hand:
 ‘How ‘ do you sell it!
 Sales Force Management
Recruiting and Selecting Sales
Personnel

Motivating Sales Personnel

Training Sales Personnel

 Recruitment
Primary responsibility of sales manager as retail sales
are essentially team driven
Sources of recruitment
 Internal sources
 External sources
 Evaluation
The recruiting effort
 Direct recruiting
 Indirect recruiting
 Selection of Sales Force
Formal Application Form – Build an impressive CV
The Interview/Selection tests
Who shall interview?
 How many interviews?
 Types of interviews at different hierarchy levels
Psychological Tests
 Types of tests
 Evaluating tests
 Validating the results
References and referral checks
 Sales Training Programs
Remember, sales personnel are born yet they have to
be trained to suit the ‘sales’!
Taking training programs lightly is a cardinal mistake
sales managers often do!
 Sales Training Programs

Define Training
Aims

Decide Product Training/Sales

Training techniques/Markets/Company
Content information

Training Lecture Method,

Methods Demonstrations, Shadow
Training, Role playing, On the
job, Group Vs individual
 Take a Pause….

Click to begin Part - III

 The Salesmen Motivation
The inherent “nature” of sales jobs demand additional
motivation.
Need Gratification and Motivation
 Maslow’s needs theory
 Motivation – Hygiene Theory
 Achievement motivation Theory
 Expectancy Model
Maslow’s Needs Theory
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Hezberg’s Two Factor Theory
Mc Clelland’s Achievement Theory

Need for Need for Need for

achievement affiliation Power

- Drive to excel
- Control
- Strive to succeed -Friendship - Get desired
- Achieve as -Relationship things done
against standards
Vroom’s Expectancy Model
Sales Personnel Motivator – Data
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 Sales Contests
 A n important
 Contests objectives :
 To increase customer base
 To increase per call productivity
 To push high margin, slow moving products/services
 To overcome seasonality
 To improve productivity of distribution channel
 To push new products/services in the market
 To secure more loyalty from channel partners.
 Contest Prizes

Cash Merchandise

Travel Privileges
 Some Questions to be addressed
before launching Contests
How
many
Prizes? How to How to
award prizes promote
Contest
Contest
Duration

Contest
Evaluation
Learn more….after a break.

PART – IV BEGINS
 Sales Targets/Quotas
 Sales Targets/Quotas are an integral part of sales management
 They are a means of selling effectiveness, motivation and
appraisal.
 It is a sales manager’s responsibility to assume achievable and
profitable targets as well as delegate similarly to her team.
 Ideally, targets should be planned in harmony with sales forecast
and sales budget.
 Types of Sales Quotas
Sales Volume Quotas
 Currency sales volume
 Unit sales volume
 Point sales volume
Budget Quotas
 Expense Quotas
 Top line/Bottom line Quotas
Activity Quotas
Combination Quotas
 Procedures for Setting Sales Quotas
Derived from territorial sales potential
Derived from total companywide estimates
Derived from past sales experience and growth
potential
Derived from executive judgment
Example of a Quota Worksheet
Let’s catch up after a while!

Part - V
 Sales Territories
A sales territory is not a territory in literal sense, the
term encompasses much more than mere ‘area’.
A sales territory, rather, is a grouping of customers
and prospects assigned to an individual salesperson
or sales team. It could or could not be geographical
in nature.
 Territory Management Strategy 14
-
31

Salesperson’s territory’s Set account objectives

Account analysis
sales quota and sales quotas

Territory-time allocation

Territory and customer

Scheduling and routing Customer sales planning
evaluation
Strategic Sales Management Softwares

Apart from inbuilt CRM softwares, which may include sales

functionalities, there are certain softwares available for
organizations these days. Here we lis some of them:
Bitrix24
Channelplay
Salesforce
TerrAligne etc.

There are more such aides available for managing sales

function smoothly. One
can choose according to budget and functionall
Thanks!!