class-1intro to sales management

8/14/2019 Class-1intro to Sales Management

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26-1 Excel BooksMarketing Management text and cases, Indian Context Tapan K Panda

Sales Management


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What is sales management

Sales Management

Sales management means :

Planning

Direction and

Control of personal selling

Including

Recruiting, selecting, equipping, assigning, routing, supervising,

paying and motivating as the task apply to the personal sales force


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Nature & importance of

sales management

The nature or characteristics of sales management can be

explained by:

Its integration with marketing management

Relationship selling

Varying sales responsibilities


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integration with marketing management

Sales managementa part of marketing management

Sales planning should be integrated with marketing planning

A companys marketing team typically consist of two basic

groups: Field selling (a personal selling ) team,

Head-quarter marketing team.

field selling teams: they work in their territories contacting

existing or prospective customers

Head quarter team performs support functions to help field

sales persons in their jobs


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Head quarter based service and

support functions are:

Promotion

Marketing Research

Marketing Logistics Consumer Service

Co-ordination


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Relationship Selling

Transactional

Relationship/Selling

Value-added

Relationship/Selling

Collaborative/

PartneringRelationship/Selling

The Relationship Range/Spectrum


7/1326-7 Excel BooksMarketing Management text and cases, Indian Context Tapan K Panda

Collaborative/Partnering Relationship/Selling-high sales

and profit potential

Transactional Relationship/Selling-low sales and low profitpotential

Value-added Relationship/Selling-medium sales and profit

potential-focused on understanding the current needs and

assessing the future needs.



Varying sales responsibil i ties/sales

positions

Selling includes a variety of sales jobs,

which are different from one another.



Importance of sales management

Sales management is the only function or

department which generates revenue

Financial results of an organisation depends

on the performance of the sales

management.



Relationship marketing

Holistic marketing concept is based on thedevelopment, design, and implementation ofmarketing programs, processes and activities thatrecognises their breadth and interdependies.

Broad components characterizing holistic marketing:

Relationship marketing

Internal marketing Performance marketing



Relationship Marketing

Holistic

Marketing

Integrated

Marketing

Communications

Products &

services Channels

RelationshipMarketingperformance

Marketing

Intenal

Marketing

Mktg.dept Senior mgmt. Other dept.

Sales revenue

Brand&

ustomer equity

ethics environmentlegal

community

PartnersChannelsCustomers



Integrated marketing: create, communicate,

and deliver value for the customer

Deciding upon the marketing mix

4Ps represent the sellers view of marketing

tool available for influencing buyers

Customer questions that should be designed to answer by

the marketer are:


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SIVA

Solution: how can I solve my problem

Information: where can I learn more about it

Value: what is my total sacrifice to get thissolution

Access: where can I find it

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