Sales management means planning, direction and control of personal selling, including recruiting,selecting,equipping,assigning,routing,supervising,paying and motivating as these tasks apply to the personal sales force

AMERICAN MARKETING ASSOCIATION

NATURE1. Integration with marketing management

a) Personal selling

b) Head quarter marketing tea Promotion Marketing research Logistics Customer service

2. Relationship marketing Transactional Selling Value – added relationship Collaborative Partnership

3.Varying sales responsibilities

a) Deliverer b) Order taker c) Technical sales d) Business selling

e) Demand creator

SCOPE

Feedback

Flow of activities in sales management Feedback

The Environme

nt

Marketing Strategy

Sales activities

management

The Environme

nt

THE EXTERNAL ENVIRONMENTSocialLegalPoliticalEconomicTechnological

The Organization environment

Controllable VariablesProduct PricePlacePromotion

Account Manageme

nt

Sales force Organizati

on

Sales Quotas and

BudgetsTerritory Design Routing

Selection of Sales Personal

Sales Training

Motivating sales force

Salesperson view of

job

Evaluation and control

of sales force

performance

•Performance•Sales Volume•Profitability•Service Reports

Formulating Personal Selling ObjectivesAnalyzing Market Potential1.Market identification2.Market Motivation3.Analysis of market sales

Market Indexes : A market index is a numerical expression indicating the degree to which one or more factors associated with a given product’s demand in a given market segment

Formulating Personal Selling ObjectivesSales Forecasting : It indicates how much a

company with the given amount of resources can sell if it implements a particular marketing program.

Methods of sales forecasting1.Jury of executive opinion2.Poll of sales force opinion3.Projection of past sales a) Time series analysis b) Moving average method 4. Regression analysis

Formulating Personal Selling ObjectivesConverting industry forecast to company

sales forecast.

Derivation of sales volume objective

Evaluation of forecasts

Formulate the objectives

Recruitment of Sales PersonalThe Prerecruiting Reservoir: Files of

individuals who might be recruited when the need arises

Sources1.People coming for job opportunities2.Sales personal comes in contact at

professional meetings3.People meeting in clubs, parties

Recruitment of Sales PersonalRecruiting Source Evaluation: One

approach to evaluating the sources of recruits is to study those used in the past. Analysis of each sources of recruits is to study those used in the past.

Recruitment of Sales Personal

Sources within the company

1) Company sales personal

2) Company executive

3) Internal transfers

Recruitment of Sales PersonalSources outside the company1)Direct unsolicited applications2)Employment agencies3)Salespeople making calls on the company4)Employees of customers5)Sales executives clubs6)Sales forces of non competing companies7)Sales forces of competing companies8)Educational institutions

Selecting Sales Personal

TIME

Preliminary interview

Formal application

Interview

Reference & credit check

Testing

Physical Examination

Employment offer

Reject

Selecting Sales PersonalPreliminary Interview :- The purpose of

preliminary interview is to eliminate unqualified applicants, thus saving the time of interviewers and applicants.

Formal application form :- It serves as a central record for all pertinent information collected during selection process.

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Selecting Sales PersonalInterview :- It judges the individual’s oral

communication, personal appearance and manners, attitude towards selling and life in general, reaction to obstacles presented face to face, and personal impact upon others.

Types of interview : 1) Patterned interview: Interviewer uses a prepared

outline of questions designed to elicit a basic core of information

2) Nondirective interview: In this technique the applicant is encouraged to speak freely about his/her experience and future plans

3) Stress interview : It simulates the stress the applicant would meet in actual selling and provides a way to observe the applicant’s reaction to them

Selecting Sales PersonalReferences : It provides information not

available from other sources.

Sources :

1)Present or former employers2)Former customers3)Mutual acquaintances

Selecting Sales PersonalCredit Checks : Many companies run credit

checks on applicants for sales positions. (e.g. Dun & Bradstreet)

Physical Examinations : Since good health is required for salesperson’s success, most companies physical examinations

Employment Offer : The applicants who have fulfilled the criteria's and cleared all the test will be given an appointment letter

Developing Sales Training ProgramIdentifying Initial Training Needs1.Job Specification2.Trainee’s background & experience3.Sales related marketing policiesIdentifying Continuing Training NeedsDeciding Training Content1.Product Data2.Sales technique3.Markets4.Company information

Developing Sales Training ProgramSelecting Training Methods1.The Lecture2.Personal conference3.Demonstrations4.Role playing5.Case Discussion6.On the job training

Conducting Sales training ProgramPreparation of training time tableArranging internal & external trainersMaking travel arrangement of participantsArranging the conference hall & teaching

aidsFinal checking 1 or 2 days prior to

commencement of the training program