11. Personnel Selling Sales Management

7/21/2019 11. Personnel Selling Sales Management

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Unit 11Personal Selling & Sales

ManagementPersonal Selling Meaning (Recap)Characteristics of Personal Selling

Objectives of Personal Selling

Personal Selling Process

Sales Management Meaning

Characteristics of SalesManagement

Sales Management Process

i!erence bet"een Sales


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PERSONAL SELLING

Distinguishing Features

Personal selling involves interpersonalcommunication

It involves sales promotion but in direct mode.

This is highly flexible and extremely effective. This provides an opportunity to persuade with your

prospects.

It is being regarded as the personal service

rendered to the public at large.

It establishes a need and thus gets appreciation

from the producer and the consumer alike.

It somewhat supports the salesmanship activities.


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Characteristics of Personal Selling

Personal Contact

Oral Communication

More lexible

!dditional Information to Cater Interest

"uick "ueries #olutions Tailor Product #atisfaction

Objectives of Personal Selling

In !reas of Product !wareness and use$benefits

#upplement of !dditional Information

%uilding Interest

Promotion of &emand

%rand or Product 'einforcement

Optimal #atisfaction for both Parties

Personal Selling


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The Personal Selling Process

This process involves steps to complete as(

) Prospect Identification ) Preparation of the sales kit

) Making of the first contact but not personal contact

) !ctual #ales Call *Presentation + &emonstration, ) Tackling of the obstacles *negotiation,

) Closing the sale

) Post sales follow up *C'M, The prospect always remains interested in more

information to generate faith in the offering

It emphasi-e from tailor made to customi-ed product


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Sales Management

Prior to industrial revolution small scale

enterprise dominated the economic scene and thebusiness.

!lmost balanced the demand and the supply.

&ue to industrial revolution supply become more

and it demanded areas for new market.

/arge amount of capital were invested onmachinery etc. for development thus huge amount

of revenue were needed to meet the debt. Thus emphasis was on more sales( leading tomore revenue and thus market expansion wasobvious and thus the need of sales to be more

organi-ed and deciplined.


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It was not limited only up to management ofpersonal selling.

Over times sales management has occupied

broader significance and involved market research(

advertising( sales promotion( physical distribution(

pricing and product merchandising.

#ales management caters the planning( directionand control of personal selling including recruiting(

selection( e0uipping( assigning( routing(

supervising( paying and motivating the sales force. It translates marketing plans into performance

It makes an organi-ation customer oriented but

profit directed.


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Sales ManagementCharacteristics of Sales Management

It is a management function

It defines the team hierarchy and the positions

#uccess is depended on the tactical strategies

It is an essential component of an organi-ation

It is more challenging More rewards on performance

Objectives of Sales Management

To establish and monitoring of distribution network

To stimulate sales and drive for maximum sales To add more and more market share

To capitali-e on revenue and profit

To uplift the share price and attracts more shareholders

To provide stability to an organi-ation


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Sales Management Processbjective Setting for the Sales Force

Strategy Creation for the Sales Force (Sales kit)

Recruitment of the Sales Force

Selection of the Sales Force

Training of the Sales Force

Development of the Sales Force

Development of otivation for the Sales Force

Compensation !lans for the Sales Force

"valuation of !erformance of the Sales Force

Future "#pectation an$ Roles for the Sales Force


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Management

!arameter Sales anagement arketing anagement

Basic Emphasis In general Involves general

management activities

It involves analysis( tactics(

plans enforcement for optimalcustomer satisfaction

Extent an Capacit! It is a part of MarketingManagement

It includes sales management

Origin of theStructure "ctivit!

It is an outcome of theindustrial revolution

It is an age old activity

Concept "ge It is a much older concept It is comparatively newconcept

Prime Objective It is to emphasi-e demandand thus maximi-e thesales

It is to maximi-e customersatisfaction for maximumorgani-ational profitability

Commencement of"ctivit!

It starts with the productionof the goods or services

It starts prior to the productionof goods or the services

#nclination anOrientation

It is more towards the seller It is more towards the buyer

Profit Expectation 1mphasi-e on immediateprofit

1yes on long term profitability


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11. Personnel Selling Sales Management