S i 1Session 1

Sales Management

Sales management is defined as the planning organizing leading and planning, organizing, leading, and controlling of personal contact programs designed to achieve the programs designed to achieve the sales and profit objectives of the firm.

Sales Management Process

The formulation of a sales program Th i l t ti f th l The implementation of the sales

program Th l ti d t l f th l The evaluation and control of the sales

program

The sales management process

seeing the big picture and developing strategic sales plans,strategic sales plans,

defining the role of the sales force in executing a firms business plan,

structuring the sales force for efficiency and effectiveness,

building the sales competencies necessary to implement the firms business strategy,

leading the sales fo ce to achie e s ccess leading the sales force to achieve success.

Figure 1-1:Positions of Personal Selling and Positions of Personal Selling and Sales Management in the Marketing MixSales Management in the Marketing MixSales Management in the Marketing MixSales Management in the Marketing Mix

Marketingmix

Products Prices Promotion Distribution

Advertising PublicrelationsPersonalselling

Salespromotion Internet

SalesSalesmanagementmanagement

PlanningPlanning MotivatingMotivatingBudgetingBudgeting CompensatingCompensatingRecruiting and selectingRecruiting and selecting Designing territoriesDesigning territoriesTrainingTraining Evaluating performanceEvaluating performanceTrainingTraining Evaluating performanceEvaluating performance

Customer Awareness

Brand Awareness

Marketing

Brand Awareness

Brand Consideration Marketing

Brand Preference

HandoffPurchase Intent

SalesPurchase

Customer LoyaltyCustomer Loyalty

Customer Advocacy

The MarketingThe Marketing--Sales HandoffSales Handoff

An Overview of Sales Management

Distribution and Sales Management are intertwined

Sales Management Actions / Tasks

Distribution Management Role

Strategy for effective coverage of markets and outlets

Follow call plan / beat plan Make customer call productive Use multi-channel approach

Strategy for handling customer complaints

Prompt action at the customer interface level

If the problem persists involve If the problem persists, involve senior sales and service people

Planning of local Co ordination with distribution Planning of local advertising and sales promotion

Co-ordination with distribution channels

Responsibility of execution with distribution channelsdistribution channels

Expenses are shared between the company and intermediaries

Value Price Continuum

Investmentby

Supplier

Investment by Customer

Alternative Types of Account Relationships

Comparing Go-to-Market alternatives

Project Coverage The profile of the industry The detailed marketing organisation along with Sales Organisation The functions of the sales managerg The type/s of selling job/s Recruiting and selection practices Training Evaluation of salespeople and compensation Evaluation of salespeople and compensation Quotas/Targets Major accounts Distribution channels Value added services Value-added services Customer Relations Management Sales support activities Computer-based systems