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8/6/2019 Session 1 Sales Mgt
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8/6/2019 Session 1 Sales Mgt
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Sales Management
Session 1
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�Peddlers
�Barter system
�Baniyas and small traders
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�Roman meaning of sales person is ³Cheater´
�John Henry Patterson ± Father of Modern sales
management
�Great expansion in the area of sales coverage
�Sales department grew in its importance
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³Management of all marketing activities
including advertising, sales promotion,
marketing research, physical distribution,pricing and product merchandising.´
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³Sales management is the 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.´
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� Sales volume
�Contribution to profits
�Continuing growth
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` Persuasion
` Negotiation
` Consultative selling
` Business Management` Partnership strategies
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` Production concept
` Product concept
` Sales concept
` Marketing concept : Target market, customer needs, integrated marketing and profitability
` Societal marketing concept
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` Industrial sellingx Selling to resellers
x Selling to business users
x Institutional selling
x Selling to governments
` Retail selling
` Services selling
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Selling
function
Order
takers
Order
Creators
Order getters
Inside order taker
Delivery SP
Outside order taker
Missionary
SP
Front line
SP
Sales support
SP
New business
SP
Organizational
SP
Consumer SP
Technical
support SP
Merchandiser
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` Class activity
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` Four stage process
1. Analysis
2. Planning
3. Implementation4. Control
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Producer/
Marketer Consumer
Market
anticipation
Exchange offer
Of value
Marketing
mix´
4Ps
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1. Formulation of strategic sales management
program:
` The SSP should consider environmental issues
affecting the business` It should organize and plan the company¶s
overall personal selling efforts and integrate it
with company¶s marketing strategy
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` Selecting appropriate sales personnel, training
them, leading them, motivating them, designing
and implementing of policies and procedures thatwill direct the efforts of the sales people towards
achieving corporate objectives.
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Environmental
variables
Supervision
Determinants of
SP¶s performance
Sp¶s views of jobrequirements, role
perceptions
Selection and
recruitment
Sales training
Motivation,
compensation
And rewards
Aptitude
Skills
Motivation
level
PerformanceSales volume
Quota allocation
Selling expenses
Profitability of
customers
Level of customer service
Sales reports
Ethical practices
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` Sales analysis
` Cost analysis
` Behavioral analysis
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` Self reading
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�Coordination with other elements in the
marketing program
�Coordination with the distribution network
�Gaining product distribution
�Obtaining dealer identification�Reconciling business goals
�Sharing promotional risks
� Coordination and implementation of overall
marketing strategy
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�Sizing up the situation
�Setting quantitative performance standards
�Gathering and processing data on actual performance
�Evaluating performance
�Action to correct controllable variation
�Adjusting for uncontrollable variation
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�Informal control
�Formal control and written sales policies
�Policy formulation and review
�Formal control over sales volume
�Budgetary control
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