Download - 1 Sales Mgt & Personal Selling
Introduction to Sales
Management
Introduction to Sales Management 2
Objectives
Evolution of Sales Concept Nature and Role of Selling Image of Selling Objectives of Sales Management Integrating Sales and Marketing Management Environmental Changes Affecting Sales
Management Entry of Women in Sales Management
Introduction to Sales Management 3
Sales - Meaning
The exchange of goods or services for an amount of money or its equivalent in kind
Introduction to Sales Management 4
Evolution of Sales Concept
First generation (Exchange of goods) Second generation (Store concept) Third generation (Search of the customer started) Fourth generation (First step to systematic selling) Fifth generation (Need based selling) Sixth generation (Started in 1960) Seventh generation (Customer satisfaction came into
picture)
Introduction to Sales Management 5
Selling - Nature and Role
Helps organization to achieve its goals Enhances knowledge about both internal as
well as external environment Information exchange among the departments Identification of potential prospects, qualify
them and develop a long-term relationship with such customers
Introduction to Sales Management 6
Selling - Image
Sales makes a vital contribution to society and the economy, its negative image tends to overshadow the good it does
The profession of selling is one of the most degraded, condemned, and ridiculed professions in the society
Introduction to Sales Management 7
Sales Management - Objectives
Increase sales volume Contribute to profit Long-term growth of organization Improving the contribution to profit Attaining the long term growth in market
Introduction to Sales Management 8
Integrating Sales and Marketing Management
No tandem between sales and marketing functions in an organization
A marketing person may perceive the sales job as One with no scope of creativity Sales people do not understand the behavior of customers
rightly A sales person may perceive the marketing job as
Inferior because sales people make the marketing program successful
Being alienated from the actual market A negligible communication between these two
organization
Introduction to Sales Management 9
Environmental Changes affecting Sales Management
Shorter product life cycle Longer, more complex sales cycle Reduced customer loyalty Intense competition among manufacturing
companies Rising customer expectation Increasing buyer expertise Electronic revolution in communication
Introduction to Sales Management 10
Entry of Women in Sales Management
Nowadays companies are hiring women too as a sales personnel in selling products and services to both types of individual as well as industrial customers
Introduction to Sales Management 11
Personal Selling
Personal Selling 12
Objectives Buyer Seller Dyads Types of Selling Jobs Sales Force Objectives Sales Force Strategies Theories of Personal Selling Approaches to Personal Selling Personal Selling Process Customer Related Issues in Personal Selling Automation in Personal Selling
Personal Selling 13
Personal Selling - Meaning
Personal selling is the process in which a salesperson has a face to face interaction with the customer for the purpose of selling a product or service
It is a promotional tool in any company’s promotional mix
Personal Selling 14
Buyer Seller Dyads
Whenever a seller and a potential buyer interact, they constitute a dyad, which is called a ‘buyer-seller dyad’
Pair / Group of 2 People
Personal Selling 15
Types of Selling Jobs
Sales development The salesperson needs to generate a perceived need
for the product in customer’s mind.
Sales maintenance Retaining the customer for the longtime with
company
Personal Selling 16
Sales Objectives
Qualitative Objectives Effective time management Possessing sufficient knowledge Maintaining good customer relation
Quantitative Objectives Increase market share Number of sales call made Minimize sales expenses
Personal Selling 17
Sales Force Strategies
Market access strategies Company’s use of its own sales force Use of distributors Telemarketing independent sales agents The internet Developing hybrid marketing systems Establishing alliances Account relationship strategy
Personal Selling 18
Theories of Personal Selling
AIDAS theory (Attention-Interest-Desire-Action-Satisfaction)
Buying formula theory of selling Behavioral equation theory Right circumstances theory
Personal Selling 19
Approaches to Personal Selling
Stimulus-response approach Need satisfaction approach Problem-situation approach
Personal Selling 20
Major Steps in Effective Selling
Personal Selling 21
The Personal Selling Process
ProspectingThe salesperson identifies qualified potential customers
Pre-approachThe salesperson learns as much as possible about a prospective
customer before making a sales call
ApproachThe salesperson meets the customer for the first time
PresentationThe salesperson tells the “product story” to the buyer, highlighting
customer benefits
Personal Selling 22
The Personal Selling Process
Handling ObjectionsThe salesperson seeks out, clarifies, and overcomes customer objections to buying
ClosingThe salesperson asks the customer for an order
Follow-upThe salesperson follows up after the sale to ensure customer satisfaction and
repeat business
Personal Selling 23
Customer Related Issue in Personal Selling
Understanding customer types through different selling styles Trade selling Missionary selling Technical selling New business selling
Personal Selling 24
Customer Related Issue in Personal Selling
Finding customers Researching customers Communicating effectively Providing customer services Creating customer satisfaction
Personal Selling 25
Benefits of Sales Force Automation Information sharing Handling customer alerts Reporting sales force activities Tracking the progress of leads Accurate routing of leads Internet based facilities Customer profiling Comparison of historical data Competitive intelligence Sales forecasting tools