Download - Lecture 1&2- Unit I - SDM
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Sales and Distribution
ManagementUnit I : Sales Management & Personal Selling
Prof. Arun MishraMobile: 9893686820
Email: [email protected]
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The Customer is King.
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Sales Management
If you believe that the customer isking then the second most importantperson in this kingdom must be the
one who has a direct interaction on adaily basis with the king.Michael Bon,
Chairman & CEO, France Telecom.
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Introduction to Sales Management
Sales management has been defined asthe management of a firms personalselling function while distribution is themanagement of the indirect selling effort
i.e. selling through extra corporateorganizations which form the distributionnetwork of the firm.
The sales management task thus includesanalysis, planning, organizing, directing andcontrolling of thecompanys sales effort.
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Definition of Sales Management Sales management is defined as the planning,
direction and control of personal selling, includingrecruiting, selecting, equipping, assigning, routing,supervising, paying and motivating as these tasksapply to the personal sales force.
American Marketing Association.
Sales management is the attainment of salesforce goals in an effective and efficient manner
through planning, training, leading, and controllingorganizational resources.
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Definition of Personal Selling
Direct communication between paidrepresentatives and prospects that lead totransactions, customer satisfaction, accountdevelopment, and profitable relationships.
Involves two-way, personal communicationbetween salespeople and individual customerswhether:
FACE TO FACE, BY TELEPHONE,
THROUGH VIDEO CONFERENCING
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Positions of Personal Selling andSales Management in the Marketing Mix
Planning MotivatingBudgeting CompensatingRecruiting and selecting Designing territoriesTraining Evaluating performance
Marketingmix
Products Prices Promotion Distribution
Advertising Publicrelations
Personalselling
Salespromotion
Internet
Salesmanagement
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Objectives of Sales Management
Generate sales and earn revenue Providing Profitability
Improving Market Share Improving Corporate Image
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Importance of Personal Selling and SalesManagement
The only function / department in a company thatgenerates revenue / income
The financial results of a firm depend on theperformance of the sales department /
management Many salespeople are among the best paid
people in business
It is one of the fastest and surest routes to the topmanagement
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Roles and Skills of a Modern SalesManager
Some of the important roles of the modern salesmanager are:
A member of the strategic management team
A member of the corporate team to achieveobjectives
A team leader, working with salespeople
Managing multiple sales / marketing channels
Using latest technologies (like CRM) to build superiorbuyer-seller relationships
Continually updating information on changes inmarketing environment
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Skills of a Successful Sales Manager
People skills include abilities to motivate, lead,communicate, coordinate, team-orientedrelationship, and mentoring
Managing skills consist of planning, organizing,controlling and decision making
Technical skills include training, selling,negotiating, problem-solving, and use ofcomputers
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Types of Sales Managers / Levels ofSales Management Positions
CEO /President
V. P. Sales /V. P.
Marketing
National SalesManager
Regional / Zonal /Divisional
Sales Managers
District / Branch / Area SalesManagers
Sales Trainee / Sales Person / SalesRepresentative
First / Lower Level SalesManagers
Middle-Level Sales Managers
Top-Level Sales Managers /Leaders
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Sales Management & Control The purpose of controlling the personal selling
effort is to ensure the attainment of objectives ofSales Department.
The phases of control includes:
Sizing up the situation
Setting quantitative performance standards
Gathering and processing data on actual performance
Evaluating the performance
Action to correct controllable variation Adjusting for unaccountable variations
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