sales & logistics management by dr. karpagam director – academics, isbr business school,...
TRANSCRIPT
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Sales & Logistics Management
Dr. KarpagamDirector – Academics ISBR Business School
Bangalore
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Sales management
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Chapter outline
• Objectives of Sales Management • Personal selling process• Developing personal selling strategies– Pure competition– Monopolistic competition– Oligopolistic competition– No direct competition
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Chapter outline
• Types of sales organization – Line sales organization– Line and staff sales organization– Functional sales organization– Committee sales organization
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Dr. Karpagam 5
Chapter outline
• Determining the kind of sales personnel– Product market analysis– Analysis of salesperson’s role in securing orders– Choice of basic selling style
• Determining the size of sales force– Work load method– Sales potential method– Incremental method
• Qualities of a sales execuitve
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Learning objectives
After reading this chapter, you will be in a position to understand
What are the objectives of sales management ?How a personal selling takes place ?How to develop personal selling strategies ?What are the ways to organize the sales force ?Identify the different types of sales organization Steps involved in determining the kind and types of
sales force qualities of sales executives
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Evoltion of sales function – pre sales era
Demand > Supply
Buyer Seek Sellers
Manufacturing had Higher Importance
No Mass Production
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Evolution of sales management (Post Industrial era)
Mass Production Commenced
New Markets to be found
Specialized Departments for Personal Selling
Competition Forced itfurther
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How marketing function got split ?
MARKETINGMARKETING
Sales
Advertising
Market Research
Sales Promotion
Credit/ Collection
Export
Traffic / Shipping
Merchandissing
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Steps in personal selling process
Prospecting &
Qualifying
Pre-Approach Approach
PresentationHandling objectionClosing
Follow-up
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Prospecting & Qualifying
• Prospecting – Customers, suppliers, dealers, internet
• Qualifying (Screening out poor one by looking at)– Financial Ability– Volume of business– Needs– Location– Growth potential
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Pre-Approach
objectives• Qualifying the prospect• Gather Information• Make an immediate sale
Approaches• Personal Visit• Phone call• Letter
Approach Involves1. Appearance2. Opening Lines3. Follow-up Remarks
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Presentation
• Need Satisfaction Approach– Buyers Want Solutions– Salespeople should listen & respond with the right products
& Services to solve customer problems• Buyers dislike salespeople that are– Pushy, late, deceitful, disorganized, unprepared
• Buyers appreciate people that are– Good listeners, Empathetic, Honest, Dependable, Through,
Follow-up types
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Handling objections
• It is the process where salesperson resolve problems that are – logical, psychological (or) Unspoken
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closing
• It is the process where salespeople should recognize signals from the buyer, including– Physical actions– Comments &– Questions to close the sale
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Closing
• Closing technique– Asking for the order– Reviewing points of agreement– Offering to help write up the order– Asking if the buyer wants this model or another one– Making note that the buyer will lose out if the order is not
placed– Offering incentives to buy, including lower price (or)
additional quantity
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Competitive strategy and personal selling strategy
• Industries differ as to maturity and the number of competitors1. Pure competition2. Monopolistic competition3. Oligopolistic competition4. No direct competition
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Pure competition• Assumptions :
1. No single buyer or seller is so large relative to the market2. All seller’s product are identical (Buyers are indifferent)3. No artificial restraints on price exist
a) Governmental price fixingb) Administering of prices by individual companies,
trade associations, labour unions4. All buyers are always informed about all seller’s price
• Important Assumptions :– Sellers and buyers are in direct contact, making it
unnecessary to worry about marketing channels or physical distribution
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2. Monopolistic competition
• It Exists when– Large numbers of sellers of a generic kind of product – But each seller’s brand is in some way differentiated from
every other brand– It is easy for additional competitors to enter the market• Private label competitors
• Sellers differentiate their market offering through– Individualizing one or several components of overall
marketing strategy
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Cont’d..
• Unique packaging may differentiate the product• Unusual distribution method (Such as house to house
selling)• Pricing gimmicks (Psychological pricing)• In Market-growth and market-maturity stages ,
seller can differentiate it through promotional strategy
• Personal selling ensures the desired distribution intensity is secured and maintained – Middlemen provide the needed push
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3. Oligopolistic competition
• Competitive Setting where– The number of competitors is small enough that they are
individually identified– Known to each other– Difficult for new competitors to enter
• Each organization is large enough with large enough market share
• Develops in – Marketing many products either during a late phase of their
market growth– An early phase of market maturity
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Cont’d..
• Competitive moves of one affects the entire market• Changes in– Competitor’s product– In its distribution– In its promotion
• Encountered by competitors and launch counter offensives
• Personal Selling Strategy :– Building and maintaining dealer cooperation– Servicing the distribution network
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No direct competition
• Neither the monopolist nor Innovative marketer• Both have indirect competitors
Monopolist – on a long term basis Innovative Marketer – limited period
Initiate and stimulate primary demandThrough personal selling and advertising
Distribution strategies Pricing strategies
Monopolist – charging what the traffic will bear Innovative marketer – Price Skimming or a penetration pricing
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Determining the kind of sales personnel
• Understand what is expected of them1. The Job objectives2. The duties and responsibilities3. The performance measures
• Qualitative personal selling objectives have some degree of distinctiveness– What it sells ?– Whom it sells to ?– Its pricing strategy and competitive setting
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Cont’d….
• It is common for different salesperson in the same company to have quite different jobs
• This can be done by1. Product Market Analysis2. Choice of Basic Selling Style
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Product Market Analysis
• All kinds of products can’t be sold to all kinds of customer
• Salesperson sells1. Single products to many kinds of customers2. Wide line products to a single kind of customers3. Sell some products to some kinds of customers
• One way of categorizing selling jobs1. Product Specialist2. Market Specialist3. Combination of product and market specialization
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Dominant
InterdependenceDominant Expertise
Product Technologies
Customers Applications
Customer Specialist (Supported by Market Managers)
Full Line Salespersons (Supported by Product Managers
Full Line salespersons specialized by kind of customers
Between Customers
Between Products
Product Specialist
Types and amount of specialization in selling organizations
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Choice of basic selling style
1. Trade Selling2. Missionary Selling3. Technical selling4. Non-Business Selling
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Role of advertising and personal selling
Advertising• Relating market
messages to final buyers
Personal Selling• Servicing the distribution
network• Stimulating promotional
efforts by the middlemen
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Setting up a sales organization
1. Defining the objectives2. Delineating the necessary activities3. Grouping activities into “jobs” or “positions”4. Assigning personnel to positions5. Providing for coordination and control
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Basic types of organizational structures
1. Line sales organization2. Line and staff organization3. Functional sales organization4. Committee sales organization
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1. Line sales organization
• Widely used in smaller firms • Chain of command runs from top sales executive
down through subordinates• All executives exercise authority • Each subordinate is responsible only to one person• Authority is definitely fixed• Sees its greatest use – sales executives- directly
reports to CEO• Preoccupied with active supervision • More than two layers are present –occassionaly
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Cont’d..• Advantages1. Reports to only one
person2. Problem of discipline
and control are small3. Lines of authority and
responsibility are clear4. Simplicity5. Frequently strong leaders6. Administrative expenses
are low
• Disadvantages1. Much depends upon the
department head2. Head should be a all-
rounder3. Insufficient time for policy
making and planning 4. Often make decisions and
take action without benefit of planning
5. Results are often disappointing
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2. Line and staff sales organization
• Often found in large and medium based enterprise• Selling diversified product lines• Provides the top sales executives with a group of
specialist expert– Dealers, distributor relations, sales analysis, traffic and
warehousing• Conserves top executives and frees them from
excessively detailed work• Delegating problems to staff executives – Top exe-
higher priority matters.
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Line and staff sales organizationAdvantages1. Pool of experts provide advice2. Apparently unrelated
problems are brought into focus
3. Concentrate on control and coordination of subordinates
4. Staff assume much of the burden of solving problems in their areas
5. Top sales executive focus more on human aspects of administration
Disadvantages1. Close control over staff-
line relations is essential2. Time between problem
recognition and corrective action tends to widen
3. Confusion may happen especially if experts overstep their authority
4. Administrative expenses may increase
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Qualities of sales executive
Ability to 1. To define the position’s exact function and duties in
relation to the company’s goals.2. To select and train capable subordinates 3. Willingness to delegate sufficient authority to carry
out the task with minimum supervision4. To utilize time efficiently5. To allocate sufficient time for thinking and planning6. Exercise skilled leadership