Setting personal selling objectives

Value-Quantity-Profitability-Popularity

010

20

30

40

50

60

70

80

90

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

East

West

North

Types of personal selling objectives

To complete selling task as per company guidelinesTo service existing accountsTo search and obtain new customersGet costumers cooperation to stock-promoteKeep customers informed on change in product line and marketing strategies

Continued….

To assist customer in selling the product line…missionary sellingTo provide technical adviceTo assist the middlemen to train their sales personnelTo provide assistance in solving management problemsTo collect and pass on market and future product range related information to company

Objects of sales executive other than achieving higher sales volumes

To capture and retain higher market share

To obtain better profitability

To obtain new accounts

To keep sales expenses within limits

To secure targeted percents of total market volume

IMP terms for setting sales targets

Market potential

Sales potential

Sales forecasts

Market potential

Market Identification( who buys the product-who uses it-who are the prospective buyers and or users )

Market Motivation ( how best to present product in sales talk-effect of different selling appeals-appropriateness of various promotional methods )

Analysis of market potential

Select the market factor/s associated with market demand

Eliminate those market segments which do not have prospective buyers

Sales potential :Sales forecasting

Market size-region-area to be coveredFinancial status of populationSegment where product belong toUsage frequencyUsage essentialityCompetitors in market: local-importsGovernment policies about imports and exportsMental blocks or product acceptance . Buyers view points towards new concepts–new MRP-new features-promotion appealing masses Category of age groups in society. Open to new product-new category-new concepts-innovations-pay for R&D

Sale potential: ForecastingGrowth rate of concerned product category in pastResearch in the product category which can make the product obsoleteGovernment ( existing or new ) policies that may put ban on product or put it in rationing channel at cheaper rateAgricultural conditions affecting financial condition of the major populationBanking channel taking up product on priority/ non priority financing Gut feeling-gambling capacity-contacts at higher levelFailures of same company in the past, though others were successful. Network and funds available to make capital investments in infrastructural base/ marketing