Unit 11

Personal Selling & Sales

Management

Personal Selling Meaning (Recap)

Characteristics of Personal Selling
Objectives of Personal Selling
Personal Selling Process
Sales Management Meaning

Characteristics
of
Sales
Management
Sales Management Process

Difference
between
Sales

PERSONAL SELLING
Distinguishing Features

Personal
selling
involves
interpersonal
communication
It involves sales promotion but in direct mode.
This is highly flexible and extremely effective.
This provides an opportunity to persuade with your
prospects.
It is being regarded as the personal service
rendered to the public at large.
It establishes a need and thus gets appreciation
from the producer and the consumer alike.
It somewhat supports the salesmanship activities.

Personal Selling
Characteristics of Personal Selling

Personal Contact
Oral Communication
More Flexible
Additional Information to Cater Interest
Quick Queries Solutions
Tailor Product Satisfaction

Objectives of Personal Selling

In Areas of Product Awareness and use/benefits

Supplement of Additional Information
Building Interest
Promotion of Demand
Brand or Product Reinforcement
Optimal Satisfaction for both Parties

The Personal Selling Process

This process involves steps to complete as,
Prospect Identification
Preparation of the sales kit
Making of the first contact but not personal contact
Actual Sales Call (Presentation & Demonstration)
Tackling of the obstacles (negotiation)
Closing the sale
Post sales follow up (CRM)
The prospect always remains interested in more
information to generate faith in the offering
It emphasize from tailor made to customized product

Sales Management
Prior to industrial revolution small scale
enterprise dominated the economic scene and the
business.
Almost balanced the demand and the supply.
Due to industrial revolution supply become more
and it demanded areas for new market.
Large amount of capital were invested on
machinery etc. for development thus huge amount
of revenue were needed to meet the debt.
Thus emphasis was on more sales, leading to
more revenue and thus market expansion was
obvious and thus the need of sales to be more
organized and deciplined.

 It was not limited only up to management of

personal selling.
Over times sales management has occupied
broader significance and involved market research,
advertising, sales promotion, physical distribution,
pricing and product merchandising.
Sales management caters the planning, direction
and control of personal selling including recruiting,
selection,
equipping,
assigning,
routing,
supervising, paying and motivating the sales force.
It translates marketing plans into performance
It makes an organization customer oriented but
profit directed.

Sales Management
Characteristics of Sales Management

It is a management function
It defines the team hierarchy and the positions
Success is depended on the tactical strategies
It is an essential component of an organization
It is more challenging
More rewards on performance

Objectives of Sales Management

To establish and monitoring of distribution network

To stimulate sales and drive for maximum sales
To add more and more market share
To capitalize on revenue and profit
To uplift the share price and attracts more shareholders
To provide stability to an organization

Sales Management Process

Objective Setting for the Sales Force
Strategy Creation for the Sales Force (Sales kit)
Recruitment of the Sales Force
Selection of the Sales Force
Training of the Sales Force
Development of the Sales Force
Compensation Plans for the Sales Force
Development of Motivation for the Sales Force
Evaluation of Performance of the Sales Force
Future Expectation and Roles for the Sales Force

Sales Vs Marketing
Management
Parameter
Sales Management
Marketing Management
Basic Emphasis

In general Involves general It involves analysis, tactics,

management activities
plans enforcement for optimal
customer satisfaction

Extent and Capacity

It is a part of Marketing It includes sales management

Management

Origin of the
Structured Activity
Concept Age

It is an outcome of the
industrial revolution

It is an age old activity

It is a much older concept

It is comparatively
concept

new

Prime Objective

It is to emphasize demand It is to maximize customer

and thus maximize the satisfaction
for
maximum
sales
organizational profitability

Commencement of
Activity

It starts with the production It starts prior to the production

of the goods or services
of goods or the services

Inclination and
Orientation
Profit Expectation

It is more towards the seller

It is more towards the buyer

Emphasize on immediate Eyes on long term profitability

profit