Professional Documents
Culture Documents
SALES MANAGEMENT
The only business function that
generates revenue.
sales management
Sales management
Objectives of sales
management
3 general underlying objectives:
1. SALES VOLUME
2. PROFITS
3. GROWTH
Sales cost of sales = gross margin.
Sales management:
evolution
Relationship selling:
Nature of Sales
Management
ManagerPromotio
n
Manager
Market
Research
Manager
Sales
Manager
Market
Logistics
Manager
Customer
Service
Relationship Selling
Transactional
Relationship
Selling
/
/
Brief Description
Examples
Delivery salesperson
Sales support
Missionary selling
Technical selling
Order-getter (Creative, Problem- Getting orders from existing and Automobiles, refrigerators,
solving, Consultative selling)
new household consumers
insurance policies
Getting orders from business Software and business solutions
customers, by solving their
business and technology problems
Top-Level Sales
Managers / Leaders
Develop Strategies
Evolve Tactics /
Action Plans
Increase
sales volume
by 15
percent
Marketing
Strategy
Enter export
markets
Penetrate
existing
domestic
markets
Tactics /
Action plans
Review
and
improve
salesforce training, motivation
and compensation
Use effective and efficient
channels
Buying Situations
Three Types of Buying Situations
1. Straight rebuy
buying again the same thing
2. Modified rebuy
change in supplier..or product in order to reduce
cost or improve quality
3. New task
planning to buy something new..new products.,
suppliers
Selling Strategy
New Task
Monitor changes in
customer needs; respond
quickly when problems
and new needs arise;
provide technical
information.
Modified Rebuy
Act immediately when
problems arise.
Straight Rebuy
Reinforce relationship
with customers; make
sure all of the customers
needs are satisfied.
Convince customer of
potential benefits from
reexamining choice of
supplier; secure
recognition and approval
as alternative supplier.
Changing trends in SM
through a diagram