SHIKHA SHARMA

Sales management
Sales management is the management of the sales
force and personal selling efforts to achieve
desired sales objectives.
Sales management is the planning , directing, and
control of personal selling, including recruiting,
selecting, assigning, supervising, paying, and
motivating as these tasks apply to the sales force.
- American Marketing Association
NATURE AND ROLE OF
SALES MANAGEMENT
The determination of sales force objective and goals
Sales force organization, size, territory, and quota
finalization
Sales forecasting and budgeting
Sales force selection, recruitment, and training
Motivating and leading the sales force
Designing compensation plan and control systems
Designing career growth plans and building
relationship strategies with key customers
Sales management
functions
Key decision areas in
Sales Management
Deciding upon type and quality of sales
personnel required
Determination of the size of the sales force
Organization and design of the sales department
Territory design
Recruitment & training procedures
Task allocation
Compensation of sales force
Performance appraisal
Feedback mechanism
Managing channel relationship
Coordination with other Marketing department
Major objectives of sales
management
Increased sales volume
Contribution to profits
Continuing growth
Major Steps in Sales
Force Management
PERSONAL SELLING
Personal presentation by the firms
sales force for the purpose of making
sales and building customer
relationship.
It is a process of informing customers
and persuading them to purchase the
products through their personal
communication, presentation &
demonstration.
Characteristics of personal
selling
It is an art.
It is a creative process
It necessarily involves physical presence
of an individual representing the
company called the salesman.
It is target oriented
It is one of the oldest professions in
mktg.
It is a part of companys
promotion/communication mix.
Benefits/importance
Helps establishing a cordial relationship
between organisation & its customer
It is a creative art which creates new
wants.
It imparts knowledge & technical
assistance to customers
It is the most promising element of the
whole communication mix of company
because it aims at somehow selling the
product by convincing the customers
It helps converting suspects into
prospects and further prospects into final
customers.
 It helps introducing new products
Creates new wants by convincing people or
persuading them
To enable a customer to decide what he wants
to buy and what he doesnt.
Maintains constant relationship with
customers.
Helps improving the sales of middlemen-
retailers and wholesalers.
Attains maximum sales and assists
advertising and sales promotion efforts of the
company.
 Creates wide range of employment
opportunities
Salesmen perform several non selling
tasks also such as :
> after sales service
>meeting complaints
> conducting mktg research
> collecting payments
> delivering goods & timely
information
Major Steps in Effective Selling

13-13
1.Prospecting and
qualifying
Prospecting is the process of identifying
potential buyers who have a need for the
products and services offered by the company,
the ability to pay for it, and the adequate
authority to buy it.
Steps in prospecting:
1. Formulating prospect definitions
2. Searching out potential accounts
3. Qualifying prospects and determining probable
requirements
4. Relating company products to each prospects
requirement.
2. Pre approach
The salesperson learns as much as
possible about a prospective customer
before making a sales call
FAB analysis: Feature, Advantages And
Benefits analysis
3. Approach
The salesperson meets the customer for the
first time
4. Presentation and demonstration
Using Persuasive communication
Hold Attention
Stimulate Interest
Desire
Tell the products story
5. Handling customer
objections
The salesperson seeks out, clarifies, and
overcomes customer objections to
buying

View objections as requests for

information
Anticipate specific objections
Use the objection to close the sale
6. Closing
The salesperson asks the customer for an
order

Look for customer signals

Keep an open mind
7. Follow up
The salesperson follows up after the sale to
ensure customer satisfaction and repeat
business

Ensure delivery schedules are met

Goods or service perform as promised