SALES MANAGEMENT

INTRODUCTION TO SALES
MANAGEMENT & ITS
EVOLVING ROLES
SALES MANAGEMENT DEFINED:

It is the planning, direction,

and control of the personnel
selling activities of a business unit,
including recruiting, selecting,
training, equipping, assigning,
routing, supervising, paying, &
motivating as these tasks apply to
the personal sales force.
WHAT ARE THE FAST-PACED, EXPANDING ROLES OF
SALES NANAGERS?

New ideas
New sales channels
New technologies
Dynamic buyer behavior
managerial creativity
 Some Titles for the
Sales Manager

Account Manager Trainer/Coach

Team Leader Customer Relationship
Group Psychologist Manager
Resource Coordinator
Sales Department Coordinator
Change Manager
Director of Income
Contact Manager
Staff Development
Sales managers see themselves as
wearing a lot of hats and doing
everything from traditional
leadership & coaching of the sales
force to taking on new roles in
sales channel management &
customer relationship
management.
Some Salespeople are in
these fields:

Recruiters for voluntary military

services
Fundraisers for political parties
Institutional development officers
College Admission representatives
 SALES MANAGEMENT DECISION MAKING

Introduction to Sales
Sales Sales Forecasting Sales Force Volume,
Management & & Budgeting Compensation Cost, &
its Evolving Roles Profitability
Analysis

Managing Ethics Sales Force

in a Sales Planning & Training The Sales
Environment Organizing Force

Recruiting &
The Personal Sales Force
Selecting the
Selling Process Motivation
Sales Force
 SALES MANAGEMENT HIERARCHIES: Titles &
Responsibilities

VP of Sales
National Sales Manager
Regional, Division, or Zone Sales Manager
District, Branch, or Field Sales Manager
Sales Supervisor
National Account Manage(NAM)
Key Account Manager (KAM)
Senior Account Executive
Marketing Representative, Sales Representative, Account
Manager, Sales Engineer, Salesperson
Assistant Sales Manager, Sales Analyst, Sales Training
Manager
Old definition of MARKETING:
the process of planning & executing the
conception, pricing, promotion,,& distribution of ideas,
goods & services to create exchanges to satisfy individual &
organizational objectives.

New definition of MARKETING:

an organizational function & a set of processes for
creating, communicating, & delivering value to customers &
for managing customer relationships in ways that benefit
the organization & its stakeholders.
 COMPARISON OF THE TWO
DEFINITIONS
OLD NEW

Viewed largely from the Shifts the perspective to

seller perspective by the customer by focusing
emphasizing management on delivering value &
of the marketing mix & managing customer
creating exchanges relationships.
 According to Philip Kotler:

Current marketing is moving from

transaction-orientation to a customer-
relationship-building orientation.
 EXPANDING ROLES OF SALES
MANAGERS

I. Managing Customer Relationships

 CRM
A company-wide effort to satisfy customers across all
touch points & provide personalized treatment of
the most valued customers in order to increase
customer retention & profitability.

Is based on the idea that developing closer

relationships with customers is the best way to earn
purchasing loyalty.

A cross-functional process for achieving a continuing

dialogue with customers, across all contact & access
points, with personalized treatment of the most
valued customers, to increase customer retention &
the effectiveness of marketing initiatives.
II. Serving as Customer Consultants
III. Managing the Hybrid Sales Force (from
field sales force to multiple online &
offline marketing channels; working with
telesalespeople, telemarketers, e-
commerce salespeople, direct mailers,
international salespeople, missionary
salespeople, technical salespeople,
manufacturers agents, multicultural &
international salespeople)
 HEADQUARTERS MARKETING
SUPPORT TEAM CONTRIBUTIONS:

Advertising
Sales Promotion
Sales aids (videos, podcasts,
product samples/prototypes, flip
charts, Ppts presentations, &
other AV materials for
presentations
 Trade Shows (coordinating arrangements)
Product publicity
Marketing Research
Marketing & Sales Planning
Forecasting
Product Planning & Development
Market Development
Public Relations
Internet Communications
 MEGATRENDS AFFECTING SALES
MANAGEMENT

BEHAVIORAL FORCES
More expert & demanding buyers
Rising customer expectations
Globalization of markets
Empowerment of customers
Micro-segmentation of domestic markets
 TECHNOLOGICAL FORCES
Sales Force Automation
- portable computers (nb, hhc, pocket PCs)
- Electronic Data Interchange (EDI)
- Videoconferencing
- Multi-function CPs & satellite pagers
- Voice mail, e-mail, & instant messaging
Mobile Virtual Sales Offices
Electronic Commerce
- podcasting - WebEx
- blogs - Extranets
- internet - Intranets
- screen sharing
 MANAGERIAL FORCES
Selling Cost Reduction Efforts
Shift to Direct Marketing Alternatives
- Direct mail (brochures, catalogues, sales
letters)
- telemarketing
- teleselling
- personalized e-mail
- kiosks
- facsimile
Shortage of Business-to-Business Salespeople
Development in Information Management
- database marketing - push technology
- data warehousing - Professional
-data mining Certification of Salespeople