/ MASTER cOPY

MODULE 3

Sales management is used by businessman to refer to the direction or supervision of salesman.

But in the present business scenario, it has included other aspects of management also, such as
planning, direction, control of personal selling, including recruiting, selecting.,, equipping,
supervising, paying and motivating etc, for they directly apply to sales force

OBJECTIVES ARE DECIDED

THESE ARE ACHJEVED BYFOLLOWING ASTRATEGY

DELEGATED TOSALES MANAGER

ACHIEVED BY SALESMEN ANDMIDDLEMEN

QUANTITATIVE OBJECTIVES (SHORT TERM)

1. TO RETAIN AND CAPTURE THE MARKET SHARE
2. TO DETERMINE SALES VOLUME IN WAYSTHAT CONTRIBUTESTO
PROFITABILITY.
3. TOOBTAIN NEW ACCOUNTS OF GIVEN TYPES.
4. TO KEEP PERSONAL EXPENSES WITHIN SPECIFIED LIMITS
5. TOSECURE TARGETED PERCENTAGE OF CERTAIN ACCOUNTS OF
BUSINESS.

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QUALITATIVE OBJECTIVES (LONG TERM)
1. TO DO THE ENTIRE SELLING JOB
2. TO SERVICE EXISTING ACCOUNTS (CUSTOMERS)
3. TO SEARCH AND MAINTAIN CUSTOMER COOPERATION
4. TO ASSIST THE DEALER IN SELLING THE PRODUCT LINE.
5. TO PROVIDE TECHNICAL ADVICE WHEREEVER NECESSARY
6. TOASSIST IN TRAINING OF MIDDLEMAN'S SALES PERSONNEL
7. TO PROVIDE ADVICE AND ASSIST THE MIDDLEMEN
8. TO COLLECT AND REPORT THE MARKET INFORMATION

SALES MANAGEMENT CYCLE

ANALYSIS

CONTROL ORGANISATION PLANNING

DIRECTION

ANALYSIS: This involves probing into the sales record of the company, analyzing the reports
factors.
of sales people, investigation of marketing trends and others environmental

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PLANNING: It involves setting objectives of the firm's sales effort, formulation of sales
strategies and policies in order to achieve those objectives.
ORGANISATION: It involves determination of the structure of the sales force and delegation
of authority which issupposed to be necessary to achieve the organizations objective.
the help of
DIRECTION: It involves proper supervision and implementation of the plans with
proper communication, motivation and leadership.
results, finding out reasons
CONTROL: It involves comparison of the actual with the desired
for deviation and taking corrective actions accordingly.

PERSONAL SELLING:
involving individual and social behavior. It aims at
Personal selling is a two way communication
bringing the right product to the right customer.
preference, conviction and action. The reason is
Personal selling is a tool for building up buyer's
advertising has three distinct benefits.
that personal selling when compared with
alive, immediate and interactive relationship
Personal confrontation: Personal selling involves an observe the other's needs and
Each party is able to
building between two or more persons.
adjustment.
characteristics at closer hand and make immediate
spring up, ranging from a matter
Cultivation: Personal selling permits plenty of relationships to
Effective sales representatives will normally keep
of fact selling to deep personal friendship. term relationship.
want to maintain long
their customers best interest at heart if they
obligation for having listened tothe sales
Response:Personal selling puts the buyer under some
attend and respond.
talk. The buyer has the greater need to

SELLING
SITUATION CONDUCIVE TOPERSONAL
Product Situation:

1. When a product is of high unit value.

PLC
2. When aproduct is in the introductory stage of its
3. When product has to match specific consumer needs.
sales service.
4. When product require demonstration and after
5. When product has low brand loyalty

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