Chapter 1 jobs of sales
management.
Chapter Goals
The nature of personal selling.
The role of sales force.
How sales management has changed.
Critical role, tasks, and activities of field sales
manager.
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Sales management
sales management is a business discipline which is
focused on the practical application of sales
techniques and the management of a firm's sales
operations.
• It is the management of sales activities (sales
presentation, order taking, as well as the
management of firm Personal Selling.
• The sales manager is responsible for planning,
organizing, directing, and controlling the personal
selling function.
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The nature of personal selling.
• Personal selling means direct communication of sales
person with the perspective buyers aiming to sale
the product.
• A major factor is increasing the sales of the firm.
• It is the part of promotion.
The following important point involve in the nature of
personal selling, these are
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(1) Human element is critical
• in personal selling there is direct communication
involved in the buyer and seller.
• Personal selling is a promotion tool that brings the
product into public dealing.
• Sales person towerd the relationship with the
customer.
• More authentic way of making sale because of more
clarifications.
• Sales person and customer direct deal with each other.
•
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(2) Customer confidence is enhanced
• As has been mentioned above the sales person is the
source of trust for the organization.
• Sales person promote the image of the organization
in the customer mind.
• The sales person fulfill all the promises made in the
sales agreement e.g. quick delivery, warranties,
guaranties.
• Customer confidence is essential for long term
relations which is a sign of success for the
organization.
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(3) Customer can act immediately
• As direct communication since customers can react
to the message of the sales person.
• Sales person can get the decision required from the
customer on the spot.
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(4) customer treated as individual
• Sales person contact customers personally, receive
orders, problems and complaints personally and
handle it.
• Sales person advance more attention to the
customer.
• The sales person identify the customer needs and
wants by getting information personally.
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Changes and selling.
• Sales people are no more just sales people.
• They are eyes and ears of the organization. they first of all
follow the marketing concept
• Marketing Concept
• As concept of marketing has changed since selling and sales
management has changed.
• Marketing concept is based on three things:
– Customer Orientation
– Coordination of all customer related activities.
– Profit direction.
•
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(1) Customer orientation
customer orientation strategy is the way that a
business focus its to provide high quality product or
service to consumers. There are many specific ways
of doing this, but in general there are three ways that
you can orient a product to consumers: aiming at
price sensitive customers, aiming at quality sensitive
customers and aiming at niche customers.
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(2) Coordination of all customer
related activities
All business is customer related at some level,
but some activities of business are more
directly and clearly related to customers than
others. Such as services ,advertisement,
product quality.
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(3) Profit direction
The purpose of business is the creation and
maximization of profit. Every management need to
clearly inform our sales force about the business
desire profit. and every salesman need to achieve
our daily basis object to achieve the company desire
profit.
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What is the role of personal selling in
marketing mix.
• The Role Personal Selling in Product Strateg
• Sales people find information about the customer
needs and requirements, the desired features and
benefits and help in product testing.
• The Role of Personal selling in the Pricing Strategy
• Sales people adjust the prices according to the
market conditions, cost plus method, demand
oriented method, competition oriented method,
parity method.
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Con…..
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The Role of Personal Selling in Distribution Strategy
Direct and Indirect channel of Distribution.
The Role of Personal Selling in (Promotion) Strategy
Personal selling is one of element of promotional mix
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Qualifications for the Field of Sales Management
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Must have professional education.
Communication skills.
Negotiation skills.
conflict resolution skills.
Management skills
Skills to remain current with the market.
Human relation skills
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Training of sales force.
• Purposes of training( first of all finding the training
purpose)
• Training methods:(what method follow it.)
– Discussion
– Off the job training
– On-the-job training
• Where does training take place, and who is involve in
training
– Centralized training programs used it,
– Decentralized training program used it.
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Dimension of sales manager
– It connects organization with the external
environment.
– It informs the organization about customer needs.
•
It gives chances to the organization to survive and
grow
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Tasks of Sales Managers
The following of the task of sales manager, they must start ,
• Analysis: find internal sales record, sales people reports,
market trends.
• Planning: setting objectives for the sales force, then strategies
to achieve those objectives.
• Organization: setting structures and procedure for sales
programs. Divide the work into different parts.
• Direction: supervision of day to day activities and
implementations of plans and programs.(suggestion,)
• Control: comparison of actual with desires, finding deviations
and taking corrective actions to put everything on a right track
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From selling to managing.
• From Selling to Managing
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Sales Representative
1. Develop accounts
2. Player
3. No management
4. Make call and sell
Sales Manager
Develop people
Coach
Yes, do management.
Prepare people for calls
and sell
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