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Difference between selling and
marketing
Selling Marketing
1. Emphasis on product Emphasis on consumer needs andwants
2. Company manufactures the productfirst and then decides to sell it
Company first determines customersneed and wants and then decide on
how to deliver a product to satisfy thesewants
3.Mgt. is Sales-volume oriented Mgt. is profit oriented
4. Planning is short term orientedIn terms of today s product and mkt
Planning is long term oriented in termsof tomorrow's market and futuregrowth
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5. Stresses needs of a seller Stresses needs and wants of buyers
6. Views business as a goods producing
process
Views business as a consumer satisfying
process7. Emphasis on staying with existingtechnology and reducing cost
Emphasis on innovation in every sphereon better value to the customer byadopting a superior technology
8. Cost determines price Consumers determine price , price
determines cost
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The basic function and role of selling
S.Mgt is more strategic and of long term as it involves
Planning
Organising
Directing Controlling of all the selling activities of organization
Generate sales Earn revenue
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Selling approach highlights:-
Maintaining good customer relationship
Managing the profitability of a firm
Managing customer complaints
Building brand value in the eyes of the customer
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Strategic decisions such as
Organizing the sales force
Determining the sales force compensation structure
Forecasting long term sales
Over all controlling of sales organization
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The role of sales manager in an organization has
become strategic. He is looked at as combination ofAn accountant
Planner
Personal Manager
Marketer
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Duties and responsibilities of Sales Manager
Determining sales force objectives and goals
Finalizing sales force organization, size, territory, andquota
Forecasting and budgeting sales
Selecting, recruiting and training the sales force
Motivating and leading the sales force
Designing compensation plan and control systems Designing career growth plans and building
relationship strategies with key customers.
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The job of a sales manager is not only to organize sales but alsoto carry out management function. The function of SM can be
classified into 2 partsSM functions
Personal Selling
Personal communicationSatisfying the buyers currentand latent needs.Establish and build aprofitable & symbioticrelationship with customer
Sales Mgt.
More strategic & long termconsequenceInvolves planning, organizing,directing & controlling all
selling activities
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Personal Selling
Personal Selling can be defined as the process of personto person communication between a salesperson and a
prospective customer in which the former learns aboutthe latters needs and seeks to satisfy those needs byoffering the prospective customer the opportunity tobuysomething of value, such as goods or a service.
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Characteristics of Personal Selling
1. It is flexible
2. It builds relationships
3. It allows more efficient communication4. It can be expensive
5. It is a form of dyadic communication
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Dyadic communication means direct or one on one
communication between two people. This offers thesalesperson an advantage over other form of marketingcomm.
It allows for tailoring of the message
Lack of distraction
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Personal selling Some important aspects
1. It enhances customers confidence in the seller.
2. It promotes long-term business relations through
personal intimacy.3. It provides a human touch to business transactions.
4. It helps facilitate the seller to understand eachcustomers need and preferences more clearly.
5. It helps satisfy a customer by modifying the product asper the customers choice and preference.
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6. Helps build long term relations between the businessand the customer.
7. It helps keep up with the competition in the market,based on product customization as per customerspreferences.
8. It is a powerful and effective tool in convincing the
customer about the product
9. Time lag between introducing a product through themedia and actual selling is reduced.
10. It provides prospective customer with a betterunderstanding of the product and an interactiveopportunity to liaise with the sales personnel.
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Setting Personal Selling Objectives S.Mgt. determines personal selling role in the
promotional program. The marketing planning groupsets personal selling objectives determines
Sales related Marketing Polices
Formulates personal selling strategies
Finalize the sales budget
The combined impact of these decisions constitutes the framework withinwhich the sales force is managed
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Types of personal selling objectives
Depending upon company objectives and the promotionmix, personal selling may be assigned such qualitativeobjectives such as:-
1. To do the entire selling job
2. To Service existing accounts
3. To search out and obtain new customers
4. To secure and maintain customers cooperation instocking and promoting the product line.
5. To keep customers informed on changes in theproduct line and other aspects of mkting strategy.
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6. To assist customers in selling the product line.
7. To provide technical advice and assistance tocustomers.
8. To assist with the training of middlemens salespersonnel .
9. To provide advice and assistance to middlemen onmanagement problems.
10. To collect and report market information of interest
and use to company mgt.