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O.D.M Computer & Mgt. Education

- MM 308

SALES MANAGEMENT (MM-308)

Q:1:- Define Sales Management? What are the objectives of this area of Management? What roles do aSales Manager perform?

Ans:-

INTRODUCTION

Nowadays the entire Sales Executives are professionals they plan & build the effectiveorganisation. Basically the professional approach requires thorough Analysis. Appropriate sales policiesand personal selling strategy. Sales executive are responsible towards customers and society.

RESPONSIBILITIES OF SALES EXECUTIVES TOWARDS CUSTOMER RESPONSIBILITY

Obtaining SalesProvide ProfitContributing BusinessVolumeContribution GrowthThe management is responsible towards the efficiency and planning of the product. So, this concept willemerge as a concept i.e

Sales Management

SALES MANAGEMENT

Sales management is management of sales force. It basically refers to the direction of sales forcepersonnel in an organisation.

Definition:

“IN addition to the management of personal selling Sales Management means Management of allactivities, including advertising, Sales Promotion, Marketing Research, Pricing, Physical Distribution &Product merchandising.

According to American Marketing Association

“Sales Management is the Planning, Direction and Control of Personal Selling including Recruiting,Selecting, Equipping, Assigning Routing, Supervising, Paying & Motivating as these applies to personalsales force.ControlRecruitmentSelectionMotivation

Sales Management

CompensationSupervisionTrainingOrientation

OBJECTIVE OF SALES MANAGEMENT1.Maintain Effective Communications

The main objective of sales Management is to maintain effective communication of salesdepartment with the other organizational units. This will ensure or help in increasing the sales of thecompany.

2.Develop an effective Distribution Network

Outside the company, the sales manager serves as a key contact with customers and other external publics and is responsible for building & marinating an effective distribution network so thatpeople come to know about the company.

3.Marketing Decisions

O.D.M Computer & Mgt. Education

- MM 308

The next objective of sales management is to take various marketing decisions like:Marketing Decision

PricingDistribution Channel Policies

The sales management must care of these decisions before taking an action regarding the product.

1.Sales volume:

Generally the top management has the final responsibility because the top management isresponsible for the success & failure of an enterprise but the top management has lot of work to do so.Delegates DelegatesAuthority to Authority to

2.Contributions to profits:

The next objective of sales manager is to make future operations in such a way that it contributeor increase the profits of the company. The sales manager must analyze the market opportunities so thathe may be able to meet the competition.

3Continuing growth:

The sales manager must work in the direction, which helps in increasing the market share. Theprogress of the entire company depends upon the sales management, so the sales manager tries tomeet the competitive edge so as to make organisation grow continuously.

Role of Sales Manager:

In an organisation a sales manager plays a variety of roles to related to the sale of a givenproduct.

Sales PromotionAdvertising

Product Decision

TopManagementMarketingManagementSalesManagement

Sales Force Mgt.

Marketing Decision

Maintain Relations Preparation of Sales Program.

O.D.M Computer & Mgt. Education

- MM 308

1.Sales Force Management:

The Sales Manager checks the sources of recruitment and sets the standards for selections. Thesales manager must provide training to new employees in such a manner that the high level of performance is achieved in short possible time.

2.Maintain Relations:

The sales manager must maintain the internal and external relations of sales department with thedepartments of other companies or units as well as within the organisation. The sales manager develop& maintain effective working relations with sales, training & other key personnel as well as with thecustomers to ensure that the effort is beneficial to both the parties.

3.Communication

The sales manager should establish a system of communication with other sales personnel thatkeep them informed of overall department’s sales objectives, results & problems. It also keeps the salemanager informed about their needs & problems.

4.Control

The sales manager must consult with the production manager time to time because they areclosely related with the sales needs. The sales manager reviews the revenues & expenses of thecompany and checks the actual sale and compare it with the corrective action may be taken in time. So,the sales manager maintain the proper balance of time spent on various activities and keeps a check onthe activities of the sales force.

5.Organisation

The sales manager establishes an effective plan of organisation an d methods of controlling theactivities of members, so that the work will be completed in time. The activities are identified & groupedand hence assigned to individuals responsible for selling a given product.

Conclusion:

On the basis of above observations we can say that:

•

The sales manager must keep a close watch over the market to meet the competition.

•

The selection criteria should be in such a way that good employees are recruited.

•

Sales management is the management of the executives responsible for the sale of the product.********************************************************************************************

Q2:How can the sale of a product be forecasted? How does it help in determining the size of sales force?Ans:- Introduction:

As the name indicates Sales Forecasting is an estimate of sales in a future period under aparticular marketing program. Forecasting is also made for the economic and other factors. A salesforecasting may be made for a single product or for an entire product line. Forecasting can be of twotypes:

ForecastShort term Sales ForecastLong term Sales Forecast