SALES MANAGEMENT

Credit Units: 03

Course Objectives
This course has been designed to help students learn sales management concepts and how to apply them to solve
business problems and to function as effective managers. It deals with all important back end management of sales
and front end personal selling issues with a view to handle the situations professionally and improve the outcome
with result orientation.

Course Contents
Module I
Changing world of Sales Management and Professionalism in sales. Classification of Personal Selling approaches.
Sales jobs, Qualification and skill required for success. Organizational buyer behavior and buying situations.
Contrasting Transactional and Relationship Selling models, Sales Teams. Sales management Competencies for
effective and outstanding results. Developing Sales Management Strategy / Objectives and Sales Force Roles.
Module II
Recruitment planning process: Job analysis, description, qualifications, buyers perspective and methods of locating
prospective candidates. Selection: Application forms, Types of Interviews, Testing and Validating the hiring
process.
Sales Training: Determining training needs, Training analysis, Methods of Evaluating sales Training and building a
sales training program. Instructional methods used in training.
Module III
Motivation and the reasons for motivating sales people. Maslows Hierarchy of Needs related to the sales force
motivators and companys actions to fill needs. Methods of giving status to sales people to motivate them.
Sales force compensation. Components of compensation and their purpose. Comparison of various compensation
plans. Optimizing sales compensation: Customer Product Matrix and relating it to the appropriate compensation
plans.
Module IV
Sales territory; Reasons for establishing or revising Sales Territories, Setting up and revising Sales Territories:
Market build-up and Work load method; optimizing sales territory.
Sales quotas; Objectives in using Quotas, Types of Sales Quotas and Quota setting procedures. Reasons when not to
use Quotas.
Module V
Personal Selling process: Prospecting: Developing a prospect base, Strategic prospecting, Sources of prospects,
common causes of customer attrition, Preparing a prospect list and organizing information. Planning the initial sales
call and approach: Pre call information on the Buyer and Organisation, Call Objectives, Planning the approach.
Sales Presentation techniques: Types of presentation techniques, Presentation sequence, Adoptive Selling Model.
Demonstrations: Demonstration plans, actions, custom fitting demonstrations, use of sales tools. Handling customer
objections: types of objections, types of close, Trial Close. Closing the sales.

Examination Scheme
Components
Weightage (%)

CPA
5

TP
5

Q/S
5

A
5

ME
10

EE
70

References

Still, Cundiff and Govoni. (2009), Sales Management, Decisions, Strategies and Cases, Prentice Hall of India
Pvt. Ltd.
Ingram, Laforge, Avila, Schwepker Jr., Williams.(2009), Analysis and Decision Making, Segment Books

Douglas J. Dalrymple, Cron and Decarlo.(2003), Sales Management, John Wiley & Sons Inc.
Charles M. Futrell (2010). Fundamentals of Selling. Tata McGraw Hill
Gerald L Manning, Michael Ahearne and Barry L Reece (2011). Selling Today, Prentice Hall Pub.