The Role of a

Sales Manager
Amrit Chopra
Roll No 22
“We cannot do today’s job with
yesterday’s methods and be in
business tomorrow”

--- Nelson Jackson

A Group of Donkeys lead by a lion can
defeat a group of lions lead by a donkey
---Socrates
Main Purpose of Sales Managers’ Job

To achieve and exceed the Assigned objective

by ensuring that each and every member of
the team achieves and / or surpasses
his / her respective objective.
A Good Manager has…..

… the capability to get people of

ordinary ability to perform in an
extraordinary manner!
5 Differences
Worker Manager
• Works alone • Works with others
• Does the work • Develops
• Like a player in the team people/customers
• Is lead and Managed • Like a coach and a
counsel; Pitches in as
• Responsibility: player when needed.
Single
• Is the Leader/Manager
according to the condition
• Responsibility : Various
Key Responsibilities
 Ensuring achievement of assigned Team’s and individual
team members’ objectives
 Decision Making
 Ensuring his objectives achievement covering up deficit
of anyone in his team.
 Focus on Brands / New Products
 Distribution Channel Management
 Timely Reporting and Feedback
 Developing Team Members
 Market Development
 Market Intelligence
 Strong Customer Focus
 Planning, Monitoring & Controlling
 Appraising &Reviewing
 Necessary course corrections
Key Activities

• Strong Customer Focus

Right product for the right customers
Frequency of visits
Servicing
Trouble shooting
Retention and multiplication of customers
Tracking of Customers
Planning, Monitoring and
controlling
Objective setting
Assigning the responsibilities as per the
resources
Alternative steps in case of crisis
Monitoring of Progress/Key Customers
Key Activities
• Ensuring follow up of every subordinates’
responsibilities.
• Ensure follow up on payments
• Ensure Liquidation of stocks
• Ensure Order generation
• Regular follow up of pending claims of
distributors and CFAs
Key Activities
Ensuring at Distributors’ Level

• Inventory Check
• Payment follow up
• Catering to Retailer
• Liquidation of short expiry / non moving products
• Settlement of Claims
• Successful of Operation of bonus offers
• New Product availability at retailer level
• LOC & NOC of products
Key Activities
At the Retail Level
 Tracking of new and established products
 Retail survey to track the demand of Company’s
and competitors’ products
 Retail survey to validate the customer coverage
 Right product, Right customer focus approach
 Tracking of Key Retailers
 Ensure order booking and its supply
Key Activities
• Reporting
 Weekly Reports on time

 Specialty Coverage Analysis

 Sales Promotion Proposal / Report cum Expenses
Statement
 Subordinates’ Coverage format-Self Analysis
 Campaign Sales Meeting follow up.
 Record of Leaves
 Sales Diary
 Key Activities
• Feedback
• On inputs
• On competitors
• Regarding strategies
• On emerging trends
• To subordinates on performance
• To superiors on any important
developments
Key Activities
Market Development / Market Intelligence
 Gather information from distributors / retailers
to know the actual market potential
Focused approach
Rural coverage
Distributors’ appointment
Customer contact programmes
Tracking Competitors
Key Activities
Development Team Members
• Review of Team members’ performance identifying
key areas for improvement
• Improving his/her knowledge / skill levels
• Coaching
• Training
• Improving his / her personality
• Motivating
Key Activities
• Review and Appraising
• Performance
• Agreed action plans
• Market potential
• Consistency in sales
• Coverage of territory
• Coverage of Key customers
• Growth in Sales
Focus on Power Products
• Maturity
• Monitoring the Sales
• Market knowledge
• Reporting • Right Customer Focus
Key Skills
• Analytical Skills
• Technical Skills
• Communication Skills
• Selling Skills
• Planning Skills
• Negotiating Skills
• Reviewing Skills
• Administrative Skills
• Managerial Skills
• Interviewing Skills
• Interpersonal relationship • Counseling Skills
Skills • Forecasting Skills
• Leadership Skills
Key Performance Parameters
• Targets
• Field Work inputs
• Implementation of
strategies
• Implementation of learning
• Knowledge • Development of Subordinates
• Team Performance • Market Development
• Reporting Discipline
• Distribution Management
• Maintenance and analysis of
Data
• Self Development
Profile
• Team Leader
• Decision Maker
• Coach
• Role Model
• Problem Solver
• Strategist
• Knowledge Resource
• Good Communicator
• Observer
• Mediator
• Counselor
• Fair
• Motivator • Achiever
• Negotiator • Adaptable
• Positive Thinker • Enthusiastic
• Hard Worker
• Honest
• Listener
A Good Manager will…..

…always succeed in getting more output

and better results from his team members
…and they will deliver this willingly!
Managers : Ineffective v/s Effective

Ineffective Manager Effective Manager

• Appeaser • Advisor
• Bully • Benefactor
• Caddy • Cheer Leader
• Despondent • Decisive
• Excavator • Example Setter
• Favoritism • Fair
• Gutter Inspector • Generous
• Hindsight • Honest
Managers : Ineffective v/s Effective

• Insecure • Innovator
• Jealous • Judicious
• Know-all • Knowledge Resource
• Loner • Leader
• Manipulator • Motivator
• Nag • Negotiator
• Opinionated • Open minded
• Pillion Rider • Perseverant
• Quashes new ideas • Quality Conscious
Managers : Ineffective v/s Effective

• Reactive • Receptive
• Subjective • Strategist
• Trumpet Blower • Transparent
• Unfair • Understanding
• Vengeful • Vibrant
• Whiner • Winner’s Mind Set
• Xcuse Master • Xperimenter
• Yesterday’s hero • Youthful
• Zombie • Zestful
Thank You