DISTRIBUTION CHANNEL: * FACILITATES SEARCHING PROCESS *FACILITATES PROCESS OF EXCHANGE BY MAKING THE

PRODUCTS OR SERVICES AVAILABLE FOR USE * STANDARDIZING TRANSACTIONS WHICH MAKES EXCHANGE MORE EFFECTIVE
AND EFFICIENT * ADJUST THE DISCREPANCY OF ASSORTMENT THROUGH THE PERFORMANCE OF SORTING PROCESS:
I)BREAKING HETEROGENEOUS SUPPLY INTO SEPARATE STOCKS WHICH ARE RELATIVELY HOMOGENOUS CALLED ‘SORTING
OUT’ II)BRINGING SIMILAR STOCKS FROM A NUMBER OF SOURCES TOGETHER INTO A LARGER HOMOGENOUS SUPPLY
CALLED ‘ACCUMULATION' III) BREAKING A HOMOGENOUS SUPPLY INTO SMALLER AND SMALLER LOTS CALLED ‘ALLOCATION’
IV)BUILDING UP OF ASSORTMENT OF PRODUCTS FOR RESALE IN ASSOCIATION WITH EACH OTHER CALLED ‘ASSORTMENT’
ACTIVITIES OF DISTRIBUTION CHANNEL : DISCREPANCIES BETWEEN TYPICAL PRODUCTION ACTIVITY AND
CONSUMPTION ACTIVITY *SPATIAL DISCREPANCY *TEMPORAL DISCREPANCY *NEED FOR BREAKING THE BULK *NEED FOR
ASSORTMENT *INFORMATION DISCREPANCY
DISTRIBUTION STRATEGY: * SETTING DISTRIBUTION STRATEGY * FINALIZING CHANNEL ACTIVITY * ORGANIZING THE
CHANNEL ACTIVITIES *DEVELOPING POLICY GUIDELINES
CHANNEL FLOWS: *PHYSICAL POSSESSION FLOW *OWNERSHIP FLOW *PROMOTION FLOW * INFORMATION FLOW
*FINANCING FLOW
IDEAL CHANNEL DESIGN: * COST OF PERFORMANCE * CRITICALITY OF PERFORMANCE * VALUE ADDITION
CHANNEL MANAGEMENT DECISIONS: * SELECTION * TRAINING * MOTIVATION I)COERCIVE POWER II)REWARD POWER
III)LEGITIMATE POWER IV) EXPERT POWER V)REFERENT POWER

SALES OBSTACLES: A) OBJECTIONS :* INTERRUPTIONS OR NEGATIVE EXCUSE DURING THE PROCESS * 80-20 RULE *MAY
BE GENUINE OR FAKE *EARLY OBJECTION FOR RIGHT REASON IS A BLESSING COMMON OBJECTION TYPES: *NO MONEY - I
CANNOT AFFORD * NO VALUE - IT COSTS TOO MUCH * NO NEED - I DO NOT NEED IT NOW * NO INTEREST - I AM NOT
INTERESTED * NO TIME - I CANNOT TALK RIGHT NOW * NO AUTHORITY - I AM NOT IN CHARGE B) REJECTION: * DISCARD,
REFUSE TO ACCEPT, THROW AWAY AS NOT TO BE USED *NOT GIVEN DUE ATTENTION (WHAT IS PERCEIVED BY THE SELLER)
REJECTION HANDLING: *AVERAGE 4 NO FOR EVERY YES * ANALYZE THE CALL STRUCTURE AND FIND MAXIMUM REJECTION
POINT AND CORRECT * FOCUS ON +, THAN REJECTIONS * DO NOT TAKE IT PERSONALLY, AS MESSAGE IS REJECTED, WHICH
CAN BE CORRECTED * YOU CAN NEVER BE PERFECT * REDUCE FEAR OF REJECTION BY MORE ATTEMPTS (ALWAYS LOOK FOR
NEW CUSTOMERS) C) CONFLICT: * NOT THE DIFFERENCE OF OPINION, BUT STICKING TO YOUR OWN OPINION *
CONVERSATIONAL FORM OF STRUCTURING MAKES CONFLICT LESS FREQUENT AND MORE POLITE * ARISE AS CLIENT NEEDS
ARE NOT SPECIFIED AT THE BEGINNING CONFLICT RESOLUTION: * SUPPORTIVE COMMUNICATION REDUCE CONFLICT,
DEFENSIVE COMMUNICATION INCREASE CONFLICT * ADOPT PROBLEM SOLVING APPROACH * EMPATHY * SELLING
MOMENTUM TO BUYING MOMENTUM

BUYER-SELLER DYADS: * BUYER-SELLER INTERACTIONS *TRUST CONSTRUCT --PHYSICAL CHARACTERISTICS (AGE

,HEIGHT) --OBJECTIVE FACTORS (EDUCATION, EXPERIENCE) --PERSONALITY FACTORS (SMOKING, FAVOURS) *IDEAL MATCH
AND LOOK FOR STRATEGY TO NEGOTIATE A FAVOURABLE EXCHANGE
THEORIES OF SELLING:* ATTENTION INTEREST DESIRE ACTION SATISFACTION * SITUATION-RESPONSE THEORY(SALES
PERSON CONTROLLING THE SITUATION) * BUYING FORMULA THEORY *NEED-PRODUCT/SERVICE AND/OR TRADE NAME-
PURCHASE-SATISFACTION *BEHAVIOURAL EQUATION THEORY [RESPONSE (B)= REINFORCEMENT(P)*MOTIVATION
DRIVES(D)* : INCENTIVE POTENTIAL(K)*STIMULI (V) ]
PERSONAL SELLING: * INDUSTRIAL SELLING -- SELLING TO RESELLERS (INTERMEDIARIES) -- SELLING TO BUSINESS USERS --
INSTITUTIONAL SELLING -- SELLING TO GOVERNMENT * RETAIL SELLING -- PERSONAL OR NON- BUSINESS CONSUMPTION *
SERVICES SELLING -- INTANGIBLES -- CANNOT BE SEPARATED FROM SOURCES -- LESS STANDARDIZED -- PRODUCED, SOLD,
CONSUMED AT SAME TIME
SALES FORECASTING: *DEMAND FORECAST -- ESTIMATED UNIT SALE OR VALUE SALE FOR SPECIFIC FUTURE TIME,
BASED ON MARKETING PLAN OR ASSUMED MARKETING ENVIRONMENT * PRIMARY DETERMINANTS --PRICE OF THE
PRODUCT(P) --DISPOSABLE INCOME(I) --CONSUMER PREFERENCE(T) -- PRICE OF OTHER GOODS AND SERVICES(P-0)
*DEMAND EQUATION -- DEMAND(D)= F(P,I,P-0,T)
IMPORTANCE OF FORECASTING: *SUPPLY CHAIN DEPENDS ON DEMAND PATTERNS *GUIDES THE PROCUREMENTS
*INVENTORY LEVEL *PRODUCTION LEVEL
FORECASTING PROCEDURE: DEPENDS ON - NATURE OF PRODUCT - STAGE OF PRODUCT LIFE CYCLE - DEGREE OF
INNOVATION IN THE CATEGORY - REPLACEMENT DEMAND - FREQUENCY OF SHOPPING - PRODUCT MIX
FORECASTING PROCESS: *FORECAST OBJECTIVES *DETERMINE THE DEPENDANT AND INDEPENDENT VARIABLES *DEVELOP
FORECAST ASSUMPTIONS *GENERAL ENVIRONMENTAL FORECAST *INDUSTRY SALES FORECAST * COMPANY SALES FORECAST
*PRODUCT LINE FORECAST *INDIVIDUAL PRODUCT FORECAST
FORECASTING METHODS: A) QUALITATIVE METHODS: * EXPERT OPINION *SURVEY OF BUYER’S EXPECTATIONS (B2B) *SALES
FORCE COMPOSITE *DELPHI TECHNIQUE *HISTORICAL ANALOGY
B) QUANTITATIVE METHODS: *TEST MARKETING *TREND METHOD *MOVING AVERAGE *NAÏVE METHOD *REGRESSION
METHOD * EXPONENTIAL SMOOTHENING *LEVEL OF ACCURACY *MEAN ABSOLUTE PERCENTAGE ERROR
CALL PLANNING: * WHAT TO ACCOMPLISH, HOW TO PROCEED *PURPOSE OF THE CALL *DEVELOP EFFECTIVE GAME
PLAN *DO KNOWLEDGE RESEARCH *PREPARE QUESTIONS * SELF DISCLOSE, CREATE TRUST * DEVELOP HUGE PROSPECT BASE
* FILTER THE DATA BASE BASED ON PRELIMINARY INFORMATION BUT DO NOT GET BIASED * MENTION REFERRAL POINTS
CALL STRUCTURING: A) CONVENTIONAL APPROACH A) THE OPENER: THE ‘THANK YOU’ OPENER, NEW PRODUCT/
SERVICE OPENER, THE DEMONSTRATION OPENER, INACTIVE ACCOUNT OPENER, SPECIAL SALES OPENER, SPECIAL OCCASION
OPENER, URGENCY OPENER, REFERRAL OPENER, NEW/SUDDEN IDEA OPENER, AFFINITY OPENER B) DESCRIPTION: EXPLAIN
BENEFITS NOT FEATURES, FINDING BUYERS VS. PERSUADING, BUYING AND SELLING ARE EMOTIONAL ACTIVITIES, LOW KEY
AND LOW PRESSURE C) CLOSE: CHOICE CLOSE, ASSUMPTIVE CLOSE, ASSUMPTIVE CHECK BACK CLOSE, WHERE DID WE GO
WRONG’? CLOSE, + OR - CLOSE D) CONFIRMATION: SHOULD APPEAR AS YOUR CLARITY NOT BUYER’S, DO NOT CLOSE AND
RUN, MODIFY AND FINALIZE ORDER
B) CONVERSATIONAL APPROACH: * OPENER * PROBING *DISCUSSION * CROSS SELLING AND UP SELLING *FOCUSING
*COMMITMENT * RECOMMITMENT
EXECUTION: * SELF DISCLOSE WITH YOUR NAME AND COMPANY’S NAME AND FOLLOW WITH CREDIBILITY STATEMENT, *
BALANCE BETWEEN SAYING TOO MUCH AND SAYING NOT ENOUGH, * AVOID: MAY BE, COULD BE, PERHAPS AND LAZY
SPEECH HABITS LIKE YOU KNOW PERHAPS USE: DEFINITELY, ABSOLUTELY * PRACTICE SALES PRESENTATIONS
REVIEW: * PROGRESS ACHIEVED DURING THE CALL * INTENSION FULFILLED DURING THE CALL * OVERALL PROGRESS IN
THE BUYING PROCESS * MODIFICATIONS IN THE APPROACH, CONTENT AND OFFER *SALES VS. TARGET *ADDITIONAL
SUPPORT NEEDED
FOLLOW UP: * USE OTHER MODES OF COMMUNICATION LIKE EMAIL, FAX, DIRECT MAILER LITERATURE , AND TELEPHONE
*ALWAYS CALL BACK IF YOU HAVE PROMISED * REPEAT KEY INFORMATION RECEIVED * ALWAYS FIX UP NEXT APPOINTMENT