FIELD SALES MANAGEMENT

PROJECT ON

ALLEMAL

Submitted By

Harish-22008
Niranjan-22021
Balaji-22065
Dhanunjai-22083
Deepika-22100

Company Details:
Company Name: Allemal (A German word, meaning Always)
Todays Young, powerful, independent and confident female demands to look attractive, presentable
and different yet good at all times. Every good thing in this world has an impression of itself, to be
trusted and to be remembered by the best is what we aim to do. Allemal gives you the surety and the
trust to be Always with you, to always make you look Beautiful.

Tagline: Redefining the Beauty

Cosmetics are the substance which are intended to apply on skin to enhance the beauty of a Human
Body or to make.

Our Logo:

Product Details:
Our product is more focus on customer requirements which is like following latest trends, styles, more
Varity colors & low price .Our Cosmetics can bring about a huge change in our customers personality
& a wide variety of shades, textures & effects. Allemal offers a complete head-to-toe range of
cosmetics. We have the know-how and product performance to give our customs to what they need.
Our customers will feel worth it with sophisticated nail polish colors, a flawless foundation base and
eye looks perfect for any occasion.
Reason: Variety Attracts People
Our Product Range:

Eye Makeup Preparations

Hair Coloring Preparations

Face Makeup Preparations

Nail polish & remover

Competition Details:
Top 7 Brands in INDIA
REVLON: Vision statement- To provide glamour, excitement and innovation to consumers
through high quality products at affordable prices.
Its fabulous to be a women
Revlon is a mass market cosmetic brand offering colour cosmetic, skin care, and fragrance and
personal care products. Revlon takes pride in manufacturing the top skin care and strives to
please young and older woman alike.
LAKME: On Top of the World Lakme is an indian brand of cosmetics founded by
Hindustan unilever in 1973.The target segment for the brand is young women and the
positioning of the brand is trendy and stylish complete range of products for skin and beauty
care. Most of the Lakme ads feature beautiful girls who woo guys with their Lakme-cared
lips, nails or skin.
MAYBELLINE: Maybe she's born with it. Maybe it's Maybelline.
The "it" is accessible to women everywhere and empowering women worldwide to make the
most of their unique beauty potential.
AVON: The Company for Women.Vision statement-To be the company that best
understands and satisfies the product, service and self-fulfilment needs of women globally.
With more than 60 Lakh representatives in over a 100 countries, Avon has understood that
successful selling is about people connecting with people.
LOREAL: The L'Oral Group is a French cosmetics and beauty company. It is the world's
largest cosmetics company, and has a registered office in Paris. It has developed activities in
the field of cosmetics, concentrating on hair colour, skin care, sun protection, make-up,
perfumes and hair care, the company is active in the dermatological, tissue engineering and
pharmaceutical fields and is the top nanotechnology patent-holder in the United States.Vision
statement-LOral has devoted itself solely to one business: beauty. It is a business rich in
meaning, as it enables all individuals to express their personalities, gain self-confidence and
open up to others.
MAC:
MAC
Cosmetics,
Makeup
Artist
Cosmetics,
was
founded
in Toronto, Ontario, Canada by Frank Toskan and Frank Angelo in 1984 with the assistance of
chemist Vic Casale The first U.S MAC store opened in 1991, in New York.
MAC provides a wide variety of products for the everyday consumer They have eye shadows
, lipsticks, lip-gloss, all types of foundations, concealer, nail polish, stage makeup,
mascara,etc. Among all of these make-up products, MAC also sells fragrances and make-up
brushes. They sell skin care products as well.
ORIFLAME: Oriflame Cosmetics is an international cosmetics company, which uses multilevel marketing to sell directly to customers. The company began operations in 1967 in Sweden
and today has a presence in over 60 countries worldwide

Customer Details:
Cosmetics are used for:

Good Skin
To make her look attractive & presentable
feel good
Recognized in a crowd

Demographics:

Age : School girls aged-12 to 14 andYoung women aged-18 to 35

Gender : Females
Occupation : Student and Working Women
Status: Upper Middle Class

USP:

Natural remedies are using in our products so it is suitable for all types of skin.
In our cosmetics contain vitamins such as A,C,D,E & B. These vitamins are essential
for healthy skin & hair.
Our product is more focus on customer requirements which is like following latest
trends, styles, more Varity colors & low price

FAB:
The brand offers a wide range of products which

The main benefit of Allemal (direct selling) is that it allows distributors to focus on
individual customers and their needs.
Cosmetics are used to enhance the appearance of a person. Most people use a wide
variety of cosmetics every day.
Are Easy to apply and are long lasting.
Cosmetics are used not only for skin care, but also to treat certain skin problems. Dark
spots or pimples on face can be hidden using our cosmetic products like concealers.
Customer can enhance their most attractive facial features using makeup.
Customer can also cover dark circles & wrinkles using various anti-aging creams & eye
makeup.
Not only you face, you can also decorate your nails using attractive nail colors.
The wide range of hair colors available today also helps you to modify & highlight your
hair in the color & shade of your choice.
Allemal has no animal products.
It has no side effects
Purely made of natural ingredients.
Ultraviolet ray protection
Oil control , Dark spot reduction and Sweat control

Selling Process:
Step 1: Prospecting and Qualifying
Prospecting, the first step in the personal selling process, we will focuses on developing a list of
potential customers (prospects). Both internal (a companys own records) and external sources can be
used to prospect. We will also try through salespeople to use the telephone to prospect. Company
(Allemal) can get names of prospects list from brokers.
Qualifying deals with determining which prospects are most likely to purchase the product. In Allemal,
prospects are rated A, B, C, D, and F depending on the chance that they will purchase and the amount
they might spend.
Criteria for selecting prospects:

Above middle to higher income groups

Age group between
o School girls aged-12 to 14
o Young women aged-18 to 35

Targeted prospect must be in big town and cities

Step 2: Pre-approach
Allemals salesperson attempts to know his/her prospect well, so we train our sales people to understand
the product e.g. features , benefits and how the product is differ from others as well as lead customers.
Salespeople must know a little about the customers need, what brands are currently being used. The
more salesperson know about prospects, the easier it is to sell to them. Knowing about a prospects
needs also makes the salesperson more credible in the eyes of the buyer . First Interaction with

customers through:
Cold calls
Campaigning
Door to Door
Beauty parlors
Social Networking Sites
Direct mail

Step 3: Approaching the Customer

There is a saying first impression lasts long so as this is for the first time where we are going
to meet the buyer so our salesperson planned how to meet and greet the buyer. This includes
his/her appearance, opening lines and the follow- up remarks. The opening lines is very positive
to build goodwill from the beginning of the relationship. The salesperson used to attract the
customer by asking some key questions and by making them feel free to ask questions, or by
showing a sample of our product. All our salesperson are having sound knowledge about the
cosmetic product. They are very honest, humble and optimistic and having enough integrity
because the customers want to believe the person from whom they are directly buying.

Step 4: Presentation Step = Making the sales presentation

During the presentation step, Allemals the salesperson has a vital job. The salesperson has to convert
prospects into customers by creating awareness a need and desire for the Allemals product or service.
H/She has to tell the prospect the "product story" and highlight the benefits of the product.
Face Makeup:
o
o
o
o
o

Eliminates dead skin cells

Improves circulation
Treats dry skin
Sun protection
Improves appearance

Hair Coloring:
o
o
o

Adding Super Shine to your hair

Giving your hair the extra volume it needs
Refreshing your look

Nail polish:
o
o
o

Quick drying
Extended wear
Versatile

Eye shadows:
o
o
o

Eyes look larger

Eyes look beautiful
Sophisticated

Step 5: Trial Close:

Closing a Sale: Closing is the process of helping people make a purchase decision that will
benefit them. Salesmen help people make that decision by asking them to buy.
Buy Signals: A buying signal or buy signal or willing-to-buy signal refers to anything prospects
say or do to indicate that they are ready to buy.
Some of them are:
o
o
o
o
o

When prospect asks questions regarding price and delivery dates.

When prospect asks the opinions of others.
When prospect relaxes and becomes friendly.
When prospect pulls out the purchase order form.
When prospect looks carefully the product on offer.

Trial Close after clarifying an objection: The salesman has to try to do the trial close as he
gives a satisfactory response to an objection. Many objections come up only after the salesman
tries trail close.

Step 6&7: Determine the Objectives and Objection handling:

Objection or resistance to the request of the salesperson is labeled a sales objection. Salesmen
have to welcome the objections because toughest prospects are those who do not say anything.
One cannot make out whether they are interested, bored or just being polite. An objection
shows that prospect is involved in the conversation. Salesmen have to be prepared for giving a
satisfactory reply to the objections raised by prospects.
Understand objections:
Requesting FOR MORE Information: Prospects appear to make objections because of this
Important to listen
Chances are they are in the conviction stage
Supply the requested information indirectly
Setting a Condition of the Sale:
If you can meet my request, Ill buy. or Under certain conditions, I will buy
from you.
Quickly determine if you can help that prospect meet it. If you cannot, close
the interview politely.
Often, negotiation between buyer and seller (salesperson) can overcome a
condition.
Giving a Hopeless Objection:
Some Examples:
I already have one.
Im bankrupt.
I would like to buy your Product, but the doctor gives me only 30
days to live.
Giving a True Objection: If it is of little or no importance, quickly address it and return to
selling
The usual objections encountered during sales process are categorized as:

Hidden objections: Prospects that ask trivial, unimportant questions or conceal their
true feeling beneath a veil of silence have hidden objections even if you may having a
good conversation with them
Stalling objections:
Examples:
o I have to think this over
o Im too busy
o I plan to wait until next fall

No-need objections
o Used widely because it politely gets rid of the salesperson
o Strongly implies the end of the sales call
o May also include a hidden objection/a stall

Money objection
To handle price-oriented objections
o
o
o
o

Observe nonverbal signals

Listen
Positively respond to the price question
Price becomes secondary factor once customer realizes benefits

The Art of Overcoming Objections:

Dont argue. When someone has an objection, dont argue with them. Telling them
they are wrong or that they dont understand isnt going to land salesperson a sale.
Try. Most people accept the first objection and move on. Thats not serving anyone.
Focus on the real reason they are objecting. Dont move forward without all of the
facts.

Step 8: Trial

Order:

Here if the customer is satisfied after the demonstration we can directly sale the product and
close the deal.
Step 9: Close:
o
o
o
o
o

When Prospect asks questions regarding price and delivery dates.

When Prospect asks the opinions of others.
When Prospect relaxes and becomes friendly.
When Prospect pulls out the purchase order form.
When Prospect looks carefully the product on offer.

Step 10: Follow-up

and service:

A satisfied customer is the best advertisement for the company and as well as for the products. But if
salesman make a sale and runaway, company do not know the feelings of the prospect customer. The
prospect became customer after buy and use the product. High performing salespersons do the follow
up and provide any service the customer requires and convert this interaction into further sales to the
customer or to his/her friends and acquaintances through referrals.

SALES FORCE ORGANIZATION:

1) Sales members:
The number of sales people are limited to about minimum 30 members who would be
involved in lead generation process.
2) Sales organisation Structure:

Sales Manager

Zonal Manager (South)

Zonal Manager (Central)

Zonal Manager (North)

Regional Manager(3)

Regional Manager

Regional Manager

Area sales Manager(5)

Area sales Manager

Area sales Manager

Sales People
(Executives and
salesmen)(10)

Sales People (Executives

and salesmen)

Sales People
(Executives and
salesmen)

Household and
Retailers

Household and
Retailers

Household and
Retailers

Recruitment and selection:

Skills Required
Result Oriented
Selling Skills
Good Interpersonal skill
Education Requirements
Area Sales Manager-Hired from premier business schools
Sales Executives
Graduates or from smaller business schools with 50 percent career
throughout.
Recruitment Process:
1. Level 1- Resume Short listing
2. Level 2- Group Discussions / Case study discussion / Extempore / Business Plan
Competition
3. Level 3- Written Test - 3 sections. Total of 55 questions in 60 min. Numerical - 15,
Analytical - 20, Verbal - 20 questions.
4. Level 4- Final Interview
Role of salesman:
1. Prospecting- Searching for new outlets
2. Giving Demos to households.
3. Targeting- Visiting potential outlets
4. Cold calling and Campaigning
5. Communicating- Informing about products and offers
6. An order taker- As per requirement in retail and convenience outlet
7. Selling to retailers and convenience outlet
8. Information gathering- About needs/ preferences of customers
9. Allocating- Fixed time to each outlets
10. Maintain Customers data in excel and report to respective senior managers.
Selection:
The candidate who fits to the above role appropriately and who surpasses the above levels of
interview is selected and offered training accordingly as given below. The candidate is given
appointment letter within one week of the recruitment.

Training and Development:

Area Sales Manager

Management Trainee program

Sales stint 3 to 6 months
Regular training programs

Sales Executive

15 day induction program

One week market research and presentation

Salesmen

3-4 day training includes presentation and role play exercise.

IT and computer system training
Market introduction
Product analysis and information
Competitors product analysis

Motivation and compensation

Motivation:
We continually look for ways to motivate our sales staff. Salespeople are subject to extra
pressures like quotas, market changes and new territories. As a sales manager we should be
looking to create a more motivating workplace and increase our employee's sales. Proper
motivation requires support, recognition and reward.
Following are the few things we could do to motivate our salespeople:

Schedule meetings with sales staff regularly and ask them their issues and requirements
for motivation.
The goals and targets must be specific and must require high effort to achieve. The sales
managers should seek feedback on attainment of goal. The managers should encourage
salespeople to develop action plan to attain those goals.
Train the salespeople by sharing experiences of senior salespeople, guiding them on
field etc. as this would give them confidence and also learn from the mistakes of others.
The salespeople would also be given training about the product and its features and
specifications which would help them in convincing the clients more effectively.
Providing and training them with proper sales tools as this would increase their
efficiency and this in turn would boost their motivation. A good and standardized
reporting, mass email or mobile app tool and latest CRM techniques would help them
achieve their sales goals more effectively.
Giving attention to each individual and understanding their needs and rewarding them
accordingly on completion of their goals and targets.
Encouraging team environment by creating a team incentive so that they dont feel
lonely and help each other to achieve a common goal.
Proper and timely sharing of information and keep them updated regularly regarding
their set targets as well as achieved targets.
Recognizing their sales achievements and congratulating them publicly so that it would
keep an individual motivated and also set an example for others to keep them going.
Proper leadership is most important to keep the salespeople motivated. The sales
manager should know each person and how they differ from others and therefore
manage accordingly. They should give more time to the salespeople and understand
their problems and also providing them timely and consistent objectives. The sales
manager should treat salespeople as human beings with emotions, aspiration and values.

Compensation:
Compensation Management is an organized practice that involves balancing the workemployee relation by providing monetary and non-monetary benefits to employees.
Compensation includes payments such as bonuses, profit sharing, overtime pay, recognition
rewards and sales commission. Compensation can also include non-monetary perks such as a
company-paid car, company-paid housing and stock options. Compensation is an integral part
of human resource management which helps in motivating the employees and improving
organizational effectiveness.
Importance of Compensation:
A good compensation is must for every business organization and helps in the following way:

It tries to give proper return to the workers for their contributions to the organization.
It imparts a positive control on the efficiency of employees and encourages them to
perform better and achieve the specific standards.
It forms a basis of happiness and satisfaction for the workforce that minimizes the labor
turnover and confers a stable organization.
It augments the job evaluation process which in turn helps in setting up the more
realistic and achievable standards.
It arouses an environment of morale, efficiency and cooperation among the workers
and provides satisfaction to the workers.
It stimulates the employees to perform better and show their excellence.
It provides growth and advancement opportunities to the deserving employees.

Compensation to our Salesforce:

Salary: The salesforce will get a fixed salary

Allowances: Following allowances will be paid in addition to basic pay:

o

Dearness Allowance: This allowance is given to protect real income against

inflation. Generally, dearness allowance (DA) is paid as a percentage of basic
pay.

House Rent Allowance: Employers who do not provide living accommodation

pay house rent allowance (HRA) to employees. This allowance is calculated as
a percentage of basic pay.

Transport Allowance/Conveyance Allowance: Some employers pay

transport allowance (TA) to their employees. A fixed sum is paid every month
to cover a part of traveling charges

Incentives: They will get commissions on sales as a percentage of total sales done
during a month.

Sales Forecasting, Budgeting, Quotas, Territory Design, and

Salesforce Evaluation

Sales Forecasting:
A sales forecast is a prediction based on past sales performance and an analysis of expected
market conditions. As we are new entrance and our business is in very nascent stage. As market
is very volatile and lots of branded competitors are exists and also it will take some time for
people to believe on our product.
Conducting a sales forecast will provide the business with an evaluation of at least past six
months and current sales levels , and allows to compare our company to industry norms. We
will develop a customer profile and determine the trends in the industry. Make some basic
assumptions about the target customers. And experienced business people try to find out the
20% of customers account for 80% of sales.
The sources of getting information that for our forecasting:

Competitors
Social customer engagement
Trade suppliers
Downtown business associations
Market research (Both primary and secondary data)
Sales data
Sales people experience and feedback (who directly interact with customers)
Online responses

Factors that can affect Sales as well as forecasting:

External:

Productivity changes
Family formations
Births and deaths
Fashions or styles
Population changes
Consumer earnings
Political events
Change in preference of customers

Internal:

Product changes, style, quality

Service changes, type, quality
Shortages, production capability
Promotional effort changes
Sales Motivation plans
Price changes
Shortages / inventory
Shortages/working capital
Distribution methods used
Labour Problems

Margin method
Estimated sales forecast (1st Year) = (total cost of stock x mark up 100) + total cost of
stock
For example, your forecast sales will be Rs.15,00,00,000 if our:
Stock = 10,00,000 units,
Avg. cost of a product= Rs.100
Mark up = 50%
Rs.1500,00,000 (Estimated sales) = (100000000 x 50 100) + Rs.10,00, 00.000.

Sales Budgeting:
Sales per quarterly
Sales Unit
Avg selling price per unit
Total sales

April-June
200000
150
30000000

July-Sep.

Oct.-Dec.

Jan.-March

230000
150
34500000

270000
150
40500000

300000
150
45000000

Sales Quota:
Sales quota is the target sales that is set for each marketing unit for a specified period. Our
marketing units consists of retail shops and sales persons in a region or territory. The target
sales can be set based on sales units, expenses, profit marginetc .
Annual sales quota for each marketing unit is broken down in quarterly. Based on our sales
budget it is find out, our annual sales target is 1 lakh units so our monthly target is 83340 units
or daily target is 2780 units.

Sales territory:
A sales territory is composed of a group of customers or a geographical area assigned to a
salesperson. It is done to:
establish thorough coverage of the market
establish a salespersons responsibility
evaluate performance
improve customer relations
reduce sales expense
As we have 10 salesperson for each area, for eg. for Hyderabad we would divide Hyderabad
into 10 different areas and give the responsibility to cover each area to each salesperson and

in this way there wont be any case of duplication and also all the areas of Hyderabad will be
covered.

Salesforce evaluation:
One of the most important responsibilities of sales managers is to evaluate the performance of
the sales personnel. The factors affecting sales peoples' performance are many. Some of these
are beyond the control of the individual, while some can be modified. Aspects like motivation,
skill-set, job satisfaction, role perception, personal factors like age, sex, height, etc.
The sales manager or the concerned person involved in appraising the sales force can take the
help of quantitative or qualitative criteria. These are also termed the behavior and outcome
components. Qualitative criteria include sales skills, territory management skills, personality
traits, etc. The quantitative factors include the sales volume, average calls per day, sales orders,
etc.