INTRODUCTION TO SALES MANAGEMENT

MARKETING CONCEPTS

➢THE FIVE DIFFERENT MARKETING CONCEPTS:

• Production concept
• Product concept
• Selling concept
• Marketing concept
• Societal concept

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DIFFERENCES BETWEEN SELLING AND
MARKETING

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SALES MANAGEMENT PROCESS

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 NATURE AND ROLE OF SALES
MANAGEMENT
➢SPECIFIC DUTIES AND RESPONSIBILITIES OF A SALES MANAGER:
• THE DETERMINATION OF SALES FORCE OBJECTIVE AND GOALS
• SALES FORCE ORGANIZATION, SIZE, TERRITORY, AND QUOTA
FINALIZATION
• SALES FORECASTING AND BUDGETING
• SALES FORCE SELECTION, RECRUITMENT, AND TRAINING

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NATURE AND ROLE OF SALES
MANAGEMENT
Motivating and leading the sales force

Designing compensation plan and control

systems

Designing career growth plans and building

relationship strategies with key customers

Integration of technology with sales function

Augment the sales force by augmenting the

sales-closing process

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 TYPES OF PERSONAL SELLING

➢INDUSTRIAL SELLING (OR B-2-B SELLING)

• FOUR TYPES:
1. SELLING TO RESELLERS
2. SELLING TO BUSINESS USERS
3. INSTITUTIONAL SELLING
4. SELLING TO GOVERNMENTS
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EVOLUTION OF PERSONAL SELLING
Partnership
strategies

Business
management

Consultative
selling

Negotiation

Persuasion

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 PERSONAL SELLING STRATEGIES
➢ TOP TEN QUALITIES OF AN INDUSTRIAL SELLER:
• Willingness to go to bat for the buyer within the supplier firm

• Thoroughness and follow-through

• Knowledge of the product line

• Market knowledge and keeping the buyer posted

• Applying his product and services to buyer’s needs

• Knowledge of the buyer’s product line

• Preparation for sales calls

• Regularity of sales calls

• Diplomacy in dealing with operating departments 9

• Technical education
 TYPES OF PERSONAL SELLING
➢RETAIL SELLING
• Selling to the ultimate consumers for personal or non-business use or
consumption

➢SERVICES SELLING
• Basically activities or benefits provided to consumers
• Services are intangible in nature
• Cannot be standardized

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TYPES OF PERSONAL SELLING

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 TYPES OF PERSONAL SELLING

➢ORDER TAKER SALES PEOPLE

• Inside order takers – retail sales assistants (Sales assistants in Shopper’s stop )
• Delivery salespeople – deliver products to customers (Swiggy and Zomato delivery persons)
• Outside order takers – respond to customer calls (Eureka Forbes salespersons)

➢ ORDER CREATORS
• Missionary salespeople – persuade customers to promote a seller’s
brand (Medical representatives)

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 TYPES OF PERSONAL SELLING

➢ORDER GETTERS
• Set of people who persuade customers to make a direct purchase
▪ Organizational salespeople: relationship building and team selling
▪ Consumer salespeople: door-to-door salesperson
▪ Technical support salespeople
▪ Merchandisers: sales support in retail and wholesale selling situations

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EMERGING TRENDS IN SALES
MANAGEMENT

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