MANAGING SALES AND

DISTRIBUTION
BE-MBA Spring Semester Term2
(March 2023 – May 2023)

Harjot Singh, LM TSM, TIET

4/2/2023
SALESMANSHIP
AND EFFECTIVENESS
IN SALES

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 SALESMANSHIP

• ASPECT OF PERSONAL SELLING

• SKILLS USED IN PERSONAL SELLING
• ART OF SUCCESSFULLY PERSUADING PROSPECTS OR
CUSTOMERS TO BUY PRODUCTS OR SERVICES
FROM WHICH THEY CAN DERIVE SUITABLE
BENEFITS AND INCREASE THEIR SATISFACTION

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SALESMANSHIP

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 SALESMANSHIP

• EMPHASIS EARLIER ON PERSUASION

• NOW EMPHASIS ON BENEFITS RELEVANT AND
ATTRACTIVE TO PROSPECTS
• FITTING IN CUSTOMERS’ SHOES AND WEARING
CUSTOMERS’ HAT
• ‘CONSULTATIVE’ SELLING
• ‘TAILOR-MADE’ APPROACH

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 SALESMANSHIP

• SELLOR INITIATED EFFORT

• UNDERSTANDING CUSTOMER-BACKGROUND AND
NEEDS
• KNOWING YOUR PRODUCT/SERVICE
• PROVIDES PROSPECTIVE BUYER WITH BENEFITS
‘FAB’ (Feature, Advantage, Benefit)
• ADVERTISING IS SOMETIMES CALLED
‘SALESMANSHIP IN PRINT’

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 CREATIVE SALESMANSHIP

• TO CREATE THE DESIRE TO BUY..EFFORTS TO ‘CLINCH’

SALE.. SUSTAIN DEMAND..RETENTION..SERVICE

• NEW PRODUCT INTRODUCTION..CUSTOMER

EDUCATION

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 EFFECTIVENESS IN SALES

QUALITIES OF EFFECTIVE SALESPEOPLE

➢ABILITY TO DEFINE AND RELATE COMPANY’S

GOALS WITH SALES POSITION’S ROLE
➢ABILITY TO SELECT AND TRAIN CAPABLE
SUBORDINATES AND WILLINGNESS TO DELEGATE
SUFFICIENT AUTORITY

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 EFFECTIVENESS IN SALES

QUALITIES OF EFFECTIVE SALESPEOPLE

➢ABILITY TO UTILIZE TIME EFFICIENTLY

➢ABILITY TO ALLOCATE SUFFICIENT TIME FOR
PLANNING
➢ABILITY TO EXERCISE SKILLED LEADERSHIP

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 EFFECTIVENESS IN SALES

QUALITIES OF EFFECTIVE SALESPEOPLE

➢RELATIONSHIP WITH CUSTOMERS

➢ RELATIONSHIP WITH MANAGER
➢ RELATIONSHIP WITH TOP MANAGEMENT
➢ RELATIONSHIP WITH SUBORDINATES

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 EFFECTIVENESS IN SALES

QUALITIES OF EFFECTIVE SALESPEOPLE

➢RELATIONSHIP WITH MARKETING DEPARTMENT

➢ RELATIONSHIP WITH CHANNEL
➢ RELATIONSHIP WITH OTHER DEPARTMENTS
➢ RELATIONSHIP WITH CUSTOMER’S CUSTOMERS

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 SOME PROFILES IN SELLING

• NOT ONLY AS A ‘COUNTER SALESPERSON’ OR ‘DOOR-

TO-DOOR SALESPERSON’

• COMPANY SALESPERSON…FOCUS ON COMPANIES AS

CUSTOMERS..PROMOTIONS....

• CHANNEL SALESPERSON… CHANNEL APPOINTMENT

AND MANAGING

• SALESPERSON WORKING IN
ORGANIZED RETAIL.. MERCHANDISING
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 TYPES OF SALESPERSONS

• MISSIONARY SALESPERSONS..TO PROPAGATE

MERITS, ADDITIONAL DEMAND, MAINTAIN
GOODWILL, PUBLICITY, STORE DISPLAY,
PROMOTION, DEMONSTRATION..

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 TYPES OF SALES PERSONS

• SERVICE SALESPERSONS
• INDUSTRIAL SALESPERSONS
• KEY ACCOUNT MANAGERS
• RELATIONSHIP MANAGERS
• CORPORATE SALESPERSONS
• RETAIL SALESPERSONS

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 ROLES OF SALESPERSONS

• DIAGNOSTIC
• ANALYST
• INFORMATION SEEKER
• INFORMATION PROVIDER
• STRATEGIST
• TACTICIAN
• CHANGE AGENT

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 Activity: Think-Ink-Pair-Share

• You must have faced many salespersons, who

might have been excellent or maybe very poor in
their approach.
• Which salesperson(s) (name(s) not required) do
you remember and for what reason?

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Video: Acquiring the Sales Mindset

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 18

References
• Still, R. R. ; E W Cundiff & N A P Govoni, Sales
Management – Decisions, Strategies and Cases,
Prentice Hall of India (2017).
• Google Images
SUGGESTIONS FOR TELECOM SERVICE PROVIDERS

• Telecom service providers need to put greater focus on

pre-paid consumers to prevent them from availing MNP
and churning.

• Telecom service providers need to focus more on the

functional dimension of service quality rather than the
technical dimension of service quality.

Thank You
• Service providers need to make greater efforts to retain
those customers who have been on the network for a
longer time and who have been contributing more to the
top line or bottom line.