Welcome to the exciting world of

Sales & Distribution

Management
Age 58 years… graduated with English &
Post Graduate from MDI Gurgaon, married,
two adult kids.. passionate about travelling,
teaching and business case writing…

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Fragmented Trade Nestle Nutrition Sales Manager – General Trade Customer Management

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Functional Training Functional Training Functional Training Corporate Training Continuous Excellence

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Anirban Basu
Lead - Capability & Excellence, SEA
Selling & Negotiation

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 Selling
Definition

Addressing your customer’s strategic and driving

needs with a structured, reasoned and
commercial proposition.

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 Negotiation
Definition

Negotiation is the act or process of trading

variables to reach a mutually acceptable
agreement or objective.

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 Offering / Bargaining

Is sometimes mistaken for NEGOTIATION

Definitions :
• OFFERING does not deal with TRADING VARIABLES. An
alternative solution when nothing is traded
• Making an offer can be an affordable compromise
• Bargaining or arguing over a variable of one dimension,
primarily on price

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 Selling Is When The…..

NEED TO SELL EXCEEDS NEED TO BUY

SALES PERSON BUYER

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 Offering is when the solution is an Affordable Compromise - Bargaining

NEED TO SELL UP AND DOWN NEED TO BUY

SALES PERSON BUYER

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 Negotiation Starts When The ….

NEED TO SELL EQUALS NEED TO BUY

SALES PERSON BUYER

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 The better you sell the less you need to Negotiate

NEGOTIATION
SECURE
THE RESULT

REINFORCE
KEY COMMERCIAL
BENEFITS

THE COMMERCIAL
PROPOSITION SELLING

AGREEMENT
TO PROCEED

UNDERSTAND
THE
NEEDS

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 WHAT IS SALES MANAGEMENT?
Sales management is the attainment of sales force goals in an effective and efficient manner through:
PLANNING
The conscious, systemic process of making
decisions about goals and activities that an STAFFING
individual, group, work unit, or organization Activities undertaken to attract,
will pursue in the future and the use of develop and maintain effective sales
resources needed to attain them personnel within an organization.

CONTROLLING
Monitoring sales personnel’s
activities, determining whether
the organization is on target
toward its goals, and making
corrections as necessary.

TRAINING
The effort put forth by an employer to provide
LEADING the salesperson job-related culture, skills,
The ability to influence other knowledge, and attitudes that result in
people toward the attainment of improved performance in the selling
objectives. environment.
 WHAT IS DISTRIBUTION MANAGEMENT?
The managed use of
Distributors, as an extension of
the company’s sales effort, to
reach otherwise uncovered
outlets, can provide an
economically viable approach,
securing distribution of brand
and products, visibility,
presence and sales, which
otherwise would be left to
chance

So, Distribution is a type of

RTM – Route to Market
Distribution landscape of India