Umit -TW O tation of the personal selling component of a company’s pales Has mplementation, and control of sales programs, as wel marketing pro recruitin, magement relers to the adm um. Tt incluctes the planning, ining, moti Vianag i Definition " ement is defined by the Am n Marketing Association (AMA) as: ome i. direction and control of personal selling, including recruiting, selecting, equipping, “ig paying and motivating as these tasks. apply to the personal sales force: i According to B.R. Canfield. es Management involves the direction and control of salesmen, sales planning, bude 5 coordination of marketing research, advertising, sales promotion and ‘merchandising and the integration in the marketing programme of all business activities that contribute the increased sales and profits.” A Sule Naa | Planning Dvectnl mane i | t ive Objectives (Short-term) 2 litative Objectives (Lo Quantitative Objectives (Short-term) 1. Torreiain and capture market share. 2. To determine sales volume in ways that contribute to profitability 3. To obtain new accounts of given types. 4, To keep personal expenses within specified limits 5. To secure a targeted percentage of certain accounts of a business. Qualinitive Objee To do the entire selling job. To service existing accounts, (customers), To search and maintain customer cooperation. To assist the dealsr in selling the product line. To provide technical advice wherever necessary. To assist in training of midleman’s sales personnel To provide advice and the middlemen, ‘To collect and report market information of interest and use to the company management. Theories of Selling:- es (Long-term) Definition: The theories of selling implies t. orthec whieh ens » the behaviour of the sesperson towards the prospect s the ative sale of goods or serves, 79» selling theories gained Scanned with CamScannermarketer significance ignificanee due to the emerging acts 100. role of the salesperson in martet sinew selle Theories of Selling - 1)Stimulus-Response Theory efforts for acquiring the ‘The salesperso alesperson’s application of the eartect stimulus with the appropriate ‘pn iven below is the desired response inca anse rom the prospect fs defined asthe stimuias-respn ss theory igram. which clearly explains how this model fu tions curehaso of Product oF | eseir ree Price C ta | roving Over Perchase | spiyor's Chas + Preferential Treatment to Volusia Customers | quent Purchase snd Preterence forence to Salesperson i 2)Product-Oriented Selling Theory In this theory, it is assumed that the prospect or buyer has no idles about the new produet and scientific or technological advancement. Neither they know about the benefits or impact which the new products or technolozy can create for the prospects.Therefore, in such a situation, the produet- oriented selling style is adopted, where the salespeople need to spread awareness about the product by specifying its features, advantages, benefits and usage, to the prospects ' the working of product-oriented selling theory: ‘The following image repres En CSS pr aire a Prospect (Almost 15%) Salesperson (Almost 85%) Level of Interaction Time oe Scanned with CamScannerB)News Satist The neva satist ted satistction theory by nyptlon, he prospect and the i of both the parties’ thes expect * fovwal an interactive nel sw reach otlice tr ens mati ul uudterstants the eure want an A suitable peux to achieve constner ant iafre on yl alesperson commun ation the Stages oF Nox the Process oF nee Salesperse Inter crets, Prospect / Buyer _Interacts| 4)Conchusion Some may say that setling: was at traditional eoneept, but in reality, it san inseparable part of marketing management, Understanding its different theories provide the power of healthy ma acquisition to the organisations Personal Selling Proves hi Qualitying): Identity cer (Prospee 8 the Prosps o ing potential customers, All prospects he right prorspeet is essen » identify te: prospective customers, wt through mail and telephone, “The first stage of personal selling process involves ident may not (ura out to he acti customers. Hence identity the future selling process. Marketers tap diferent some Marketers seareh for prospeets in directories, websites and con 2, Pre-Approach: is pre-approsel AU his stay the s “The neat step to prospecting ste qualifying lesperson as to hows to approach the prospective customer he salesperson may mnt ‘or send « letter, based on the convenience of the prospects. Appr Atthis stage the sal most Be. @ isfaction tified it determinesAtthis stage the sate “person provides detailed ihformation about the proxluct and benelits of the produet, States the features ofthe produet, explains the henoft andthe worth ofthe prodit in ‘The salesperson n, terms of money 5- Overcon Ing Objections: After presentation and demonst tion, when customers are asked to eluctant to buy ave order, they are and rake objection, Customer ive importante well-established brand, show apathy Feluctance impatience, *o participate in the talk ot delivery Mally by ‘eCustomer may raise objection with regard to p Schedule; product or compaay-charace istics, ete, clarifying their objections and convi 6 Closing: After handling objections and convincing customers to uy the roduet, th Feavests the customer to place onten, The salesperson Salesperson handles such objections ski inces the customer te ake purchase, salesperson ‘assists the buyer to place order. 7- Follow-Up and Maint 6 Immediately after closing th =the salesperson should take some follow up measures ‘The sales person * Proper installation, aftersales so wvice This ensures customer Satisfaction and Tepeat purchase. t Sales Organisation — ‘The organisation isa mechanism to realize cl ‘obiectives. Since the isarket conditions change, the sales organisation keeps on chansin, ways accommbdating the necessary vavitonmental changes, This ensures vival as well as geowth Types of Sales Organisation : ine organizations are the oldest and simplest form of sales organization steucture. Genes ganizations who have lly these kinds Stall number of sales executives, The * limited geographical areas or the sles exee of structures re observed in smaller sales o1 companies have been found to cove res are found to sell a narrow product line. 'se and medi sizod companies that employ large umber of people as saies executives and they are found to sell dversf geographica assists as well as advises the line managers, (I product lines across wide reas, Specialist statf mana, are available for sales msinsgers. 1s the staf manager who 3. Functional Sales Organizations: These org ‘zations are based on the principle that each individual in a organization should have as few Fesponsibilities as possible. The principle of specialization is utilized in t wecas to the fullest extent, Assignments of duty and de‘ezation of authority are made accordi ‘metion, Bach finetional ‘specialist has line responsibility over sales people. se structs: vse by large companies with a number of produ S or market seements. canned with CamScannerbe Movizontal Or inications Horizontal vipa Abo se Hue te serene aatnagene at foxes net goa tena bee HW ds generally wed be ttn 1 poor Lnen bap sedation oth ve pres suing on amen oss ad vanities of havin aye oA 101, shicutions ate seduetion in paper vii, ont nnd enhineing the ettievne Pu J euntoner queries and complaint poses of Organization "Po Permit the eselapment of Specialists 2 Te Kiveuire Haat Mtl plecemury Activities are Perfor 1 Vo Achieve Coovdination 4. Vo Define Author "To Keonomize on Hxecutive Time and Responsibiliies of a Gales Manager vos and talluro of ane qyanization. Ho is the one who neratos rovonue for the alors wna plays a piv organi: (ior plays a ey eee tho ‘ing Hie wns tango ovontually a rat sath sad should be sokgated as por interests and fil uno ean pertorra «particular ach employe’: jing the sales targets. The dats svat ot bie ngoied on anyone, cpaschalionr, of the ihividuas fs sales anager must wee Lee thes ais fective ay Tits iro to eta the bet + Auualos: manarjor Honises satratogion and techn ques ne Mines de Ms fart rss cant fo at “ uty tn map potential customers att generate fends for the dace tonne te qenoratany ea op wis forthe organizalion, mi tie cet make the product popular mut be placed at ive orqanizition fy vospronnsbit for De hoor A banner ala vatong place hoardings, should be installed at mnportant pleas for th c most important dul of 4 wales manager. He needs to objective, He must ensure team jwvahip wath each other, Develop ngoura to deliver thelr prongs Me 0 + Motivating tearm members one of th keris esis soo os tangles unit yong towads a come ctl anya Hansel alent corrhi 1 Huctinian ing e Cndantrodaces wvonetary bench do gous ett in dolive ny asired results, Supervision is civ one iat) up to the expectations of the report of vit all the ie through out tive we encouraged whil? the non performers must be dealt with utmost . oe Jd thet Yo bani raved bo oiganieatior mont) Fhe pettonner pains: aM ea cee eee inc shes wayor Heons or his lrarn He silt ac a pila of sxpport for fon aes stones by tf a te Hor OF © A isis ese ct esample for hs team rH 1 should ba'a sourea of tpt foi Wate ment Ce ee anager te ponsanle for not only selling but also maintaining and improving datationships uth Hie client Client relationship managareen' «also his KRA, + Aeasaiene ould maintam necistany data an © cons for future reference, Scanned with CamScanner