SALES AND RETAIL MANAGEMENT

SUB CODE LECTURE HOURS INTERNAL MARKS EXAM

: 07MBA : 56 : 50 : 100
I

SALES MANAGEMENT
MEANING: Sales management is the back bone of Marketing and boost for the Marketing body. Brech defines as The overall Management of sales and it refers to only a specialized application of the process of

Management as a whole.
According to the AMA The sales Management can be defined as The planning, direction and control of the personal selling activities of a business unit including recruiting, selecting, training, assigning, routing, supervising, paying and motivating as these tasks apply to the personal sales force.

OBJECTIVES OF SALES MANAGEMENT

The main objective of sales management is to influence the consumers of the target market to get sales or and sales force serves as a companys personal link to customers. Hierarchy of objectives:

Corporate Objectives

Sales volume

Profitability

Growth

Marketing Management

Sales Management

STEPS IN DESIGNING AND MANAGING A SALES FORCE:

Objective setting
Training for sales policies Designing sales force Deciding sales force compensation Recruiting and selecting sales force Guiding and motivating sales force Performance rating of sales force.

FORMULATION OF SALES STRATEGY: Determining the size of sales force Decision regarding type & quality of sales force. Designing the sales organization.

Territory designing
Recruitment & training procedures. Task allocation. Compensation of sales force. Performance appraisal & control system Feedback mechanism to be adopted. Managing channel relationship. Coordination with other Marketing department.

A SELLING PARTNER.

A Customer is treated as a partner

P Prepares strategically for a long-term- highly quality relationship that solves customers problems. A Ask questions to get on the customers agenda R Restate (repeat) customer needs with conformation.

T Teams with support people to customer solution.

N Negotiates double win solutions with joint decision making E R Exceeds customer expectations whenever possible Reexamines the on going quality of the relationship frequently.

THE SALES MANAGEMENT MODEL

Sales management
Achieves Successful selling By An effective sales system High performing sales persons

By performing the major tasks

1. Developing & maintaining the customer 2. Combating competition. Through Planning Organizing Leading Controlling