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SHIKHA SHARMA

American Marketing Association . .  Sales management is the planning . assigning. directing. paying. supervising. and control of personal selling. selecting.Sales management  Sales management is the management of the sales force and personal selling efforts to achieve desired sales objectives. and motivating as these tasks apply to the sales force. including recruiting.

recruitment. and quota finalization  Sales forecasting and budgeting  Sales force selection.NATURE AND ROLE OF SALES MANAGEMENT  The determination of sales force objective and goals  Sales force organization. size. territory. and training  Motivating and leading the sales force  Designing compensation plan and control systems  Designing career growth plans and building relationship strategies with key customers .

Sales management functions .

Key decision areas in Sales Management  Deciding upon type and quality of sales personnel required  Determination of the size of the sales force  Organization and design of the sales department  Territory design  Recruitment & training procedures  Task allocation  Compensation of sales force  Performance appraisal  Feedback mechanism  Managing channel relationship  Coordination with other Marketing department .

Major objectives of sales management  Increased sales volume  Contribution to profits  Continuing growth .

Major Steps in Sales Force Management .

PERSONAL SELLING  “Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationship”. . presentation & demonstration.  It is a process of informing customers and persuading them to purchase the products through their personal communication.

.  It is a creative process  It necessarily involves physical presence of an individual representing the company called the salesman.Characteristics of personal selling  It is an art.  It is target oriented  It is one of the oldest professions in mktg.  It is a part of company’s promotion/communication mix.

Benefits/importance  Helps establishing a cordial relationship between organisation & its customer  It is a creative art which creates new wants. .  It imparts knowledge & technical assistance to customers  It is the most promising element of the whole communication mix of company because it aims at somehow selling the product by convincing the customers  It helps converting ‘suspects’ into ‘prospects’ and further prospects into final customers.

 Helps improving the sales of middlemen- retailers and wholesalers.  Attains maximum sales and assists advertising and sales promotion efforts of the company.  Maintains constant relationship with customers. It helps introducing new products  Creates new wants by convincing people or persuading them  To enable a customer to decide what he wants to buy and what he doesn’t. .

 Creates wide range of employment opportunities  Salesmen perform several non selling tasks also such as : > after sales service >meeting complaints > conducting mktg research > collecting payments > delivering goods & timely information .

Major Steps in Effective Selling 13-13 .

Prospecting and qualifying  Prospecting is the process of identifying potential buyers who have a need for the products and services offered by the company. and the adequate authority to buy it. Qualifying prospects and determining probable requirements 4. Formulating prospect definitions 2.1. Steps in prospecting: 1. Relating company products to each prospect’s requirement. the ability to pay for it. Searching out potential accounts 3. .

Pre approach  The salesperson learns as much as possible about a prospective customer before making a sales call  FAB analysis: Feature. Advantages And Benefits analysis .2.

Presentation and demonstration  Using Persuasive communication  Hold Attention  Stimulate Interest  Desire  “Tell the product’s story” . Approach  The salesperson meets the customer for the first time 4.3.

Handling customer objections The salesperson seeks out. and overcomes customer objections to buying  View objections as requests for information  Anticipate specific objections  Use the objection to close the sale .5. clarifies.

6. Closing The salesperson asks the customer for an order  Look for customer signals  Keep an open mind .

7. Follow up The salesperson follows up after the sale to ensure customer satisfaction and repeat business  Ensure delivery schedules are met  Goods or service perform as promised .