Formulation of a Sales Program

Road Map : Previewing the Concepts
‡ ‡ ‡ ‡ ‡ Planning and sales Need for planning Levels of planning Role of sales managers as planners Sales management planning

Planning the Sales function
‡ Setting up the objectives to get the desired results ‡ Making Decisions today to create a better tomorrow .

Need for planning
‡ Recruitment / Selection problems- Under hiring, over hiring or firing ‡ Improve Morale ‡ Provides direction and focus for organizational efforts ‡ Develop Individuals and Collective standards ‡ Dealing with flexibility with unestimated problems

Levels of planning
Type
a) Strategic management

Participants
CEO, Board of Directors, president

Focus
Company Mission ,Goals,Objectives,Prim ary Strategies,Overall Budgeting Departmental , yearly and quarterly plans, policies, procedures. Branch plans and budgets Unit Plans and Budgets

b) Tactical Planning

General sales manager,Director of Marketing Research

c) Monthly and weekly Regional sales planning managers d) Daily Planning Sales supervisors and sales representatives

Role of sales managers as planners- Steps in sales management
‡ ‡ ‡ ‡ ‡ Goals and Objectives Management By Objectives Policies and procedures Strategies and Tactics Controls

The Sales Management Planning process
Analyze the situation Set Goals and Objectives Develop Detailed Activity Select Strategies Allocate Necessary Resources Implement The plan

Determine market potential

Forecast Sales

Control of The plan

Ansoff¶s Growth model
Products Markets

Current Products

New Products

Current Markets

Market penetration Market Development

Products Development Diversification

New Markets

In basket exercise
‡ You are a sales manager for a consumer goods Company that has just launched a new product.Although all the staff members are extremely excited about its potential, after only a few months in the market , the product is generating disappointing responses from the buyers.One of your sales person recently heard a major wholesaler,serving over 500 supermarkets say ³we¶ve had this product three months and its not moving , so we¶re going to yank it from the stores!´

How do you respond to this ? What do you tell your sales people ? What tools are available to help you in this gloomy situation ?

Road Map : Reviewing the Concepts
‡ ‡ ‡ ‡ ‡ Planning and sales Need for planning Levels of planning Role of sales managers as planners Sales management planning

Sign up to vote on this title
UsefulNot useful