Difference between sales and marketing

Starting
Focus Means Ends
point
Selling and Profits though
Factory Factory promoting sales volume

Selling concept

Market Customer Coordinated Profits through

needs marketing customer satisfaction

Market concept
Sales management process

Formulation of a strategic sales programme

Implementation of the sales programme

Evaluation and control of sales force performance

Sales management process

1. Formulation of a Strategic Sales Management Programme

 It should consider the environmental issues affecting the business.
 It should organize and plan the company`s overall personal selling
efforts and integrate these with the other elements of firm
marketing strategies
Sales management process

The demands of the potential customers and the strategic moves of

competitors are two important external environmental factors that a
sales manager should take into account.
The organizational environmental factors help in determining the
nature of a sales program
Sales management process

There are five key decisions that a sales manager needs to take at this
stage
The sales manager should decide on how the personal selling efforts
can best be integrated company`s environment and other element of
marketing strategy.
The next decision is to find out and decide in what way the
potential customer`s can best be approached, persuaded and
serviced
Sales management process

Design of sales organization suitable to market to call and manage

various type of customers as effectively and efficiently as possible.
Decision related to level of performance each member of sales force
expected to attain during the planning period under consideration.
The decision involves deciding on the sales territories and allocation
of these territories to the sales people
Sales management process

2. Implementation of strategic sales management program

It involves selecting appropriate sales personnel, training them,
leading them and motivating them, designing and implementing of
policies and procedures that will direct the efforts of the salespeople
towards achieving corporate objectives.
Sales management process

There are five factors that influence the job performance and behavior
of sales people
The ability of the salespeople to achieve the desired level of
outcome is always influenced the environment they operate.
E.g. situation in market, the level of competition, the market demand
of category, and the condition of economy in providing consumption
power
Sales management process

Perceived quality of product, the pricing policy followed in the

market, and the promotional support also influence the sales
performance of the people in organization.
A salesperson should be clear about his job profile and the method
he should follow to execute the desired role in the organization
Sales management process

The performance of a salesperson is also influenced by his ability to

perform the job.
Personal characteristics, personality traits, level of intelligence,
analytical ability to coprehend the selling situations will decide his
success level in the market.
The sales person should have adequate knowledge about product
market conditions, competitors product information,and should also
have knowledge about closing the sales through effective
presentation
Sales management process

A salespeople should be motivated enough to stay committed to the

job. People stay committed due to the expected rewards in financial
terms, job enrichments, or promotion.
 A Sales manager should decide what kind of aptitude is required for
performing a selling function and then should go to develop
recruitment and selection criteria to ensure that right kind of people
with right ability and capabilities are hired for the enterprise
Sales management process

3.Evaluation and Control of a strategic Sales Management Program

The performance of every salesperson is measured and evaluated
Company use a structured performance measurement based on all
the activities of salesperson in a organization, which includes the sale
call made, prospecting done, information collected on market
behavior, and annual sales volume and customer satisfaction index
generated by employee in his area of operation
Sales management process

 Sales Analysis-Each salespersons sales volume can be monitored and

measured again the quota allocated to him. Which can be broken by
territory, by product line and result can be compared with quota
Cost analysis- the cost can be evaluated on the basis of an individuals
sales man, territory, by product line, by customer type.
 Technology

Emerging trends
Customer orientation in sales
Relationship selling
management
Technology

Global and ethical Diversity

Issues

New selling methods

Emerging trends in sales management