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Sales and Distribution

ManagementUnit I : Sales Management & Personal Selling

Prof. Arun MishraMobile: 9893686820

Email: arunjimishra@gmail.com

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The Customer is King.

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Sales Management

If you believe that the customer isking then the second most importantperson in this kingdom must be the

one who has a direct interaction on adaily basis with the king.Michael Bon,

Chairman & CEO, France Telecom.

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Introduction to Sales Management

Sales management has been defined asthe management of a firms personalselling function while distribution is themanagement of the indirect selling effort

i.e. selling through extra corporateorganizations which form the distributionnetwork of the firm.

The sales management task thus includesanalysis, planning, organizing, directing andcontrolling of thecompanys sales effort.

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Definition of Sales Management Sales management is defined as the planning,

direction and control of personal selling, includingrecruiting, selecting, equipping, assigning, routing,supervising, paying and motivating as these tasksapply to the personal sales force.

American Marketing Association.

Sales management is the attainment of salesforce goals in an effective and efficient manner

through planning, training, leading, and controllingorganizational resources.

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Definition of Personal Selling

Direct communication between paidrepresentatives and prospects that lead totransactions, customer satisfaction, accountdevelopment, and profitable relationships.

Involves two-way, personal communicationbetween salespeople and individual customerswhether:

FACE TO FACE, BY TELEPHONE,

THROUGH VIDEO CONFERENCING

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Positions of Personal Selling andSales Management in the Marketing Mix

Planning MotivatingBudgeting CompensatingRecruiting and selecting Designing territoriesTraining Evaluating performance

Marketingmix

Products Prices Promotion Distribution

Advertising Publicrelations

Personalselling

Salespromotion

Internet

Salesmanagement

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Objectives of Sales Management

Generate sales and earn revenue Providing Profitability

Improving Market Share Improving Corporate Image

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Importance of Personal Selling and SalesManagement

The only function / department in a company thatgenerates revenue / income

The financial results of a firm depend on theperformance of the sales department /

management Many salespeople are among the best paid

people in business

It is one of the fastest and surest routes to the topmanagement

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Roles and Skills of a Modern SalesManager

Some of the important roles of the modern salesmanager are:

A member of the strategic management team

A member of the corporate team to achieveobjectives

A team leader, working with salespeople

Managing multiple sales / marketing channels

Using latest technologies (like CRM) to build superiorbuyer-seller relationships

Continually updating information on changes inmarketing environment

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Skills of a Successful Sales Manager

People skills include abilities to motivate, lead,communicate, coordinate, team-orientedrelationship, and mentoring

Managing skills consist of planning, organizing,controlling and decision making

Technical skills include training, selling,negotiating, problem-solving, and use ofcomputers

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Types of Sales Managers / Levels ofSales Management Positions

CEO /President

V. P. Sales /V. P.

Marketing

National SalesManager

Regional / Zonal /Divisional

Sales Managers

District / Branch / Area SalesManagers

Sales Trainee / Sales Person / SalesRepresentative

First / Lower Level SalesManagers

Middle-Level Sales Managers

Top-Level Sales Managers /Leaders

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Sales Management & Control The purpose of controlling the personal selling

effort is to ensure the attainment of objectives ofSales Department.

The phases of control includes:

Sizing up the situation

Setting quantitative performance standards

Gathering and processing data on actual performance

Evaluating the performance

Action to correct controllable variation Adjusting for unaccountable variations

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