Professional Sales Management

09. Jan, 2011

Professional Sales Management

Responsibility of a sales manager

•      Sales planning and budgeting

•      Estimating demand and forecasting sales

•      Determining the size and structure of the sales organization

•      Recruiting, Selecting and Training sales persons

•      Allocating sales force efforts and setting sales quotes

•      Compensating, motivating and leading the sales force

•      Analyzing sales volume, cost and profit

•      Measuring and evaluating sales force performance

•      Monitoring the marketing environment

Integrating sales and marketing management

•      Job of the headquarter marketing force

•      Team selling

•      Substitutability of promotional elements

•      Top managers support

Why Aren’t Sales Managers Doing a Better Job?

-      Illogical selection of sales manager

-      Inadequate training

-      Orientation toward sales, not marketing

-      Insufficient blend of sales and marketing functions

Market oriented Vs Selling- Oriented Sales Manager

Exhibit: 1-8

Mega trends affecting sales management

•      Intense foreign competition

•      Rising customer expectation

•      Increasing buyer expertise

•      Development in computer and communication technologies

•      Women and minority in work place

•      Growing emphasis on cost control

Chapter : 2

Personal Selling

Top 25 Sales forces

IBM

•      Contest among reps

•      Criteria included:

–   contacts

–   adaptability of promo programs for others

–   Recruitment

Top 25 Sales forces

Coca-Cola – fountain sales

•      Account managers

•      act as partners with clients

•      build relationships

•      make recommendations

–    advertising

–    new products

•      growth rate of 11% and 16% last 2 years

Why Sales as a Career??

•      Salary

•      Bonus/Commission

•      Car

•      Insurance

•      Gas

•      Expense Account

•      Travel keepers

•      $30,000

•      $3-6000 (or more)

•      $3600-$6000

•      $750-$1500

•      $1000-$2500

•      $500-????

•      Sum:  $38000-$47000+++++++

Personal Selling

•      Person to person process

•      increasing in importance

Determining the Role of Personal Selling

•      Determine the information

•      Examine promo alternatives

•      Evaluate alternatives

•      Determine cost effectiveness

Personal Selling and IMC: A Complementary Force

•      Personal Selling and Advertising

•      Personal Selling and Sales Promotions

•      Personal Selling and Public Relations

•      Personal Selling and……..

Relationship Marketing

•      “Partnership”

•      Long-term relationships

•      Symbiotic relationships

•      Problem solving

•      Procreator

•      Developed through commitment and trust

Types of Sales Jobs

•      Responsive Selling

•      Trade Selling

•      Missionary Selling

•      Technical Selling

•      Creative Selling

•      Consultative Selling

Personal Selling Responsibilities

•      Prospecting

•      Determining needs and wants

•      Recommending solutions

•      Demonstrating capabilities of firm and products

•      Closing Sale

•      Following up

Advantages

•      Allows 2 way interaction

•      Tailoring of message

•      Lack of distraction

•      Involvement in decision making

•      Flexibility

•      Avoids wasted effort

•      Measurable

•      Overcome Objections

Disadvantages

•      Inconsistent messages

•      Sales force/management conflict

•      High cost

•      Poor reach

•      Ethical Problems

•      Levels of Motivation

•      Hiring Problems

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