SALES
MANAGEMENT
Sales Management
Planning Organizing Staffing Directing Controlling
Setting Organizing Recruit, Directions Tight Control
objectives activities select, train, to staff on all
develop, activities
manage &
motivate Expected Outcome
Planning
Actual Outcome
Sales Management
•Sales means transfer of goods & services for money
•Management of sales is concerned with the selling function
•The planning, direction and control of personal selling
including recruitment, selecting, equipping, assigning, routing,
supervising, paying & motivating, these tasks apply to
personal sales force
Objective of Sales management
• Increase Sales Volume
• Profit Maximization
• Growth
Functions of Sales Management
• Sales Planning
• Sales Forecasting
• Organizing
• Co-ordination
• Staffing
• Directing
• Budgeting
• Decision making
• Controlling
What is Selling ?
•Process of contacting potential customers, presenting &
demonstrating the product or service, taking orders, delivery of
goods & collection of payment
•In Modern Marketing, Selling is a means of promotion i.e. persuasive
communication. It persuade a prospective buyer to buy goods &
converts a prospect into a customer.
What is Personal Selling?
Involves Two-Way, Communicati Betwee
Personal on n
Salespeople and Customers
either:
face to face,
by telephone,
through video
conferencing,
or by other means.
Nature of Personal Selling
•Most salespeople are well-educated, well-trained
professionals who work to build and maintain
long-term relationships with customers.
•The term salesperson covers a wide spectrum of
positions from:
•Order taker (department store salesperson)
•Order getter (someone engaged in creative selling)
•Missionary salesperson (building goodwill or
educating buyers)
Characteristics of Personal Selling
•Flexibility •Builds Relationships
•Identify best prospects •Long term approach
•Adapt to situations •Assure buyers that they will receive
appropriate services
•Engage in
communication •Solves customer’s
problems
Personal Selling Limitations
•Can not reach mass audience
•Expensive per contact
•Labour intensive
•Numerous calls needed to generate
sale
The Role of Sales Force
Represent the Company to Customers
to Produce Company
Profit
Sales Force
Serves as a Critical
Link
Between a Company and its
Customers Since They:
Represent Customers to
the Company to Produce Customer
Satisfaction
Some Traits of Good Salespeople
Attitud
e
Salesmanship
• Art of selling goods & services to the buyer
• Personal linkage to customer
• Power or ability to influence People to buy or turn a prospect
into a buyer.
• Process to convert a suspect into prospect then into buyer
• An ability to remove ignorance, doubt, suspicion, emotional
objection, concerning the usefulness of a product
Features of Salesmanship
•Ability to persuade
•Benefits both buyer & seller
•Commercial honesty
•Winning Society’s confidence
•Education process
•Build a chain of satisfied customers
Qualities of a Good Sales Manager
Sound health
Physica
l Hardworking
Leadership
Personal Magnetism
Ment Forcefulness
al
Tact
Honesty
Charact Humanity
er Mental
Self
Discipline Sound
Judgment
Receptiveness
Intellectu
al Ability to
Duties and Responsibilities of Sales Manager
• Planning sales
• Advising management
• Selection & Appointment
• Co-ordination & Directing
• Training the Sales Force
• Compensating the Sales Personal
• Maintaining the sales office
• Controlling the sales activity
• Study market condition
• Allocation of sales Territory & sales Quota
• Managing Sales promotion & advertisement
Theories of Selling
• AIDAS Satisfaction
Action
Desire
Interest
Attention
• Stimulus Response Theory
a) Self
b) Price Concession
c) Announcement of Price changes
d) Preferential treatment to important buyers
Personal Selling
“ It is oral presentation in a conversation with one or more prospective
purchasers for the purpose of making SALES”
- AMA
Function of Personal Selling
• To Develop good relation with the client
• To develop goodwill of the company
• To make Sales
• Service to Customers
• Keeping Sales Record
• To achieve sales target
Process / Steps in Personal Selling
Step 1. Prospecting and Identifying and Screening For
Qualifying Qualified Potential Customers.
Learning As Much As Possible
Step 2. Pre-approach About a Prospective Customer
Before Making a Sales Call.
Knowing How to Meet the
Step 3. Approach Buyer
to Get the Relationship Off
to a Good Start.
Step 4. Presentation/
Demonstration Telling the Product “Story”
to the Buyer, and Showing the
Product Benefits.
Process / Steps in Personal Selling
Seeking Out, Clarifying,
Step 5. Handling Objections and Overcoming
Customer Objections to
Buying.
Step 6. Closing Asking the Customer
for the Order.
Step 7. Follow-Up Following Up After the Sale to
Ensure Customer Satisfaction
and Repeat Business.
Alternative Steps
Find ’em
Grab ‘em
Show ‘em
Answer ‘em
Sell ‘em
Keep ‘em
Creative Selling Process
Identify and Qualifying Prospects
•Prospecting: Identifying likely new customers
•Leads
•Qualifying: Evaluating a prospect’s potential
Characteristics of Good Prospect
•Need to buy
•Ability to buy
•Authority to buy
•Accessibility
Methods of Prospecting
•Acquaintances references
•Cold Calling
•Center of influence method
•Personal Observation method
•Direct mail or telephone method
•Company’s record
•Newspaper
•Retailers
•Other Methods
Creative Selling Process
Pre-Approaching the Prospect
• Learn about the industry
• Competitor’s analysis
• Knowledge about prospect
Sources of Information
• Newspapers
• Company’s Record
• Customers
• Special Investigation
• Fellow Salesman
• Retailers
• Directories
• Other Sources
Creative Selling Process
Approaching the Prospect
• Contact
• Rapport
• “Only one chance to make a first
impression”
Methods to Approach
•Personal call without introduction
•Personal call with introduction
•Sending the business card
•Writing for an appointment
•Appointment over telephone
•Use of sales proposal letter
•Sending the Company Brochure
Creative Selling Process
Sales Presentation
•Persuasive communication
•Attention
•Interest
•Desire
•“Tell the product’s story”
•Create Need
Essential features of a Presentation
• Clarity in presentation
• Promptness in presentation
• Creating Interest
• Showing proper quantity & quality
• Demonstration & dramatization
• Appealing to the senses
• Suggests Test
• Handling the Goods
Creative Selling Process
Handling Objections
•Questions
•Reservations
•Understand Concern
•Counterarguments
•Acknowledge concern
•Clues to process
Objection
It is the expression of disapproval of the action taken by the
salesman. They are the feelings of disapproval & usually
raised by the prospects
Procedure for handling Objection
• Listen attentively
• Anticipating objection
• Admitting valid objection
• Preventing objection
Some Common Objection
•Price
•Offer substitute
•Justify the price
•Offer discount
•Offer installment payment
•Price factor can be avoided
•Payment objection
•Service Objections
•Time to buy
Methods of Handling Objection
• Superior feature method
• “Yes…but” method
• Indirect denial method
• Comparison method
• Another angle method
• Testimonial method
• Question or why method
Creative Selling Process
Closing the Sale
• Closing signals
• Trial close
• Ask for the sale
Closing
Closing is the process of helping people makes a beneficial
decision. It may be positive or negative as well
Reason for Unsuccessful Closing
• Wrong Attitude
• Inadequate presentation
• Wrong interpretation
• Interruption
• A trial close
Methods of Closing a Sale
•Affirmative close
•Erecting barriers
•Narrowing the choice
•Offering inducements
•Assumption close
•Pros n Cons method
•Summarization of Sales points
•Implying that a sale is made
Creative Selling Process
Following Up
•Commitments met
•Shipment
•Performance
•Reinforce / Strengthen relationship
•Satisfied customers rebuy & recommend
Objective of Personal Selling (Summary)
• To understand Selling Job
• Search for new customers
• Maintain regular contact with customers
• To obtain the desired market information
• To increase overall volume of sales
• To serve & retain market share
• To remove the doubts from the customer's mind
• To keep the selling expenses within limits
• To provide technical assistance to customer wherever necessary
• To convince about the quality of product & increase the credibility of company
• To keep customers informed regarding changes in the product line & others
• To the company about its product & service in the market
Advantages of Personal Selling
•Allowing for 2-way communication
•Tailoring of the message
•Lack of distraction
•Involvement in the decision process.
•Source of research information
Disadvantages of Personal Selling
• Inconsistent Messages
• Sales force/Management Conflict
• High Cost
• Poor Reach to Market
• Potential ethical problems
