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Nature and Scope of

Sales management
Presented by:
Dr. Harjit Singh

Books for SDM
1. Professional Sales Management by
Anderon, Prntice hall of India.
2. Sales management by Still & Govani
3. ABC’s of Selling, Irwin, AITB Publishers….

Sales Management Defined
 Itis the attainment of an organization's sales
goals in an effective & efficient manner
through planning, staffing, training, leading &
controlling organizational resources.
 Revenue, sales, and sources of funds fuel
organizations and the management of that
process is the most important function...

What are the goals of sales
 Sales
 Revenues

 Profits

 Market Share

 Controlling Internal Costs…

How do they obtain their
 Knowledge of the sales environment
 Planning for sales

 Recruiting the sales force

 Training the sales force

 Motivating the sales force

 Supervising the sales force….

Legal Issues in Sales
1. Consumer Protection Laws: Consumer protection laws are
designed to ensure fair competition and the free flow of truthful information in the marketplace.

2. Antitrust laws: Law intended to promote free competition in the market place by
outlawing monopolies

3. Unfair Trade practices: These laws involve various types of

business competition, especially with reference to trademarks, price maintenance, and
price discrimination; like offering Free Air Tickets

4. Fraud and Misrepresentation

5. Uniform Commercial Code
6. Direct-to-Consumer Sales
7. Antidiscrimination Laws: It refers to the law on people's right to be
treated equally ….

Ethical Issues
 Creating Ethical Corporate Structure
 Relationships with Customers

 Relationships with Competitors

 Relationships with the Firm

 Relationships with Society….

International Considerations
 Ethnic Composition
 Religious Orientation
 Social Class Environment
 Education
 Gender Bias
 Differences in Negotiation styles
 Differences in decision making
 Job Status and Company Protocol
 Perceptions of time
 Personal Relationships…..

Sales Planning
 It is to answer the question: “Where will all the sales
come from?” The sales plan isn’t a guesstimate.
 It takes its direction from the marketing strategy and
is based on thorough research and a considered
positioning of the company within the market place.
 Sales planning involves predicting demand for the
product and demand on the sales assets (machines,
people, or a combination of both).
 Failure to plan always means lost sales. …

Sales Planning Contd..
 It should allow for meeting increasing customer demand
for more products, services and/or customization as the
business is growing, but also react quickly when demand
 Sales planning improves efficiency and decreases
unfocused and uncoordinated activity within the sales
 Planning insures that when a consumer wishes to
purchase the product, the product is available, but it also
means opportunities for additional sales are presented and
the sales assets are available to exploit these
opportunities. …..

 Holds a unique position in the sales organisation.
 Plans, organises, directs, staffs & coordinates whole sales
 He is the person who steers the wheels of sales organisation.
 His status and power depends on the size of the organisation in
his charge.
 In small firms the general manager or managing director
performs this duty.
 But in big manufacturing firms there usually a sales manger.
 In giant sized companies for some territories and/or products
sales managers are appointed.
 Whatever the position of the sales manager, he is the guiding
and driving force of the sales organisation. 11
1. Proper Knowledge of products
2. Knowledge of the goods of fundamentals
3. Follow business ethics
4. Avoidance of Unpleasant Mannerisms of social traits
5. Good Manners of social traits
6. Cooperation and Helpfulness of social traits


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