Sales Management

The planning, direction, and control of the

personal selling activities of a business unit,
including recruiting, selecting, training,
equipping, assigning, routing, supervising,
paying, and motivating as these tasks apply to
the sales force AMA

Environment & Sales Management

EXTERNAL

Customers

Competitors
INTERNAL
Selling
&
Sales Management

Ethical/Legal

Technology
EXTERNAL

Customers
More demanding and expect quality customer
service and better value
Salesmen should become strong consumer
advocates within the company
Consumers benchmark with other industry
standards
Consumers avoiding buyer seller negotiations

Customers
Consumers demand better knowledgeable
salesmen
Growing power of retailers
Breadth of communication
Need for customisation and pressure on the
salesmen

Competition
Hypercompetition era and escalating costs
Benchmarking from other industries
Varying competition with different locations
Global Vs Domestic
Urban Vs Rural

Need for more programmes to manage

accounts like CLV cost and pressure on
salesmen

Technology
Sales force automation
Virtual Sales Offices
Electronic Sales offices

Ethical / Legal
Legal
Consumer
Protection Act
Unfair trade
practices
Fraud and
Misrepresentation

Ethical
Creating ethical
corporate culture
Relationships with
customer,
competitors,
employees and
society

Internal Environment

COMPANY STRATEGY

PERFORMANCE

-New Product Launch

-Merger
-Selling Process Redesign
-Become more consultative
-New channel strategy
-Entry into new markets
-Value added services

-High costtosales ratio

-Not enough customer
acquisition
-Lack of accountability
-High turnover
-Customer Diversity
-Product Diversity

Implications
Learn more about customers business and take
responsibility of customer profitability (and
profitability for your own organisation)
Help customers in creating long term
competitive advantages
Learn how to effectively use company
resources to deliver customer a better value
Build good relationships

Implications
Devote more attention to the competitors by
gather information pertinent to the conditions
Make use of latest technology to increase the
service quality and reduce costs
Do not rest on the past laurels
Train the salesmen who are constantly in
touch with the customers

Need to study Sales Management

In addition to the importance discussed,
Sales talent pool in India Quality
Changes in the environment has demanded a
shift in the way sales is approached
It requires a professional approach to sales
management

Sales Management Framework

Environment

Environment

PERSONAL SELLING
Salesman
Sales Manager

STRATEGIC SALES
MANAGEMENT
-Strategic Issues
-Sales Organisation
-

STAFFING
-Recruitment /
selection
- Training

DIRECTING &
ORGANISING
- Quotas
- Territory
- Compensation
- Leadership

PERFORMANCE
EVALUATION
- Evaluation of
Sales force

Feed back
Environment

Environment