CHAROTAR UNIVERSITY OF SCIENCE AND TECHNOLOGY

(CHARUSAT)
FACULTY OF MANAGEMENT STUDIES(FMS)
INDUKAKA IPCOWALA INSTITUTE OF MANAGEMENT (I2IM)

Introduction to Sales
Management
Presented By- Pradeep Bhavani 14BBA002
Assign By Mr.Snehal Bhatt

Concept & Definition of Sales Management

Sales management originally referred exclusively to the

direction of sales force personnel and lately the term
transformed into broader aspect in addition to the
management of personnel selling.

In general view Sales Management refers the

management of overall marketing activities such as
advertising, sales promotion, marketing research,
physical
distribution,
pricing
and
product
merchandising.

Conti.
Efforts put forth to attain a companys sales objectives through
sales managements involvement with following activities:
(1) Formulation of sales strategy through development of
account management policies, sales force compensation policies,
sales revenue forecasts, and sales plan,
(2) Implementation of sales strategy through selecting
,training, motivating, and supporting the sales force, setting sales
revenue targets, and
(3) Sales force management through development and
implementation of sales performance, monitoring, and
evaluation methods, and analysis of associated behavioral
patterns and costs.

A salespersons position in the organization

Position where a Salespersons job is predominantly to deliver a
product;
Positions where a salespersons is predominantly an internal
order taker;
Positions where a salesperson is also predominantly an order
taker but works in the field;

Conti.
Positions where a salesperson is not expected or permitted to
take an order but is called only to build goodwill or to educate
an actual or potential user;
Positions where the emphasis is placed on technical
knowledge;
Positions which demand the creative sales of tangible products;
Positions requiring the creative sale of intangible products;

THE NATURE AND IMPORTANCE

OF SALES MANAGEMENT
While the role of sales management professionals is
multidisciplinary, their primary responsibilities are:(a) Setting goals and standards for a sales-force;
(b) Planning, budgeting, and organizing sales program
to achieve pre-defined goals;
(c) Implementing the program with proper segmentation
and
(d) Controlling the overall program and evaluating the
results.

Objectives of Sales Management

Sales management necessitates several objectives which are

executed by sales managers. There are three such main
objectives exist in the operational part of the organization:1.Sales Volume
2.Contribution to profits
3.Continuous Growth

Objectives of Sales Management

The sales executives in this case are the ones who help implement
these objectives.
However it is the top management who are responsible to make
skeleton of the organizational operation and has guided the lower
management with full proof strategy to achieve these objectives of
sales management.
The top management should come out with the idea of new products
which are socially responsible and are marketed in a manner which
meets customers needs and expectations.
Thus sales management involves a strong interaction between Sales,
marketing and top management and worked as an integrated unit
under the organization as a whole.

Emerging trends in Sales Management

Global Presence-

Being a global, it is very necessary to face stiff challenges

from global companies. Due to differences in culture, language and taste and
preferences of customers it is not easy to adopt global condition. So sales force should
have well equipped with improved technology, strategy and operational to upgrade
themselves for international level.

Innovative technology-

Revolution in technology helped companies to

communicate with world-wide customers in ease way. To promote products sales
management on behalf of organization should adopt new innovative technology. So it is
important for sales manager to aware off recent technologies using to get edge in
competitions.

Better Customer Relationship Management (CRM) - Being a successful

organization in todays competitive world it is necessary to build long-term relationship
with customers. It is less costly to retain an old customer rather than acquiring a new
one. So building up long term relationship will help the organization to know better
about needs and wants of the customers as referral process is very important for the
organization. It is not only building the brand image but also provide favorable
condition to operate.

Emerging trends in Sales Management

Diversity among Sales-force- There is always exist diversity
between sales-force of an organization. Sales manager has to
accommodate himself with people of different background within his
sales-force.

Team Based Selling Approach- In recent years it is common

approach for the organization to sell the product as a team to build longterm relationship with potential customers. It is also very useful when
technically complex products are in the process to sell. Generally sales
team consists of top management, inbound and outbound salespersons,
technical specialists etc.

Multi-channel Operations- in todays competitive world, multichannel operation system is very useful to reach out for potential
customers in different ways. It is very handy for i) lowering channel
cost, ii) customized selling techniques with broad coverage.

Emerging trends in Sales Management

Ethical and Social Issues- In recent years it is necessary to abide
social and ethical issues such as legal constraints, provide social values
to customers expectations and taking part in events related to corporate
social responsibilities. Sales manager has to understand the complex
nature of the society and take necessary steps to deal impartially with
various social groups.

Professionalism within Sales-force- Sales manager should have

professional attitude to process sales operation. As customers are well
informed and aware about the market condition thoroughly so it is
necessary to gather knowledge, skills and right attitude to motivate them.
Reliability, professionalism, integrity and thorough market knowledge is
very necessary for todays competitive world.

Emerging Trends in Sales Management

Win
Opportunity
through new
selling methods

Creating
Solution through
technological
innovation

Customer
&
Orientation
Profile

Emerging
Trends in Sales
Management

Situation
Analysis

Global &
Ethical Issues

Build
Relationship &
Customer
Orientation

Identify
Opportunity
Diversity