The Role of a Sales Manager

ESSENTIALS OF
COORDINATION

We shall now see a video on the ASMs job(s)

The Sales Manager’s Ecosystem
FIELD
FORCE ESSENTIALS OF
CHANNEL COORDINATION
MARKETING
PARTNERS

EXTERNAL CUSTOMER
S.H. SERVICE

FINANCE &
LEGAL
ACCOUNTS

HUMAN PRODN.
RESOURCES PLANNING

I.T. LOGISTICS
 ESSENTIALS OF
COORDINATION

On Being the C.E.O. of your markets

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 Roles & Responsibilities … their meanings
ESSENTIALS OF
COORDINATION

 Roles
◦ Reason for existence – what no other job can do
◦ One’s function and how it impacts the organization

 Responsibilities/Accountability
◦ What one is Liable for
◦ What tasks one has to deliver on – consistently
◦ Ensure Company Norms and values are ethically translated in-
market

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Like all CEOs, you will have to take Personal Responsibility for…..
ESSENTIALS OF
COORDINATION
TOPLINES & CONSUMER BASE DISTRIBUTION RETAILER
BOTTOM LINES ENGAGEMENT
• Delivering on the • Acquiring, •Ensure availability • Know and
committed Sales Retaining & in every single address every
Value Developing the relevant outlet retailer’s specific
• Within agreed Consumer Base needs & special
cost parameters requirements

DISTRIBUTOR WELL MARKET

LEADING SALES FORCE CANON REPUTATION
BEING INTELLIGENCE
• Managing their ROI • To keep them • Being aware of what • To ensure that the
briefed, trained & is happening in our Canon brand value is
motivated to achieve business, including enhanced & is never
results Competition compromised
• Briefing retailer re
developments

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Like all CEOs, you will have to take Personal Responsibility for…..
ESSENTIALS OF
COORDINATION

• Operative word is “Committed”

• Make a 110% Sales Plan every month – things do go wrong

TOPLINES &
BOTTOM LINES • Allocate Customer Wise basis plans & potential rather than
• Delivering on past saliency
the committed
Sales Value • Distributor Infrastructure as part of Monthly Sales Plan
• Within agreed
cost • Daily Review - Current vs Required Run Rate
parameters
• Scheme Objective clarity & implementation

• Growth initiatives including New Opportunities

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Like all CEOs, you will have to take Personal Responsibility for…..
ESSENTIALS OF
COORDINATION
TOPLINES & CUSTOMER BASE DISTRIBUTION RETAILER
BOTTOM LINES ENGAGEMENT
• Delivering on the • Acquiring, •Ensure availability • Know and
committed Sales Retaining & in every single address every
value Developing the relevant outlet retailer’s specific
• Within agreed Customer Base needs & special
cost parameters requirements

DISTRIBUTOR WELL MARKET

LEADING SALES FORCE CANON REPUTATION
BEING INTELLIGENCE
• Managing their ROI • To keep them • Being aware of what • To ensure that the
briefed, trained & is happening in our Canon brand value is
motivated to achieve business, including enhanced & is never
results Competition compromised
• Briefing retailer re
developments

7
Like all CEOs, you will have to take Personal Responsibility for…..
ESSENTIALS OF
COORDINATION

• The Importance of Lead Generation/Prospecting

CUSTOMER BASE • Complete Customer Segment-Wise details

• Acquiring, • Message Maps for each Channel member

Retaining &
Developing the • Upselling & Cross Selling
Customer Base

• New Business Channels/Partners

• Taking advantage of Distributor Networking

• Speed of Response to Customer Queries/Complaints

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Like all CEOs, you will have to take Personal Responsibility for…..
ESSENTIALS OF
COORDINATION
TOPLINES & CUSTOMER BASE AVAILABILITY RETAILER
BOTTOM LINES ENGAGEMENT
• Delivering on the • Acquiring, • Ensure adequate • Know and
committed Sales Retaining & stock availability address every
value Developing the in every single retailer’s specific
• Within agreed Customer Base relevant outlet needs & special
cost parameters requirements

DISTRIBUTOR WELL MARKET

LEADING SALES FORCE CANON REPUTATION
BEING INTELLIGENCE
• Managing their ROI • To keep them • Being aware of what • To ensure that the
briefed, trained & is happening in our Canon brand value is
motivated to achieve business, including enhanced & is never
results Competition compromised
• Briefing retailer re
developments

9
Like all CEOs, you will have to take Personal Responsibility for…..
ESSENTIALS OF
COORDINATION

• Accuracy/Timing of Sales Forecasting

AVAILABILITY
• Managing the Stock Buffer at all stages of the
Distribution Network
• Ensure adequate
stock availability • Formal Coordination meetings with the
in every single concerned logistics team
relevant outlet
• Follow Up on despatches – with factory. Depot
and field sales force

• Having a Range Selling focus – market wise

peculiarities managed

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Like all CEOs, you will have to take Personal Responsibility for…..
ESSENTIALS OF
COORDINATION
TOPLINES & CUSTOMER BASE AVAILABILITY DEALER
BOTTOM LINES ENGAGEMENT
• Delivering on • Acquiring, • Ensure • Know and
the committed Retaining & availability in address every
Sales value Developing the every single Dealer’s specific
• Within agreed Customer Base relevant outlet needs & special
cost parameters requirements

DISTRIBUTOR WELL MARKET

LEADING SALES FORCE CANON REPUTATION
BEING INTELLIGENCE
• Managing their ROI • To keep them • Being aware of what • To ensure that the
briefed, trained & is happening in our Canon brand value is
motivated to achieve business, including enhanced & is never
results Competition compromised
• Briefing retailer re
developments

11
Like all CEOs, you will have to take Personal Responsibility for…..
ESSENTIALS OF
COORDINATION

• Customer Record at Distributor Location

DEALER • Developing a Counter-Wise selling strategy

ENGAGEMENT
• Know and • Periodic engagement platforms like ????
address Key
Dealers’
specific needs • Internal Wiring Process to enhance select Distributor/Key
& special Account visibility inside company.
requirements

• Loyalty Programs/Rewards programs

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Like all CEOs, you will have to take Personal Responsibility for…..
ESSENTIALS OF
COORDINATION
TOPLINES & CUSTOMER BASE AVAILABILITY DEALER
BOTTOM LINES ENGAGEMENT
• Delivering on the • Acquiring, • Ensure availability • Know and
committed Sales Retaining & in every single address Key
value Developing the relevant outlet retailers’ specific
• Within agreed Customer Base needs & special
cost parameters requirements

DISTRIBUTOR WELL MARKET

LEADING SALES FORCE CANON REPUTATION
BEING INTELLIGENCE
• Managing their costs • To keep them • Being aware of what • To ensure that the
• Managing their briefed, trained & is happening in our Canon brand value is
Working Capital motivated to achieve business, including enhanced & is never
• Managing their ROI results Competition compromised
• Briefing retailer re
developments

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Like all CEOs, you will have to take Personal Responsibility for…..
ESSENTIALS OF
COORDINATION
• Agreeing on Infrastructure requirement

• Awareness of Costs in running a Distributor business

DISTRIBUTOR WELL
BEING • Calculating/Confirming Working Capital Requirement
• Managing their costs
• Managing their • Monitor/Review Market Credit
Working Capital
• Managing their ROI
• TATs for Claim Processing

• Agree Floor Stock Norms by SKU to trigger re-ordering

• Periodic Review of Distributor Performance & ROI

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Like all CEOs, you will have to take Personal Responsibility for…..
ESSENTIALS OF
COORDINATION
TOPLINES & CUSTOMER BASE AVAILABILITY DEALER
BOTTOM LINES ENGAGEMENT
• Delivering on the • Acquiring, • Ensure availability • Know and
committed Sales Retaining & in every single address Key
value Developing the relevant outlet retailers’ specific
• Within agreed Customer Base needs & special
cost parameters requirements

DISTRIBUTOR WELL MARKET

LEADING SALES FORCE CANON REPUTATION
BEING INTELLIGENCE
• Managing their costs • To keep them • Being aware of what • To ensure that the
• Managing their Coached, Trained & is happening in our Canon brand value is
Working Capital Motivated to achieve business, including enhanced & is never
• Managing their ROI results Competition compromised
• Briefing retailer re
developments

15
Like all CEOs, you will have to take Personal Responsibility for…..
ESSENTIALS OF
COORDINATION
• Effectively conduct Monthly/Weekly Meetings

• Doing FCLC with each one once a month

LEADING SALES
FORCE • Discuss what, why and how to of targets and sales
• To keep them objectives with each person
Coached, Trained &
Motivated to
achieve results • Identify areas of improvement of each and recommend for
classroom training

• Robust Induction Plans for new joinees

• Systematic Coaching interventions

• Recognize, Reward & Celebrate achievements

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Like all CEOs, you will have to take Personal Responsibility for…..
ESSENTIALS OF
COORDINATION
TOPLINES & CUSTOMER BASE AVAILABILITY DEALER
BOTTOM LINES ENGAGEMENT
• Delivering on the • Acquiring, • Ensure availability • Know and
committed Sales Retaining & in every single address Key
value Developing the relevant outlet retailers’ specific
• Within agreed Customer Base needs & special
cost parameters requirements

DISTRIBUTOR WELL MARKET

LEADING SALES FORCE CANON REPUTATION
BEING INTELLIGENCE
• Managing their Costs • To keep them • Being aware of what • To ensure that the
• Managing their Coached, Trained & is happening in our Canon brand value is
Working Capital Motivated to achieve business, including enhanced & is never
• Managing their ROI results Competition compromised
• Briefing retailer re
developments

17
Like all CEOs, you will have to take Personal Responsibility for…..
ESSENTIALS OF
• Ensure our Market Information collection system is robust
COORDINATION

• Networking with Key Customers to obtain early

information about Market Developments & Competitive
MARKET
INTELLIGENCE Activity
• Being aware of
what is happening • Competitive Activity to be reported with :
in our business,
including • Type of activity
Competition • Area of operation
• Briefing retailer re
developments • Likely impact on Company business
• Recommended & Calibrated response

• Briefing Distributors/Retailers about positive developments

within company worldwide through Front Liners.

• Being aware of & briefing concerned people on any trends

in our businesses 18
Like all CEOs, you will have to take Personal Responsibility for…..
ESSENTIALS OF
COORDINATION
TOPLINES & CUSTOMER BASE AVAILABILITY DEALER
BOTTOM LINES ENGAGEMENT
• Delivering on the • Acquiring, • Ensure availability • Know and
committed Sales Retaining & in every single address Key
value Developing the relevant outlet retailers’ specific
• Within agreed Customer Base needs & special
cost parameters requirements

DISTRIBUTOR WELL MARKET COMPANY

LEADING SALES FORCE
BEING INTELLIGENCE REPUTATION
• Managing their costs • To keep them • Being aware of what • To ensure that the
• Managing their Coached, Trained & is happening in our Company brand
Working capital Motivated to achieve business, including value is enhanced &
• Managing their ROI results Competition is never
• Briefing retailer re compromised
developments

19
Like all CEOs, you will have to take Personal Responsibility for…..
• Insist on Team making in market Commitments cautiously
ESSENTIALS OF
COORDINATION
and have a 100% record of keeping them

• Briefing Distributors/Retailers about positive

COMPANY developments within Company worldwide through Front
REPUTATION Liners.
• To ensure that the
Company brand
value is enhanced • Network with Key Stakeholders
& is never
compromised
• Trade and employees to be always treated with respect
and regard

• Speedy response times on Market Issues

• Importance of Cascading Company strategy at all levels

• Underline to all stakeholders in team the value of ethics

working methods and styles. 20
Like all CEOs, you will have to take Personal Responsibility for…..
ESSENTIALS OF
COORDINATION
TOPLINES & CUSTOMER BASE DISTRIBUTION RETAILER
BOTTOM LINES ENGAGEMENT
• Delivering on the • Acquiring, • Ensure availability • Know and
committed Sales Retaining & in every single address Key
value Developing the relevant outlet retailers’ specific
• Within agreed Customer Base needs & special
cost parameters requirements

DISTRIBUTOR WELL MARKET PERFETTI

LEADING SALES FORCE
BEING INTELLIGENCE REPUTATION
• Managing their costs • To keep them • Being aware of what • To ensure that the
• Managing their Coached, Trained & is happening in our Perfetti brand value
Working capital Motivated to achieve business, including is enhanced & is
• Managing their ROI results Competition never compromised
• Briefing retailer re
developments

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Where should we go?
ESSENTIALS OF
COORDINATION
DRIVING MARKET
i.e. Deciding & acting upon what should happen in the market GROWTH & SHARE

BEING i.e. Reacting to what happens in the market

MARKET DRIVEN

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