Post on 14-Dec-2015
description
transcript
An ISO 9001:2008 Certified Organization
MS-62 SALES MANAGEMENT
SESSION-1
BLOCK-I SALES MANAGEMENT FUNCTIONS
UNIT-1 INTRODUCTION TO SALES MANAGEMENT
UNIT-2 PERSONAL SELLING
UNIT-3 SALES PROCESS
© Copyright PCTI Group 2009 | | <document classification>
UNIT-1 INTRODUCTION TO
SALES MANAGEMENT
SALES MANAGEMENT:
It has been defined as the management of a firm’s
personal selling function while distribution is the
management of the indirect selling effort
i.e.selling through extra corporate organizations
which form the distribution network of the firm.
The sales management task thus includes
analysis, planning, organizing, directing and
controlling of the company’s sales effort.
© Copyright PCTI Group 2009 | | <document classification>
DISTRIBUTION MANAGEMENT
• Distribution (or place) is one of the four elements of marketing mix. An organization or set of organizations (go-betweens) involved in the process of making a product or service available for use or consumption by a consumer or business user.
• Distribution Management comprises management of channel institutions as well as physical distribution functions.
© Copyright PCTI Group 2009 | | <document classification>
EXCHANGE PROCESS
• It is the sale and delivery of
goods/services from the manufacturer to
the consumer can be consummated
directly i.e. by the firm itself through its
own sales force or indirectly through a
network of middleman such as
wholesalers and retailers.
© Copyright PCTI Group 2009 | | <document classification>
Essential tasks need to be performed
in order to consummate successful exchange • Contact- finding and communicating with prospective
buyer
• Prospecting- Bringing together the marketers offering
and the prospective buyer
• Negotiation- Reaching an agreement on price and other
terms of the offer so that ownership and possession can
be transferred.
• Promotion- Of the marketers offerings, and his
satisfaction generating potential
• Physical distribution- Actual transfer of possession
• Collection- Of relevant consumers information and
revenue in exchange of goods or services
© Copyright PCTI Group 2009 | | <document classification>
Interdependence of Sales
and Distribution
• All organizations use their own sales force or
distribution network to reach out to their
customers.Activities of the sales organization would
have to be coordinated with channel operations if sales
goals have to be effectively realized.
• The decision of the organization to allocate certain
responsibility in the exchange process to its channel
members would define the scope of responsibility of its
own sales force and thereby would determine the type
of personnel and training required.
© Copyright PCTI Group 2009 | | <document classification>
Interdependence of Sales
and Distribution
• Even though, an organization may decide to deal directly with its wholesaler, semi wholesaler, retailer or consumer,it is required to decide upon the type of help it will provide to the first and subsequent level of intermediaries.
• The choice before an organization to have direct distribution, indirect distribution or a combination of the two is of strategic importance and depends upon factors such as the degree of control, flexibility, costs and financial requirements etc.The scope of distribution would define that of the other.
© Copyright PCTI Group 2009 | | <document classification>
Interdependence of Sales
and Distribution
• To implement overall marketing strategy, the manufacturers need the cooperation of distribution outlets in terms of adequate stock maintenance, in-store displays, local advertising, point of purchase promotion.Within the corporation, the sales organization is the initiator as well as the implementer of these dealer support operations.This would mean that the sales management has the responsibility of structuring organizational relationship within their own department and with interacting organizational entities.
© Copyright PCTI Group 2009 | | <document classification>
Key decision areas in
Sales Management relevant to
strategy formulation
• Deciding upon type and quality of sales personnel required
• Determination of the size of the sales force
• Organization and design of the sales department
• Territory design
• Recruitment & training procedures
• Task allocation
• Compensation of sales
force
• Performance appraisal
• Feedback mechanism
• Managing channel
relationship
• Coordination with other
Marketing department
© Copyright PCTI Group 2009 | | <document classification>
Strategic Formulation Process
Step1-Assessment of the competitive situation
and the corporate goals to determine the
output that sales management is expected
to give.
Step2-Define sales management objectives in
terms of delivering these outputs both
quantitative and qualitative.
Step3-Design sales strategy by deciding
upon: type of sales effort required, type of
sales personnel required, size of the sales
force, territory design, channel support &
coordination
© Copyright PCTI Group 2009 | | <document classification>
Framework for joint decision making
in sales and distribution management
Distribution channels Achievement of sales
Goals through Company’s sales force
Distribution channels
Distribution channels
Personal & Prospecting
through
Personal & Non-personal Promotion through
Company’s sales force
Company’s sales force
© Copyright PCTI Group 2009 | | <document classification>
Framework for joint decision making
in sales and distribution management
Distribution channels Maintaining
Inventory through Corporate organization
Distribution channels
Corporate sales organization
Distribution channels
Company’s own sales force
Accounts Receivables
through
Information feedback through
An ISO 9001:2008 Certified Organization
BLOCK-1 SALES
MANAGEMENT:BASIC FUNCTIONS
UNIT-2 PERSONAL SELLING
&
UNIT-3 SALES PROCESS
© Copyright PCTI Group 2009 | | <document classification>
Examples of Personal Selling
Telemarketing
Inside selling
Retail selling
Field selling
• 12 million people are engaged in personal selling
in the United States
• Represents about 10% of the work force
© Copyright PCTI Group 2009 | | <document classification>
Advertising
Personal
selling
Post-transaction:
• Reminder and
reassurance
Advertising Personal
selling
Transaction:
Persuasion
Pre-transaction:
Create recognition and info
understanding
Advertising
Personal
selling
Relative Importance of
Advertising and Personal Selling
© Copyright PCTI Group 2009 | | <document classification>
Characteristics of Personal Selling
Flexibility
• Adapt to situations
• Engage in dialog
Builds Relationships • Long term
• Assure buyers receive appropriate services
• Solves customer’s problems
Can not reach mass
audience
Expensive per contact
Numerous calls
needed to generate
sale
Labor intensive
Con Pro
© Copyright PCTI Group 2009 | | <document classification>
ORDER
GETTERS
Current
customers
New
customers
ORDER
TAKERS
Inside Order Takers
(via mail, telephone,
internet)
Outside Field Sales
SUPPORT
PERSONNEL
Missionary
Salespersons
Trade
Salespersons
Technical
Salespersons
Types of Salespersons
© Copyright PCTI Group 2009 | | <document classification>
16-18
Personal Selling
• Salespeople have many names
– Agents
– Sales consultants
– Sales Representatives
– Account
Executives
– Sales Engineers
– District Managers
– Marketing representatives
– Account Development
Representatives
© Copyright PCTI Group 2009 | | <document classification>
Personal Selling Tasks
Order getting • Seeking out
customers
• Creative selling
• Pioneering
• Account
management
Order taking
Routine
writing up orders
checking invoices
assuring prompt order
processing
Suggestive selling
© Copyright PCTI Group 2009 | | <document classification>
Personal Selling Tasks
• Missionary
– Detailer
– Goodwill
– “Closers”
Cross-functional
Account service rep
© Copyright PCTI Group 2009 | | <document classification>
You are part of the total product
© Copyright PCTI Group 2009 | | <document classification>
The Personal Selling Process
PROSPECTING: IDENTIFYING POTENTIAL CUSTOMERS
APPROACHING THE PROSPECT
FOLLOWING UP
CLOSING THE SALE
HANDLING OBJECTIONS
MAKING THE SALES PRESENTATION
Pre approach: QUALIFYING PROSPECTS
© Copyright PCTI Group 2009 | | <document classification>
Prospecting: Identifying likely new customers – Leads
– Developing lists of Potential Customers
Pre-approach (Qualifying)
Finding and analyzing
information about prospects
Evaluating a prospect’s
potential
Creative Selling Process
© Copyright PCTI Group 2009 | | <document classification>
Approaching The Prospect
HOW DO WE MAKE THE
INITIAL CONTACT & BUILD
RAPPORT
There is only one
time to make a first
impression
© Copyright PCTI Group 2009 | | <document classification>
Making The Sales Presentation
• Using Persuasive
communication
• Hold Attention
• Stimulate Interest
• Desire
• “Tell the product’s story”
Creative Selling Process
© Copyright PCTI Group 2009 | | <document classification>
Handling Objections
– Questions
– Reservations
• Understand Concern
• Counterarguments
• Acknowledge concern
• Clues to process
Creative Selling Process
© Copyright PCTI Group 2009 | | <document classification>
Overcoming Objections
IF HE HADN’T TOLD
ME WHAT HIS OBJECTION
WAS, I NEVER WOULD
HAVE BEEN
ABLE TO HELP!
© Copyright PCTI Group 2009 | | <document classification>
Closing the Sale
• Closing signals
• Trial close
• Asking the prospect to buy
Creative Selling Process
© Copyright PCTI Group 2009 | | <document classification>
Following Up
• Commitments met
– Shipment
– Performance
• Reinforce L-R relationship
• Satisfied customers rebuy
& recommend
Creative Selling Process
© Copyright PCTI Group 2009 | | <document classification>
© Copyright PCTI Group 2009 | | <document classification>
• Designing Sales Force Strategy and
Structure
– Sales Force Structure
• Territorial sales force structure
• Product sales force structure
• Customer sales force structure
• Complex sales force structure
Managing the Sales Force
© Copyright PCTI Group 2009 | | <document classification>
Managing the Sales Force
• Sales Force Strategy and Structure
– Sales Force Size
• Many companies use the workload
approach to set sales force size
– Other Issues
• Outside and inside sales forces
• Team selling
© Copyright PCTI Group 2009 | | <document classification>
Managing the Sales Force
• Recruiting and Selecting Salespeople
– Careful recruiting can:
• Increase overall sales force performance
• Reduce turnover
• Reduce recruiting and training costs
• Traits of Successful Salespeople
– Intrinsic motivation
– Disciplined work style
– The ability to close a sale
– Ability to build relationships with customers
© Copyright PCTI Group 2009 | | <document classification>
Managing the Sales Force
• Training Salespeople
– Training period can be anywhere from a few
weeks to a year or more
– Training is expensive, but yields strong
returns
– Many companies are adding Web-based
sales training programs
© Copyright PCTI Group 2009 | | <document classification>
Managing the Sales Force
• Training Salespeople
– Training programs have many goals
• Identify with the company and its products
• Know about customers and competitors
• The basics of the selling process
© Copyright PCTI Group 2009 | | <document classification>
Managing the Sales Force
• Compensating Salespeople
– Compensation elements: salary, bonuses,
commissions, expenses, and fringe benefits
– Basic compensation plans:
• Straight salary
• Straight commission
• Salary plus bonus
• Salary plus commission
– Compensation plans should direct the sales force
toward activities that are consistent with overall
marketing objectives.
© Copyright PCTI Group 2009 | | <document classification>
Managing the Sales Force
• Supervising Salespeople – Supervision is used to direct and motivate
salespeople
– Companies will vary in how closely they supervise their salespeople; will vary depending on the skill level and maturity of the sales force, and type of selling
• Tools used: – Annual call plans and time-and-duty analysis can help
provide direction
– Sales force automation systems assist in creating more efficient sales force operations
– The Internet is the fastest-growing sales technology tool
© Copyright PCTI Group 2009 | | <document classification>
Managing the Sales Force
• Evaluating Salespeople
– Several tools can be used
• Sales reports
• Call reports
• Expense reports
© Copyright PCTI Group 2009 | | <document classification>
After-sales Service
Ratings
0 1 2 3 4 5 6 7 8
Speed
.37
Reputation
3.38
Cost
4.39
Service
Quality
7.87
10
(SCALE: Degree of Importance) (JMR/Vol. 78)
Low High
• Job quality: do it right the first time
• Prompt warranty work
© Copyright PCTI Group 2009 | | <document classification>
A Key to Success
Stay Close to
Your
Customer
and
LISTEN!
© Copyright PCTI Group 2009 | | <document classification>
THEORIES OF SELLING
AIDAS Theory:
ATTENTION
INTEREST
DESIRE
ACTION
SATISFACTION
© Copyright PCTI Group 2009 | | <document classification>
RIGHT SET OF CIRCUMSTANCES
THEORY
The advocates of this theory define that all
the circumstances, which led to the sales
were appropriate for the sales to have taken
place. In other words, if the sales person is
successful in securing the prospect’s
attention, maintaining his interest and
inducing his desire to buy the product, the
sales will result. Moreover, if the sales person
is highly skilled, he will take control of the
presentation, which would lead to sales.
© Copyright PCTI Group 2009 | | <document classification>
Buying Formula Theory
This theory emphasize on the buyer. This
theory emphasizes on the needs or problems
of the buyer.The sales person assist the
buyer in finding an appropriate solution to the
problem.This solution may be in terms of a
product or service.This theory is based on the
analysis of the sequence of events that goes
in the buyer’s mind during the sales
presentation.The theory is based on the
presumption that the sales person will take
care of the external factors.