What is Sales Management?

Introduction to Personal Selling L2

Prepared by: Prof Sameer Kulkarni.

Objectives

Provide an introduction to sales management

Who does a sales manager manage?

Where does sales management fit into the integrated marketing communication process

The Sales Force

Sales Management- is the attainment of sales force goals in an effective and efficient manner through planning, staffing, training, leading, and controlling organizational resources (Futrell1998)

Managing a sales force involves recruiting, hiring, training, supervising, compensating salespeople, motivating them to become problem solvers, and providing the proper planning and backup support so they can perform their jobs properly.

Sales Management

Personal SalesRepresentatives

Sales Managers

CustomerFirm

Value

Sales Management

CustomerPersonal SalesRepresentatives

Sales Managers

Firm

Value

Sales Management

What are the sales managers goals?

Sales Revenues Profits Market Share Controlling internal costs

Personal SalesRepresentatives

Sales Managers

Sales Management

How do they obtain their goals?

Knowledge of the sales environment Planning for sales Recruiting the sales force Training the sales force Motivating the sales force Supervising the sales force

Personal SalesRepresentatives

Sales Managers

Sales Management

Planning Personal Sales RepsSales

Managers

Recruiting

Training

Motivating

Supervising

Managing a sales force involves recruiting, hiring, training, supervising, compensating salespeople, motivating them to become problem solvers, and providing the proper planning and backup support so they can perform their jobs properly.

Overview Sales

Environment

Sales Management

Planning Personal Sales RepsSales

Managers

Recruiting

Training

Motivating

Supervising

Managing a sales force involves recruiting, hiring, training, supervising, compensating salespeople, motivating them to become problem solvers, and providing the proper planning and backup support so they can perform their jobs properly.

1) Past Present2) Sales Environment3) International4) Organizing5) Future

Overview Sales

Environment

Sales Environment

Past (L9)

Industrial Revolution

After WWI the need for mass distribution became evident

1950s and the marketing concept

Sales Environment

Present (L9)

Relational Approach

Current Jobs in Sales

Opportunities in Sales Management

Sales Environment

Organizing the Sales Force (L10)

Organizing- the assignment of tasks, the grouping of task into departments, and the allocation of resources to departments

(Source: Futrell)

Structure of the sales managers job

Chain of command

(Source: Hite and Johnston)

Sales Environment The Sales Environment (L11)

Legal Issues Consumer protection laws Antitrust laws Unfair trade practices Fraud and misrepresentation Uniform Commercial Code Direct-to-consumer sales Antidiscrimination laws

Ethical Issues Creating ethical corporate structures Relationships with customers Relationships with competitors Relationships with the firm Relationships with society

(Source: Hite and Johnston)

Sales Environment

International (L12)

Ethnic composition Religious orientation Social class environment Education Gender bias Differences in negotiating styles Differences in decision making Job status and company protocol Social aspects Perceptions of time Personal relationships

(Source: Hite and Johnston)

Sales Environment

Future (L27)

What does the sales organization of the future look like?

Sales Management

Planning Personal Sales RepsSales

Managers

Recruiting

Training

Motivating

Supervising

Managing a sales force involves recruiting, hiring, training, supervising, compensating salespeople, motivating them to become problem solvers, and providing the proper planning and backup support so they can perform their jobs properly.

1) Automation2) Forecasting3) Financial Planning4) Quotas5) Time and Territory

Overview Sales

Environment

Planning

Planning-is the conscious, systemic process of making decisions about goals and activities that an individual, group, work unit, or organization will pursue in the future and the use of resources needed to attain them

(Source: Futrell)

Planning

Automating the Sales Force (L13)

Hardware Type of computers, printers, copiers, phones, etc.

Software What type software does the sales force need?

Planning

Sales Forecasting (L14)

How do we forecast sales? Sales force composite Jury of executive opinion Survey of buyer intentions Trend projections Moving averages Exponential smoothing Regression Econometric models

Planning

Financial Planning for Sales (15)

Budgeting Salespeople expenses Administrative expenses Other selling payroll Other selling expenses Communication expenses

Profit objectives Break-even analysis Controlling the budget Selling the budget to top management

(Source: Hite and Johnston)

Planning

Quotas (L16) Sales quota- the specific sales or profit objective a salesperson is expected to achieve

(Source: Perreault and McCarthy) Dollar sales Unit volume Margin Selling effort Product type

(Source: Kotler)

Other types of quotas Expense quotas Profit quotas Activity quotas

(Source: Hite and Johnston)

Planning

Time and Territory Management (L17)

Optimum time must be spent with those prospects with the greatest potential

Territory management involves: Identification and classification of prospects Analysis and development of the salespeople’s work loads How many salespeople will the territory support Territory’s boundaries Optimum way to travel from one prospect to the next

(Source: Hite and Johnston)

Sales Management

Planning Personal Sales RepsSales

Managers

Recruiting

Training

Motivating

Supervising

Managing a sales force involves recruiting, hiring, training, supervising, compensating salespeople, motivating them to become problem solvers, and providing the proper planning and backup support so they can perform their jobs properly.

1) Recruiting2) Selecting

Overview Sales

Environment

Recruiting

Recruitment- set of activities and processes used to legally obtain a sufficient number of individuals that takes the people’s and the sales force’s best interests into consideration

(Source: Futrell)

Recruiting

Recruiting (L18)

The sales manager should recruit individuals whose values and goals match those of the firm

(Source: Hoffman et al)

Where do you find sales recruits Other departments Recommendations Institutions Professional associations Armed Forces Classifieds Employment agencies Unsolicited applicants

(Source: Hite and Johnston)

Recruiting

Selecting (L19)

What is the firm looking for? People that can sell successfully Remain with the company over a long period of time

Problems Legal and ethical restrictions Firm must maintain a good image Must have a valid job description

(Source: Hite and Johnston)

Sales Management

Planning Personal Sales RepsSales

Managers

Recruiting

Training

Motivating

Supervising

Managing a sales force involves recruiting, hiring, training, supervising, compensating salespeople, motivating them to become problem solvers, and providing the proper planning and backup support so they can perform their jobs properly.

1) New sales force training

2) Developing current sales force

Overview Sales

Environment

Training

Sales Training- effort put forth by an employer to provide the salesperson job related culture, skill, knowledge, and attitudes that result in improved performance in the selling environment

(Source: Futrell)

Training

Training (L20)

What is needed for a training program to work? Provide a job description Provide product knowledge Provide company knowledge Provide market knowledge Selling techniques

Why train Decreased turnover Increased sales Enhanced customer relationships Decreased costs

(Source: Hite and Johnston)

Training

Developing (L21)

Everything changes over time so constant training is needed

When can advanced training techniques be used?

Sales Management

Planning Personal Sales RepsSales

Managers

Recruiting

Training

Motivating

Supervising

Managing a sales force involves recruiting, hiring, training, supervising, compensating salespeople, motivating them to become problem solvers, and providing the proper planning and backup support so they can perform their jobs properly.

1) Motivating2) Compensating3) Indirect Incentives

Overview Sales

Environment

Motivating

The most commonly used definitions of salesperson motivation include three dimensions: (1) intensity, referring to the amount of mental and physical effort put forth by salespeople, (2) persistence, describing the salesperson’s choice to expend effort over a period of time, and (3) direction, implying that salespeople choose where their efforts will be spent among various activities.

(Source: Ford, Walker, and Churchill)

Motivating

Motivating (L22)

Recognition

Awards

Special communications

(Source: Hite and Johnston)

Motivating

Compensating (L23)

Salary

Commission

Bonus

Combinations

(Source: Hite and Johnston)

Motivating

Indirect Incentives (L24)

Expenses allowances

Sales contests Themes Prizes Advantages Disadvantages

(Source: Hite and Johnston)

Sales Management

Planning Personal Sales RepsSales

Managers

Recruiting

Training

Motivating

Supervising

Managing a sales force involves recruiting, hiring, training, supervising, compensating salespeople, motivating them to become problem solvers, and providing the proper planning and backup support so they can perform their jobs properly.

1) Leadership2) Supervision3) Evaluating

Overview Sales

Environment

Supervising

Leadership (L25) Leadership- the process of getting things done through others Leadership Styles Types of leadership

(Source: Hite and Johnston)

Supervision (L25) Supervision- the actual oversee and directing of the day-to-day

activities of salespeople

(Source: Futrell)

Supervising

Evaluating (L26)

Analysis of sales volume Marketing cost analysis

Sales Management

Planning

Personal Sales RepsSales

Managers

Recruiting

Training

Motivating

Supervising

Managing a sales force involves recruiting, hiring, training, supervising, compensating salespeople, motivating them to become problem solvers, and providing the proper planning and backup support so they can perform their jobs properly.

1)Types of Sales People2) Selling Environments

3) Prospecting4) Preapproach5) Approach6) Presentation7) Objections8) Closing9) Follow up

Overview Sales

Environment

Definition

Personal Selling (L4)

Personal Selling- is direct oral communication designed to explain how an individual’s or firm’s goods, services, or ideas fit the needs of one or more prospective customers

(Source: Hoffman et al)

The Sales Process

Prospecting/ Qualifying (L5)

Preapproach/ Planning (L6)

Presentation (L7)

Handling Objections (L8)

Closing the Sale (L8)

Approach (L7)

Follow up

Iden

tifyin

g

Need

s

Iden

tifyin

g

Need

s

Types of Communication

Promotion

Personal Selling Advertising

Public Relations

Marketing

Product Place Price

Sales Promotion Direct Marketing

Managing the Marketing Communication Process

Integrated marketing communications (L3)

Integrated marketing communications- the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message

(Source: Hoffman et al)