Sales Management

Profits (Profitability) of firm. Market Share. Growth (Absolute / Relative). Eye on the Future (Qualitative).

Sales Management Functions

Internal Agent : Sales Team
Recruitment. Training. Motivating. Managing of Sales Force.

Cont
External Agents
Wholesaler(s) / Distributor(s) Retailers

Cont
Auxiliary Agents:(Also an Internal Agent)
Market Research Promotions Logistics Accounts etc etc.

Personal Selling
4 Ps of Marketing Product Price Place Promotion(Personal selling a part of it).

Advertisement vs Personal Selling

Reach (Mass vs Specified). Aim (Awareness vs Final Sale). Type of Product Segment (Volume Product vs Value Product. e.g., FMCG vs Durables vs Industrial Sector). Results (More in PS in terms of % output).

Personal Selling
Focussed only on target segment rather than mass segment. Communication on an individual basis (One to One).

Sales Person in PS
Face of the Company. Knowledge of Company Product vs Competitor Product must. Human Relations skills. Communication skills.

Personal Selling Theory.

Attract Attention. Sustain Interest / Create Desire. Inducing Action. Building Satisfaction / Post sale Activities.

(AIDAS theory).

Reverse of Selling Concept.

Buying Theory (What does a Customer buy?). Need Product Purchase Satisfaction Re Buy