Introduction to Sales & Distribution Management

Session 1

Prof. Sanjeev Varshney

What is Sales Management

Sales Management means the planning, direction and control of sales force, including recruiting, selecting, equipping, assigning, routing, supervising, paying and motivating.

Scope of Sales Management

Personal Selling (industrial as well direct) Channel Sales Force management

Issues in B2B selling

What are the issues in B2B selling

Sales Organization structure based on Market environment Sales organization structure based on Internal structure and resources Selling process Supervision & Performance evaluation

Issues in B2C selling

What are the issues in B2C selling

Analysis of Target Market and competitive scenario Intended sales objective and reach Sales structure Selling process Supervision Performance evaluation and control

Channel in B2C
Company

Channel

Customer

Channel Members

Distributors or Stockists Carrying & Forwarding agent Wholesalers Dealers/Retailers Brokers

Classification of Channel Members

Title of Goods Transferred Redistributors Distributors

Titles of Goods Not Transferred Carrying & Forwarding Agent Agent

Selling to End Consumers

Retailer

Roles of a Sales Manager

Playing a strategic role Working as a member of the corporate team Working as a Team Leader A supervisor and a motivator Managing multiple sales channels Build Buyer-seller relationships through technology Managing Information

Changes with Time

Changes in Business Environment Changes in Market Structure Changes in Consumer Expectations & Behavior Changes in Customer Expectations Technological revolution

Skills of Sales Manager

People Skills Managing Skills Technical Skills

Desirable Changes in Sales manager

Skill Set

Selling skills Decision making Managing Work Skills Training & Coaching Skills Analytical skills Market Research skills

Behavioural capabilities

Leadership Motivational Goal orientation Team Orientation Process Orientation Relationship orientation

Emerging Trends in Sales Management

Targeted Selling Global Perspective Technology Revolution CRM Sales force Diversity Team selling approach Managing Multi-channels Partner Relationship Management Ethical and social issues Sales Professionalism Process orientation

What we need to Change ?

Increase the base of the customer and build relationships Tap the Potential of the sales person with improved focus on sales productivity Improve the level of engagement of the sales person Creating a customer and consumer driven culture Implementing formal sales process Developing and using correct information technology systems Integrating other business functions with sales

Operational Decisions in Sales Management

Sales planning Territory Design Target Setting Sales Force Recruitment Sales force Motivation Managing the Channel Performance Evaluation and designing the career path Training and developing the sales force

Sales Management Process

The environment analysis Marketing strategy Sales management activities Determinants of the sales persons performance Outcomes Control