Sales and Distribution Management

Unit I : Sales Management Introduction

Prof. Arun Mishra Mobile: 9893686820 Email: arunjimishra@gmail.com

The Customer is King.

Sales Management
If you believe that the customer is king then the second most important person in this kingdom must be the one who has a direct interaction on a daily basis with the king.
Michael Bon, Chairman & CEO, France Telecom.

Introduction to Sales Management

Sales management has been defined as the management of a firms 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 companys sales effort.

Definition of Sales Management

Sales management is defined as the planning, direction and control of personal selling, including recruiting, selecting, equipping, assigning, routing, supervising, paying and motivating as these tasks apply to the personal sales force.
American Marketing Association.

Sales management is the attainment of sales force goals in an effective and efficient manner through planning, training, leading, and controlling organizational resources.

Definition of Personal Selling

Direct communication between paid representatives and prospects that lead to transactions, customer satisfaction, account development, and profitable relationships. Involves two-way, personal communication between salespeople and individual customers whether:
FACE TO FACE, BY TELEPHONE, THROUGH VIDEO CONFERENCING

Positions of Personal Selling and Sales Management in the Marketing Mix

Marketing mix

Products

Prices

Promotion

Distribution

Advertising

Public relations

Personal selling

Sales promotion

Internet

Sales management
Planning Budgeting Recruiting and selecting Training Motivating Compensating Designing territories Evaluating performance

Objectives of Sales Management

Generate sales and earn revenue
Providing Profitability Improving Market Share Improving Corporate Image

Importance of Personal Selling and Sales Management

The only function / department in a company that generates revenue / income The financial results of a firm depend on the performance of the sales department / management Many salespeople are among the best paid people in business It is one of the fastest and surest routes to the top management

Roles and Skills of a Modern Sales Manager

Some of the important roles of the modern sales manager are:
A member of the strategic management team A member of the corporate team to achieve objectives A team leader, working with salespeople Managing multiple sales / marketing channels Using latest technologies (like CRM) to build superior buyer-seller relationships Continually updating information on changes in marketing environment

Skills of a Successful Sales Manager

People skills include abilities to motivate, lead, communicate, coordinate, team-oriented relationship, and mentoring Managing skills consist of planning, organizing, controlling and decision making Technical skills include training, selling, negotiating, problem-solving, and use of computers

Types of Sales Managers / Levels of Sales Management Positions

CEO / President V. P. Sales / V. P. Marketing National Sales Manager

Top-Level Sales Managers / Leaders

Regional / Zonal / Divisional Sales Managers

District / Branch / Area Sales Managers Sales Trainee / Sales Person / Sales Representative

Middle-Level Sales Managers

First / Lower Level Sales Managers