GROUP I UNIT ONE.

SEMESTER V, MBA (Pharm

Tech.)
SPPSPTM, SVKMs NMIMS.
2014 2015

 SAARTHAK

ATHAVLE
SHRAMIKA KANCHAN
DHWANI MEHTA
VIRAL WAGHANI
ISHANGI RANA

A001
.. A009
.. A010
.. A031
.. A060

UNIT ONE:
Introduction
Old concepts
Customer sale
Doctors list
Type of sale
Collection
Sales Hierarchy
Case Study (1.2

GE Countrywide)

 Sales

Management

 Originally,

the term sales

management referred to the direction
of sales force personnel.
But now, on a broader scale, the sales
management means management of
various activities, including advertising,
sales promotion, marketing research,
physical distribution, pricing, and
product merchandising

 The

American marketers association

(AMAs) definition, takes into
consideration a number of these
viewpoints.
Its definitions runs like:
Sales Management involves the
planning, direction, and control of the
personnel, selling activities of a business
unit including recruiting, selecting,
training, assigning, rating, supervising,
paying, motivating, as all these tasks apply
to the personnel sales-force.

 Sales

Management is a socio-scientific
process, involving group-effort in the
pursuit of common goals or objectives.
So, sales-management has to work in
a broader and newer environment, in
co-existence with the traditional lines.
The present emphasis is now on total
development of human resources
along with marketing.

 Just

like personal selling process,

pharmaceutical selling too follows
the following 8 systematic steps.
Need
Assessmen
Assessme
nt
t

Need
Presentation
assessme
nt
Brief about the
Product benefits

 Elements

of sales Management:

Planning
Coordinating
Controlling
Motivating
Resulting in the following outcomes:
achieving sufficient sales-volume
providing sufficient profit
ensuring continuing growth

Traditional (Old) approach:

Selling is regarded as some one way, unidirectional
process the seller does to the buyer without taking into
consideration actual needs & capabilities of the buyer.
The result of this attitude to sales is that many
salespeople adapt a manipulative, almost coercive
style of selling.
Some salespeople think of selling as pushing a
customer into buying, and success as a victory.
Often, people fear salespeople and distrust them.
They think of salespeople as fast talking and slick.
They are wary of being sold something they really
don't need or want.
The final intention is just to generate money for the
organisation somehow. This is done at the cost of
buyer.

To develop a long term relation with the

customer
Clearly identify each customer's unique
needs and requirements
Tailor your goods and services to meet
those needs at a fair price
Many people make a very good living out
of helping people identify which particular
need may be causing a symptom, then
advising them on how to alleviate it.
This includes not only medical doctors
but also good salespeople.

Sales representatives in the healthcare industry are

expected to manage their territories as if they were
running their own business.
To be successful in your sales territory its important to
know which customers drive you more business, what
their buying style is; so that you can match your selling
style to it.

One major goal of a medical sales

representative is to be seen as a valued
consultant by Doctors
Doctors typically have
full day
schedules, with no direct access and
they may frequently need to reschedule
appointments
due
to
medical
emergencies. That makes face to face
meetings rare and precious when you
get a chance to have one.

Medical
Reps
Must
have
a
database of:
Customer profile
Product
profile: all studies , all
information about the product
Doctors information and his field of
specialization

 Musthave detailed information

about how your drug can be helpful
and how it differs from other drugs.
Shouldknow details about the
disease
It ishelpfulto take advantage of
certain events such as knowing the
doctor birthday and to time your
visit at that day bringing a small gift
with you.

In order to get sales the medical

representative must
prescribe his products
To greet him upon his visit.
To understand the properties of his
product over competitors ones.
Feedback

Doctor list comprises those

doctors available in each
representatives territory.
Doctor list is sub divided into
3 categories
a)Super core doctors
b)VVIP doctors
c)VIP doctors

These division among doctor is made

depending upon the type of sales each
doctors give and number of times the
representative required to visit.

Doctor list is finalized by both Area

manager and regional manager of the
organization.

Each doctor is assigned with a code

The Medical Representative, while preparing the

daily reports, will use relevant code number
assigned to each doctor
Each medical representative will fill all the

diverse nature of buying need

different selling function
Selling is classified as: Order takers
Order creators
Order getters

This this are the retail sales

assistants
Here a customer chooses a variety of
products from a range available in
store without the salesperson.
Salesperson
only complete the
transaction
He receives payment and passes the
goods to customer

 Further

divided into 3: Inside order takers

Outside
order
takers-visits
the
customers and solve their concerns
rather then finding new customer
Delivery sales person-deliver product
to customer eg..milk

Missionary salespeople are the one

who do not close the sale but
persuade the customer to promote
sellers brand
Rather
then closing creating a
awareness is more important here
Eg.medical rep. dont buy medicines
personally but tell DR to prescribe it
to patients.

 Objective

:- to persuade a customer
to make a direct sale i.e persuade
new buyer or a non user to buy the
product.
2 types
Frontline salespeople
Sales support salespeople

 Further classified as: New business sales person-Mostly

are
frontline managers who go door to door
selling. Convert the leads to final sales.
Organizational salespeople-believe in
establishing long term relationship,
mainly industrial sellers.
Consumer
salespeoplewho
sell
spices,enclopedia insurance etcdoor
to door.

 Further

2 types: Technical
support
salesperson:support the frontline salespeople
when the product is complex or it
needs
negotiation
in
financial
attention.
Merchandisers:-provides support in
retail ad wholesale selling situations.

 Orders

are negotiated nationally and

sales to individual salespeople which
are supported by merchandises who
give them advice on display,
execution
on
sales
promotion
,checking
stock
level
and
maintaining relation, etc

SALES

HIERARCHY

Sales

department

hierarchy

incorporates various departments that

a company has for the sales section.
Sales

staff

is

appointed

by

the

company under various departments

depending upon their skills, experience
and most importantly designations.

 National Sales Department

Zonal Sales Department
Regional Sales Department
District Sales Department
Territory Sales Department

This is the uppermost level or

department in the sales department

hierarchy.
This

department leads the entire sales

department

and

is

equipped

with

administrative authorities in the sales

department.

They craft a strategic plan and vision for

the entire sales department, providing
support, leadership and guidance to entire
team to work for the companys benefit
and profit.

Setting up of goals for the sales team and

developing new innovative strategies in an
effective

manner

responsibility.

lies

under

his

 Sales Director
National Sales Manager
Sales Vice President
National
Sales Coordinator

Distributor
Senior Sales Accountant
General Manager Sales
Chief Sales Executive

and

 This

is

the

second

highest

department in the sales department

hierarchy.
These

professionals are head at the

zonal level and handle the teams

underneath them.

 Zonal Sales Manager

Senior Sales Manager
Sales Administrator
Sales Specialist 1
Senior Lead Development
Sales Analyst
Customer Service Manager

These professionals in the sales department

hierarchy are head of a particular region of
a zone.

These professionals work under the orders

of the zonal officers.

They specifically handle the regional branch

of that particular area and get the work
done from the lower level sales department.

 Such

a professional is responsible to

oversee all the sales outlet of the

provided area ensuring the fulfilment of
the targets provided at the regional
level.
A

regional

sales

manager

reports

directly to the national sales manager.

They are also bound to answer about
the failures and actions of their team.

 Regional Sales Manager

Sales Manager
Sales Branch Manager
Assistant Sales Branch Manager
Inside Sales Consultant
Lead Development Officer

This is the second lowest level in the sales

staff hierarchy.

These professionals work on the orders of

the regional sales department.

They are incorporated with a particular

district area of any region. They work in the
assigned area and also have a small team
to work in that assigned district.

These are the sales professionals who

supervise the granted sales outlet or
branch of the company.

Branch

Sales

Manager

supervise

an

entire team of sales persons in their

outlet and manage the team to fulfill the
targets on time for the company. They
are bound to report to the regional sales
manager.

 District Sales Manager

Sales Specialist II
Sales Consultant
Sales Clerk
Junior Sales Consultant
Sales Support

This is the lowest level in the sales

department hierarchy.

This level incorporates persons at lowest

job titles with minimal experience of the
field.

A specific territory is provided to these

professional and they are to work in that
particular territory.

Front line professionals following the

commands of the branch manager while
being motivated by the team leader.

Sales Associated are bound to report to

their respective team leader and are
expected to achieve their goal efficiently

 Senior Sales Analyst

Sales Analyst
Sales Representative
Sales Associate
Sales Person
Sales Trainee

(**Please refer the attached folder for Case

Study 1.2 Pg 38-40)**

About the company:

GE Countrywide is one of Indias leading
finance companies set up in 1994, & helping
customers with easy & quick loans
Pioneer of customer loan in retail segment of
market
Robust IT support, latest technology, huge
database, centralized operations, simple &
convenient doccumentation & innovative
methods salient features of the organisation
Offers home equity loans, direct-to-consumer
loans, home loans, car loans, educational
loans & personal loans available as flexible
payment periods & schemes.

About their selling process:

Uses a combination of push & pull marketing strategies
Newspaper ads for personal loans
Robust database of customers & businesses
Toll free number to answer the queries
Marketing & sales executives collect customer
doccuments from their home
Marketing research executives process the loan
applications
Branch managers review the clear cases, Risk
managers work out the risk analysis
Customer Relationship programme for retaining
customers & cross selling other products . Eginsurance
Lower interest rates & special privileges for loyal
customers

Answer the following questions after

reading the given case.
1) What are the roles & functions of direct
sales associates in GE countrywide?
2) Analyse the diagram & explain various
stages of sales management in GE
countrywide
3) Why should a firm like GE countrywide
maintain customer database? How is it
helpful?

Direct sales associates play an important role

in doccument collection & analysis , & finding
new customers
They, along with the marketing executives
are responsible for collection of doccuments
from customer homes & maintaining &
updating the files
They are basically responsible for
approaching the new prospects , collecting
relevant information from them & converting
them into customers (here, loan applicants).
They do this in form of road shows, loan
melas etc & collect info. From customers
This is done for sales realisation

In accordance to the flowchart given, the

GE Countrywide conducts the sales
management process in following 6
important stages:
Application stage
Document analysis stage
Eligibility analysis stage
Capacity analysis stage
Deviation analysis stage
Risk analysis stage
Final approval stage.
PTO.

Telecallers call the target customers &

invite them to branch with reqd. documents, which
are collected by marketing/sales executives & the
information is processed & updated by marketing
research executives.
Marketing research & direct sales executives evaluate
loan applications on basis of eligibility
Clear cases are forwarded to relationship managers
who analyse paying capacity of clients
Branch managers review cases to check if there is any
deviation in organisational norms
Forwarded files sent to Head Office are approved after
the risk analysis is performed by risk managers
Final approval is sent to resp. branches
There are special customer relationship management
programs for retaining of customers.

GE Countrywide needs to have a database about

their customers because it gives them immediate
access to customer information. All the customer
data is organised.
Customer database is required to check behaviour
of customers and their needs and wants. Satisfying
them becomes easier through this database. All the
information is accessible at one place.
GE Countrywide believes in Customer Relationship
Management. This is only possible if they have a
database containing information about their
customers.
Also this database will help the managers to pass
customer information to each other as is required
for loan approval. The database also helps to
analyse customer information.

 Sales

Management An Overview by
Dr Surender Singh Kundu & Dr V K
Bishnoi. (http://www.ddegjust.ac.in/studymaterial/mba/mm-308.pdf )
Re-Think your sales approach by Gary
Lockwood, Business Coach, for The
Advisor
(http://www.isquare.com/sales.cfm )

Sales & Distribution Management by

TAPAN M PANDA
Case Study 1.2, Page 38-40