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Sales Management


Marketing Vs Sales

Learning Objectives Understanding Marketing Concepts Sales organization in BSNL BSNL Channel Network.


Marketing & Sales Concept

What is Marketing & Sales


Marketing is the process of planning & executing the conception,pricing,promotion & distribution of ideas,goods and services to create exchanges that satisfy individual and organisational goals.

The Management process responsible for identifying,anticipating & satisfying customer requirements profitably.


A sale is the pinnacle activity involved in selling products or services in return for money or other compensation. It is an act of completion of a commercial activity The Exchange of Goods or Services for an Amount of Money or Its Equivalent


SALES is basically a Need Satisfying Process or A Problem Solving Activity Exchange : Need Satisfaction or Problem Solving by exchanging the Benefits/Solution that the Product or Services offer to money/considerations which the Customer part with Products or services are Solutions to someone s Problem

Reach the Customer

Consumer Behaviour

Marketing Plan Prepare Marketing Mix Product Development

Various Marketing Terms


Product Development: Product development is a broad field of endeavor dealing with the design, creation, and marketing of new products. Sometimes referred to as new product development (NPD), the discipline is focused on developing systematic methods for guiding all the processes involved in getting a new product to market.

Marketing Mix

The term marketing mix refers to the primary elements that must be attended to in order to properly market a product. Also known as The 4 Ps of Marketing, the marketing mix is a very useful, if a bit general, guideline for understanding the fundamentals of what makes a good marketing campaign. P. roduct. P. romotion. P. rice P. place (distribution)

Marketing Plan

A marketing plan outlines the specific actions you intend to carry out to interest potential customers and clients in your product and/or service and persuade them to buy the product and/or services you offer."The marketing strategy provides the goals for your marketing plans. It tells you where you want to go from here First part describes target market s size,structure and behavior,the planned product positionong &the sales,market share & profit goals sought in the first few years. Second part outlines the planned price,distribution strategy & marketing budget for first year. Third part of marketing strategy plan describes the long term sales & profit goals & marketing mix strategy over time.


Reach the customer: Reach is commonly used in marketing to determine the degree of penetration into a target audience. It can be given as either a number of individuals or as a percentage. Reach - Reach refers to the estimated number of individuals or households exposed to an advertising message during a specified period of time.

Customer Behavior

Customer Behavior is the study of how individuals make decisions to spend their available resources(time,money,effort) on products(goods,services&ideas).CB is a study of behaviors that consumer display in searching for,purchasing,using & evaluating of products & services that they expect will satisfy their needs. Customer Behavior includes the study of: (1) What they buy(2) Why they buy(3) When they buy(4) Where they buy(5) How often they buy(6) how often they use the product


How do I reach the customer?

The Sales Process


Initiating Customer Relationship Developing Customer Relationships Enhancing Customer Relationships

Mass Marketing and Direct Marketing

Most Mass Marketing Involves One-Way Communications Aimed At Consumers.

Direct Marketing Involves TwoWay Interactions With Customers.

Mass Marketing

Mass marketing is a market coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer. It is type of marketing (or attempting to sell through persuasion) of a product to a wide audience. The idea is to broadcast a message that will reach the largest number of people possible. Traditionally mass marketing has focused on radio, television and newspapers as the medium used to reach this broad audience. By reaching the largest audience possible exposure to the product is maximized. In theory this would directly correlate with a larger number of sales or buy in to the product. As the name says its mass so your trying to get your as many as you can. Mass marketing presents sales promotion materials to an unspecific general public, and was used in the mass production and large quantity sale marketing environment in the past.

Direct Marketing

The sale of products by a producer direct to consumers with promotional efforts using direct mail, advertising, or telephone sales. Avoids the use of middlemen such as wholesalers and retailers. Commonly used for

business-to-business sales.

Marketing via a promotion delivered directly to the individual prospective customer Direct marketing is a form of Advertising that reaches its audience without using traditional formal channels of Advertising, such as TV, Newspapers or Radio. Marketing that reaches customers by communications directly addressed to the customer.

Benefits and Growth of Direct Marketing

Benefits to Buyers

Benefits to Sellers


Convenient Easy to use Private Product access and selection Abundance of information Immediate Interactive



Consumer relationship building Reduces costs Increases speed and efficiency Provides flexibility Global medium

Transaction-Focused vs. Relationship Focused



Short term thinking Making the sale has priority over most other considerations Interaction between buyer and seller is competitive Salesperson is selfinterest oriented

Long term thinking Developing the relationship takes priority over getting the sale Interaction between buyer and seller is collaborative. Salesperson is customeroriented

Personal Selling & Advertising

Personal selling is considered one of the most effective promotional techniques because it facilitates interaction between consumer and seller. With personal selling, a salesperson can listen to and determine a consumer's needs by asking questions and receiving feedback from the consumer. Personal selling is a personal communication aimed at informing customers & persuding them to buy a firm s products. Advertising is a paid,non personal message communicated to a selected audience through a mass medium.

The Personal selling process



Prospecting: The first step in personal selling is to research potential buyers & choose the most likely customers or prospects. Approaching the prospect: Because first impressions are often lasting impressions, the salesperson s first contact with the prospect is crucial to successful selling. Making the presentation: The next step is the actual delivery of sales many cases, this includes demonstrating the product. Managing Personal selling: A Firm s success often hinges on the competent management of its sales force.
Without a strong sales force: a business will soon fail. Sales mangers have responsibilities in number of areas.

Evolution of Personal Selling

Peddlers selling door to door . . . served as intermediaries Selling function became more structured

1800s 1900s 2000s st century, selling and Industrial As we begin Post-Industrial Postthe 21 War continues to develop, Modern Revolution becomingRevolution more professional and more relational Depression Era

Business organizations employed salespeople

Selling function became more professional

What is Relationship Marketing?

Relationship Marketing Emphasizes Maintaining Profitable Long-Term Relationships with Customers by Creating Superior Customer Value and Satisfaction.

Forms of Direct Marketing

Forms of Direct Marketing

Telephone Marketing

Direct-Mail Marketing

Represents 36% of direct marketing sales. Outbound telephone marketing sells directly to customers. Inbound numbers provide a toll-free number to receive orders.


Represents 31% of direct marketing sales. High target-market selectivity. Personalized & flexible. Allows easy measurement of results. Fax mail, e-mail, voice mail are now popular

Forms of Direct Marketing

Catalog Marketing

Printed, selling multiple products, offering direct ordering mechanism. Printed catalogs remain the primary medium, but many are now electronic.

Direct-Response TV Marketing

Direct-response advertising marketers air TV spots or infomercials. Home shopping channels entire programs or channels dedicated to selling goods and services. Placing information and ordering machines at various locations.

Kiosk Marketing

Customer Databases and Marketing

Customer Databases are an Organized Collection of Comprehensive Data About Individual Customers or Prospects. Allows companies to offer fine-tuned marketing offers and communications to customers.

CRM(Customer Relationship Mangement)


Why Customer Care?: Improvement in Morale. Longer Customer relations. More repeat business. More referrals. Higher prices. Increased Margins. A Business to be proud of.

What A Customer Want


To feel IN CHARGE Respect Fairness Friendliness Knowledge Confidence Approval & Appreciation


The division of a business that s responsible for selling products or services. The group of employees involved in selling process. Sales force persons responsible for selling products or services via direct contact with customer.

The Role of the Sales Force

Represent the Company to Customers to Produce Company Profit Sales Force Serves as a Critical Link Between a Company and its Customers Since They:

Represent Customers to the Company to Produce Customer Satisfaction

SALES Organization in BSNL

Some of the key issues are as a)To organize the Sales units in such way to overcome the constraints of the present distribution system. b)The Role of Sales unit in the present setup- where the Sales is mainly handled by the Channel partners.

SALES Organization in BSNL


Carving out the Sales force from the existing workforce Motivation of Sales force. Suitable incentive to the sales force

Sales & Distribution Objectives

To serve the customers within 2 hrs or less. Progressively it should be on real time basis. The ultimate objective is to serve the customer up to their satisfaction in real time basis and delight them.

Slide 34

BSNL Channel Network


Franchisees Customer Service Centers (CSC) Sales Team PCO s, Post Offices Business Associates for selling high end products to corporate customers. Direct Selling Agents
Slide 35

BSNL Sales Force : Role &

The job of sales team will be to monitor and increase the retail sales of following BSNL products and services     

Landline Broadband CDMA GSM PCOs Leased Lines

Slide 36

BSNL Sales Organization : Circle

Circle Level  3 Business Heads (GM or DGM) directly reporting to CGMs

GSM Mobile Products Landline & Broadband Products CDMA, PCO & Leased Line Products

Circle will have 250-300 Sales Team

Slide 37

BSNL Sales Organization : SSA

Team Leader will report to Asst General Manager(Sales). 5-6 Team Leaders will report to one AGM(Sales) Team Leader will be of the rank of JTO/SDE/Sr.SDE will head 4-6 sales teams Team will consists of 4-6 members (TOAs, Phone Mechanics etc)

Slide 38

BSNL Sales Organization : SSA

Responsibility of sales team in SSA will be selling one of the products (Landline, Broadband, CDMA, GSM, PCOs or Leased Line) Depending on the business need of an SSA more than one team leader can be assigned to a given product or one team leader can be given responsibility for more than one product

Slide 39

The Team Spirit

Sales Team.

Begin each day with an empty piece of paper and has an excellent day when they fill the paper with orders. Begins each day with a full piece of paper and has an excellent day when they get everything done.

Operations Team.

The Team Spirit

Management Team

Has to make sure that each of the above teams that it is leading has as many excellent days as possible and to make amply sure that no team fails to have an excellent day due to anything the management team could have or should have done.

Thank You