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Sales & Retail Management, VTU,Module 1&2


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  • Excellent Presentation, Highly Informative-Thank You Sir
    B.G Venkatesh Prasad B.E., MBA., M.Phil
    Faculty- MBA-VTU Dept
    Dayananda Sagar Academy of Technolgy & Management
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    By Prof. Raghavendran.V
  • 2. SADMAN
    Sales management is defined as “ the effective planning, directing and control of personal selling, including recruiting, selecting, equipping, assigning, routing, supervising, paying and motivating as these tasks apply to personal sales force.
    By Prof. Raghavendran.V
  • 3. Managing the sales force
    Sales force is mainly responsible for the sale of the products of a company and add to profit to the business operations and fulfill social obligations.
    Sales force mgmt means:
    • The right organization & aggression against the product lines and geographies.
    • 4. The right strength and qualification.
    • 5. The right compensation and incentive system.
    By Prof. Raghavendran.V
  • 6. Steps in designing and managing a sales force
    • Objective training
    • 7. Training the sale policies.
    • 8. Designing sales force,
    Structure & Size
    • Deciding sales force
    • Recruitment & selecting sale force
    • 9. Guiding and motivating sale force
    • 10. Performance rating of the sales force.
    By Prof. Raghavendran.V
  • 11. sales manager duties and responsibilities
    SM is the most important person in a sale organization. All activities are based on his functions and responsibilities and they are as follows.
    Organizing sales research, product research.
    Getting the best output from the sales force under him.
    By Prof. Raghavendran.V
  • 12. Setting & controlling the targets, territories, sales experiences, distribution expenses.
    Advising the company on various media, sales promotions and schemes.
    Monitoring the company’s sales policies.
    By Prof. Raghavendran.V
  • 13. Mr. Alan ReidTerritory sales manager job responsibility
    By Prof. Raghavendran.V
  • 14. Territory sales manager job responsibility
    By Prof. Raghavendran.V
  • 15. Territory sales manager job responsibility
    By Prof. Raghavendran.V
  • 16. Problems in sales force management
    • Designing and managing sales force
    • 17. Sale force authority
    • 18. Target setting
    • 19. Sales forecasting.
    By Prof. Raghavendran.V
  • 20. Formulation of sales strategy
    The following are key decision areas in sales management which are particularly relevant to strategy formulation.
    Determining the size of the sales force
    Decision regarding type and quality of the sales force required
    Designing the sales organization
    Territory designing
    Recruitment and training procedures
    Task allocation
    By Prof. Raghavendran.V
  • 21. Compensation of sales force
    Performance appraisal and control system
    Feedback mechanism to be adopted
    Managing channel relationships
    Coordination with marketing departments
    By Prof. Raghavendran.V
  • 22. Different sales strategies
    Relationship strategy
    The double-win strategy
    Instant service
    Hard sell Vs Soft Sell Strategy
    Integrated Sale Strategy
    Client centered selling strategy
    By Prof. Raghavendran.V
  • 23. Methods of selling
    Telemarketing: selling concepts on the phone
    Sales on the internet
    Mail order sales
    Sales through large scale fixed shop retailers
    Sales through wholesalers and retailers
    Direct selling
    By Prof. Raghavendran.V
  • 24. Assignment time
    Study concern from the following area
    Two wheeler
    Three wheeler
    Four wheeler
    Petroleum products
    Using internet tools & resources, make a 15 companies involved in selling FMCG through internet and bring out strategies used by them.
    By Prof. Raghavendran.V
  • 25. Presentation
    Make a presentation by incorporating ingredients of sales concepts for a sick product of any company.
    Presenting day on 26th Aug’
    By Prof. Raghavendran.V
  • 26. Personal selling
    By Prof. Raghavendran.V
    By Prof. Raghavendran.V
  • 27. Personal selling
    Personal selling can be defined as follows:
    Personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale"
    By Prof. Raghavendran.V
  • 28. Personal selling
    Important aspects of personal selling are:
    • It enhances customer’s confidence in the seller
    • 29. It promotes long term business relations through personal intimacy
    • 30. It provides a human touch to business transactions.
    • 31. It helps facilitate the seller to understand each customer’s needs and preferences more clearly
    • 32. It helps satisfy a customer by modifying the product as per customer’s choice and preference.
    By Prof. Raghavendran.V
  • 33. Personal selling
    • Personal selling followed by personal service helps build long term relations between the business and the customer
    • 34. It helps keep up with the competition in the market, based on product customization as per customer’s preferences.
    • 35. It is a powerful and effective tool for convincing the customer about the product
    • 36. Through PS the time lag between introducing a product through the media and actually selling it is reduced.
    By Prof. Raghavendran.V
  • 37. Personal selling
    • It provides prospective customers with a better understanding of the product and an interactive opportunity to liaise with the sales personnel.
    Changing face of personal selling:
    By Prof. Raghavendran.V
  • 41. Efficacy of ps:
    • PS with Respect to product strategy
    • 42. PS and pricing decisions
    • 43. PS and distribution
    • 44. PS and product promotion
    By Prof. Raghavendran.V
  • 45. Steps in Ps:
    By Prof. Raghavendran.V
  • 46. Prospecting
    It is process of identifying buyers of the product.
    Different ways to identify prospects
    • Acquaintance references
    • 47. Cold calling
    • 48. Centre of influence method
    • 49. Personal observation method
    • 50. Direct mail/ telephone method
    • 51. Company’s records
    • 52. Newspapers
    • 53. Retailers
    • 54. Other methods
    By Prof. Raghavendran.V
  • 55. Pre-approach, significance
    Salesman concentrates only on the prospects and not suspects, thus saving time and energy.
    Helps a salesman to gain all possible knowledge about the prospects before approaching. (loose talk can be avoided).
    Sales presentation effectively, efficiently and confidently.
    Focused, meaningful and to the point.
    By Prof. Raghavendran.V
  • 56. Approaching
    Salesman has an opportunity to understand and interact with the prospect in better way. Hence, the salesman should put forward his best efforts to make use of the opportunity.
    Stages of approaches:
    • Approach adopted
    • 57. Successful adopted
    • 58. Method of approach
    By Prof. Raghavendran.V
  • 59. Approach adopted
    Salesman are two types and they are:
    • Travelling salesman
    • 60. Counter salesman
    The approach adopted by the each of these salesmen is obviously different.
    Approach adopted by travelling salesman:
    The different way to gain access and thus interview the prospects.
    By Prof. Raghavendran.V
  • 61. Approach adopted
    • Direct approach
    • 62. Seeking an appointment with a prospect could by sending an advance mailer explaining his product
    • 63. Seeking an appointment through reference given by friend, relative or business prospective.
    • 64. Give gifts and secure an appointment.
    • 65. Sales letter
    By Prof. Raghavendran.V
  • 66. Successful approach
    It is said approach will be successful if it attains below said objectives.
    Successful approach enhances the sale and it is thus important for the running of a business..
    Failed approach will give an opportunity to the competitor.
    Enlightening the prospect by providing him ample information about the product and services
    By Prof. Raghavendran.V
  • 67. Successful approach
    Guidelines for successful approach are
    By Prof. Raghavendran.V
  • 75. Method of approach
    Cashing in on Brand Name or the company’s reputation
    Customer Benefit approach
    Innovative product opens the door to the salesman
    The premium approach
    The shock approach
    The approach of “making the prospect feel important”
    The survey method
    Interactive approach
    By Prof. Raghavendran.V
  • 76. Presentation
    Prompt quick presentation creates an impression
    Well organized articles
    Explain features of products and price advantage ( an Intelligent Salesman will never compare rival products)
    Show quality product
    Demonstrating product will +ve impression
    Product appeal
    By Prof. Raghavendran.V
  • 77. Demonstration & Close
    It is an exercise to prove the characteristics of the product. It is imperative and essential for a prospect to make a buying decision.
    The main aim of the close is to convince the prospect to sign the order form, to place an order immediately rather than future.
    By Prof. Raghavendran.V
  • 78. Theories of PS
    The main theories of personal selling are
    AIDAS Theory
    Right set of Circumstances Theory
    Buying Formula theory
    By Prof. Raghavendran.V
  • 79. Aidas:
    This theory is based on the premises that during a sales presentation, the prospect consciously goes through five different stages:
    By Prof. Raghavendran.V
    Stages of AIDAS Theory
  • 80. Aidas
    Attention: The sales person should attract the prospect to his presentation before actually goes into the details of the same.
    SP should involves the prospect’s mind in the presentation, his total may go unnoticed or registered.
    Interest: SP should ensure that the prospect remains glued to his presentation throughout its length
    By Prof. Raghavendran.V
  • 81. AIDAS
    Desire: SP is responsible to create strong desire in prospect’s mind to purchase the product. SP should consciously bring prospect into the stage of readiness to the buying the product.
    Action: SP is successful in 3 stages, SP induces to buy the product. Here important task for SP to help his prospect in taking final decision.
    Satisfaction: After placing an order or buying product, SP should appreciate the prospect for the decision.
    By Prof. Raghavendran.V
  • 82. Right set of circumstances theory
    The theory opines that all circumstances, which led to the sales were appropriate or “right” for the sales to have taken place.
    In other words, if the SP is successful in securing the prospect’s attention, maintaining his interest and including his desire to buy the product.
    ( SP is highly skilled then higher sales and viceversa)
    By Prof. Raghavendran.V
  • 83. Buying formula theory
    This theory emphasis is on the buyer, problems of the buyer and SP assist buyer in finding appropriate solution to the problem.
    This theory based on the analysis of the sequel of the events goes on in buyer’s mind during the presentation
    The following graphical representation will help you learn better.
    By Prof. Raghavendran.V
  • 84. Buying formula theory
    By Prof. Raghavendran.V
    (a) For one time purchase
    (b) For continuous relational ship
  • 85. Assignment time
    Differentiate b/w advertising and publicity. Highlight the role of public relations and personal selling in pharmaceuticals, medical equipments.
    Explain out personal selling process, how would presentations differ in the following cases and Role Play: One each for all
    Selling insurance products, office computers,
    Beverages, electrical generators, foot wares,
    Banking products, home appliances and tobacco products.
    By Prof. Raghavendran.V
    3rd Sept’ 2011 submission
  • 86. Sales organization
    By Prof. Raghavendran V
    By Prof. Raghavendran.V
  • 87. Sales organization
    Organization means the systematic coordination of the functions essential to achieving organization objectives. The functions of sales organization can be classified as follows:
    By Prof. Raghavendran.V
  • 88. Functions of the sales organization
    Planning Function
    • Sales forecasting
    • 89. Sales budgeting
    • 90. Selling policy
    Administrative Function
    • Selecting salesman
    • 91. Training salesman
    • 92. Control of salesman
    • 93. Remuneration of salesman
    Executive function
    • Sales promotion
    • 94. Selling routine- execution of customer’s order
    By Prof. Raghavendran.V
  • 95. Role of sales administration
    • Total customer satisfaction by way of prompt and safe delivery
    • 96. Proper maintenance of stock ensuring defect free delivery to customers
    • 97. Effective coordination and communication between regional offices and dealers.
    By Prof. Raghavendran.V
  • 98. Role of sales organization
    Define line of authority
    Ensure all necessary activities are assigned & performed
    Establish line of communication
    Provide for coordination and balance
    Provide insights into avenues of advancement
    Economics of executive time
    By Prof. Raghavendran.V
  • 99. Developing a sales organization
    Development refers to formal, coordinating process of communication, authority and responsibility for sales groups & individuals
    The 5 major issues are
    Formal & informal Organizations
    Horizontal & vertical
    Centralized or decentralized
    The line and staff components of organizations
    The size of the company
    By Prof. Raghavendran.V
    Ask student to draw diagram
  • 100. Field sales organization
    Geographic sales specialization organization
    Product based sales specialization organization
    Customer based specialization organization
    Activity/ function based organization
    Hybrid organization
    Team based organization
    By Prof. Raghavendran.V
  • 101. Geographical sales organization
    By Prof. Raghavendran.V
  • 102. Product based sales organization
    By Prof. Raghavendran.V
  • 103. Customer based sales organization
    By Prof. Raghavendran.V
  • 104. Activity/ function based organization
    By Prof. Raghavendran.V
  • 105. Hybrid sales organization
    By Prof. Raghavendran.V
  • 106. Team based sales organization
    By Prof. Raghavendran.V
  • 107. Assignment time
    Explain all field sales organizations with example each.
    Brief out developing sales organizations with figures.
    Highlight by points about functions of sales organization
    By Prof. Raghavendran.V
  • 108. End of module 1 in Sales management, End of module 8 in industrial marketing
    By Prof. Raghavendran.V
    By Prof. Raghavendran.V