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SALES MANAGEMENTSALES MANAGEMENT
Mr. Amit GargMr. Amit Garg
Assistant Professor,Assistant Professor,
Deptt. of Management Studies,Deptt. of Management Studies,
Malout Institute of Management & InformationMalout Institute of Management & Information
Technology, Malout - 152107Technology, Malout - 152107
Sales ManagementSales Management
 Sales management is attainment of an organization'sSales management is attainment of an organization's
sales goals in an effective & efficient manner throughsales goals in an effective & efficient manner through
planning, staffing, training, leading & controllingplanning, staffing, training, leading & controlling
organizational resources. Revenue, sales, and sourcesorganizational resources. Revenue, sales, and sources
of funds fuel organizations and the management of thatof funds fuel organizations and the management of that
process is the most important function.process is the most important function.
Sales Management ProcessSales Management Process
1.1. Conception – What will be offered?Conception – What will be offered?
2.2. Planning – How?Planning – How?
3.3. Execution – When and at what pace and scale?Execution – When and at what pace and scale?
4.4. Control – How will feedback and contingencies beControl – How will feedback and contingencies be
acted upon?acted upon?
5.5. Feedback – How we have to integrate and reply backFeedback – How we have to integrate and reply back
activity to activity?activity to activity?
Objectives of sales managementObjectives of sales management
 Sales volumeSales volume
 Contribution to profitsContribution to profits
 Continuing growthContinuing growth
 PlanningPlanning
 Proper allocation of resourcesProper allocation of resources
Difference Between Sales Management,Difference Between Sales Management,
Personal Selling, SalesmanshipPersonal Selling, Salesmanship
 Sales management directs the personal selling efforts,Sales management directs the personal selling efforts,
 Which in turn is implemented largely throughWhich in turn is implemented largely through
salesmanship.salesmanship.
 Sales management directs all different marketing optionSales management directs all different marketing option
to be planed and organize to achieve profits and moreto be planed and organize to achieve profits and more
customers.customers.
 Personal selling is a broader concept thanPersonal selling is a broader concept than
salesmanship, personal selling is the art of successfullysalesmanship, personal selling is the art of successfully
persuading prospects or customers to buy a product orpersuading prospects or customers to buy a product or
services from which they can derive suitable benefits,services from which they can derive suitable benefits,
thereby increasing their total satisfaction.thereby increasing their total satisfaction.
 Salesmanship is seller-initiated effort that providesSalesmanship is seller-initiated effort that provides
prospective buyers with information and other benefits,prospective buyers with information and other benefits,
motivating or persuading them to decide in favor of themotivating or persuading them to decide in favor of the
seller’s product or service.seller’s product or service.
The Selling Process and ExamplesThe Selling Process and Examples
of Prospect’s Thoughts and Questionsof Prospect’s Thoughts and Questions
Steps in the
Selling Process
1. Prospecting1. Prospecting
Salesperson locatesSalesperson locates
and qualifies prospectsand qualifies prospects
2.2. PreapproachPreapproach
Salesperson determinesSalesperson determines
sales call objective,sales call objective,
develops customerdevelops customer
profile, customer benefitprofile, customer benefit
program and sellingprogram and selling
strategies. Customer’sstrategies. Customer’s
needs are determined.needs are determined.
Prospect’s
Mental Steps
Prospect’s Potential
Verbal and Mental
Questions
Steps in the
Selling Process
3.3. ApproachApproach
Salesperson obtainsSalesperson obtains
interview, meetsinterview, meets
prospect, and beginsprospect, and begins
individualized salesindividualized sales
presentation.presentation.
Needs are furtherNeeds are further
uncovered.uncovered.
Prospect’s
Mental Steps
Attention due to arousal of
potential need or problem.
Interest due to recognized
need or problem and the
desire to fulfill the need or
solve the problem.
Prospect’s Potential
Verbal and Mental
Questions
Should I see salesperson?
Should I continue to listen,
interact, devote much time to
a salesperson?
What’s in it for me?
Steps in the
Selling Process
4. Presentation
Salesperson relates
product benefits to
needs, using
demonstration,
dramatizations,
visuals, and proof
statements.
Prospect’s
Mental Steps
Interest in information that
provides knowledge and
influences perceptions and
attitude.
Desire begins to develop
based on information eval-
uation of product features,
advantages, and benefits.
This is due to forming posi-
tive attitudes that product
may fulfill need or solve
problem. Positive attitudes
brought about by knowledge
obtained from presentation.
Prospect’s Potential
Verbal and Mental
Questions
Is the salesperson prepared?
Are my needs understood? Is
the seller interested in my
needs?
Should I continue to listen
and interact?
So what? (to statements
about features)
Prove it! (to statements about
advantages)
Are the benefits of this
product the best to fulfill my
needs?
Steps in the
Selling Process
5. Trial close
Salesperson asks
prospect’s opinion on
benefits during and
after presentation.
6. Objections
Salesperson uncovers
objections.
Prospect’s
Mental Steps
Desire continues based on
information evaluation.
Desire continues based on
information evaluation.
Prospect’s Potential
Verbal and Mental
Questions
Do I understand the
salesperson’s marketing plan
and business proposition?
I need more information to
make a decision. Can you
meet my conditions?
Steps in the
Selling Process
7. Meet Objections7. Meet Objections
SalespersonSalesperson
satisfactorily answerssatisfactorily answers
objections.objections.
Prospect’s
Mental Steps
Desire begins to be
transformed into belief.
Conviction established due to
belief the product and
salesperson can solve needs
or problems better than
competitive products.
Appears ready to buy.
Prospect’s Potential
Verbal and Mental
Questions
Let me see the reaction when
I give the salesperson a hard
time.
I have a minor/major
objection to what you are
saying.
Is something nonverbal being
communicated?
Did I get a reasonable answer
to my objection?
Steps in the
Selling Process
8. Trial Close8. Trial Close
Salesperson usesSalesperson uses
another trial close toanother trial close to
see if objections havesee if objections have
been overcome; or ifbeen overcome; or if
presentation wentpresentation went
smoothly before thesmoothly before the
close, to determine ifclose, to determine if
the prospect is ready tothe prospect is ready to
buy.buy.
Prospect’s
Mental Steps
Conviction becomes stronger.
Prospect’s Potential
Verbal and Mental
Questions
Can I believe and trust this
person?
Should I reveal my real
concerns?
Steps in the
Selling Process
9. Close9. Close
Salesperson hasSalesperson has
determined prospect isdetermined prospect is
ready to buy and nowready to buy and now
asks for the order.asks for the order.
Prospect’s
Mental Steps
Action (purchase) occurs
based on positive beliefs that
the product will fulfill needs
or solve problems.
Prospect’s Potential
Verbal and Mental
Questions
I am asked to make a buying
decision now.
If I buy and I am dissatisfied,
what can I do?
Will I receive after-the-sale
service as promised?
What are my expectations
toward this purchase?
Why don’t you ask me to
buy?
Ask one more time and I’ll
buy.
Steps in the
Selling Process
10. Follow-Up10. Follow-Up
Salesperson providesSalesperson provides
customer service aftercustomer service after
the sale.the sale.
Prospect’s
Mental Steps
Satisfaction—Dissatisfaction
Prospect’s Potential
Verbal and Mental
Questions
Did the product meet my
expectations?
Am I experiencing
dissonance?
How is the service associated
with this product?
Should I buy again from this
salesperson?
Personal Selling objectivesPersonal Selling objectives
• Building Product Awareness –Building Product Awareness – A common task ofA common task of
salespeople, especially when selling in businesssalespeople, especially when selling in business
markets, is to educate customers on new productmarkets, is to educate customers on new product
offerings. In fact, salespeople serve a major role atofferings. In fact, salespeople serve a major role at
industry trades shows where they discuss products withindustry trades shows where they discuss products with
show attendees. But building awareness using personalshow attendees. But building awareness using personal
selling is also important in consumer markets.selling is also important in consumer markets.
• Creating Interest –Creating Interest – The fact that personal sellingThe fact that personal selling
involves person-to-person communication makes it ainvolves person-to-person communication makes it a
natural method for getting customers to experience anatural method for getting customers to experience a
product for the first time. In fact, creating interest goesproduct for the first time. In fact, creating interest goes
hand-in-hand with building product awareness as saleshand-in-hand with building product awareness as sales
professionals can often accomplish both objectivesprofessionals can often accomplish both objectives
during the first encounter with a potential customer.during the first encounter with a potential customer.
• Providing Information –Providing Information – When salespeople engageWhen salespeople engage
customers a large part of the conversation focuses oncustomers a large part of the conversation focuses on
product information. Marketing organizations provideproduct information. Marketing organizations provide
their sales staff with large amounts of sales supporttheir sales staff with large amounts of sales support
including brochures, research reports, computerincluding brochures, research reports, computer
programs and many other forms of informationalprograms and many other forms of informational
material.material.
• Stimulating Demand –Stimulating Demand – By far, the most importantBy far, the most important
objective of personal selling is to convince customers toobjective of personal selling is to convince customers to
make a purchase.make a purchase.
• Reinforcing the Brand –Reinforcing the Brand – Most personal selling isMost personal selling is
intended to build long-term relationships with customers.intended to build long-term relationships with customers.
A strong relationship can only be built over time andA strong relationship can only be built over time and
requires regular communication with a customer.requires regular communication with a customer.
Meeting with customers on a regular basis allowsMeeting with customers on a regular basis allows
salespeople to repeatedly discuss their company’ssalespeople to repeatedly discuss their company’s
products and by doing so helps strengthen customers’products and by doing so helps strengthen customers’
knowledge of what the company has to offer.knowledge of what the company has to offer.
Determining Sales related marketingDetermining Sales related marketing
PoliciesPolicies
 Forming the Strategy TeamForming the Strategy Team
 Planning a Development SchedulePlanning a Development Schedule
 Identifying the Target MarketIdentifying the Target Market
 Collecting and Organizing Market DataCollecting and Organizing Market Data
 Analyzing and Interpreting Market DataAnalyzing and Interpreting Market Data
 Situational AnalysisSituational Analysis
 Competitive AnalysisCompetitive Analysis
 Marketing PlanMarketing Plan
 Advertising PlanAdvertising Plan
 Internet MarketingInternet Marketing
 Public Relations PlanPublic Relations Plan
 Planning Trade Shows and EventsPlanning Trade Shows and Events
 Lead ManagementLead Management
 Customer Life Cycle Management PlanCustomer Life Cycle Management Plan
 Sales Management PlanSales Management Plan
 Planning Sales CallsPlanning Sales Calls
 Customer DatabaseCustomer Database
 CRMCRM
 Customer Service GoalsCustomer Service Goals
 Customer FeedbackCustomer Feedback
 Customer Complaint-Feedback StrategyCustomer Complaint-Feedback Strategy
 Supplying SalespeopleSupplying Salespeople
 Identifying Sales SuppliesIdentifying Sales Supplies
 Sales TrainingSales Training
 MeetingMeeting
 Meeting Follow-UpMeeting Follow-Up
 Product Life Cycle ManagementProduct Life Cycle Management
 Product Launch PlanProduct Launch Plan
 Supply chain managementSupply chain management
 Product life cycleProduct life cycle
 Sales promotionSales promotion
 Ad campaignAd campaign
Amit Garg
Asstt. Professor
MIMIT, Malout
Amit Garg
Asstt. Professor
MIMIT, Malout
Amit Garg
Asstt. Professor
MIMIT, Malout
Amit Garg
Asstt. Professor
MIMIT, MaloutBYBY

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Sales management

  • 1. SALES MANAGEMENTSALES MANAGEMENT Mr. Amit GargMr. Amit Garg Assistant Professor,Assistant Professor, Deptt. of Management Studies,Deptt. of Management Studies, Malout Institute of Management & InformationMalout Institute of Management & Information Technology, Malout - 152107Technology, Malout - 152107
  • 2. Sales ManagementSales Management  Sales management is attainment of an organization'sSales management is attainment of an organization's sales goals in an effective & efficient manner throughsales goals in an effective & efficient manner through planning, staffing, training, leading & controllingplanning, staffing, training, leading & controlling organizational resources. Revenue, sales, and sourcesorganizational resources. Revenue, sales, and sources of funds fuel organizations and the management of thatof funds fuel organizations and the management of that process is the most important function.process is the most important function.
  • 3. Sales Management ProcessSales Management Process 1.1. Conception – What will be offered?Conception – What will be offered? 2.2. Planning – How?Planning – How? 3.3. Execution – When and at what pace and scale?Execution – When and at what pace and scale? 4.4. Control – How will feedback and contingencies beControl – How will feedback and contingencies be acted upon?acted upon? 5.5. Feedback – How we have to integrate and reply backFeedback – How we have to integrate and reply back activity to activity?activity to activity?
  • 4. Objectives of sales managementObjectives of sales management  Sales volumeSales volume  Contribution to profitsContribution to profits  Continuing growthContinuing growth  PlanningPlanning  Proper allocation of resourcesProper allocation of resources
  • 5. Difference Between Sales Management,Difference Between Sales Management, Personal Selling, SalesmanshipPersonal Selling, Salesmanship  Sales management directs the personal selling efforts,Sales management directs the personal selling efforts,  Which in turn is implemented largely throughWhich in turn is implemented largely through salesmanship.salesmanship.  Sales management directs all different marketing optionSales management directs all different marketing option to be planed and organize to achieve profits and moreto be planed and organize to achieve profits and more customers.customers.  Personal selling is a broader concept thanPersonal selling is a broader concept than salesmanship, personal selling is the art of successfullysalesmanship, personal selling is the art of successfully persuading prospects or customers to buy a product orpersuading prospects or customers to buy a product or services from which they can derive suitable benefits,services from which they can derive suitable benefits, thereby increasing their total satisfaction.thereby increasing their total satisfaction.
  • 6.  Salesmanship is seller-initiated effort that providesSalesmanship is seller-initiated effort that provides prospective buyers with information and other benefits,prospective buyers with information and other benefits, motivating or persuading them to decide in favor of themotivating or persuading them to decide in favor of the seller’s product or service.seller’s product or service.
  • 7. The Selling Process and ExamplesThe Selling Process and Examples of Prospect’s Thoughts and Questionsof Prospect’s Thoughts and Questions Steps in the Selling Process 1. Prospecting1. Prospecting Salesperson locatesSalesperson locates and qualifies prospectsand qualifies prospects 2.2. PreapproachPreapproach Salesperson determinesSalesperson determines sales call objective,sales call objective, develops customerdevelops customer profile, customer benefitprofile, customer benefit program and sellingprogram and selling strategies. Customer’sstrategies. Customer’s needs are determined.needs are determined. Prospect’s Mental Steps Prospect’s Potential Verbal and Mental Questions
  • 8. Steps in the Selling Process 3.3. ApproachApproach Salesperson obtainsSalesperson obtains interview, meetsinterview, meets prospect, and beginsprospect, and begins individualized salesindividualized sales presentation.presentation. Needs are furtherNeeds are further uncovered.uncovered. Prospect’s Mental Steps Attention due to arousal of potential need or problem. Interest due to recognized need or problem and the desire to fulfill the need or solve the problem. Prospect’s Potential Verbal and Mental Questions Should I see salesperson? Should I continue to listen, interact, devote much time to a salesperson? What’s in it for me?
  • 9. Steps in the Selling Process 4. Presentation Salesperson relates product benefits to needs, using demonstration, dramatizations, visuals, and proof statements. Prospect’s Mental Steps Interest in information that provides knowledge and influences perceptions and attitude. Desire begins to develop based on information eval- uation of product features, advantages, and benefits. This is due to forming posi- tive attitudes that product may fulfill need or solve problem. Positive attitudes brought about by knowledge obtained from presentation. Prospect’s Potential Verbal and Mental Questions Is the salesperson prepared? Are my needs understood? Is the seller interested in my needs? Should I continue to listen and interact? So what? (to statements about features) Prove it! (to statements about advantages) Are the benefits of this product the best to fulfill my needs?
  • 10. Steps in the Selling Process 5. Trial close Salesperson asks prospect’s opinion on benefits during and after presentation. 6. Objections Salesperson uncovers objections. Prospect’s Mental Steps Desire continues based on information evaluation. Desire continues based on information evaluation. Prospect’s Potential Verbal and Mental Questions Do I understand the salesperson’s marketing plan and business proposition? I need more information to make a decision. Can you meet my conditions?
  • 11. Steps in the Selling Process 7. Meet Objections7. Meet Objections SalespersonSalesperson satisfactorily answerssatisfactorily answers objections.objections. Prospect’s Mental Steps Desire begins to be transformed into belief. Conviction established due to belief the product and salesperson can solve needs or problems better than competitive products. Appears ready to buy. Prospect’s Potential Verbal and Mental Questions Let me see the reaction when I give the salesperson a hard time. I have a minor/major objection to what you are saying. Is something nonverbal being communicated? Did I get a reasonable answer to my objection?
  • 12. Steps in the Selling Process 8. Trial Close8. Trial Close Salesperson usesSalesperson uses another trial close toanother trial close to see if objections havesee if objections have been overcome; or ifbeen overcome; or if presentation wentpresentation went smoothly before thesmoothly before the close, to determine ifclose, to determine if the prospect is ready tothe prospect is ready to buy.buy. Prospect’s Mental Steps Conviction becomes stronger. Prospect’s Potential Verbal and Mental Questions Can I believe and trust this person? Should I reveal my real concerns?
  • 13. Steps in the Selling Process 9. Close9. Close Salesperson hasSalesperson has determined prospect isdetermined prospect is ready to buy and nowready to buy and now asks for the order.asks for the order. Prospect’s Mental Steps Action (purchase) occurs based on positive beliefs that the product will fulfill needs or solve problems. Prospect’s Potential Verbal and Mental Questions I am asked to make a buying decision now. If I buy and I am dissatisfied, what can I do? Will I receive after-the-sale service as promised? What are my expectations toward this purchase? Why don’t you ask me to buy? Ask one more time and I’ll buy.
  • 14. Steps in the Selling Process 10. Follow-Up10. Follow-Up Salesperson providesSalesperson provides customer service aftercustomer service after the sale.the sale. Prospect’s Mental Steps Satisfaction—Dissatisfaction Prospect’s Potential Verbal and Mental Questions Did the product meet my expectations? Am I experiencing dissonance? How is the service associated with this product? Should I buy again from this salesperson?
  • 15. Personal Selling objectivesPersonal Selling objectives • Building Product Awareness –Building Product Awareness – A common task ofA common task of salespeople, especially when selling in businesssalespeople, especially when selling in business markets, is to educate customers on new productmarkets, is to educate customers on new product offerings. In fact, salespeople serve a major role atofferings. In fact, salespeople serve a major role at industry trades shows where they discuss products withindustry trades shows where they discuss products with show attendees. But building awareness using personalshow attendees. But building awareness using personal selling is also important in consumer markets.selling is also important in consumer markets.
  • 16. • Creating Interest –Creating Interest – The fact that personal sellingThe fact that personal selling involves person-to-person communication makes it ainvolves person-to-person communication makes it a natural method for getting customers to experience anatural method for getting customers to experience a product for the first time. In fact, creating interest goesproduct for the first time. In fact, creating interest goes hand-in-hand with building product awareness as saleshand-in-hand with building product awareness as sales professionals can often accomplish both objectivesprofessionals can often accomplish both objectives during the first encounter with a potential customer.during the first encounter with a potential customer.
  • 17. • Providing Information –Providing Information – When salespeople engageWhen salespeople engage customers a large part of the conversation focuses oncustomers a large part of the conversation focuses on product information. Marketing organizations provideproduct information. Marketing organizations provide their sales staff with large amounts of sales supporttheir sales staff with large amounts of sales support including brochures, research reports, computerincluding brochures, research reports, computer programs and many other forms of informationalprograms and many other forms of informational material.material.
  • 18. • Stimulating Demand –Stimulating Demand – By far, the most importantBy far, the most important objective of personal selling is to convince customers toobjective of personal selling is to convince customers to make a purchase.make a purchase. • Reinforcing the Brand –Reinforcing the Brand – Most personal selling isMost personal selling is intended to build long-term relationships with customers.intended to build long-term relationships with customers. A strong relationship can only be built over time andA strong relationship can only be built over time and requires regular communication with a customer.requires regular communication with a customer. Meeting with customers on a regular basis allowsMeeting with customers on a regular basis allows salespeople to repeatedly discuss their company’ssalespeople to repeatedly discuss their company’s products and by doing so helps strengthen customers’products and by doing so helps strengthen customers’ knowledge of what the company has to offer.knowledge of what the company has to offer.
  • 19. Determining Sales related marketingDetermining Sales related marketing PoliciesPolicies  Forming the Strategy TeamForming the Strategy Team  Planning a Development SchedulePlanning a Development Schedule  Identifying the Target MarketIdentifying the Target Market  Collecting and Organizing Market DataCollecting and Organizing Market Data  Analyzing and Interpreting Market DataAnalyzing and Interpreting Market Data  Situational AnalysisSituational Analysis  Competitive AnalysisCompetitive Analysis  Marketing PlanMarketing Plan  Advertising PlanAdvertising Plan
  • 20.  Internet MarketingInternet Marketing  Public Relations PlanPublic Relations Plan  Planning Trade Shows and EventsPlanning Trade Shows and Events  Lead ManagementLead Management  Customer Life Cycle Management PlanCustomer Life Cycle Management Plan  Sales Management PlanSales Management Plan  Planning Sales CallsPlanning Sales Calls  Customer DatabaseCustomer Database  CRMCRM  Customer Service GoalsCustomer Service Goals
  • 21.  Customer FeedbackCustomer Feedback  Customer Complaint-Feedback StrategyCustomer Complaint-Feedback Strategy  Supplying SalespeopleSupplying Salespeople  Identifying Sales SuppliesIdentifying Sales Supplies  Sales TrainingSales Training  MeetingMeeting  Meeting Follow-UpMeeting Follow-Up  Product Life Cycle ManagementProduct Life Cycle Management  Product Launch PlanProduct Launch Plan
  • 22.  Supply chain managementSupply chain management  Product life cycleProduct life cycle  Sales promotionSales promotion  Ad campaignAd campaign
  • 23. Amit Garg Asstt. Professor MIMIT, Malout Amit Garg Asstt. Professor MIMIT, Malout Amit Garg Asstt. Professor MIMIT, Malout Amit Garg Asstt. Professor MIMIT, MaloutBYBY