notes

1. Module 1
Sales management:- The process of directing, planning and controlling of personal selling, including
recruiting,selecting,equipping,assigning, supervising, paying and motivating the personal sales force.
Objective :-
1) AchievingSales volume:- Achievingsalesvolume is the first objective of Sales. The word “volume” is
critical because whenever a product sales start, the market is supposed to be a virgin market.
2) Contribution to profit:- Sales brings turnover for the company and this turnover results in profits.
3) Continuous growth:- A company cannot remain stagnant. There are salaries to be paid, costs have
been incurred and there are shareholders to be answered. So a company cannot survive without
continuous growth.
Functions:-
1.SalesPlanning-:- SalesPlanningisthe firstfunctionsof salesmanagementanditmeansthat the role of
a sales manager is to facilitate planning.
2. RecruitmentandSelection- Recruitment is the second functions of sales organisation/ management
and itmeansthat the salesmanagerrecruitthe right personorindividual with appropriate selling skills
and select him for a sales job.
3. Training- Training is the third functions of sales management and it means, it is a very important
function of sales manager.
4. Motivation & Remuneration- Motivation is the fourth functions of sales management and it is very
necessary to attain the sales target.
5. Attainmentof SalesTarget- Attainmentfactoristhe fifthfunctionsof salesorganisation/management
and it means that the ultimate objective of a sales manager is to maximize the sales revenue.
Evolution of sales management:-
As old as human civilizations
Bronze age salespeople carried wooden boxes(26 inches long) containing axe, sword, buttons etc.
Sales people were not held in high esteem by
Roman meaning of word Sales person is cheater
Mercury the god of cunning and barter, was regarded as deity of merchants and traders.
Indiawasthe destinationfortradersandresellers in the medieval age for spices, carpets, jewellery,
etc.

2. British came to India for trading
Role of sales manager job:-
1. One of the most important duties of a Sales Manager is to plan and organize market research.
2. He should establish proper sales policy based on the market research.
3. He should forecast sales accurately or scientifically.
4. Sales manager has to prepare sales budget.
5. He has to arrange for advertising, publicity and sales promotion.
6. Sales manager has to arrange for careful selection and appointment of the salesmen.
7. He has to arrange for the training of the sales force.
Personal selling:-Personalsellingiswhere businessesuse people tosell the product after meeting face-
to-face with the customer. The sellers promote the product through their attitude, appearance and
specialist product knowledge.
Process:-
1.PROSPECTING- The firststepof the personal sellingprocessis called ‘prospecting’. Prospecting refers
to locating potential customers.
2.PRE-APPROACH- The nest step in the personal selling process is called the ‘pre-approach’. The pre-
approach involves preparation for the sales presentation.
3. THE APPROACH- The nextstep in the personal selling process is called the ‘approach’. The approach
refers to the initial contact between the salesperson and the prospective customer.
4. SALES PRESENTATION- The nextstepinthe personal sellingprocessis called the ‘sales presentation’.
The sales presentation involves the salesperson presenting the product or service, describing its
qualities and possibly demonstrating features of the product.
5. HANDLING OBJECTIVES- In order to secure a sale, the salesperson must address these questions or
concerns; this step is referred to as ‘handling objectives.’
6.CLOSING THE SALE- The next step in the personal selling process is referred to as ‘closing the sale’.
‘Closing the sale’ refers to finalizing the sale and persuading the potential customer to make the
purchase.
7. FOLLOW UP- The final stepinthe personal sellingprocessisreferredto as the ‘follow up.’ The follow
up involves the salesperson contacting the customer after the sale to ensure that the customer is
satisfied.

3. Technology impact on sales:-
1. Big Data: In today’s world, competitive advantage for sales organizations depends largely upon the
ability to successfully capture, manage, and analyze massive volumes of customer data that contains
insights into customer behaviors and buying habits.
2. Social Platforms: The explosion of social technology has given rise to a number of social media
platforms for attracting and engaging new customers, a vital step in getting a customer into the sales
funnel.
3. Sales Force Automation Systems: Statistics show that businesses without automation spend 71
percent of their time and resources planning and defining business processes.
4. Cloud-based CRM Technology: Customer Relationship Management systems are powerful tools
designed to give organizations a holistic view of the customer relationship by integrating marketing,
sales, and customer support.
5. Mobile technology: The proliferation of mobile devices, such as smartphones and tablets, has
changed many aspects of the selling process forever.
Ethical issues in sales management:-
1. Company to the Salesman
(i) Level of pressure (ii) Decision regarding territory (iii) To tell the truth (iv) Hiring medically unfit
salesman
2. Salesman to the Company
(i) Misuse of company assets (ii) Moonlighting (iii) Inflated expenses (iv) Damaged merchandise
(v) Taking away customers (vi) Misuse of I.T. and Data theft
3. Salesman to the Customers
(i) Corporate gifts (ii) Misrepresentation (iii) Entertainment