Introduction• The job of the sales executive is more action oriented and less planning oriented.• Planning of sales executives cover short period and concern near term personal selling objectives and hoe to attain them.• The main concern of marketing management is the “future” and the main concern of sales management is the “present” – the “here and now”.• Sales management’s plan typically are near to the action point.• Sales executives require a base of experiential and other knowledge, much of which may not be very explicit; this base provide a “feel” for problems and possible solutions.• They need keen awareness of company and sales department goals.
Sales executives in performing their jobs must know how to:• Analyze information,• Combine its significance with their own experiential knowledge and judgment,• Apply imagination in searching for alternative solutions to problems,• Predict the likely outcomes of different alternatives,• Choose that alternative with the highest payoff.
Nature of Sales Management Positions• Position Guide – Sales Manager• Position Guide – District Sales Manager
Position Guide – Sales Manager• Reporting relationship: The sales manager reports to the vice-president of marketing.• Job objective: The primary objective is to secure maximum volume of rupee sales through the effective development and execution of sales programs and sales policies for all products sold by the division.• Duties and responsibilities: 1. Sales program. 2. Organization. 3. Sales force management. 4. Internal and external relations. 5. Communications. 6. Control.
Performance Criteria• The department’s rupee and unit sales are equal to or exceed the quantities budgeted.• The profit contribution of the sales department is in line with plan.• The details of sales plans are in writing and are acceptable to marketing management.• The turnover rate of sales personnel is maintained at a level regarded as satisfactory by marketing management.
Position Guide – District Sales Manager• Reporting relationship: The district sales manager reports to the sales manager.• Job objective: The primary objective is to secure maximum rupee sales of the company’s products in the sales district in accordance with established sales policies and sales programs, within the limits of the sales budget.• Duties and responsibilities: 1. Supervision of sales personnel. 2. Control. 3. Administration. 4. Communication.
Performance Criteria• The district’s rupee and unit sales equal to or exceed the quantities budgeted.• The district’s total expenses are no higher than the amounts budgeted.• The profit contribution of the district office and warehouse and stock facilities is in line with plan.• The turnover rate of district sales personnel is maintained at a level regarded as satisfactory by the sales manager.
Functions of the Salesperson• Prospecting• Communicating: two-way• Allocating & coordinating: company resources, time• Servicing• Helping define marketing strategy 9
Qualities of effective sales executives• Ability to define the position’s exact functions and duties in relation to the goals the company should expect to attain.• Ability to select and train capable subordinates and willingness to delegate sufficient authority to enable them to carry out assigned task with minimum supervision.• Ability to utilize time efficiently.• Ability to allocate sufficient time for thinking and planning.• Ability to exercise skilled leadership.
Relations with top management• Realizing the sales executive’s potential, however, depends largely upon relationship with top management.• Effective sales executives keep top management informed on important decisions and the department’s plan and accomplishment.• They transmit all ordinary reports promptly, and special reports when appropriate.• Their reports ensure that top management knows in broad outline the problems encountered in selling the company’s products, the way they are handled, and the results accomplished.
Relation with managers of other marketing activities • Relation with product management. • Relation with promotion management. • Relation with pricing management. • Relation with distribution management.
Compensation patterns for sales executives • Straight Salary. • Straight Commission. • Salary plus Bonus. • Salary plus Commission. • Salary plus commission plus bonus. • Commission plus Bonus. • Customer satisfaction and sales force compensation. • Team selling plan. • Profit based commission.