Sales Management Techniques

1.
Pharma selling and sales marketing

2.
Distribution Channel
Company
C & F or CA
Super Stockiest
Stockiest
Doctors, Nursing,
Dispensary, Substokiest 2

3.
Types of Pharma Selling
• Ethical selling
• Generic selling
• PCD : Propaganda cum dispensing
• Surgical selling
• Tender Selling
• Over the Counter (OTC)
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4.
Issues of Pharma sales
• Ethical selling
– Promotion overload
– Too many companies
• Doctors issues
– Fixed day and time of meeting to MR
– Fixed No. of MR
– Visit regulated 1/3 months
– Time of giving cards & time of actual calls
– Fixed No. of company MR to meet
– Waiting to MR
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5.
Role of Various field Staff
• Medical representative
– Implementation of promotional strategy
– Contact doctors , N/h , Co – hospital
– To give info about product
– Convince doctors to give Rx
– Make a network with retailers & chemist
– Make a network with stockiest
– Reporting
– Generation of order ( Retailer – POB – Stockiest )
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6.
Questions asked to MR
• Primary sales
• Secondary sales
• Personal order booking ( POB )
• Call average
• Coverage
• Report calls
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7.
Role of other field staff
• Role of Area manager
• Role of state manager
• Role of Regional manager
• Role of zone manager
• Role of national manager
• Role of VP of Sales
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8.
Tool program
• Submitted on 25th of month
MR - TP
• AM Approved MR – TP
• AM – TP Submitted on 26th of month
AM - TP
• RM approved AM -TP
• RM – TP submitted on 27th of month
RM - TP
• ZSM approved RM – TP
• ZSM – TP submitted on 31st of month
ZSM – TP
BASIC TOOL PROGRAM MADE ONLY ONCE IN YEAR 8

9.
Reporting Channel
VP OF SALES
ZSM
RSM
ASM
MR
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10.
Kind of Reports for sales force
• DCR : Daily call report
• Expenses Detail report
• TP : Tool program
• Weekly reporting
• Monthly reporting
• Basic tool program ( BTP )
• DWP : Daily work plan
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11.
Sale Administration Department
• Do compilation of all reports of sales
• Normally one person for each state
• Prepare summary report of
– All India – state wise – unit wise – value wise
sales report for product manager for his product
– All India last three months sales of same brand
– All average / coverage
– Utilization of inputs
• Use of gifts, samples, skims, Bonanza
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12.
Sales Budgeting
• Marketing Department
– Give guideline to sales department
– Marketing Budget
• Gifts
• Samples
• Sponsorship
• Bonanza
• CME (Continuing medical education)
• Advertisement
• Printing expenses
• Meeting Expenses
• Incentives
• Transportation
• Expiry and goods return
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13.
• Finance Department
– Finance budget
• Factory department
– Production budget
• Sales admin department
• Purchase department
• HR department
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14.
Credit Control
• Credit period
• Credit limit
• Mode of payment
• Stockiest profile
• PDC ( Post dated cheque)
• Cash Discount
• Special cases
• No PDC
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15.
Costing & Finance
• Different types of cost
– R & D ( F & D )
– Production cost
– Inventory cost
– Transportation cost
– Marketing cost
– Regulatory cost
– T & D cost
– PM cost
– Overhead Cost
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16.
MRP Decision
• Competition pricing
• New marketing / Scientific gimmick
• Monopolistic MRP
• Kind of marketing company do
• % G C (Gross contribution)
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17.
Billing
• Billing cycle
– From the time bill is raise to the payment
received
• Normally billing cycle is of 21 day
• Payment cycle is 60 days for 1st deal for
stockiest
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18.
Billing for C & F
• Transfer of stock
• Transfer challen
• F – Form
– taken from sales tax
department
• 0.5% sales tax has to pay
Billing for C & A
• Billing
• Bill is Made
• C – Form
– Outside state 2% central
sales tax (CST) + add 5 %
VAT
– Within state only 5% VAT
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STEVENS BUSINESS SCHOOL
BATCH 2009 - 2011
Billing Difference

20.
Sales Team Division
• Pharma division
– Old / big brand
– Less promotion
– Less expenses (CASH COW)
• Speciality division
– Gastro division
– Cardio / diabeto division
– Psycho / neuro division
– Ortho division
– Opthal division
– Dermato division
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21.
Thank You
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