The document discusses various aspects of sales management including objectives, scope, importance, sales organizational structures, and theories of selling. It describes the objective of sales management as increasing sales volume, profit, and long term growth. The scope includes sales planning, hiring sales personnel, sales promotion, and motivating salespeople. Different sales organizational structures are outlined such as line, functional, geographic, and hybrid approaches. Finally, it briefly introduces four theories of personal selling including AIDAS, right circumstances, buying formula, and behavioral equation theories.
Recruiting, retaining, and managing the sales force; and managing the sales effort is the major function of any business. Sales is the only revenue generating operation and it needs to be carefully studied and understood to maximise results in today's globally competitive, Triple Bottom Line, world
Recruiting, retaining, and managing the sales force; and managing the sales effort is the major function of any business. Sales is the only revenue generating operation and it needs to be carefully studied and understood to maximise results in today's globally competitive, Triple Bottom Line, world
Sales Organization
Need for Sales Organizations, their structures
Sales Manager’s functions and responsibilities
Planning for major customers and sales budget
Specific characteristics of a successful salesman
Functional Structure
Geographic Structure
Market-Based Structure
Product Sales Force Structure
Skills for Sales Managers
General sales skills
Recruitment skills
People skills
Training and mentoring skills
Communication skills
Forecasting skills
Financial, and general numeracy, skills
Public speaking skills
Leadership skills
Technology skills
Organizational skills
Sales Organization
Need for Sales Organizations, their structures
Sales Manager’s functions and responsibilities
Planning for major customers and sales budget
Specific characteristics of a successful salesman
Functional Structure
Geographic Structure
Market-Based Structure
Product Sales Force Structure
Skills for Sales Managers
General sales skills
Recruitment skills
People skills
Training and mentoring skills
Communication skills
Forecasting skills
Financial, and general numeracy, skills
Public speaking skills
Leadership skills
Technology skills
Organizational skills
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2. Objective of Sales
Management
Increasing Sales volume
Contributing to company profit
Long term growth of the organization
Market leadership
2
7. Objectives of Sales
Department
Increase the annual sales and profit
Minimize the cost of production
Manage sales force in order to achieve sales targets.
Increase number of customers and retain the customers.
Manage after sales service
Manage demand and supply of the product in the market
7
8. Coordinating functions of
Sales Manager
Identifying sales goals
Creating sales plans
Providing training
Motivating team
Supervising
Recruiting and hiring
Allotment of sales territories
Preparing Sales budget
Communication
8
9. Functions of sales manager
Identifying sales goals
Setting sales goals is one of the main aspects of a
sales manager’s job description.
Goals should SMART
Creating sales plans
It should incorporate different sales techniques and
strategies.
Assigning quotas to each individual and team,
considering their experience and strength.
9
10. Contd..
Providing training
Sales is fast moving segment of any company and its
important to keep up with the latest techniques by
providing necessary training to the sales team.
To identify the gaps in knowledge and provide the
relevant sales training.
Motivating team
Such as social event, dress down dress are common
Different incentive plans for the individual and team as
well.
10
11. Contd..
Supervising
Sales manager’s task is to supervise
the actions of sales executives so that
he can rectify any deviations if
possible.
Recruitment and hiring
To identify the people he needs on his
sales team in order to hit the targets.
Shortlist and hire the suitable sales
person with selling skills
11
12. Contd..
Allotment of sales territories
Means that the sales territories refer to the
grouping of the customers over a particular area
He allots territories to sales representatives so that
there is complete coverage of the market.
Preparing sales budget
Compiling selling expenses like transportation,
promotional expenses etc,
communication
He maintains communication between sales
executives and top management
12
13. Sales as a Marketing
Function
Both are two related business functions within an
organization
Sales refers to all activities that lead to the selling of
goods and services and marketing is the process of
getting people interested in the goods and services.
Marketing focuses on the general public or larger
group of people and sales targets on smaller groups of
people or subsets of general public.
13
14. Sales as a Marketing
Function
Sales is a term used to describe
the activities that lead to the
selling of goods and services.
Sales people are responsible for
managing relationship with
potential clients (prospects) and
providing a solution for prospects
that eventually leads to a sale.
14
15. Sales as a Marketing
Function
Marketing encompasses all activities
that help spark interest in your business.
Marketers use market research and
analysis to understand the interest of
potential customers.
Marketing department is responsible for
running campaigns to attract people to
the businss brand, product or services.
15
17. Line Organisation Structure
(Scalar,Vertical)
Line organizational structure is one of the simplest types of
organizational structures.
The chain of command and each department head has control
over their departments.
A line organisation has only direct, vertical relationships
between different levels in the firm.
There are only line departments-departments directly involved
in accomplishing the primary goal of the organisation.
Exp:-small businesses in which the top manager, often the
owner, is positioned at the top of the organizational
structure and has clear "lines" of distinction between him
and his subordinates.
17
19. Field Sales Organization
Geographic sales specialization organization
Product based sales specialization org.
Customer based spec. org.
Activity/ function based spec. org.
Hybrid sales org.
Team based org.
19
20. Geographic sales org.
The geographic sales organization structure allows
company to track the sales performance for specific
geographic locations or divisions.
Advantage: Proper coverage of territory.
Disadv: the salesperson is responsible for the entire
product line.
Examples : a midsized retail chain or fast-food chain
with multiple outlets across the state may organize on
a geographic basis.
20
22. Product based sales org.
This type specialize their sales force according to the
product line.
It is generally combined with geographical
specialization at the higher levels.
Adv: develop deep expertise in a product or service
Disadv: Higher training cost.
Examples: bakery division and clothing division,
each of those product-based divisions will have its own
sales department, marketing department,
manufacturing department and other functional groups.
22
24. Customer based sales org
places a premium on the customer and their
experience with the product, service, or brand
It enables the sales person to become more
knowledgeable about the unique problems and needs
of each group of customers.
This implies marketing concept with emphasis of
customer satisfaction.
Adv: give maximum attention to the good customers’
Disadvg:: cost is very high service account
Exp: Starbucks, Amazon, Netflix,
24
26. Activity/ function based org.
structure where decision-making and operations run
through functional departments with precise areas of
specialization.
These departments serve as functional units and are
overseen by functional managers or department
heads.
In each department, team members report up the
chain of command to department heads, who in turn
report to the company's top management, apprising
them on the status of their functional areas.
26
27. Adv: Stable work environment:
Built for organizational efficiency
Competition between departments
Disadv. : There may be a lack of understanding as
to how significant that specific are to the company
Communication can be rigid.
Exp: sales department, production department, HR
department, IT department, marketing department,
legal department, R&D dep.
27
29. Hybrid Sales Organization
It is formed when two or more organizational types are
combined.
This types helps to overcome the problems of
individual sales org.
Advantage: ability to offer the best service
Disadvantage: difficulty of managing multiple
salesforce.
Exp: Starbucks is an example of a hybrid
organizational structure. Starbucks implements a
mix of three organizational structures: functional
structure, geographical structure and product-based
structure. Starbucks has functional departments such
as finance, marketing and human resources
29
31. Theories of selling
4 Theories of Personal Selling –
AIDAS theory of personal selling.
“ Right Set of Circumstances” theory
of selling.
“ Buying Formula” theory of selling.
“ Behavioral Equation” theory.
31
