Sales Management

1
Ultimate aim of every
Organization is to

SELL With PROFIT

2
Sales Department is
the
Income-producing
Division of Business
rest all are
Cost incurring
divisions of business
 3 Objectives of
Sales management

Sales Volume
Contribution to profits
&
Continuing growth
 Sales Management
American Marketing Association

“the planning, direction, and control of

personal selling, including recruiting,
selecting, equipping, assigning, routing,
supervising, paying and motivating as
these tasks apply to the personal
salesforce.”
5
What makes
God laugh?
People
making
plans!
 ry it. Try it. Screw
t up. Try it. Try it
Try it. Try it. Try it
ry it. Screw it up
Try it. Try it. try i
ry it. Screw it up
 “We have a
‘strategic plan.’
It’s called doing
things.”— Herb Kelleher
 “This is so simple it sounds stupid, but it is
amazing how few oil people really understand

you only
that

find oil if you

drill wells. You
may think you’re finding it when you’re
drawing maps and
studying logs, but you have to drill.”
Source: The Hunters, by John Masters, Canadian O & G
wildcatter
 “Execution is
the job of the
business
leader.” —Larry Bossidy &

Ram Charan/ Execution: The Discipline of Getting Things Done

 BLAME NOBODY!
EXPECT NOTHING!

DO
SOMETHING! 12
 BOOKS
Required Reading
Richard R. Still, Edward W. Cundiff, Norman A.P.
Govaon: Sales Management, Decisions, Strategies and
Cases(PHI: Latest Edition)
Charlesm. Futrell: Sales Management,
Teamwork,Leadership and Technology (Thomson South
–Western: Latest edition)
Additional Books
S L Gupta: Sales & Distribution Management (Excel:
Latest Edition)
R. Venugopal: Sales Management (Response Books:
Latest Edition)
13
MARKETING ELECTIVE:SALESMANAGEMENT
COURSE DURATION: 2 HRS PER WEEK FOR 10
WEEKS
COURSE CREDITS: 02

1. OVERVIEW OF SALES MANAGEMENT

1.1 Selling and salesmanship (2 HRS)
1.2 Personal Selling (2 HRS)

2. PLANNING THE SALES EFFORT -1: SALES

PLANNING AND BUDGETING
2.1 Sales Planning (2 HRS)
14
2.2 Sales Budgets (1 HR)
MARKETING ELECTIVE:SALESMANAGEMENT
COURSE DURATION: 2 HRS PER WEEK FOR 10
WEEKS
COURSE CREDITS: 02
3. PLANNING THE SALES EFFORT - 3: SALES
POTENTIAL AND FORECAST (2 HRS)

4. PLANNING THE SALES EFFORT - 4: SALES

QUOTA (1 HR)

5. PLANNING THE SALES EFFORT - 5: SALES AND

COST ANALYSIS (1 HR)

6. ORGANISING AND DIRECTING THE SALES

EFFORT -1: HIRING AND TRAINING (2 HRS)
15
MARKETING ELECTIVE:SALESMANAGEMENT
COURSE DURATION: 2 HRS PER WEEK FOR 10
WEEKS
COURSE CREDITS: 02

7. ORGANISING AND DIRECTING-2: TIME AND

TERRITORY MANAGEMENT (1 HR)

8. ORGANISING AND DIRECTING - 3:COMPENSATING

(2 HRS)

9. ORGANISING AND DIRECTING - 4: MOTIVATING

(2 HRS) 16
MARKETING ELECTIVE:SALESMANAGEMENT
COURSE DURATION: 2 HRS PER WEEK FOR 10
WEEKS
COURSE CREDITS: 02

10. ORGANISING AND DIRECTING - 5: LEADING

(1 HR)
11. CONTROLLING THE EFFORT: EVALUATION
(1 HR)

17
“TAKE THIS QUICK QUIZ:
Who manages more things at once?
Who puts more effort into their appearance?
Who usually takes care of the details?
Who finds it easier to meet new people?
Who asks more questions in a conversation?
Who is a better listener?
Who has more interest in communication skills?
Who is more inclined to get involved?
Who encourages harmony and agreement?
Who has better intuition?
Who works with a longer ‘to do’ list?
Who enjoys a recap to the day’s events?
Who is better at keeping in touch with others?”
Source: Selling Is a Woman’s Game: 15 Powerful Reasons Why
Women Can Outsell Men, Nicki Joy & Susan Kane-Benson
Sales Forecasting
A sales forecast is important for at least five
reasons.
1 A sales forecast becomes a basis for setting and
maintaining a production schedule
manufacturing.

2 It determines the quantity and timing of needs for

labor, equipment, tools, parts, and raw
materials-purchasing, personnel.

3 It influences the amount of borrowed capital needed

to finance the production and the necessary cash
flow to operate the business-controller.
A sales forecast is important for at least five
reasons.

4 It provides a basis for sales quota assignments to

various segments of the sales force sales
manager.

5 It is the overall base that determines the

company's business and marketing plans, which
are further broken down into specific goal
marketing officer.
 Methods of Forecasting

1 Break Down Method

2 Build up Method
Breakdown Method
WHY ESTABLISH
SALES TERRITORIES?
WHY ESTABLISH SALES TERRITORIES?

Companies develop and use sales territories for

numerous reasons. Seven of the more important reasons
are discussed here.

1 To Obtain Thorough Coverage of the Market

2 To Establish a Salesperson's Responsibility

3 To Evaluate Performance
WHY ESTABLISH SALES TERRITORIES?

4 To Improve Customer Relations

5 To Reduce Sales Expense

6 To Allow Better Matching of Salesperson to

Customer
7 To Benefit Salespeople and the Company
INTENSITY OF MARKET COVERAGE

Intensive distribution:

Selective distribution:

Exclusive distribution
Women do 2/3 rd of the Work

Earn 1/10th of the Income

Own 1/100th of the Land

 The Sales25: Great Salespeople …
1. Know the product. (Find cool mentors, and use them.)
2. Know the company.
3. Know the customer. (Including the customer’s consultants.)
(And especially the “corporate culture.”)
4. Love internal politics at home and abroad.
5. Religiously respect competitors. (No badmouthing, no
matter how provoked.)
6. Wire the customer’s org. (Relationships at all levels &
functions.)
7. Wire the home team’s org. and vendors’ orgs. (INVEST Big
Time time in relationships at all levels & functions.) (Take junior
people in all functions to client meetings.)
It’s politics,
stupid! (Play or sit on the sidelines.)
 Great Salespeople …
8. Never overpromise. (Even if it costs you your job.)
9. Sell only by solving problems-creating profitable
opportunities. (“Our product solves these problems, creates
these unimagined INCREDIBLE opportunities, and will make
you a ton of money—here’s exactly how.”) (IS THIS A
“PRODUCT SALE” OR A WOW-ORIGINAL SOLUTION
YOU’LL BE DINING OFF 5 YEARS FROM NOW? THAT
WILL BE WRITTEN UP IN THE TRADE PRESS?)
10. Will involve anybody—including mortal enemies—
if it enhances the scope of the problem we can solve and
increases the scope of the opportunity we can
encompass.
11. Know the Brand Story cold; live the Brand Story.
(If not, leave.)
 Great Salespeople …
12. Think “Turnkey.” (It’s always your problem!)
13. Act as “orchestra conductor”: You are responsible for
making the whole-damn-network respond. (PERIOD.)
14. Help the customer get to know the vendor’s
organization & build up their Rolodex.
15. Walk away from bad business. (Even if it gets you fired.)
16. Understand the idea of a “good loss.” (A bold effort that’s
sometimes better than a lousy win.)
17. Think those who regularly say “It’s all a price issue”
suffer from rampant immaturity & shrunken imagination.
18. Will not give away the store to get a foot in the door.
19. Are wary & respectful of upstarts—the real enemy.
20. Seek several “cool customers”—who’ll drag you into
Tomorrowland.
 Great Salespeople …
21. Use the word “partnership” obsessively, even though it is way
overused. (“Partnership” includes folks at all levels throughout
the supply chain.)
22. Send thank you notes by the truckload. (NOT E-NOTES.)
(Most are for “little things.”) (50% of those notes are sent to
those in our company!) Remember birthdays. Use the word
“we.”
23. When you look across the table at the customer, think
religiously to yourself: “HOW CAN I MAKE THIS DUDE RICH
& FAMOUS & GET HIM-HER PROMOTED?”
24. Great salespeople can affirmatively respond to the query in
an HP banner ad: HAVE YOU CHANGED CIVILIZATION
TODAY?
25. Keep your bloody PowerPoint slides simple!
 Kids are the Market

Hedonistic Treadmill

Hurried Child Syndrome & Hyper Parenting

 “TROPHY CHILD”

symbol of parents achievement

“HELICOPTER PARENTING”
“STEALTH PARENTS”
Working Mother’s

Kids Point of View

- Independence
- Multitasking
- Responsibility
“ARSENIC HOUR”
“ASKABLE PARENTS”
 “SOCIAL SWARMING”

Rapid gathering of friends, family

or colleagues through technology
“ALPHA PUP”