Sales Management

Module 1

Changing World of Sales Management

Neville Perera

MBA | CPM (Asia Pacific) | PGDipM(SL) | DipM(SL)

MSLIM | MCPM | Practicing Marketer (SL)

Sales Management Function of an Organization – as a marketing function

What is Sales Management

Definition by, Charles M Futrell “Fundamentals of Selling” The attainment of sales force goals in an effective & efficient manner through, Planning, Staffing , Training, Directing & Evaluating organizational goals

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Sales Management Function of an Organization – selling vs sales management

• Push the product through the channel

Selling

• Management of organization’s personnel selling function

Sales Management

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Sales Management Function of an Organization – selling vs sales management

Product Price

Place Promotion

Marketing Mix

Advertising Sales

Promotions

Personnel Selling / Personal

communication

Public Relation Sales Management

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Sales Management Function of an Organization – selling vs sales management

Sales Management

Planning

Implementation

Evaluating

Controlling

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Activities Planning

Management & control

Recruiting

Selecting

Training

Developing

Compensating

Motivating

Apprising

Sales Management Function of an Organization – selling vs sales management

Sales Manager

Coach

Mentor

Achieve Goals / Stretched targets

Sales Person

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Organization

Sales Person

Customer

Let’s define

• Coaching: Advice and help to allow individuals to explore and

develop strategies to handle personal and or work based situations effectively.

• Mentoring: It is a process where an individual provides

professional guidance and advice, and acts as a role model.

• Counseling: It is a participative process whereby the coach

encourages the individual to assess and develop their own capabilities.

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Sales Management Function of an Organization – selling vs sales management

Define the personal selling

function –

Mod 2

Define the strategic role of

the sales function –

Mod 3

Develop the sales force –

Mod 5 – 6

Org structure Mod-4

Leading / directing the sales force –

Mod 7 - 8

Sales force effectiveness & performance appraisal –

Mod 9 - 10

Sales Management Process Fig 1.1

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The goal is to “Set the Stage” for our journey in to the

dynamic & challenging world of sales management

Focus four major

stages

Sales Management Function of an Organization – managerial, administrative, and planning functions

Functions of sales

Sales Management Activities

Targets volume / value

Distribution goals

Prod display / Merchandising

Outlet coverage

Recruiting the sales force

Training / Feedback

Trade terms

Performance appraisal

Sales Administrative Activities

Credit control

Debt collection

Customer service / care

Order processing

Sales force records maintenance

Activity & customer response

Sales Planning Activities

Sales forecasting

Pricing policies

Profit planning

Sales promotions

Competition

Reward & incentives

Management training

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Sales Management Trends

• CRM

– Automated system – Planning to controlling

• Brands

– Cinnomon / Chaya / JKH / Srilankan - drives service

• Cross functional sales team

– Sales / manufacturing / marketing

– Customer retention

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Sales Management Trends

• Transactions to…. Relationships - Module 2, 3

• Individuals to ………Teams - “one company one team”

• Sales volumes to …Productivity - “sales for the sake of sales”??

• Management to….. Leadership - Module 7

• Administrative to… Entrepreneurial - “more time with customer”

• Local to……. Global - “ technology helps to build credibility”

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Discuss examples ! Have you read the book?

Come out with ideas………..

Effective sales managers

• Strategic perspective – Focused on customer

• Attract / Keep / Develop sales talent

“sales is essentially a talent-driven occupation”

• Leverage technology

– ERP – Oracle / SaP

– More time with customer

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Sales Management Function of an Organization - job functions in sales organization

Main interface between the customer & company

Delivers individual customer & territory objectives

Breaks down larger targets in to product and customer

Persuade the customer to buy Communicates prices, after sale

service, guarantees & warranties Serve the loyal customers and new

customers

Salesman

Maintain customer call records Avoids the out of stock situations Maintains the product display norms Educates the trade on product FAB Continuous feed back on competitor activity

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Recap

THANK YOU

Q & A

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