Chapter 1

Introduction to Sales
Management
Chapter 1
Sales management
Whether they are called “rainmakers” or “peddlers”, whether their feet are on the street or in
the door, whether they are pushing metal such as cars or software to manage your supply chain,
salespeople are the unsung heroes of business. They battle daily and bravely against rival firms
and consumers who foolishly prefer to save their hard-earned cash. They gather vital
intelligence about customers' preferences and competitors' moves. Forget the marketing
mavens, the strategy wizards, the bean counters and the designers. Spare a thought for the
worlds of Lavon’s riding on a smile and a shoeshine .
“Sales people are the unsung hero's of the business”
https://www.youtube.com/watch?v=emzARZsJntw
https://www.youtube.com/watch?app=desktop&v=HoADV_HAlOE&list=PLd
YY5mFrM2g548lBwasCUS_f0IFGPcP52&index=3&t=0s
Learning Objectives
➢ To understand the concept of sales management
➢ To discuss the evolution and history of sales management
➢ To explain the importance and functions of sales management
➢ To understand the sales management process
➢ To get an overall idea of current trends in sales management
3
Personal Selling Strategies
➢Top ten qualities of an industrial seller:
• Willingness to go to bat for the buyer within the supplier firm
• Thoroughness and follow through
• Knowledge of the sales person’s product line
• Market knowledge and keeping the buyer posted
• Applying his product and services to buyer’s needs
• Knowledge of the buyer’s product line
• Preparation for sales calls
• Regularity of Sales calls
• Diplomacy in dealing with operating departments
• Technical education
4
Evolution of Personal Selling
Partnership
strategies
Business
management
Consultative
selling
Negotiation
Persuasion
5
Marketing Concepts
➢The five different marketing concepts:
• Production concept
• Product concept
• Selling concept
• Marketing concept
• Societal concept
6
Societal Marketing Concepts
7
Nature and role of Sales Management
➢Specific duties and responsibilities of a sales manager:
• The determination of sales force objective and goals
• Sales force organization, size, territory, and quota finalization
• Sales forecasting and budgeting
• Sales force selection, recruitment, and training
8
Nature and role of Sales Management
• Motivating and leading the sales force
• Designing compensation plan and control systems
• Designing career growth plans and building relationship strategies

with key customers
• Integration of technology with sales function
• Augment the sales force by augmenting the sales-closing process
9
Types of Personal Selling
➢Industrial selling (or B-2-B Selling)
• Four categories are:
1. Selling to resellers
2. Selling to business users
3. Institutional selling
4. Selling to governments
10
➢Retail selling
• Selling to the ultimate consumers for personal or non-business use or
consumption
➢Services selling
• Basically activities or benefits provided to consumers
• Services are intangible in nature
• Cannot be standardized
11
➢Order taker sales people
• Inside order takers – retail sales assistants
• Delivery salespeople – deliver products to customers
• Outside order takers – respond to customer calls
➢Order creators
• Missionary salespeople – persuade customers to promote a seller’s
brand
12
➢Order getters
• Set of people who persuade customers to make a direct purchase
▪ Organizational salespeople
▪ Consumer salespeople
▪ Technical support salespeople
▪ Merchandisers
13
14
Differences between Selling and Marketing
15
Sales Management Process
16
Implementation
• Selection, recruitment
• Training
• Motivating
• Compensation & reward system
17
Formulation of strategic sales management Programme
• The external environment
• The internal environment
• Marketing strategy
• Sales function : Account management policy, Sales force organization, sales
planning , forecasting& quota, Territory design, route planning
18
Evaluation
• Cost of customer acquisition
• Sales volume , sales reports, sales analysis
• Cost analysis
• Behavioral analysis
19
Emerging Trends in Sales Management
20
Thank You!
21

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Introduction to Sales

➢ To discuss the evolution and history of sales management

➢ To explain the importance and functions of sales management

➢ To understand the sales management process

➢ To get an overall idea of current trends in sales management

• Designing compensation plan and control systems

• Designing career growth plans and building relationship strategies

• Augment the sales force by augmenting the sales-closing process

2. Selling to business users

▪ Technical support salespeople

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