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An Overview of Sales Management

The document provides an overview of the key processes in sales management: formulation of a strategic sales program, implementation of the program, and evaluation and control of sales performance. It details the external and internal factors considered in formulating the strategic program, including target markets, products, pricing, distribution, and promotion. Implementation depends on salesperson performance factors like environmental variables, role perceptions, aptitude, skills, and motivation levels. Evaluation and control analyzes sales volume, territories, product performance, costs, and behavioral data from ratings, observations, and customer surveys.

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MostafaAhmed
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36 views2 pages

An Overview of Sales Management

The document provides an overview of the key processes in sales management: formulation of a strategic sales program, implementation of the program, and evaluation and control of sales performance. It details the external and internal factors considered in formulating the strategic program, including target markets, products, pricing, distribution, and promotion. Implementation depends on salesperson performance factors like environmental variables, role perceptions, aptitude, skills, and motivation levels. Evaluation and control analyzes sales volume, territories, product performance, costs, and behavioral data from ratings, observations, and customer surveys.

Uploaded by

MostafaAhmed
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOC, PDF, TXT or read online on Scribd
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AN OVERVIEW OF SALES MANAGEMENT

SALES MANAGEMENT PROCESSES


(i) The formulation of a strategic sales programme
(ii) The implementation of the sales programme
(iii) The evaluation and control of the sales performance

FORMULATING A STRATEGIC SALES PROGRAMME


* THE ENVIRONMENT
(i) External Environment
- Potential customers
- Competition
- Legal restriction
- Technology
- Natural resources
- Social concerns

* Internal Environment
- Objectives
- Human resources
- Financial resources
- Research and development capabilities
- Production capabilities

* MARKETING STRATEGY
- Target markets
- Products
- Pricing policies
- Distribution channels
- Promotion policies
- Personal selling
- Advertising
- Sales promotion

* SALES MANAGEMENT ACTIVITIES


(i) Account Management Policies

(ii) Sales Force Organisation

(iii) Sales Planning


- Demand forecasts
- Quotas and Budgets

(iv) Deployment
- Territory design
- Routing
IMPLEMENTING THE SALES PROGRAMME
Determinants of the salesperson’s performance
Environmental variables
- Market demand
- No. and aggressiveness of competitors
- Health of the economy
- Quality of its products
- Effectiveness of advertising campaign

Role Perceptions
- understanding of job requirements and performance attributes
- role expectations
- conflicting demands (negotiation)

Aptitude
- Personal characteristics like personality traits, intelligence, analytical ability

Skill levels
- Product knowledge
- Presentation skills

Motivation Level
- Based on rewards and their valence – compensation systems, incentive
programmes

EVALUATION AND CONTROL OF THE SALES PROGRAMME


Sales Analysis
- Sales Volume
- Sales Territories
- Product performance
- Customer types
- Sales Quotas
- Sales Forecasts

Cost Analysis
- Across districts, individual salespeople, products, customer types

Behavioural analysis
- Self-rating scales
- Supervisor ratings
- Field observations
- Customer satisfaction surveys

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