Introduction to Sales Management


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Introduction to sales management:


Sales Management has two schools of thought: Sales as an ART and Sales as SCIENCE. But this argument is invalid since sales personnel can be trained /groomed for selling. Hence, it is strategic function.

In mature industries, salespeople face more objections on the issues related pricing; in emerging sector like IT customer’s complaints are related to adaptability of technology. In retail selling, demonstration efforts are less significant, whereas in business to business the seller has to demonstrate the product and its function. In hi-tech consumer product consumer education is very important.

This indicates that sales people must work strategically in different situation and different conditions etc. They are like market intelligence team, which works closely with customer and posse’s information about customer and their behavioural pattern. It helps the organization in demand forecasting, territorial redesign and collecting competitor’s information

“Sales management” is originally referred as systematic management tool used for directing sales force personnel. As per American Marketing Association’s sales management means “the planning, directing and control of personal selling, including recruiting, selecting, equipping, assigning, routing, supervising, paying, and motivating as these tasks apply to the personal salseforce.”

Although in modern times the concept of sales management has broaden, sales managers are in charge of personal selling activity .Sales managers are responsible for organizing the sales effort, both within and outside their companies.
Within the companies sales managers build formal and informal organizational structure that ensures effective communication with sales and other departments.

Other Tasks performed by sales mangers:

• Participates in making marketing decision by providing sales information, helps in deciding budgeting, Quotas and framing sales territory.
• Establishes good coordination of customers with operation department and other relevant departments.
• Helps the company to understand the market and provide services accordingly.

Characteristics of salesmanship: It can be well explained by using KASH Technique.

KASH Technique

K: Knowledge about company
About product and its profile
About customer
About competitor
About Government policy and regulation

A: Appearance Physical appearance (personal presentation skills)
S: Skills like communication skills
Like presentation skills
Self Discipline
H: HABITS: - Planning to achieve route
Organization – Organize the territory
- Travel
-Accounts in efficient manner


“Personnel selling is an art of successfully persuading prospects/customer to buy products/service from which they can derive suitable benefits, thereby increasing their total satisfaction”
Diagram as shown.

Personal Selling can be classified into three ways:

Group A (service selling) Inside order taker: Delivery: Route: Missionary.
Group B (Developmental selling) Creative selling for tangible/intangible products.
Group C (Technical Selling) gives information and educating customer regarding products and services.

TO understand Personal selling better there are certain selling theories that need to be studied.
Objectives of Sales Management

There are mainly three such objectives
  1. Sales Volume
  2. Contribution to profits
  3. Continuous Growth