abhishreshthaa
Abhijeet S
The task of sales force management carries certain added dimensions in the rural context. In selecting the salesman, in giving the orientation, in motivating them and in developing them the sales manager has to adapt to the unique requirement of rural selling.
The major concern in sales function is to constantly improve profitability of the territory. The salesperson has to undertake the following activities in the field.
1. Increase Sales: The sales person has to identify his own and customers potential, call on more customers consisting of farmers, dealers etc. Training and motivating the distributors, dealers etc. help improve trade sales. Organising campaigns with special emphasis on farmers’ contacts and demonstration will be important in order to increase demand for the product. The services of NGO’s can be used e. g. Colgate Palmolive used NGO’s to promote its toothpaste Colgate ‘Supershakti’.
2. Improve Company’s Image: A sales person is the link between the customers and the company. He is the company’s ambassador in the market. Transactions are based on trust in the salesperson. It is therefore important that he creates a good impression of the company in the eyes of the customers.
3. Develop Future Market: The salesperson will have to keep in touch with the latest advancements in the market. He has to identify & develop distribution system and undertaking demand generation activities are necessary for the developing the market for the future.
4. Effective use of Resources: Salesperson should not resort to dumping of stocks in order to achieve sales targets. He should ensure that stocking of goods is proportional to expected sales; it will help him in collecting dues as per the credit policy of the company.
5. Self Improvement and Development: The salesman need comprehensive on the job training in selected village markets. They need to be educated about the rural marketing environment in addition to be trained in salesmanship, and in selling techniques
The major concern in sales function is to constantly improve profitability of the territory. The salesperson has to undertake the following activities in the field.
1. Increase Sales: The sales person has to identify his own and customers potential, call on more customers consisting of farmers, dealers etc. Training and motivating the distributors, dealers etc. help improve trade sales. Organising campaigns with special emphasis on farmers’ contacts and demonstration will be important in order to increase demand for the product. The services of NGO’s can be used e. g. Colgate Palmolive used NGO’s to promote its toothpaste Colgate ‘Supershakti’.
2. Improve Company’s Image: A sales person is the link between the customers and the company. He is the company’s ambassador in the market. Transactions are based on trust in the salesperson. It is therefore important that he creates a good impression of the company in the eyes of the customers.
3. Develop Future Market: The salesperson will have to keep in touch with the latest advancements in the market. He has to identify & develop distribution system and undertaking demand generation activities are necessary for the developing the market for the future.
4. Effective use of Resources: Salesperson should not resort to dumping of stocks in order to achieve sales targets. He should ensure that stocking of goods is proportional to expected sales; it will help him in collecting dues as per the credit policy of the company.
5. Self Improvement and Development: The salesman need comprehensive on the job training in selected village markets. They need to be educated about the rural marketing environment in addition to be trained in salesmanship, and in selling techniques