Course Name: Sales Management

(Code: PGM02)
(No. of Credits: 03)

COURSE FACILITATOR:

Prof. Atul Kumar Arora

Email:
atul.kumar@glbimr.org
(For Section- B+C)
 Key Highlights

• About the course- Objectives and Outcomes

• Importance of Course
• Text Book & Reference Books
• Course Contents & Pedagogy
• Introduction of Sales Management
 Program Outcomes (POs)
• PO-1. Apply knowledge of management theories and practices to solve
business problems.
• PO-2. Foster Analytical and critical thinking abilities for data based
decision making.
• PO-3. Ability to develop value based leadership ability.
• PO-4. Ability to understand, analyze and communicate global,
economic, legal, and ethical aspects of the business.
• PO-5.Ability to lead themselves and others in the achievement of
organizational goals, contributing effectively to a team environment.
• PO-6: Continuous lifelong learning and professional development to
enrich business knowledge and competencies.
• PO-7: Apply appropriate Information and Communication Technology
(ICT) and digital tools for business decision making
 About the Course

Sales Sales Force

Function Management

Selling Sales Force

Strategies &
Selling Process Motivation
 Course Objectives

S. No Course Objectives

COb1. To understand various aspects of the sales function in an organization

ranging from the selling process, sales organization to the role of the sales
manager in improving sales volume and profits.

COb2. To apply and appraise sales planning and budgeting, estimating market
potential and sales forecasting, setting the sales territory and quotas.

COb3. To develop analytical skills critical for evaluating and creating strategies.

COb4. To impart skills and knowledge needed to manage sales force to create
competitive advantage.
 Course Outcome

S. No Course Outcome Bloom’s

Taxonomy
CO1. Understand theoretical and Remember
conceptual sales models and role of Understand
sales processes in organizations.
CO2. Recognize and understand the Application
significant responsibilities of sales Analysis
manager and his/ her role in Create
recruiting, motivating, managing
and leading sales team.
CO3. To apply the sales management Analysis
principles and key selling skills in Evaluate
simulated sales situations.
CO4. Demonstrate practical and Analysis
analytical skills with use of Create
information communication
technology to enhance the sales
force productivity and sales
 Importance of Course

"Nothing happens until someone sells something" (Henry

Ford).
– Sales and distribution is profit generating and integral
function of any organization.
– Communicating value from the business to the
market
– It becomes imperative for student managers to
understand the concepts and practical execution to
gain competitive advantage and Business Growth in
their future roles.
https://www.linkedin.com/pulse/sales-still-most-important-r
ole-every-business-graham-hawkins/
 Multiple Sectors-Sales Job Roles and
Skills Required
• BFSI Sector – Sales JD and Key Skills Required ( HDFC
Bank, American Express, Indusind Bank, Axis Bank)
• Services Sector- Sales JD and Key Skills Required
(Zomoto, Jaro Education, Byju’s )
• Retail Sector- Sales JD and Key Skills Required
(Decathlon, Big Bazaar, Hometown)
• Real Estate Sector- Sales JD and Key Skills Required
(Ashiana Housing)
 Learning Consolidation

Importance of Apply in
Selling Skills SIP
Networking & Learning
Actual Selling in
SIP in SIP
Placement
Text Book
 Text/Reference Books
• Text Books:
– Still ,Cundiff , Govoni, Puri,6e, “ Sales Management” Pearson Education
– Panda T and Sahadev S “Sales and Distribution Management” Oxford
University Press.
–
• References: (Instructions: At least 2 books must be mentioned)
– Krishna K. Havaldar, Cavale, Sales and Distribution Management, Tata
McGraw Hill
– Tanner, Honeycutt, Erffmeyer, Sales Management, Pearson Education
– Hair, Anderson, Mehta, Babin, Sales Management, CENGAGE Leaning
– Spiro &, Stanton, : “ Management of Sales Force”, Tata McGraw Hill
 Lecture Plan and Syllabus Outline

Course Contents:
Unit –I: Introduction to Sales Management
-Covered in 4 lecture( 6Hrs)
-Case study discussion and Role Play
Unit –II: Selling Strategies & Selling Process
• Selling Process and Selling strategies
• Type of Selling and negotiations skills
– Covered in 4 lecture( 6 Hrs)
– Class case study, Group discussion on Topics and Role Play
– Allocation of presentation topics
Unit-III: Sales Force Management
• Sales force job analysis and description
• Designing sales territories and sales quotas
 Lecture Plan and Syllabus Outline

• Unit –IV: Sales Force Motivation

Sales force motivation and compensation plan
Sales force evaluation
– Covered in 4 lecture( 6 Hrs) with GD’s, Role play and Team Presentation
– Caselet for discussion
– Presentation last lecture
• Unit –V: Emerging Trends
Emerging Trends in sales, Role of electronic media, E-Tailing
– Covered in 4 lecture( 6 Hrs)
– Caselet for discussion
– Presentation last lecture
 Assessment

Assessment

Assignments
Presentation/Case Study
Group Discussion/Role Play
Quiz
Mid Term Examination
End Term Examination
Additional: Guest Lecture and Selling Skills
workshop
 CASE STUDIES
•GE countrywide: Sales Function and Selling
Process( Tapan P, Sunil S, Oxford)
•Hindustan Hotel: Selling of Services ( Krishna K, Vasant M,
3rd ed., McGraw Hill)
•Aurora Cosmetics: Customer Faith and Business
Restoration(Still ,Cundiff ,Govoni, Puri, 6th ed., Pearson
Education )
•Hair n Shine: Forecasting for new
product(Still ,Cundiff ,Govoni, Puri, 6th ed., Pearson Education
)
•Modern Motors: Selecting Suitable Channel Partners
(Krishna K, Vasant M, 3rd ed., McGraw Hill).
•Sonton Pharmaceuticals: Managing a difficult Channel
Partner(Page-573-74 Still ,Cundiff ,Govoni, Puri, 6th ed.,
Pearson Education)
•Healthcare Equipment Company: Logistics Management
(Krishna K, Vasant M, 3rd ed., McGraw Hill).
 Student’s Role

• Class Participation
• Attendance
• Discipline
• Punctuality
• Assessment
 Expectation from Students

Pro
Activeness
Team
Class Presentation
Participation: & Newspaper
Case Study & Articles
Role Play Audio Visual
Attendance
 Lecture Contents

Sales Management overview :

• Evolution of Sales Management.
• Difference between Selling and Marketing
• Marketing management process
• Selling Vs Marketing Orientation
• Art of selling, Personal Selling and types
• Selling in a connected world
 Definition, Nature and Scope-
Sales Management
AMA(American Marketing Association) definition
“The planning, direction, and control of the personal selling
activities of a business unit, including recruiting, selecting,
training, equipping, assigning, routing, supervising, paying,
and motivating as these tasks apply to the sales force”.
Objective & Scope:
– Sales volume
– Contribution to profits
– Continuing growth
– Coordinate multiple stakeholders
The Strategy Hierarchy
Key Aspect of Sales Management
 Sales Operation

•Determine challenging and realistic sales targets;

•Allot a particular area or territory to each salesperson;
•Set objectives and sales quota for the sales team
Functional /Departmental Strategy

• Tactical in nature
• Involves Planning, Organising, Directing, and
Controlling of all selling activities
– Objective and plans are more specific
– Objectives in SMART format
1. Specific
2. Measurable
3. Achievable
4. Realistic
5. Time based
 Sales Strategy & Process
• Customer Acquisition- Lead Generation
to Closure,
• Customer Retention,
• Personal selling,
• Setting and Managing Distribution
Channel
 Sales Analysis
• Analyzing or reporting:
– Sales metrics.
• Following metrics:
• Number of deals
• The average size of each deal
• The average percentage of deals cracked
• The average time that is taken to close the deals

• Performance of the sales.

• Ensure optimal results.

Sales Management-Managerial Functions
Sales Management-Managerial Functions
Sales Management-Staff Functions
Sales Management- Advisory Functions
Sales Management- Liaison Functions
 Lecture Contents

• Evolution of Sales Management.

• Difference between Selling and Marketing
• Marketing management process
• Selling Vs Marketing Orientation
• Art of selling
Evolution of Sales management
 Evolution of Sales management

Partnership
strategies

Business
management

Consultative
selling

Negotiation

Persuasion
Importance of Sales Management
 Sales and Marketing
Marketing Sales
Customer Product driven
Needs Prospecting to
Planning and generate more
executing leads
programs 4 Sales Planning
P’s Recruit,
Deliver high Train &
Motivate
Coordinate
value to
customer

Business
Objective

Position and Differentiate Relationship with customers

PULL Sales
volume &
Profits
 Selling Vs Marketing

Sales Orientation

Starting Ends
Focus Means
point

Factory Factory Selling and Profits through

promoting sales volume

 Selling Vs Marketing

Marketing Orientation

Starting Ends
Focus Means
point

Market Customer Coordinated Profits through

marketing customer satisfaction

https://brandyuva.in/2019/08/marketing-strategies-of-mdh.html
 Selling Vs Marketing
No. Selling Marketing

1 Emphasis on product Emphasis on consumer needs and wants

2 Company manufactures the product first and then Company first determines customers’ needs and wants
decides to sell it and then decides on how to deliver a product to satisfy
these wants

3 Management is sales-volume oriented Management is profit-oriented

4 Planning is short-term-oriented , in terms of today’s Planning is long-term oriented, in terms of new products,
products and markets tomorrow’s markets, and future growth

5 Stresses needs of a seller Stresses need and wants of buyers

6 Views business as a goods producing process Views business as consumer satisfying process
7 Emphasis on staying with existing technology and Emphasis on innovation in every sphere, on providing
reducing costs better value to the customers by adopting a superior
technology

8 Different departments work as highly separate All departments of a business operate in an integrated
watertight compartments manner, the sole purpose being generation of consumer
satisfaction

9 Cost determines price Consumers determine price, price determines cost

10 Selling views customer as the last link in business Marketing views the customers as the very beginning of a
business
 Marketing Management Process
Market anticipation

Marketing mix
• Product
Producer/ • Price
marketer Consumer
• Place
• Promotion

Exchange offer of value

 Art of selling
Selling -Art by some and a Science by others
– The first approach distilled the experiences of successful
salespeople and to a lesser extent, advertising professionals.
their ability to apply it in sales situations.
– These selling theories emphasize the “what to do” and “how
to do” based on experiential rather than the “why”.
– NOT on on a systematic, fundamental body of knowledge
– JohnA. Howard of Columbia Graduate School of Business who
adapted the findings of behavioral science to analysis
of buying behavior; his “behavioral equation” attempts to
develop a unified theory of buying and selling.
 Theory of Selling

AIDAS Model
 Prospect’s mind pass through 5 successive mind states
AIDA Sales Process
 New Restaurant opening

1. Awareness: PR campaign four months prior to launch, promoting Specialty, Chef-

qualifications, Ambience Experience , Menu etc. and was reinforced through a Direct
Mailing campaign to targeted customer groups.

2. Interest: Executed a direct mail campaign to offer a free delivery or first order discount and
Web/Phone order. They used research to support that this would work, as people want
convince.

3. Desire: Close to the opening of the new restaurant, they ran exclusive local launch events
which was advertised through local press and social media. This created a local buzz for
'people wanting an invite' and excited to see the new restaurant .

4. Action: Clear It was positioned on Face book site (call to reserve), the website (call to
book) and local advertising (call in to receive discount or the offer). The order is the
climax of the selling situation.

5. Satisfaction: Reassure the customer that his buying decision is correct and that sales
person merely helped in deciding. Building satisfaction means thanking the customer for
the order.
 For Sales meeting
• Attention: Favorable first impressions are assured
proper attire, neatness, friendliness, amid a genuine
smile.
• Interest: Sales portfolios, flip charts, or other visual
aids.
• Desire: Value proposition. Schemes
• and extra discount
• Action: Effective listening and SPIN strategy
• Satisfaction: Order fulfillment and Feedback. Loyalty
Building for long term.
AIDA in Online Sales
 “Situation Response theory”
Right set of circumstances
• Particular circumstance prevailing in a given selling situation
will cause the prospect to respond in a predictable way.
• The set of circumstances can be both internal and external.
• This is a seller-oriented theory: it stresses the importance of
the salesperson controlling the situation in such a way as to
produce a sale ultimately.
• It does not handle the problem of influencing factors
internal to the project, and fails to assign appropriate weight
to the response side of the situation-response interaction.

e.g. Telemarketing and door to door selling

“Situation Response theory”
“Situation Response theory”
 “Buying Formula”

• Based on the fact – “there is a need or a

problem for which a solution must be found
which would lead to purchase decision”.
• The solution will always be a product or service or both and they may
belong to a producer or seller.
• The buyer develops interest in buying a solution.
 “Buying Formula”

• In purchasing, the “solution” involves two

parts:

1. Product or service or both,

2. The brand name, manufacturer or the salesperson of the

particular brand name:
 “Buying Formula”

• The product or service (Brand name) must be

considered adequate to satisfy the need and
the buyer must experience a pleasant feeling
or anticipated satisfaction. This ensure the
purchase.
 Behaviour Equation Theory of Selling:

Refined version of the “right set of circumstances” and was

proposed by Howard, using a stimulus response model and
from behavioural research.
four essential elements of learning processes included in the
stimulus response model are drive, cues, response and
reinforcement.
1. Drive is a strong internal stimuli that impel buyers’ response.
2. Cues are weak stimuli that determine when the buyer will
respond.
3. Response is what the buyer does.
4. A reinforcement is any event that strengthens the buyers’
tendency to make a particular response.
 Behaviour Equation Theory of Selling:
Howard incorporated these four elements into a behavioral
equation that is:

B=P×D×K×V

P = Response or internal response tendency, i.e. the act of

purchasing a brand or a particular supplier.
D = Present drive or motivation level
K = “Incentive potential” that is, the value of product or brand or
its perceived potential value to the buyer.
V = Intensity of all cues: triggering, product or informational.
Behaviour Equation Theory of Selling:
(i)Innate drive (psychological)
(ii)Learned drive (status/social)
For example: innate drive –you are hungry
Learned drive – you want to have burger

i)Triggering cue – activates decision process for a given product and evokes you to buy a product.
For example : you are hungry and want to have burger
(ii) Non – triggering cue – influences the decision process but not activate. It can be of two types
for the product which helps to make opinion for decision process and the information which
you get from advertisements, sales promotion etc.
For example :You believe Mcdonalds provides the cheap and the best burger with quickest service
time.

(iii) Specific product / information – also functions as triggering cue.

Example :special offers/discounts on cold drink and French fries with the burger.
Response: What buyer does?
Example buyer can purchase or not Reinforcement – event that strengthens buyer’s tendency of
response.
Example: convenience, time saving and money factor also.
 Contents

• Personal Selling
• Advantages of Personal Selling
• Roles in Personal Selling
• Type of Personal Selling
• Emerging Trends in Sales
 Personal Selling and Types

It is art of successfully persuading

prospects or customers to buy
products or services from which they
can derive suitable benefits , thereby
increasing their total satisfactions.

Considerable diversity exists among

personal-selling situations ranging
from simple to complex.
Advantages of Personal Selling
Roles in Personal Selling
 Type of Personal selling
 Industrial Selling/B2B Selling:
Selling to Reseller: Gain larger shelf space and
higher point of purchase display.
Selling to Business users: Output enters into
production process of another producer to make
final product.
Institutional Selling: Use the products in daily use.
Selling to Governments: Mostly sell to
governments or government undertakings
 Type of Personal selling
 Retail Selling:
 Activities directly related to sale of goods and services to ultimate
consumers for personal or non business use or consumption

 Services Selling:
 Services cannot be touched, seen, tasted, heard or felt like
physical goods.
 They are produced, sold, and consumed at the same time.
 Services are the set of unique experinces
 Services can not be stored or inventoried
e.g. Hospitality, Travel, Insurance, Banking, and Real estate
Personal Selling Team
Type of Personal selling Retail

Tele-
marketing

Solution

Pharma

B2B

B2C

KAM

Retail
 The Selling Process

• Help salesperson to identify customer’s need,

increase their interest in product/brand and
motivate them to make purchase decision.
 Pre sales preparation

WHY?
Help to present credible picture to customer:
– Customer orientation.
– Likeability of sales person.
– Assist in developing empathy towards customer
– Help to provide valuable information to the customers than
others.
• Identify potential customer – Segmentation
• Customer Information
– Behavior correlate- Customer purchasing behavior
– Non behavior- Socio- demographic, and Psychographic
information(attitude, preferences, buying habits, motives and
 Pre-sales preparation-Home work
• Adequate knowledge of product/services, company and market.
• Competition product and prices.
• Target segment and selling technique.
• Help to build sales person’s Knowledge, Confidence and Customer
orientation includes:
– Quality/SKU’s/Price
– USP
– Comparative chart.
– Discounts, Promotional scheme, Credit Policy

A successful sales person is always proactive in customer contact approach

and identify needs from customer’s clues during interaction
 Salesperson’s Knowledge Universe
Product
knowledge
• Feature
• Benefits
• Styles
• Origin
• Price

Company Competitor’s
knowledge knowledge
• History • Industry
• Finances Salesperson’s structure
• Management knowledge • Market share
• Size universe • Market
• Policies and behavior
procedure • Other policies
 Prospecting
• Process of identifying potential buyers.
– NAM-Need, Authority and Money(potential to pay)
– Prospects Vs Suspects
• Collecting customer data and checking lead parameters to
make them qualify as prospects
– Lead customers, Prospects, and Qualified customers
• Prospects: Buying units who have demand of product and
can get sustained befit by acquiring.
• Qualified prospects: Prospects+ ability to buy and further
require persuasion.
• Process of prospecting.
 Prospecting
• It’s a never ending process.
• Salesperson should allocate quality time for
generating qualified prospects.
• Differentiate leads from prospects.
• Primary Sources: Family, friends, relatives,
suppliers of goods and services, employees of
business associates, and existing customers.
• Secondary Sources: Surveys, enquiries generated
from Ads, marketing campaigns, List from trade
associations, Govt. publications, magazines.
 Prospects Vs Suspects

• Rank the prospects basis on payoff.

• Payoff= Probability of buying X magnitude of sale.
• Use of various indicators:
– Ability Indicators: Profession, Age, Lifestyle, Source of
Income, and Bank account holding, regularity of income
– Need Indicators: Gender, Self income, means of
entertainment, materialistic possessions.
– Authority to pay Indicators: Business and official
responsibilities, personal influence on his/her own life
– Accessibility Indicators: physical and psychological
distance of buyer.
– Fit indicators
Process of prospecting

Identify and define prospects

Search for sources of potential

accounts

Qualify the prospects from the

suspects
 Methods of prospecting
 Cold canvassing
 Endless chain customer referral
 Prospect pool
 Centers of influence
 Non competing sales force
 Observation
 Friends and acquaintances
 Lists and directories
 Direct mail
 Telemarketing
 Trade shows and demonstrations
 Prospecting….. Never ending

50 potential prospects 50 potential prospects

15 Qualified prospects 25 Qualified prospects
6 Interviews 17 Interviews
1 sale 7 sales

No Yes

Successful prospecting
 Selling Process
• Pre approach to selling
• Approach to the customer
• Sales presentation-AIDA & SPIN
- approach to sales presentation
- attracting customer attention
- creating interest
- arousing desire and building conviction
• Methods of sales presentation for B2B
- canned presentation
- organized presentation
- tailored presentation
 MAD Principle

• Handle customers objections basis and build

sales strategy on:
– Money to Buy
– Authority to buy
– Desire to Buy
 Pre-Approach before selling

• Knowledge about customer behaviour and

his/her requirements.
• Knowledge about personality elements of
customer-Price sensitiveness, Varied level of
intellect, capacity and propensity to buy.
• Need-Benefit match
• Induction method for positive attention
• First 30 seconds to get 30 min---ELEVATOR
PITCH
– Clarity, concision and a dash of aggression
SPIN – Communication Strategy
 Elevator Pitch
• I attended a chemical industry luncheon where the head
honcho of one of the companies was speaking. I went up him
after his talk and said, “Mr. [CEO], my client can help you
dramatically grow the market for your high-margin ceramic.
Our fuel cell technology does not need hydrogen. It will be
part of our energy economy in two years, and your company
will have a large growth opportunity in its specialty-ceramics
line. Can I get 30 minutes of your time?”
• CEO gave me his card and the name of his vice president of
business development. Honcho said to use his name and tell
the guy that he had requested to give me a meeting. Boom–
we were in. (To be fair, the exchange may have run longer
than 30 seconds, but not much more.)
 Elevator Pitch

• To crack the second company, I called the main switchboard

and asked for the chief’s administrative assistant. (On the
whole, these gatekeepers tend to be very sharp, professional,
knowledgeable and eager to see their bosses succeed.) After
giving her the same elevator pitch I gave CEO, she suggested
that I send an e-mail summarizing my client’s value
proposition, which she would then share with her TOP
Management.
• Two days later, she blasted an e-mail with my written elevator
pitch–just two short paragraphs–to the three members of the
executive team in charge of the ceramics business. The chief
exec was copied too. We set up a conference call for the next
week.
 Preparation before selling

• Pre-information check-list
• Selling Plan-Call norms and objective, additional benefits, differential
advantages, closure price-points Vs Tenure of relationship.
• Seasonality of business operations.
• Skilful probing- Professional need and personal needs.

1. Call Objective: Use SMART and Judge customer readiness.

2. Development of customer profile.
3. Determination of customers benefit- FAB analysis.
4. Develop a marketing and contact management program- Pricing,
promotion and channel of distribution
5. Business proposition-Price, ROI and payment plan.
6. Some Key Learning
1. Effective prospecting
 Approach to customer

• Contact and make efforts to influence them for

favorable decision.
• Get customer’s attention and interest.
• Time Management and Appointment- At customer’s
desired place, time by phone, email, and personal visit.
 Probing

• Art of asking right question at right time.

• Close ended prob.
• Successful probing is listening.
• Ask decision maker
• IMP to remember
– Brand image
– First impression
– Focus on order/ Don’t fail to ask about order
– Don’t use management jargons
– Information on tips
 Sales presentation

• Dialogue- Two way

• Customized solution based on need.
• Classify the response of customer
• Accept
• Object- Major or Minor
• Counter
• Demand extra benefit
• No clear reaction
 Approach to sales presentation

• AIDA
• Type
– Oral Presentation
• Motivate for verbal interchange
– Written Presentation
1. High Value industrial products
2. Selling to government
• Category:
– Canned Presentation: Little scope for modification, Used by new sales
persons
– Organized Presentation: Scope available for modification within
organization policies and systems. New and experienced sales persons
– Tailored Presentation: Made after detailed evaluation of customer.
Used in B2B Selling and with Channels. Its more time consuming. Used
by experienced sales person
 Sales proposal
Responsiveness-
Assurance Invite purchase
proposal from
Reliability-
Identify the
- Trust & buyer solution to
Tangibility-
Confidence problem
Empathy-
Message & Confirm the
Easy to customer’s need
understand
Sales
Proposal
 Type of objection
• Minor or Major Objections:
– Product Design
– Colour
– Size
– Shape
– Usage method
– Installation
– Delivery
– Transporation
– Credit related
– History and transparency
– Price
 Methods to handle sales objection
Suggested by SMITH
• Start with your highest expectations
• Avoid conceding first
• Be sure the customer understands the value of a concession
• Make concessions in small amounts
• Admit mistakes and make corrections willingly
• BE prepared to withdraw a concession
• Avoid ‘split the difference’ strategy
• Do not advertise willingness to concede
 Methods to handle sales objection

 Superior feature method: Offer additional advantage

 Yes…But method: Tactful method
 Reverse English method: Revise and solve
 Indirect denial method
 Pass out method
 Comparison method
 Direct denial method
 Another angle method
 Narrative method
 Testimonial method
 Question or WHY method
Methods to handle sales objection
 Closing the sale

Methods of closing the sale

• Direct Order
• Indirect Order
• Caution method
• Implied consent
• Induced method
• Choice narrowing method
• Ownership suggestion method
Follow-up action
B2B selling
Real-life
What’s common:
 2

Research suggests only one in 50 deals are struck at a first meeting. Perseverance
will give you a major edge on competitors.
Professional sales people
– Get to know their prospects; understand their issues; solve their prospect's
problems; and provide irrefutable proof.
– Build relationships and trust by engaging with real information
– Ongoing dialogue (otherwise known as follow-up).
– Don't just peddle their products and services with an armoury of closing tricks.
Some fascinating statistics :
– 44% of sales people give up after one "no"
– 22% give up after two "nos"
– 14% give up after three "nos"
– 12% give up after four "nos“
– Contact your prospective and existing customers every 3 months or sooner builds
trust and professionalism and keeps 'top of mind' awareness.
 Emerging Trends in Sales Management

Relationship Selling
– HCL Technoligies,Wipro
– GE

SCM and Sales management

– MARUTI
– ARCHIES and HALLMARK
Emerging Trends in Sales Management
 Emerging Trends in Sales Management

• Non Traditional methods:

– Tele-marketing(Naaptol), Web based e-
selling(Amazon, Myntra, Flipcart)
– Cross functional selling- Software
– Team Selling- B2B
– New customers Vs Retaining customers
 Emerging Trends in Sales
Sales analytics:
• Data-driven and
scientific approach
• Experimenting with
analytics to make
better decisions for
opportunities and risk.
• Used for improving
prospecting, coaching
or forecasting,
 Advantages of Sales Analytics

Opportuni Decision
ties driver

Customer Marketing
Service support
 Sales analytics metrics -Sales KPI’s

Sales Growth Sales Target Lead & Opportunities

Sales till Date

Product Lead Conversion

Performance
Sales analytics metrics -Sales KPI’s

Sell-through rate Quote to Close Rate Sales per Executive

Average Purchase Value

Sales by Region
 Social Selling

– Fastest growing practices in sales organizations.

– Essential tools for prospecting and distributing
content.
– An organizational approach to social selling is required.
– Social media channels like LinkedIn, Facebook and
Twitter:
• important component of sales reps’ daily routine.
– To listen to online conversations, engage with
prospects and manage relationships with current
customers.
 Selling in Current times
• Think lateral- You’d normally in a conference and trade shows?
Now do it virtually. There are dozens of AirMeet and Zoom
conferences and webinars happening every day. Join them,
participate, make and nurture new connections.
• Re-invest your time- The time saved on travel can now be used to
up-skill or learn about a new sector or industry that you
previously did not cater to. Having a sound knowledge of your
clients’ business makes .
• Educate your customers- Start a newsletter or a podcast, and
share success stories of how your other customers are finding
success with your product / solutions. This will bring optimism to
your prospect as well as keep you in top of mind while showing
your company is still alive and kicking
 Role of Technology

– The tech-savvy sales rep

e.g. https://www.salesforce.com/in/products/
 Emerging Trends
• The gamification of Sales
– Games are deployed to achieve concrete business objectives
– the use of game mechanics to motivate sales forces and to
accelerate behavioral changes.
• Points: represent fictitious values and they do not have financial or
monetary value
• Certificate/Badges: can also be rewarded with certificates in the
form of virtual badges/medals/trophies.
• Scoreboards: Ranking system that keeps score on player’s
performance. It can also be called leader board
• Levels: When a player has reached a goal or accomplished a
number of tasks, a new world or level within the game can be
started.
 Selling and Buying styles
• Success depends on the matching sellers and
buyers characteristics/ styles

• Black and Mouton distinguish various selling

styles basis on Salespersons' concern for sale
and concern for the customer.
– Orientation of salesperson.
– Kind of market situation.
 Selling and Buying styles
Relationship Consultative
Selling Selling

Keep balance :
Customer and
product

Product
oriented
Focus on price

FMCG
Focus on
2P’s:Promotion
and placement
 Theory of diffusion

– Kind of customers: Innovators, Laggards

– Innovators: Adventurous and have high risk

capital and accept easily new products. Don’t give
much importance to salesperson.

– Laggards: Very conservative and rational. Buy

product after prolonged deliberations.
Sales Process & Purchase Decision
Understanding Customer Life Cycle