DEFINITION: IT IS THE PLANNING, IMPLEMENTATION AND CONTROL/EVALUATION OF THE SELLING ACTIVITIES OF A BUSINESS UNIT AS DIRECTED BY MARKETING INCLUDING: 

-RECRUITING, SELECTING & TRAINING SALES PEOPLE,

 -IDENTIFYING/ASSIGNING TERRITORIES

-SUPERVISING, LEADING, MOTIVATING AND COMPENSATING SALES PEOPLE

-TO ACHIEVE AN ETHICAL, PROFITABLE CUSTOMER RELATIONSHIP ORIENTED ENVIRONMENT

SALES ACTIVITIES/PEOPLE NEED TO BE MANAGED:

1. LIFEBLOOD OF THE COMPANY

“NOTHING HAPPENS UNTILL SOMEONE SELLS SOMETHING”

2. IT IS EXPENSIVE AND IMPACTS PROFITABILITY

3. IT DEALS WITH INEFFICIENCY

THE SIGNIFICANCE OF PLANNING

THE “10” RULE:

THREE STAGES:

1. PLANNING

2. IMPLEMENTATION

3. DELIVERY TO A CUSTOMER

10 RULE PRINCIPLES:

1. EVERY STAGE HAS ITS OWN COST

2. COST INCREASES IN MULTIPLIERS OF “10”

IMPLICATIONS OF THE “10” RULE:

1. PLANNING IS THE LEAST EXPNSIVE STAGE

2. YOU CAN FIND AND FIX MOST MISTAKES IN STAGE 1

WHERE DOES IT FIT?

FOUR BUSINESS FUNCTIONS

1. PRODUCTION/OPS

2. HUMAN RESOURCES

3. FINANCIAL

4. MARKETING

THE MARKETING MIX (4Ps)

1. PRODUCT/SERVICE

2. PRICE

3. PLACEMENT/DISTRIBUTION

4. PROMOTIONS

THE PROMOTIONS MIX

1. ADVERTISING

2. SALES PROMOTION

3. PUBLICITY

4. PUBLIC RELATIONS

5. INTERNET MARKETING

6. PRODUCT PLACEMENT

7. EVENT SPONSORSHIP

8. DIRECT MARKETING

9. PERSONAL SALES – SALES MANAGEMENT

QUALITIES OF A SALES MANAGER:

ETHICAL

INTERPERSONAL SKILLS

INTELLIGENT

EDUCATED

GOOD COMMUNICATOR

RESILIENT

LEADER AND MOTIVATOR

GOOD ORGANIZER

TIME MANAGEMENT SKILLS

SALES SKILS

PROBLEM SOLVER

PROFESSIONAL

ETC. ETC. ETC.

MANAGING A SALES ENVIRONMENT IS COMPLEX (IF DONE CORRECTLY):

ORDER TAKER

UPSELLING

SALES SUPPORT (VERTICAL SALES)

TECHNICAL SALES SUPPORT

OUTSIDE SALES

MANUFACTURERS REPS

ACCOUNT MANAGEMENT

COMPANY INTERFACE

CUSTOMER INTERFACE

COMPETITION

21ST CENTURY MEGATRENDS/FORCES IMPACTING SALES MANAGEMENT

1. CUSTOMER BEHAVIORIAL FORCES

2. TECHNOLOGICAL FORCES

3. MANAGERIAL FORCES

SALES MANAGEMENT FAILURE:

1. POOR SELECTION

2. MANAGING OUT OF LEVEL

3. TRAINING

4. LACK OF CRM/LONG TERM PERSPECTIVE

5. INABILITY TO INTEGRATE SALES AND MARKETING