Uighuih
Subject: SALES MANAGEMENT Course Code: MM-308 Lesson No.: 01 Author: Dr. Surinder Singh Kundu Vetter: Dr. V.K. Bishnoi
SALES MANAGEMENT: AN OVERVIEW
STRUCTURE
1.0 1.1 1.2 1.3 1.4 1.5 1.6 Objective Introduction Definition Benefits of selling activities Elements of sales management Objectives of sales management SMBO approach 1.6.1 Process of SMBO 1.6.2 Importance of SMBO 1.7 Organisation of selling unit 1.7.1 Need and Importance 1.7.2 Functions of Sale Organisation 1.7.3 Structure of Sales Organisation 1.7.4 Steps to establish a sales structure 1.8 1.9 Summary Keywords
1.10 Self assessment questions 1.11 References/suggested readings
1
1.0
OBJECTIVE
After going through this lesson, you will be able to• • Discuss the sales, sales management and related concepts. Explain the structure and objectives of a sales organisation.
1.1
INTRODUCTION
In daily life, a layman deals with different transaction in terms of
selling and purchasing of goods and services. In these transactions the second one persuades the first person. Therefore, selling may be defined as persuading people to satisfy the want of first one. The person, who does this act, is called as the salesman, the result of this action as sales, while these activities of the person, are supervised and controlled by sales-management. In the present scenario sales executives are
professionals. They plan, build and maintain effective organisations and design and utilize efficient control procedures. The professionals approach requires thorough analysis, market-efficient qualitative and quantitative personal-selling strategy. It calls for skilful application of organisational principles to the conduct of sales operations. In addition, the professional approach demands the ability to install, operate, and use control procedures appropriate to the firm’s situation and its objectives. Executives capable of applying the professional approach to sales management are in high demand today. The
SALES MANAGEMENT: AN OVERVIEW
STRUCTURE
1.0 1.1 1.2 1.3 1.4 1.5 1.6 Objective Introduction Definition Benefits of selling activities Elements of sales management Objectives of sales management SMBO approach 1.6.1 Process of SMBO 1.6.2 Importance of SMBO 1.7 Organisation of selling unit 1.7.1 Need and Importance 1.7.2 Functions of Sale Organisation 1.7.3 Structure of Sales Organisation 1.7.4 Steps to establish a sales structure 1.8 1.9 Summary Keywords
1.10 Self assessment questions 1.11 References/suggested readings
1
1.0
OBJECTIVE
After going through this lesson, you will be able to• • Discuss the sales, sales management and related concepts. Explain the structure and objectives of a sales organisation.
1.1
INTRODUCTION
In daily life, a layman deals with different transaction in terms of
selling and purchasing of goods and services. In these transactions the second one persuades the first person. Therefore, selling may be defined as persuading people to satisfy the want of first one. The person, who does this act, is called as the salesman, the result of this action as sales, while these activities of the person, are supervised and controlled by sales-management. In the present scenario sales executives are
professionals. They plan, build and maintain effective organisations and design and utilize efficient control procedures. The professionals approach requires thorough analysis, market-efficient qualitative and quantitative personal-selling strategy. It calls for skilful application of organisational principles to the conduct of sales operations. In addition, the professional approach demands the ability to install, operate, and use control procedures appropriate to the firm’s situation and its objectives. Executives capable of applying the professional approach to sales management are in high demand today. The