Personal selling objectives

Marketing management in consultation with sales management determines personnel selling’s exact role in the promotional program. Usually the marketing planning group sets personal selling objectives, determines sales related marketing policies, formulates personal selling strategies and finalizes the sales budget. For example, online blinds company who are selling vertical blinds and roman shades products, personal selling objectives are not much important part compare to retail business.

Types of personal selling objectives: Selling objectives broadly classified into two categories they are-qualitative objectives and quantitative objectives.

Qualitative objectives:
a) To do the entire selling job.
b) To service existing accounts.
c) To search out and obtain new customers.
d) To secure and maintain customers co-operation in stocking and promoting the product line.
e) To keep customers informed on changes on the product line and other aspects of marketing strategy. For example newsletter is best way to keep the customers inform for an online blinds business company.
f) To assist customers in selling the product line.
g) To provide technical advice and assistance to customers.
h) To assists with the training and middlemen’s sales personnel.
i) To provide advice and assistance to middlemen on management problems.To collect and report market information of interest and use to company management

Objectives of sales management

Today we are going to discuss on sales management objectives. Sales managers is modern organization are required to be customer-oriented and profit-directed and perform several tasks besides setting and achieving personal selling goals of the firm. From the company view point the sales management has the following three broad and important objectives namely:

· Sales volume
· Contribution to profits
· Continuing growth.

Difference between sales management, personal selling, salesmanship

Before understanding sales management thoroughly let be clear about some of the terminologies often used in sales management.

Sales management directs the personal selling efforts, which in turn is implemented largely through salesmanship. For example instant term life insurance rates company having many different life insurance quotes online options with them. Sales management directs all different marketing option to be planed and organize to achieve profits and more customers.

Personal selling is a broader concept than salesmanship, personal selling is the art of successfully persuading prospects or customers to buy a product or services from which they can derive suitable benefits, thereby increasing their total satisfaction. A window treatment company who are selling vertical blinds, roman shades and other types of blinds online, their individual agents who are selling their products to different architects and interior designer. Such sells consider as personal selling.

Salesmanship, then, is seller-initiated effort that provides prospective buyers with information and other benefits, motivating or persuading them to decide in favor of the seller’s product or service. For example in business meeting a salesman from motels in California is explain their different California motels specifications to customers. This type of selling is consider as salesmanship.

Sales Management

Sales management is a sub-system of marketing management. It is sales management that translates the marketing plan into marketing performance. That is why sales management is sometimes described as the muscle behind the marketing management. Actually sales management does much more than serving as the muscle behind marketing management. Sales managers is modern organization are required to be customer-oriented and profit-directed and perform several tasks besides setting and achieving personal selling goals of the firm. In this unit let us understand briefly the sales management, tasks involved in the sales management etc.

Definition
Sales management originally reffered exclusively to the direction of the sales force. Later the term took on broader significance-in addition to the management of personal selling.

Sales management meant of all marketing activities, including advertising, sales promotion, marketing research, physical distribution, pricing and product merchandising.

According to the definition committee of the American marketing association sales management meant “The planning, direction, and control of personal selling including recruiting, selecting equipping, assigning, routing, supervising, paying, and motivating as these tasks apply to the personal sales force”.

Advertising Management

Advertising management is also important part of the Sales Management. Marketing depends heavily on effective communication flow between the company and the consumer, manufacturing a product and making it available on the market is only a part of company’s job. It is equally important or perhaps more important, to make it known to the consumer that the product is available in the market. In a competitive market, where several firms are striving to win over consumers, it is not enough if just the availability is made. It is essential to propagate the distinctive features of the product. The process does not end here either. The marketing communication is not over by releasing an advertisement, or by offering a price reduction or by introducing attractive packing. It is a larger and continuous process. It involves a continuous dialog between the firms and its customer.

The marketing communication mix consists of five major modes of communication they are: Sales promotion, public relation and publicity, personal selling, direct and interactive marketing and advertising.

Of all the above modes we have discussed all other modes in the earlier units and course except advertising, in this unit let us discuss in detail about the advertising management as a tool of communication.

Pricing Policies - Sales Policies - Sales Force Management

Sales Force Automation is part of Sales Force Management . We were talking about Sales Policies Formulation and we talk about product police and Distribution policies.

Today we are going to talk about Pricing Policies as part of sales policies formulation.

• Policy on pricing relative to the competition such as, setting the price of product to meet the competition, pricing above the competition, pricing under the competition.
• Policy on pricing relative to costs. Full cost pricing, promotion pricing, contribution pricing.
• Policy on uniformity of prices to different buyers.
• Policy on list pricing.
• Policy on discounts; trade discounts, quantity discounts.

ref: sfa software leadorganizer

Personal Selling Objectives-Sales Management Task-1

Setting Personal Selling Objectives

We talk about Sales Force Management and Sales Management-Task Involved in our previous talk. Today we are going to talk first task that is Setting Personal Selling Objectives which we have mention in our taks involved list in our talk on Sales Management and Sales Force Management.

Marketing management in consultation with sales management determines person selling’s exact role in the promotional program. Usually the marketing planning group sets personal selling objectives, determines sales related marketing policies, formulates personal selling strategies and finalizes the sales budget.

Types of personal selling objectives:
Selling objectives broadly classified into two categories they are qualitative objectives and quantitative objectives.

Qualitative objectives:
1) To do the entire selling job.
2) To service existing accounts.
3) To search out and obtain new customers.
4) To secure and maintain customers co-operation in stocking and promoting the product line.
5) To keep customers informed on changes in the product line and other aspects of marketing strategy.
6) To assist customers in selling the product line.
7) To provide technical advice and assistance to customers.
8) To assists with the training and middlemen’s sales personnel.
9) To provide advice and assistance to middlemen on management problems.
10) To collect and report market information of interest and use to company management.

Quantitative Objectives:
1) To capture and retain a certain market share.
2) To obtain sales volume in ways that contributes to profitability.
3) To obtain some number of new accounts of given types.
4) To keep personal selling expenses with in set limits.
5) To secure targeted percentage of certain accounts business.

ref: sfa and sales management software