The document discusses key aspects of a sales force, including defining a sales force as implementing sales strategy through selecting, training, motivating, and supporting salespeople. It outlines objectives of a sales force such as increasing sales volume and developing new prospects. The document describes different sales force structures including territorial, product, market, and complex structures. It also discusses compensating a sales force through elements like fixed salary, variable commissions/bonuses, expense allowances, and benefits. Management must decide an appealing compensation plan that both motivates and directs a salesperson's work.

1. SALES FORCE
UNIT-4

2. SALES FORCE - DEFINITION
 implementation of sales strategy through
selecting, training, motivating, and
supporting the sales force, setting sales
revenue targets,

3. SALES FORCE
 The salesperson’s role is a key one in the
organization.
 The high cost of maintaining a sales force means
that management is especially interested in how to
efficiently organize this vital element.
 These are:
(a) Designing sales force strategy and structure.
(b) Recruiting and selecting salespeople.
(c) Training salespeople.
(d) Compensating salespeople.
(e) Supervising salespeople.
(f) Evaluating salespeople.

4. OBJECTIVES OF SALES FORCE
 Increase sales volume
 Introduce a new product
 Reducing selling costs
 Offset competitive promotions
 Improve working habits
 Develop new prospect lists etc.

5. SALES FORCE STRUCTURES
 Territorial structure is used where every sales
representative is assigned specific geographical
area. This structure is preferred for building
relationships with locals.
 Product structure is used for complex and un-
related product portfolio. Here the sales people are
directly associated with research and development
of the products.
 Market structure is used if the companies are
operating different industry or market segments.
Every sales force specializes in a definite market
and helps push a product efficiently across the
given market. However, the disadvantage would
arise if customers are located over a wide
geographical area.

6.  Complex structure is used when companies are in
business of selling complex product to different
customer across a large geographical area. Here
sales force structure is a combination of other
structures discussed.
 Once the structure is designed companies need to
make a decision with respect to the size of the
sales force. The size of the sales force is
dependent on the market size and number of
customers.

7. COMPENSATING SALES FORCE
 To compensate sales force, a company must have an
appealing compensation plan.
 Compensation is made up of the several elements:
1). A fixed amount, usually a salary, gives the
salesperson a more stable income.
2). A variable amount, which might be commissions
or bonuses, rewards a sales- person for
greater effort.
3). Expense allowances (which repay salespeople
for job-related expenses) let salespeople undertake
needed and desirable selling efforts.
4). Fringe benefits provide job security and
satisfaction.

8.  Management must decide which of these elements
(and which combination or amount) makes the most
sense for each sales job.
 The compensation plan can both motivate and
direct a salesperson’s work. Basic methods include:
1) Straight salary
2) Straight commission
3) Salary plus bonus
4) Salary plus commission.

9. THANK YOU