Objectives of sales management are derived from the organizations marketing objectives. Ultimate sales objective of an organisation is to have a decent growth in sales. More specifically, sales management objectives can be grouped under: Quantitative Objectives (Short-term) Qualitative Objectives (Long-term)

1. Objectives of
Sales Management
Sales objectives are derived from the marketing objectives
And,
Marketing objectives are determined from the corporate
objectives.
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Dr. Amitabh Mishra

2. • Objectives of sales management are derived from
the organizations marketing objectives.
• Ultimate sales objective of an organisation is to
have a decent growth in sales.
• More specifically, sales management objectives
can be grouped under:
– Quantitative Objectives (Short-term)
– Qualitative Objectives (Long-term)
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3. Quantitative Objectives (Short-term)
• To retain and capture market share
• To determine sales volume in ways that
contributes to profitability
• To obtain new accounts of given types
• To keep personal expenses within specified
limits
• To secure targeted percentage of certain
accounts of business
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4. Qualitative Objectives (Long-term)
• To do the entire selling job
• To service existing accounts, (customers).
• To search and maintain customer cooperation.
• To assist the dealer in selling the product line.
• To provide technical advice wherever necessary.
• To assist in training of middleman’s sales personnel.
• To provide advice and assist the middlemen.
• To collect and report market information of interest
and use to the company management
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5. SALES OBJECTIVES, STRATEGIES
AND TACTICS
RELATIONSHIP BETWEEN
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6. RELATIONSHIP BETWEEN
sales objectives, strategies and tactics
• There is a strong relationship between the objectives, strategies
and tactics.
– Strategies are defined as the ways of achieving the
objectives.
– Tactics are defined as those activities which should be
carried out to achieve the strategies.
• Tactics will help achieve strategies. And, these strategies will
help achieve your sales objectives and your marketing objectives
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7. • Sales strategies and tactics are developed from
marketing strategies.
• Various marketing strategies may be:
– Entering export markets,
– Penetrating deeper into existing domestic markets.
– Optimizing sales force performance,
– Effectively using channel partners
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8. Nature of Sales Management
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9. Nature of Sales Management
• Consolidation with Marketing Management
• Relationship selling
– Transactional
– Value added
– Collaborative/partnering
• Specific duties and responsibilities of a sales
manager
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10. • Consolidation with marketing
management
• Marketing department could be broken into different
wings. We may have the
– Manager: promotion,
– Manager: marketing research,
– Manager: Sales,
– Manager: marketing logistics,
– Manager: customer service
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11. • Relationship selling
– Transactional relationship selling
– Value added relationship selling
– Collaborative/Partnering relationship selling
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12. • Transactional relationship selling refers to customers
who are sold a particular good and service are not
contacted again.
– Till when the 1950’s, this was the general trend
• Value-added relationship selling is a selling style or a
situation where the salesperson contacts the customer
after the purchase, so as to determine if the customer
is satisfied with the product, and if he needs anything
else, or has any requirements in future.
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13. • Collaborative/Partnership relationship selling, the seller
enters into a long term partnership or a contractual
agreement with the buyers. Ex- In B to B scenario.
• Seller works continuously work with buyer
– To improve his customers operations and processes
– To benefit the customer,
– To help the customer,
– To deliver better products and services,
– To gain larger market shares,
– To gain profits and succeed in the market
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14. • Specific duties and responsibilities of a sales manager
– Determining goals and objectives of the sales force: Sales
targets or sales quotas
– Organizing the sales force: Territory management and
quota allocation
– Sales forecasting
– Sales budgeting
– Sales force management: recruitment, selection, training,
motivation, performance management, career appraisals,
development, etcetera
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