The document discusses the roles and responsibilities of sales executives. It notes that sales executives focus on short-term goals and objectives to achieve sales targets in the near future, while marketing management focuses more on long-term planning. Effective sales executives must be able to analyze information, consider alternative solutions, predict outcomes, and choose the best alternative. Key functions of salespeople include prospecting, communicating, allocating resources, and servicing customers. The document also outlines important qualities for sales executives and discusses their relationships with top management and other marketing departments. Finally, it lists various compensation patterns commonly used for sales executives.

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2. Introduction
• The job of the sales executive is
more action oriented and less
planning oriented.
• Planning of sales executives cover
short period and concern near term
personal selling objectives and how to
attain them.
• The main concern of marketing
management is the “future” and
the main concern of sales management is the “present” – the
“here and now”.
• Sales management’s plan typically are near to the action point.
• They need keen awareness of company and sales department
goals.

3. Sales Executives Must Know How To:
• Analyze information
• Combine its significance with
their own experiential knowledge
and judgment
• Apply imagination in searching for
alternative solutions to problems
• Predict the likely outcomes of different
alternatives
• Choose that alternative with the highest payoff.

4. Functions of a Salesperson
• Prospecting
• Communicating: two-way
• Allocating & coordinating:
company resources, time
• Servicing
• Helping define marketing strategy

5. Qualities of an Effective Sales Executives
1. Ability to define the position’s
exact functions and duties in
Relation to the goals the company
should expect to attain.
2. Ability to select and train capable
subordinates and willingness to
delegate sufficient authority to
enable them to carry out assigned
task with minimum supervision.
3. Ability to utilize time efficiently.
4. Ability to allocate sufficient time for thinking and planning.
5. Ability to exercise skilled leadership.

6. Relations with Top Management
• Realizing the sales executive’s potential,
however, depends largely upon relationship
with top management.
• Effective sales executives keep top
management informed on important
decisions and the department’s plan
and accomplishment.
• They transmit all ordinary reports
promptly, and special reports when
appropriate.
• Their reports ensure that top management knows in broad outline
the problems encountered in selling the company’s products, the
way they are handled, and the results accomplished.

7. Relation with Managers of other Marketing Activities
• Relation with product management.
• Relation with promotion management.
• Relation with pricing management.
• Relation with distribution management.

8. Compensation Patterns for Sales Executives
• Straight Salary
• Straight Commission
• Salary plus Bonus
• Salary plus Commission
• Salary plus commission plus bonus
• Commission plus Bonus
• Customer satisfaction compensation
• Team selling plan
• Profit based commission

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