Chapter 2

Chapter No.
02
SALES MANAGEMENT -
NATURE AND SCOPE
◼ Sales management is defined as “ 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.”
◼ Objectives of Sales Management:
(1) Sales volume.
(2) Contribution towards profit.
(3) Continuing growth.
Sales Management, Personal Selling; Sales Force Management 2

Direct -Mail And Salesmanship. Chapter 3
Marketing Efforts
Product Price Promotion Place

Attributes Manage- Manage- Distribution
and Quality ment ment Management
Personal Advertise- Sales Publicity

Selling ment Promotion and PR

Sales Management Concept
◼ Personal Selling:
◼ Personal selling is one of the means of effecting sales.
◼ Sales persons interact with different customers in different
ways:
◼ The ultimate objective is to influence the customer which
leads to purchase.
◼ One of the ways of influencing customers is called
"salesmanship.”
◼ Salesmanship:
◼ Salesmanship is an important method of personal selling.
◼ But salesmanship is not the "Be all and end all" of sales
management.
◼ It is "the art of successfully persuading prospects or
customers to buy products.“
SM’s Responsibilities
◼ Sales Managers are responsible for the
following:
◼ Organising sales efforts within the firm like --
structure, strategy and culture.
◼ Organising sales efforts outside the firm like
contact with customers
◼ Supplementing information in making key
marketing decisions like budgeting, quota,
territories and channels, advertisement, promotion.
◼ Liaison with other areas like manufacturing,
personnel, and R&D.
Theories Of Selling
◼ Management is considered as an "art and
science." Some others consider it as a
“science". Based on various viewpoints on
sales, we discuss here, following four theories
of selling.
◼ AIDAS Theory.
◼ Right set of circumstances Theory.
◼ Buying Formula Theory and
◼ Behavioural Equation Theory.

AIDAS Theory
◼ According to this theory, a prospects or "potential
customer'" undergo four sequential mental states
before he becomes an actual “customer” by buying
the product.
◼ These steps are given below:
◼ Attention
◼ Interest
◼ Desire
◼ Action and
◼ Satisfaction
◼ A successful salesman must be able to induce these
five “mental states" in their proper sequence, which
leads to purchase by the customer:
Right Set of Circumstances Theory
◼ In this theory, the salesman induces the right type of
"stimuli" in the prospect (customer) which leads to
the right type of "response" in him leading the
purchase.
◼ Hence, this theory is based on the psychological
frame called "Stimulus - Response".
◼ One limitation of this theory is that the proponents
have not stressed the "internal factors" leading to the
right response.
◼ No emphasis is given to manipulate 'internal factors'
of the prospects, to get right response.

Buying Formula Theory
◼ This theory focuses on buyers-the prospects.
◼ Buyers' needs and problems are being solved.
◼ The salesman acts as a catalyst in satisfying
the customer.
◼ Mental process involved in purchase is through
solutions to a problem which is the Need.
◼ The problem is solved by two aspects –
◼ Identification of product and
◼ Identification of manufacturer (trade name).
Mental Process of Purchase
Need Need Need

(Problem) (Problem) (Problem)
Adequacy
Present Feeling
Product/Service
Solution Solution ---------------------
Trade Name/Firm Adequacy
Present Feeling
Purchase Purchase Purchase
Satisfaction Satisfaction

Behaviour Equation Theory
◼ Response (R) or buying behaviour of a
customer is influenced by the following:
◼ Drives: Strong internal stimuli that influence
directly buyers' response leading buying decision
◼ Cues: Weak stimuli that indirectly influence
buyers' response
◼ Response: The buying decision or otherwise of
buyers.
◼ Reinforcement: This is an event which strengthens
buyers response.
Behaviour Equation Theory
◼ Howard has given the following formula:
B=PxDxKxV where
◼ B = Response, the act of purchasing a brand of
product or patronising a
manufacturer/supplier.
◼ P = Predisposition or force of habit.
◼ D = Drive or amount of motivation.

◼ K = Incentive potential, value of product or its
potential satisfaction to the buyer.
◼ V = Intensity of cues. These are weak stimuli
which determine when to buy.
BUYERS-SELLERS DYADS-THE
CONCEPT AND PROCESS
◼ The term "dyad" is a situation in which two persons
interact.
◼ Salesman and prospective customer (prospect) meeting is
an example of 'dyad'.
◼ Advertisement is another attempt of dyad where a
prospect reads the product details.
◼ Through advertisement and personal selling the supplier
tries to influence the buyer to buy the product.
◼ This is an act of influencing in favour of the seller.
◼ Whether this influence leads to actual buying depends on
the effectiveness of the nature of interaction viz. the
"dyad."
Buyer - Seller Process
◼ Successful outcome of buyer-seller dyad leads to
exchange of item viz. the buying process.
◼ Compatibility of Subjective Factors: For example, if
biographical data of sellers and buyers are similar, chances of
buying is more.
◼ Compatibility of Subjective Factors: If perception of sellers
and buyers are identical chances of successful dyads are more.
◼ Initial Conditioning of Buyers: If buyers are made favourable
with initial conditioning (briefing) chance of sales are high.
◼ Product Knowledge and Good Manners of Sales Persons:
This assists sales (successful dyad).
◼ Negotiation Skill: Better the negotiation skill, higher the
chances of successful dyads (sales).
Personal Selling-the Concept,
Qualities And The Process
◼ Personal selling forms part of promotional steps in
marketing management.
◼ Personal selling is direct, face-to-face, personal
communication and persuasion in marketing.
◼ Following are the significance:
(i)In personal selling the message can be adapted or tailor-made to suit
the prospect. Thus it is more effective than other promotional steps.
(ii)Personal selling is inescapable when items are slow moving and
costly like automobiles.
(iii)Also ideal where bulk orders are envisaged or requires extensive
training for utilisation.
(iv)If provided, effective feedback is possible. It is estimated that 20%
of sales takes place through personal selling.

Qualities of Personal Selling
◼ Salesmanship: Salesmanship is the positive effort at
persuading people to buy and which benefit, both the seller
and the buyer.
◼ Hard Work: It is not routine work. It requires proper planning
and hard work.
◼ Persuasive Power and Initiative: Requires initiative at
persuasion which is unique to suit each type of
customer/buyer.
◼ Product Knowledge: Complete knowledge including technical
details of design, operation and maintenance must be known to
the salesman. Knowledge is his strength.
◼ Sales Techniques: Sales management is a specialised field. It
has it's own techniques. Salesman must master them.

The Process
◼ Pre-sales preparation.
◼ Prospecting.
◼ Pre-approach.
◼ Approach.
◼ Presentation.
◼ Handling objections.
◼ Closing and
◼ Follow up.
Process – ctd.
(i) Pre-sales preparation: In this phase, salesman must identify
the market segment, customer's wants and needs. He must
know product details, advantages, limitations, competition
and prices. This is a sort of "Customer Research".
(ii) Prospecting: Potential buyers are prospects. Finding and
Identifying them is called prospecting. Prospects must have
characteristics: like unsatisfied needs, ability (disposable
income) and willingness to buy the product. Identifying the
right prospects assist the salesman's efficiency in the sales
very much.
(iii) Pre-approach: This is the efforts in finding needs,
problems, preferences, alternatives, interest, weaknesses if
any, of prospects.

Process – ctd.
(iv) Approach: Each prospect is unique. Here
separate/unique strategy (approach) is planned for
each prospect based on knowledge gained in pre-
approach stage.
Types of approaches are:
Preference approach: Getting reference/introduction by
know friend of buyer.
Benefit approach: This indicate sharing benefit of product.
Sample approach: By giving sample to influence prospect.
Mutual approach: Here prospect is considered supreme.

Process – ctd.
(v)Sales presentation: There are certain modern methods like
AIDAS (viz. Attention, Interest, Desire. Action and
Satisfaction in influencing prospects.
Here also following approaches are possible:
Canned approach: Memorised sales talk convincing the buyer.
This is stimuli-reaction approach.
Formulated approach: Identify buyers need and style and
meet both.
Need satisfaction: Here the salesman holds discussion and
debate with buyer and convinces him.
(vi)Handling Objections: Buyers may have objection -
psychological or rational.
Psychological objection may be subjective or attitudinal.
Rational objection is on quality, price and utility.
Salesman must convince the prospect by cogent argument.
What are the 5 basic objections in sales?
5 Common Sales Objections;
• Objection 1: "We're Good. We already have someone and
they're doing a good job." (lack of interest)
• OBJECTION 2: "Your price is too high." (real objection)
• OBJECTION 3: "You're all the same. (indifference)
• OBJECTION 4: "Just send me info and I'll get back to
you." (lack of interest)
• OBJECTION 5: "This isn't a priority right now."
What are 10 ways to deal with
objections?
• Show Gratitude. Look at this positively – just another way
for you to give your prospect more information. ...
• Understand Your Prospects. Connect with your prospects
on a personal level. ...
• Dig Deeper. ...
• Confirm The Objections. ...
• Explain Your Unique Value Proposition. ...
• Offer Solutions. ...
• Share Customer Success Stories. ...
• Be honest.
Process – ctd.
(vii)Closing: He should look for the right moment to
clinch the deal. This is called "closing."
Proper gestures/gesticulation or body language must
be read carefully.
Unnecessary prolonging presentation may be counter
productive.
(viii) Follow up: Begins when prospect signs order.
He despatches the item, arranges delivery, arranges
grant of credit, assures about his wisdom of buying
and ensures after sales service.
Proper follow up assists second purchase and
recommendation to friends.

Personal Selling - Strategies,
Skills And Limitations
◼ Following strategies are used in personal
selling.
◼ Selling.
◼ Negotiation.
◼ AIDAS.
◼ S.R.Model.

Selling Strategy
◼ Selling strategies are short-term and long-term.
◼ Short -term focuses on promotional steps and current
sales.
◼ Long-term focuses on continuous sales, growth and
goodwill.
◼ Customer service, co-operation, assistance and
technical services assist long-term customer goodwill.
◼ This gives the customer loyalty. Selling strategy is
considered better than negotiation.
Other Strategies
◼ Negotiation: Negotiation on sales on price and
other terms are used to iron out differences and
finally enter into agreement.
◼ AIDAS: Here focus is on arousing buyer
attention, interest, desire, action and
satisfaction in that order.
◼ S.R.Model: Here buyers are given stimulus to
create favourable response through steps like
drive, cues, response and reinforcement.
Communication Skill
(i) Customer Research: Necessary research be done to
gain the knowledge. The pre-sale preparation,
prospecting and pre--approach come under this
category.
(ii) Service Concept: It must be remembered that sales
person is doing a service to the prospects by
meeting his needs. Mutual human dignity be
recognised by both sides.
(iii) Probing technique: This is to generate interest in
conversation and stimulate free flow of talk.

Communication Skill – ctd.
iv. Selective Process of Communication:
◼ Prospects are more often than not biased, being exposed
to products of different firms.
◼ This leads to selective perception in which prospects
receive message which suits their existing beliefs and
buying behaviour.
◼ Never attack directly the prospect's pet ideas, notion and
beliefs.
◼ Start with a minor point of information, prospect may not
resist to accept and develop on the same the co-operation
and interest, to hear your view points fully.
Communication Skill – ctd.
v. Empathy and Creativity:
◼ Best human relations skill is the sine qua non of success
of personal sales.
◼ Understanding customer's viewpoint and their feelings are
essential prerequisites. This is empathy.
◼ Being insincere or by providing lip service is dangerous.
◼ Solving problem of prospects by new and untried method
is a challenge which is tackled by salesmen who
possesses "innovative skill" and "creative spirit" in them.

Limitations of
Personal Selling
i. The job of personal selling is tough and demanding.
Customers complain and vent their frustration in very many
ways. This may demoralise the salesman.
ii. While developing friendly relations ,with the prospect, one
must not become more "loyal' to the customer than to one's
own firm.
iii. Personal selling requires extensive travel and cost. That is
why small firms do not take up this method as a promotional
step.
iv. Personal selling is effective when sales persons for this work
are carefully selected who have requisite professional
knowledge and higher level of human relations skill.
v. Proper training and development are essential to become
successful in personal selling.

Salesmanship - The Concept
◼ Personal selling accounts for 20% of all sales.
◼ "Salesmanship is the process whereby the seller
ascertains and activates the need/want of the buyer
and satisfies the same with mutual benefit on a
continuous basis.“
◼ Three broad classifications of situation in sales as
follows:
◼ Service Selling
◼ Developmental Selling.
◼ Developmental and Creative Selling

Sub-Divisions of Classifications
(a) Service Selling (1) Order taker
(2) Delivery-man
(3) Route salesman, (order taker in field)
(4) Missionary (goodwill/educator)
(b) Developmental (5) Technical
(6) Creative Tangibles (viz. Automobile)
Selling (7) Creative Intangible (viz. Insurance)
(8)Political (sales through influencing the power-
that-be)
(c) Developmental (9) Multiple sales influencing a whole set of key

persons like a High Power Committee,
and Creative Selling Heads/Office bearers of Dept Political Party)

Characteristics of Salesmanship
a) Flexible Approach: Take different approach to
different prospects to suit the latter's personality and
interest.
b) Maintenance of Aim: Keep the objective alive and
constant.
c) Persuasive Skill: Ability to influence the prospect
by persuasive power.
d) Winning Buyers' Confidence: This is done by
solving his real problem and by assisting/clarifying
doubts and inculcating self-confidence and self-
satisfaction by education and training.

e) Mutual Benefit: Salesmanship is not making profit by sales.
On the contrary, this is a process of making profit by
satisfying needs of prospects through sales of products and
services.
f) Creativity and Innovation: Negotiation, hard bargaining and
convincing various members of dissimilar interest, requires.
exemplary qualities of creativity and innovation to suit
different situations.
g) Communication Skill: In person-to-person contact,
communication skill is most important quality of
salesmanship. A thorough knowledge of personal
psychology and behaviour of individual and group assist
communication.

h) Empathy: The ability to understand feelings, attitude and
sentiments of the buyers. This is done by initiating the
perceptional process by appealing to the sensory mechanism
(sound and visual) by modifying attitudes and preferences of
buyers.
i) Ego Drive: There is a need to satisfy customers by solving
their problems. This is done by initiating cognitive process
designed to induce favourable thoughts towards company,
and its product/service and convincing the same would solve
the problem.
◼ Limitations:
◼ High cost in personal selling.
◼ Difficult to locate competent and resourceful persons to
do door-to--door selling.

Direct Marketing - The Concept
◼ Peter Hoko Definition: "The total of activities by
which the seller in effecting the transfer of goods and
services to the buyer, directs his efforts to a qualified
audience using one or more media for the purpose of
soliciting a response by phone, mail or personal visit
from a prospect or customer."
◼ Robert F. Delay Definition: "Direct marketing traces
its origins to direct mail and mail order -time tested
ways to sell a wide variety of products and services
and which has been applied particularly in such fields
as catalogue, magazine circulation, book and record
clubs."
Direct Marketing-Nature & Scope
◼ Direct marketing has broadened its scope from the
traditional field, like journals and magazines, to all
types of products and services.
◼ Direct marketing has found substantial applications in
fund raising for political parties, professional
associations and in fields of "education", "social” and
“arts.“
◼ Direct marketing consists of the following activities:
◼ Direct Sales
◼ Direct Mail

Functions of Direct Marketing
◼ There are three different functions of direct
marketing given below:
i. A Traffic Builder: Direct mail asks the prospect to
come to the store either for buying a product or to
pick up a gift.
ii. Assist Personal Sales: Direct mail helps prospect to
reply. This will establish communication and
subsequent personal call/personal selling.
iii. Direct Sale: Assist direct sale by getting an order in
response to the mail.

Direct Sales - The Concept
◼ In direct sales, manufacturer takes up distribution
function.
◼ Distribution studies 'show that shorter the channel,
costlier the operation.
◼ In direct selling manufacturer choose to use the door-
to-door direct selling method.
◼ Alternatively the manufacturer decides to open its
own retail outlets.
◼ Direct selling has higher gross margin. However,
since selling costs are also high, its net profit is often
less.

Direct Sales - Costs
Direct Selling Own Retail Outlets
(i) Transportation. (i)Setting up more stores
(ii) Storage locations.
(iii) Financing (ii)Cost of building and
(iv) Risk Taking. stores.
(iii) Cost of retail Salesman.
(v)Door-to-door selling
expenses. (iv) Retail Advertisement.
(vi) Advertisement.

Manning and Administration
◼ For Direct Selling,
◼ Manufacturer must engage sales persons to go for door-to-
door selling.
◼ Innumerable problems in recruitment, selection, training,
supervision and compensation of sales personnel.
◼ In case, Retail work is taken up, it requires
◼ Leasing premises,
◼ Organising display and retailing officers,
◼ Managing retailing staff, and selecting retailing minded
executives
◼ Arranging their compensation and motivation plans,
auditing and accounting.

Industrial Products
◼ Direct selling is more common in industrial
products compared to consumer items.
◼ However, costs- are higher even in industrial
products field.
◼ In this field direct sales person need better
training which is expensive and are to be paid
more to enable rendering of better services.
◼ This may offset the higher gross margin

Direct Sales - Conclusion
◼ Longer marketing channels using distributors and retailers may
reduce gross margin but it considerably reduces, cost of
operations which more than offset the loss of gross margin.
◼ Indirect distribution benefits manufacturers in more than one
way as shown below:
◼ Higher profit per unit of product sold.
◼ Shifts wide range of problems to the middlemen.
◼ Better utilisation of specialised skill of salesmanship

possessed by middlemen and their influence with
customers.
◼ The two limitations of indirect sales are given below:
◼ Remoteness from actual users/customers.
◼ Less control over conditions of product sale.

Direct Mail-the Concept
◼ Direct mail is an amazing medium and is used by
advertisers more than any other advertising medium.
◼ More money is spent annually on direct mail than in
any other form of advertisement.
◼ Yet it is the most misunderstood media and is abused
by legislators, courts and postal services.
◼ Following are the definitions:
(i)Direct Mail: Direct mail is a medium of advertising and
communication and forms part of a broader term - direct
advertising.
(ii)Direct Advertising: "Direct advertising is a vehicle for
transmitting an advertiser's message in permanent written,
printed or processed form by controlled distribution direct
to selected individual."
Direct Advertisement
◼ Has the following sub-divisions:
(i)Direct Mail Advertising: This include all forms of direct
advertising (except mail order) that are sent through mails.
(ii)Mail Order Advertising: Here mail service is used for
inducing prospects to send orders by mail.
(iii)Unmailed Direct Advertising: Advertisement material
like floor hanging, package, counter displays which assist
dealers. These printed materials are not sent by mail.
◼ Out of these subdivisions, "Direct Mail
Advertisement" is, in fact the Direct Mail.

Direct Mail
The seven characteristics of Direct Mail:
i. Direct Mail is Selective: Select subject, prospect and
message.
ii. Direct Mail is Personal: It gives personal touch.
iii. Little competition with other messages: Header read your
mail only.
iv. Production Flexibility: Considerable flexibility in producing
message/ letter in time and space.
v. Editing/Correction is easy.
vi. Sampling and Unique Promotional Opportunity: Samples can
be supplied.
vii. Easy and Economical to test and evaluate.

Basic Contents of Direct Mail
(Elements)
1. The List: This is the list of prospects viz. the
name and address of potential customers.
2. The Offer: Direct Mail must have an
objective. This is called "the Offer" and is the
cornerstone of direct mail.
3. Package: Consists of letterhead, envelope,
postage, order form, circulars and samples.
4. Fulfillment: This is the process of responses
to the queries from prospects.
Principles (Rules) for Success
1. Objective: Lay down objective clearly.
2. Correct Address: Send mail to the right person in the right
list in right time.
3. Highlight Benefit: Specify benefit offered in the first
paragraph.
4. Design Copy to Suit Prospect: The design and layout of
copy should suit the offer and prospect.
5. Inducement for Easy Action by Prospect: Like prepaid
stamped envelope, free gift for action, money back
guarantee for action etc.
6. Repeat the Mail: Personal selling experience shows order
after 5th call. Similarly if there is no responses repeat mail.
7. Research to make it Better: Test product, offers, copy, the
list, timing of mail again and again to make it better.


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Chapter No.

Sales Management, Personal Selling; Sales Force Management 2

Product Price Promotion Place

Personal Advertise- Sales Publicity

Sales Management, Personal Selling; Sales Force Management 3

Sales Management, Personal Selling; Sales Force Management 6

Sales Management, Personal Selling; Sales Force Management 8

Need Need Need

Purchase Purchase Purchase

Sales Management, Personal Selling; Sales Force Management 10

◼ D = Drive or amount of motivation.

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(c) Developmental (9) Multiple sales influencing a whole set of key

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Sales Management, Personal Selling; Sales Force Management 38

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◼ Shifts wide range of problems to the middlemen.

◼ Better utilisation of specialised skill of salesmanship

◼ Less control over conditions of product sale.

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Sales Management, Personal Selling; Sales Force Management 46

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