UNIT- III SALES FORCEMANAGMENT FOR B.COM CBCS, PERSONAL SELLING AND SALESMANSHIP

UNIT III
SALES FORCE MANAGEMENT
PREPARED BY
TORAN LAL VERMA
Commercestudyguide.com

SALES MANAGEMENT
• American Marketing Association (AMA) has defined sales management as “The
planning, direction and control of selling personnel including recruiting, selecting,
equipping, assigning, routing, supervising, paying and motivating as these tasks
apply to personnel sales force”.
• In simple words, we can say that sales management is the process of developing a
sales force, coordinating sales operations and implementing sales techniques that
allows a business to achieve the sales target.

• Sales Force Management simply means managing the sales force to achieve the
target sales.
• Through Sales force management the company designs sales force strategy and
structure.
• Through Sales force management, business owners plan the company staffing
levels effectively and within budget.
• The company could ascertain the correct number of salespersons for the business,
as well as the appropriate skill sets they require to meet company goals.
• Sales force management is a continuous process that ensures a business has the
appropriate skilled salespersons at all times.

STEPS IN SALES FORCE MANAGEMENT
1. Designing sales force strategy and structure.
2. RECRUITING AND SELECTING SALES PEOPLE.
3. Training sales persons.
4. Compensating sales people.
5. Supervising sales people.
6. Evaluating sales people.

IMPORTANCE/NEED OF SELECTION OF SALESMAN
1. Many existing salesperson leave the organization in the ordinary course. Many
salespersons are transferred and promoted from one position to another
leaving their position vacant. To fill these position organization need to select
new salespersons.
2. A good salesman helps in increasing the customer base for new as well as
existing organizations. Salespersons are essential for New firms to promote and
sell their product.
3. A company cannot engage with every customer. Salesperson are the people who
negotiate with customers on behalf of company.
4. Selecting required number of salesman helps the company to achieve the target
sales quickly and maintain sale volume at expected levels.
5. To provide better services to every customer.
6. The salesman acts as a consultant to the customer by providing information and
benefits of the products.
7. A salesman also works out the details, manner and timing of giving physical
possession to the customer. Commercestudyguide.com

RECRUITMENT OF SALESMAN

RECRUITMENT OF SALESMAN
• All the activities involved in securing the applications for the sales positions are
referred to as recruitment.
• Recruitment sets out the necessary stages to clarify what kind of person is
required, where he/she might be found and how to make the right choice. The
choice of he/she is also very significant.
According to Edwin B. Flippo,
“Recruitment is the process of searching the candidates for employment and
stimulating them to apply for jobs in the organization”.
According to Byars and Rue
Recruitment involves seeking and attracting a pool of people from which qualified
candidates for job vacancies can be chosen.”

PROCESS OF RECRUITMENT
1. RECRUITMENT PLANNING:
The first step involved in the recruitment process is planning.
Major activities in this stage is Performing Job Analysis in the form of job
description and job specification
• Job description is an informative documentation of the scope, duties, tasks,
responsibilities and working conditions related to the job.
• job specification defines the knowledge, skills and abilities that are required
to perform a job in an organization. Job specification covers aspects like
education, work-experience, managerial experience etc.

2. STRATEGY DEVELOPMENT: Once it is known how that how many
salesperson; with what qualifications are required, the next step involved in this
regard is to devise a suitable strategy for recruiting the candidates in the
organisation.
• The strategic considerations to be considered may include issues like whether to
prepare the required candidates themselves or hire it from outside,
• what type of recruitment method to be used,
• what geographical area be considered for searching the candidates,
• which source of recruitment to be practiced, and what sequence of activities to be
followed in recruiting candidates in the organisation.

3. SEARCHING:
• This step involves attracting job seekers to the organisation.
• There are broadly two sources used to attract candidates i.e. Internal and
External.
• The firm must judiciously select that media of communication that successfully
conveys the employment information to the prospective candidates.
4. SCREENING:
• The screening means to shortlist the applications of the candidates for further
selection process.
• Although, the screening is considered as the starting point of selection but is
integral to the recruitment process.
• This is because the selection process begins only after the applications are
scrutinized and shortlisted on the basis of job requirements.
• The purpose of recruitment here is to remove those applications at an early stage
which clearly seems to be unqualified for the job.

5. EVALUATION AND CONTROL:
• Evaluation and control is the last stage in the recruitment process wherein the
validity and effectiveness of the process and the methods used therein is assessed.
• This stage is crucial because the firm has to check the output in terms of the cost
incurred.
• The recruitment is a costly process as it includes the salaries of recruiters, time
spent by the management, cost of advertisement, cost of selection, a price paid for
the overtime and outsourcing in case the vacancy remains unfilled.
• Thus, a firm is required to gather all this relevant information to evaluate the
performance of a recruitment process effectively.

IMPORTANCE OF RECRUITMENT
1. Attract and encourage more and more candidates to apply in the organization.
2. Create a talent pool of candidates to enable the selection of best candidates for
the organization.
3. Determine present and future requirements of the organization in conjunction
with its personnel planning and job analysis activities.
4. Help increase the success rate of selection process by decreasing number of
visibly under qualified or overqualified job applicants.
5. Meet the organizations legal and social obligations regarding the composition of
its workforce.
6. Increase organization and individual effectiveness of various recruiting
techniques and sources for all types of job applicants

SOURCES OF RECRUITMENT
INTERNAL SOURCES
Best employees can be found within the organisation. When a vacancy arises in the
organisation, it may be given to an employee who is already on the pay-roll. Internal
sources include promotion, transfer and in certain cases demotion.
1. Transfers: Transfer involves shifting of persons from present jobs to other similar jobs.
These do not involve any change in rank, responsibility or prestige. The numbers of
persons do not increase with transfers.
2. Promotions: Promotions refer to shifting of persons to positions carrying better
prestige, higher responsibilities and more pay. The higher positions falling vacant may
be filled up from within the organisation. A promotion does not increase the number of
persons in the organisation.
3. Former employees: Former employees who had performed well during their tenure
may be called back, and higher wages and incentives can be paid to them
4. Referrals from Present Employees: The employees recommend their relatives or
persons intimately known to them. Management is relieved of looking out prospective
candidates. The existing employees take full responsibility of those recommended by
them and also ensure of their proper behavior and performance.Commercestudyguide.com

ADVANTAGES OF INTERNAL SOURCES:
1. The existing employees get motivated.
2. This method is cost effective as no extra expense is incurred for advertising and
interviewing.
3. Training cost is saved in most of the cases, as the employees already know about
the nature of job to be performed.
4. This method saves a lot of time of the management. advertising, interviewing
and selection generally takes many months through external sources.
5. It builds loyalty among employees towards the organization.
6. It is easier for the management to coordinate with the new recruits as they (new
recruits) are familiar with the work culture and organizations rules and
regulations.
7. It is a reliable and easy process.

DISADVANTAGES OF INTERNAL SOURCES:
1. It discourages capable people from outside the organization to join.
2. It restricts inflow of new talents in the organization.
3. The organization may miss infusion of innovation and revolutionary ideas.
4. It is possible that the requisite number of persons possessing qualifications for
the vacant posts may not be available in the organisation.
5. For posts requiring innovations and creative thinking, this method of recruitment
cannot be followed.
6. It may lead to nepotism and favoritism. The employees may be employed on the
basis of their recommendation and not suitability.

External Sources:
All organisations have to use external sources for recruitment to higher positions
when existing employees are not suitable. More persons are needed when
expansions are undertaken. In case of unavailability of suitable candidates within the
organization, it is better to select them from outside sources.
1. Advertisement: Advertisement can be given in newspapers, websites,
magazines and professional journals. These advertisements attract applicants in
large number of highly variable quality from across the country due to high rich.
2. Employment Exchanges: People register themselves with government
employment exchanges with their personal details. According to the needs and
request of the organization, the candidates are sent for interviews.
3. Campus interviews: It is the best possible method for companies to select
students from various educational institutions. It is easy and economical. The
company officials personally visit various institutes and select students eligible
for a particular post through interviews.
4. Placement agencies: various placement agencies prepare data banks of suitable
candidates according to their qualifications. A databank of candidates is sent to
organizations for their selection purpose and agencies get commission in return.

5. Poaching or Raiding: Poaching means inducing an employee to leave one
employer and take up employment with another employer. The purpose of employee
raiding is usually to gain access to unique or rare knowledge or skills which the
employee may possess. Taking the employee gives the raiding company an unfair
competitive advantage.

BENEFITS OF EXTERNAL SOURCES OF RECRUITMENT:
1. New talents get the opportunity to join the organization.
2. It can help in bringing new ideas, better techniques and improved methods to the
organisation.
3. The best selection is possible as a large number of candidates apply for the job.
4. Every eligible candidate gets an opportunity to join the organization.
5. The entry of qualitative persons from outside will be in the long-run interest of
the organisation.
6. It gives an opportunity to fresh college graduates to serve.

LIMITATIONS OF EXTERNAL SOURCES OF RECRUITMENT:
1. It gives a sense of insecurity among the existing employees.
2. Skilled and ambitious employees may switch the job more frequently.
3. The process of recruiting from outside is very expensive. It starts with inserting
costly advertisements in the media and then arranging written tests and
conducting interviews.
4. It increases the cost of training facilities to be provided for new candidates.
5. It may result into selection of inexperienced and unproductive salesman.

SELECTION OF SALESMAN
Selection means selecting the fixed number of suitable candidates from those who
applied for the posts. Selection process starts as soon as recruitment ends.
Recruitment considers all applications received in a due date while selection
considers only the required number of most suitable candidates.
Steps in Selection Process:

1. PRELIMINARY SCREENING:
• The initial screening is usually undertaken by the receptionist in the office.
• This Screening is essentially a sorting process in which perspective applicants are
given the necessary information about the nature of the jobs in the organisation.
• If a candidate meets with the requirements of the organisation he may be selected
for further action. If not, he is eliminated at this preliminary stage.

2. REVIWING FORMAL APPLICATION BLANK:
• Application in blank is a written formal application submitted by the person in
quest of a job.
• The object of this application in blank is to get the candidate introduced to the
interviewer so that he is in a position to prepare himself as to what kind of
questions he is to ask to size-up the candidate.
• The blank provides preliminary information and helps in interview by indicating
the areas of interest and discussion.
• It is a useful device for collecting historical data from the candidate as well as
storing information for later reference.

3. INTERVIEW:
• This is most important step in the process of selection.
• Only the screened applications are considered for selection and the firm sends out
interview letters.
• By this interview, the sales manager can understand the positive and negative
qualities of the applicant with reference to the job duties.
• A good interviewer must be unbiased, able to discover facts, a keen observer of
the interviewee etc.
• No method other than interview is quite as satisfactory in judging an individuals'
ability in oral communication, personal appearance and attitude towards selling
and personal impact on others which are most important for the person involved in
selling.

INTERVIEWING TECHNIQUES:
a) Non-Directed/Non-Structured Interview: This kind of interview does not
follow a standard format of questions, instead it involves a relaxed discussion.
This method is perhaps the best way of probing an individual's personality in
depth.
b) Patterned/Structured Interview: In this method the interviewers are given a
prepared list of questions or a specific outline of questions designed to elicit a
basic core of information.
c) Interaction (Stress) Interview: It is a highly complex technique. In this the
interviewer assumes a hostile role towards the applicant. He deliberately puts
him on the defensive by trying to annoy, embarrass and frustrate him. The
interaction interview simulates the stresses the applicant would meet in actual
selling and how he would react to them.

4. PSYCHOLOGICAL TESTING:
• A psychological test can be defined as "Systematic approach for comparing the
behavior of two or more persons".
• The psychological tests operate on the common theory that human behavior can be
well forecasted by sampling

MAJOR PSYCHOLOGICAL TESTS
1. Aptitude or Ability Test: These are used to measure the talent/ability of a
candidate to learn the job or skill.
a) Mental or Intelligence Test: They measure the overall intellectual activity
or the Intelligence Quotient (IQ) of the candidate. They also determine the
candidate's word fluency, memory, inductive reasoning, speed of perception
and spatial visualization.
b) Mechanical Aptitude Test: These measure the capacity of a person to learn
a particular type of mechanical work as they measure a person's visual-motor
coordination or integration.
c) Psychomotor or Skill Test: These tests measure a person's ability to do a
specific job. They are administered to determine mental dexterity or mental
ability and similar attributes involving muscular movement, control and
coordination.

2. Personality Tests: These tests try to find out an individual's value system, his
emotional reactions, maturity and his mood characteristic.
3. Achievement Tests (Proficiency Tests): Achievement tests seek to determine
how much the individual knows about a subject. They determine the admission
feasibility of the candidate and measure what he is capable of doing.
4. Interest Test: These tests aim at finding out the types of work in which the
candidate is interested. if two persons have equal ability, the one with a greater
interest in a particular job is more successful.

5. REFERENCE CHECK:
• Sometimes applicants are asked to name as references those people on whom they
can rely to speak about them.
• The main purpose of reference checks as a selection tool is to verify the facts such
as dates of employment, earnings, sales volume, absenteeism and nature of the
past selling job.
• This typical procedure is to check the references by personal visit, telephone or
letter.

6. MEDICAL EXAMINATION:
• Everyone in this world is suffering from one kind of disease or the other.
• Confirmation of physical fitness demands that every candidate has to undergo a
medical test.
• The salesman’s job needs both mental and physical fitness.
• Medical examination is conducted thoroughly because diseases and physical
deficiencies of the salesmen affects the business.

7. FINAL INTERVIEW AND APPOINTMENT
• The selected applicant is probably, called for a final interview and his suitability is
measured from the different tests, physical reports etc.
• The job must be explained to him along with all relevant details, which are
required in performing the duties efficiently.
• If everything is in favor of the applicant, an agreement must be executed by him.
• Generally, the agreement contains duties and authorities, sales quota, sales
territory allotted, salary and conditions of resigning.
• It is followed by an appointment order, which contains designation, jobs to be
performed, salary and other financial benefits etc.

COMMERCESTUDYGUIDE.COM

• References:
• http://cbseacademic.nic.in
http://cbseacademic.nic.in/web_material/Curriculum/Vocational/2018/Salesmanshi
p/salesmanship-XI-study-material.pdf
• http://ebooks.lpude.in/management/mba/term_3/DMGT507_SALES_AND_PRO
MOTIONS_MANAGEMENT.pdf
• https://businessjargons.com/recruitment-process.html
• http://www.yourarticlelibrary.com/recruitment/recruitment-process-5-steps-
involved-in-recruitment-process-with-diagram/35261

UNIT- III SALES FORCEMANAGMENT FOR B.COM CBCS, PERSONAL SELLING AND SALESMANSHIP

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