06-08-2013, 03:13 PM
Setting and formulating personal selling objectives
Setting and formulating.ppt (Size: 265 KB / Downloads: 22)
What is sales?
According to American Marketing Association:-
Sales means the planning, direction and control of personal selling including recruiting, selecting, equipping, assigning, routing, supervising, paying and motivating the sales force personal.
What is personal selling?
Personal selling involves the two-way flow of
communication between a buyer and seller,
often in a face-to-face encounter, designed to
influence a person's group's purchase
decision.
Marketing management in consultation with sales management determines person selling’s exact role in the promotional program. Usually the marketing planning group sets personal selling objectives, determines sales related marketing policies, formulates personal selling strategies and finalizes the sales budget.
Qualitative objectives:
1) To do the entire selling job.
2) To service existing accounts.
3) To search out and obtain new customers.
4) To secure and maintain customers co-operation in stocking and promoting the product line.
5) To keep customers informed on changes in the product line and other aspects of marketing strategy.
6) To assist customers in selling the product line.
7) To provide technical advice and assistance to customers.
8) To assists with the training and middlemen’s sales personnel.
9) To provide advice and assistance to middlemen on management problems.
10) To collect and report market information of interest and use to company management.
Some key terminologies:
Market Potential: Estimated maximum total sales revenue of all suppliers of a product in a market during a certain period.
Sales Potential: the share of a total market that the organisation can reasonably expect to capture.
sales forecast:
Projection of achievable sales revenue, based on historical sales data, analysis of market surveys and trends, and salespersons' estimates. Also called sale budget, it forms the basis of a business plan because the level of sales revenue affects practically every aspect of a business. See also sales target.