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Sales Management

Notes supervised by a senior person known as national account manager. This is practiced by AT & T,
Xerox and a number of the MNCs. Other changes are brought by the application of computers in
selling. Computers are used to qualify prospects, to maintain customer records and place their
sales call. Sales targets are fixed and performance is measured against these targets.

2.8 Market Information System

The field sales force is a valuable source of information. Sales people acquire data regarding the
likes and dislikes of customers and their inventory levels. They also give advice on promotional
activities, future purchasing plans of customers and company's image. The information is also
sought regarding the competitors and their plans. This is also done by maintaining good relations
with competitors' sales force. And in this context the sales manager becomes an essential link in
a chain of communication that passes to and from the top management.

2.8.1 Direct Marketing

Direct marketing is an emerging form of distribution and promotion that combines elements of
personal selling and advertising. It is an interactive communication. It is done by mail, telephone
or by electronic media to establish direct relationship with customers. It can be done for specific
and immediate action when desired. Currently communication and computer technology have
come together to give birth to telemarketing – a very powerful cost effective tool for business to
reach target customers and business markets. The rapid growth of telemarketing is the result of
its cost advantage. It delivers individual selling message to specific prospects at an affordable
cost.
Direct marketing is targeted marketing. There is a measurable response and a feedback is built
into every direct marketing activity.

Direct Mail

The oldest form of direct marketing known as "mail order". It came into existence when rail,
road and postal system developed. Of late, mail order has considerably improved and is appealing
to more shoppers who are dissatisfied with traffic congestion, long lines and impersonal service.
The direct mail is used extensively through catalogues, magazines and newspapers. The
organisations using this method are insurance companies, credit cards, charitable agencies,
book publishers, etc. Recently traditional department store chains have turned to direct mail to
stimulate sales.

Telemarketing

It emerged during the 1980's as the second major direct marketing technique. Marketers
encouraged consumers to use toll free telephone numbers to purchase products in the comfort of
their homes. Catalogue marketers, departmental and specialist stores, airlines, hotels, rental car
companies and other travel agencies urged the consumers to call toll free numbers. These
applications are known as inbound telemarketing.

Outbound telemarketing is the second approach in telemarketing. This involves contacting
buyers directly on phone for selling merchandise. Many banks use this approach to sell
retirement accounts and financial products. Other major users of outbound tele marketing are
colleges, medical research organisations and other non-profit groups for soliciting
contributions.

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