Page 86 - DMGT205_SALES_MANAGEMENT

Sales Management

Notes there will be considerable competition from people with much better experience.
She wonders how to approach the cover letter and resume to differentiate herself.
What suggestions would you give her?
2. A General Manager (Sales) has been hiring 100 sales people a year for the past five
years and has been keeping records of recruitment sources. A summary of this
information is as follows

Recruitment Source No. of Recruits No. of Recruits Hired No. of Sales People
obtained after One Year
Employment Agency 80 24 16
Advertising 200 16 08
Competitors 120 60 15

Should the general manager concentrate on only one or two recruitment sources? If
one, which one?

6.3 Motivation

Under this specification it has to be determined what things interest or motivate the sales
persons towards the job. Is money the driving force, or progress, recognition, achievement are
also important?

Specific Attainments

Does the job really require technical/professional knowledge or qualification? Is there a genuine
need for some specific previous experience?

People Skills

It is essential in selling to be able to deal with people. Whether the sales person, to be recruited,
has communication and leadership skills?
What impact can he bring in customers’ mind through his communication skills?



Caselet A Martin Inc

Martin Inc, based at Chicago in the state of Illinois, was distributing an extensive
line of business office products, such as office stationery, which included various
Agrades of paper, envelopes, ribbons, staplers and other accessories. The company
was distributing this in a wide area with adequate no. of salesmen to look after the
territory. The Company felt that to make the training effective, it was essential to emphasize
on, A-C-M-E-E (Aim, Content, Methods, Execution & Evaluation).
The various types of training imparted by the Company was in the form of lectures,
personal conferences, demonstrations, case discussions, role playing, impromptu
discussions, on the job training, programme learning etc. To train the salesmen for the
company, the chairman proposed the method of centralized training through the district
manager of the company. This was to provide better quality training by giving uniform

Contd...

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