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Unit 12: Sales Management

of industrial/durable goods. It enhances confidence in the buyers about the fitness of the product Notes
and impresses them with the seller’s concern for the customer’s convenience and satisfaction. It
also helps in getting repeat sales orders.

Self Assessment

Fill in the Blanks:
3. The process of making certain estimates of future events is referred to as …………………….
4. …………………… is a forecast of sales to be achieved in the stipulated period.
5. Usually, free service is rendered during the …………………… period.

12.3 Administrative Functions

12.3.1 Selection of Salesmen

Once an organisation has determined the number and kind of salesmen it requires, the next step
is to get the right applicants, in sufficient number, for the positions. All the activities involved
in securing applications for sales positions are referred to as recruitment.

There are various sources of recruitment:
1. Advertisements
2. Employment agencies
3. Educational institutions
4. Salesmen of non-competing companies

5. Internal transfers
6. Recommendations of present salesmen.
The basic objective of the selection process is to gather information about the applicants for the
sales job. This information is then used to predict their success/failure probabilities.

12.3.2 Training of Salesmen

The first step in designing a training programme is to assess the needs of the organisation. A
need assessment begins with training requirements that focus on the organisation, the tasks and
the personnel. Training methods can be very diverse and may include case studies, lectures,
videos, behavioural simulations (role playing, computer simulations, interactive video, tele
training) and absorption training.
Basically, sales training is designed to change or reinforce behaviour that makes sales people
achieve their sales goals more efficiently. Sales people are trained to perform activities they
would not normally undertake. In addition, training is used to reinforce currently successful
sales practices.

12.3.3 Control of Salesmen

Controlling the sales force is a critical part of the marketing/sales management process.
Outstanding planning and implementation are important, but control is essential for a firm to
achieve its sales objectives. Controlling extends to a firm’s selling methods, distributors,
customers and sales force.

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