Page 27 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 1: Introduction to Sales Management

1.7 Summary Notes

American Marketing Association 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”.
Sales management is attainment of an organization’s sales goals in an effective & efficient
manner with the help of other management functions of planning, staffing, training,
leading & controlling organizational resources.

The salesman acts as a catalyst and consultant to the customer by providing information
and benefits of the products. He also works out the details, manner and timing of giving
physical possession to the customer.

The sales person just doing the talking and smiling is out of date. Therefore, the emphasis
is on developmental roles, team selling, selling through computer and Market Information
System (MIS) as well as on tele marketing.
The situation where a salesperson approaches a client to make a sale is termed as a Selling
Situation. Selling situations can be of two types: Service Selling and Developmental Selling.
The initials of the five words used to express AIDAS – attention, interest, desire, action and
satisfaction – are the skeleton around which many sales functions are organised. According
to this theory, the prospect goes through four mental stages before taking the decision to
purchase or not to purchase.
Before approaching a prospect every salesperson is advised to do a bit of homework
regarding the company’s name, size, authority, concern and general requirements.
The salesperson should introduce himself, his company, the product under promotion,
product presentation and overcome any customer objections.

1.8 Keywords

AIDAS: Attention, Interest, Desire, Action and Satisfaction
Direct Marketing: Combination of personal selling and advertising
Personal Selling: Interactive selling process with personal confrontation and response

Prospecting: Process essential in eliminating non-buyers
Sales Management: Managing sales personnel
Sales: Exchange of goods, services, or other property for money.

1.9 Self Assessment

Fill in the blanks:
1. If you are concerned with directing sales personnel and drafting out targets fro them, you
are carrying out ………………………. activity.

2. A process that starts with recognition of consumers needs and ends in purchase of product
by consumer is ……………………..
3. You get catalogues and brochures of different products and services with your newspapers.
This approach is called ……………………..

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