Elements of Sales Management

ELEMENTS OF SALES MANAGEMENT
There are the four basic elements of sales management, discussed
below:
(1) Planning: a business cannot be taken as a chance. Every
salespeople or person concerned must see for the future, in a
planned way like what must be done? And who will do it? The
plan must be based on extensive market research, and the facts
must be verified at every stage. The plan should also be evaluated,
after investigating the total-market, for a particular type of
product. Flexibility must be provided by establishing a specialists
production line, to allow for variation in production. The plan
should also be subject to continued review. The details of the plan
should be discussed, with all the departmental heads, concerned,
and
their sub-ordinates, who bear responsibility for fulfilling their
parts of the plan.
(2) Co-ordination: Co-ordination is all pervasive and permeates
every function of the management-process. For example, ill
planning, departmental plans are integrated into a master. Plan,
ensuring adequate co-ordination. Similarly, organising starts by
co-ordination wholly, partially inter-departmental and inter-
personnel matters. Co-ordination also helps in maximum
utilisation of human-effort by the exercise of effective leadership,
guidance, motivation, supervision, communication etc. The
control-system also needs coordination. Co-ordination does not
have any special techniques. Nevertheless, there are sound
principles, on which to develop skills. It has a special need to help

the staff, to see the total picture and co-ordinate their activities,
with the rest of the team. The sales manager must encourage
direct personal-contact, within the organisation, particularly
where there is lateral-leadership. Harmony, and not discord,
should be the guiding mantra. In addition, one must ensure free
flow of information that is selective to the objectives of the
business. No personal problems, arising from business
operations are to be ignored, but solved through a free exchange
of ideas. This is especially true in the case of the salesforce of any
organisation.
(3) Controlling: the sales manager must check regularly that the
sales activities are moving in the right direction or not.
He guides, leads, and motivates the subordinates, to achieve the goals

planned for the business. He must take steps to ensure that the activities of
the people conform to the plans and objectives of the organisation. The
controlling system should be such that one can study the past, note the
pitfalls and take corrective measures, so that similar problems may not occur
in the future. The controller must ensure that the set targets, budgets, and
schedules are attained or followed in letter and spirit. There must be
procedures to bring to light the failure to attain a target. The control-system
has to (i) prepare sales and market forecasts; (ii) determine the level of sales-
budget; (iii) determine the sales-quotas for each salesman; (iv) determine,
review and select distribution-channels; (v) organise an efficient sales force;
(vi) establish a system of sales-reporting; (vii) establish a system of statistical
sales-credit; (viii) establish stock control system(s); (ix) review of performance
of the salesforce; and (x) establish periodical testing programmes. In a big
organisation, each salesman is assigned a territory (not so big that it cannot
be adequately covered). Each salesman has a target, set for specific ‘period.
From the weekly and monthly sales-reports, the control system is established,
that will prepare records whether a particular salesman is
working efficiently or not.
(4) Motivating: Motivation is essentially a human resource concept.
It aims to weld together distinctive personalities into an efficient
team. For this, knowledge of human psychology is needed, as a
means of understanding behaviour patterns.
This is especially important in the case of the salesforce.
Only motivated salespersons can achieve company’s goals.

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ELEMENTS OF SALES MANAGEMENT

There are the four basic elements of sales management, discussed

(1) Planning: a business cannot be taken as a chance. Every

salespeople or person concerned must see for the future, in a

plan must be based on extensive market research, and the facts

must be verified at every stage. The plan should also be evaluated,

after investigating the total-market, for a particular type of

product. Flexibility must be provided by establishing a specialists

production line, to allow for variation in production. The plan

should also be subject to continued review. The details of the plan

should be discussed, with all the departmental heads, concerned,

their sub-ordinates, who bear responsibility for fulfilling their

parts of the plan.

(2) Co-ordination: Co-ordination is all pervasive and permeates

every function of the management-process. For example, ill

planning, departmental plans are integrated into a master. Plan,

ensuring adequate co-ordination. Similarly, organising starts by

co-ordination wholly, partially inter-departmental and inter-

personnel matters. Co-ordination also helps in maximum

utilisation of human-effort by the exercise of effective leadership,

guidance, motivation, supervision, communication etc. The

control-system also needs coordination. Co-ordination does not

have any special techniques. Nevertheless, there are sound

principles, on which to develop skills. It has a special need to help

direct personal-contact, within the organisation, particularly

where there is lateral-leadership. Harmony, and not discord,

should be the guiding mantra. In addition, one must ensure free

flow of information that is selective to the objectives of the

business. No personal problems, arising from business

operations are to be ignored, but solved through a free exchange

of ideas. This is especially true in the case of the salesforce of any

sales activities are moving in the right direction or not.

He guides, leads, and motivates the subordinates, to achieve the goals

(4) Motivating: Motivation is essentially a human resource concept.

It aims to weld together distinctive personalities into an efficient

team. For this, knowledge of human psychology is needed, as a

means of understanding behaviour patterns.

This is especially important in the case of the salesforce.

Only motivated salespersons can achieve company’s goals.

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