Setting personal selling objectives Value-Quantity-Profitability-Popularity
Types of personal selling objectives To complete selling task as per company guidelines To service existing accounts To search and obtain new customers Get costumers cooperation to stock- promote Keep customers informed on change in product line and marketing strategies
Continued…. To assist customer in selling the product line…missionary selling To provide technical advice To assist the middlemen to train their sales personnel To provide assistance in solving management problems To collect and pass on market and future product range related information to company
Objects of sales executive other than achieving higher sales volumes To capture and retain higher market share To obtain better profitability To obtain new accounts To keep sales expenses within limits To secure targeted percents of total market volume
IMP terms for setting sales targets Market potential Sales potential Sales forecasts
Market potential Market Identification( who buys the product-who uses it-who are the prospective buyers and or users ) Market Motivation ( how best to present product in sales talk-effect of different selling appeals- appropriateness of various promotional methods )
Analysis of market potential Select the market factor/s associated with market demand Eliminate those market segments which do not have prospective buyers
Sales potential :Sales forecasting Market size-region-area to be covered Financial status of population Segment where product belong to Usage frequency Usage essentiality Competitors in market: local-imports Government policies about imports and exports Mental blocks or product acceptance. Buyers view points towards new concepts–new MRP-new features-promotion appealing masses Category of age groups in society. Open to new product-new category-new concepts-innovations- pay for R&D
Sale potential: Forecasting Growth rate of concerned product category in past Research in the product category which can make the product obsolete Government ( existing or new ) policies that may put ban on product or put it in rationing channel at cheaper rate Agricultural conditions affecting financial condition of the major population Banking channel taking up product on priority/ non priority financing Gut feeling-gambling capacity-contacts at higher level Failures of same company in the past, though others were successful. Network and funds available to make capital investments in infrastructural base/ marketing