1. Sales & Distribution

2. Intro to Sales Management
Understand Concept of Sales Management
Evolution of Sales Management
Importance & Functions of Sales Management
Understand Process of Sales Management

3. Evolution of Personal Selling
Persuasion
Negotiation
Consultative Selling
Business Management
Partnership Strategies

4. Marketing Concepts Production Concepts Product Concept Concept Selling
Societal Concept
Sales Oriented Management focuses on Selling Needs
Marketing Oriented Management focuses on Customer needs

5. Nature and Role of Sales Management
Determine Sales force Objectives & Goals
Decide on Sales Organization, Size, Territory & Quota
Sales Forecasting & Budgeting
Selection,Recruitment & Training
Motivation and Leading Sales Force
Finalize Compensation Plan,Checks & Balances
Career Growth plans/Building Relationships/Strategies with Major Accounts

6. Types of Selling
Consumer /Retail
Industrial
Services Selling

7. Types of Selling Inside Order Taker Delivery Sales people
Outside Order taker
Missionary Sales People
New Business sales
Organisational Sales
Consumer Sales
Technical support
Merchandisers(Retail & Whole sale selling)

8. Selling Emphasis on Product Product first Sales Volume oriented
Short term
Needs of Seller
Business is Good producing
Emphasis on Technology / Costs
Departments working watertight compartments
Costs determines the price
Customer is the last link

9. Selling Process
Leads /Referrals/ Orphans (Sales Persons Left) / Customers /Find Company records
Prospecting
Customer Contact
Presentations
POC / Demonstrations
Objections Handling
Closing
Follow up
New Enquiries

10. Marketing Emphasis on Customer needs
Needs are first than the productization
Profit Oriented
Long term/Tomorrow’s markets
Customer satisfaction as business process
Innovation with superior technology
All departments operate as integrated unit
Consumers determine the price / costs
Customer is beginning of Business

11. 5 P’s of Marketing Market Mix Product Price Place Promotion Packaging
Sales pulls the Customers
Eg Marketing LG/Compaq/Federal Express

12. Sales Management Process
Formulation of Strategic Sales Management Program
Implementation of the Strategic Management Program
Evaluation & Control of Sales Management

13. Formulation Of Strategic Program
How Sales can be dovetailed into Company’s vision & Marketing strategy
Way to approach the Prospects
Organise the Sales Force
Level the performance of Sales force
Deployment of Sales Force based on Demand Forecast of the business needs

14. Implementation of Strategy
External Environment
Potential Customers/Competition/Legal & Political Environment/Tech environment/Natural resource/Social & Cultural environment
Internal Environment:
Objectives/Vision/Mission/Human Resources/Financial Resources/Capacity & Production Processes/R& D /Innovation

15. Marketing Strategy/Sales Management Functions
Product & Product lines/Pricing Policy/Distribution Strategy/Ad & Sales Promos
Sales Management Functions:
Account Management /Sales force Org/Sales Planning/Forecasting/Quota
Sales force Deployment/Territory design & Route planning/Supervision

16. Implementation of Strategic Sales Management Program
SM Fns- Determine Sales Performance-Results
Supervision/Job Descriptions/Sales Volume/Quota/Profitability of Customer/Sales Reports/Ethical practices
Motivation & Compensation/Reward/Sales Training/Recruitment
Aptitude/Skills /Motivational levels
Evaluation & Control of Strategic Sales Management Program

17. Emerging Trends in Sales Management
Technology
Customer Orientation
Global & Ethical issues
New Selling Techniques
Diversity
Relationship Selling

18. Selling Skills & Strategies
Understand different buying & Selling styles
Understand & Internalize the selling skills
Comprehend the process of Building Communication skills
Learn to improve listening skills
Conflict Management and Resolution skills
Learn to bargain & win the Sale deal
Understand problem solving skills

19. Selling Types Concern For Customer (Y AXIS)
People Oriented Problem Solving Oriented
Sales Technique Oriented
Take it or Leave it Push the ProductOriented
(Concern for Sale) X AXIS

20. Sales task & Functions
Hunting & farming( New Business Development/Maintenance & increase the Share of the wallet
Selling Skills:
Good Sales Person : Honest/ Loses sale graciously/admits mistakes/Possesses problem solving skills/Friendly but professional/Adaptable/Knows my business/Well prepared/Patient

21. Selling Skills
Bad : Does not follow up / walks in without appointment/puts down competitors products/poor listener/lousy presentations/fails to ask needs/lacks product knowledge/wastes time

22. Communication Skills
Relationship is long term where there is mutual trust
Truth of words communicated by Sales person
Predictability of action/Comeptency(Ability/knowledge/resourses)
Intent or Empathy/Likeability

23. Communications Process
Intended message / Encoding/Sent message
Channel
Received message/ decoding/perceived message
Feedback

24. Non Verbal Communications
Managing Body Language
Personal Appearance
Posture
Gesture
Facial Expressions
Eye Contact
Space Distancing

25. LISTENING SKILLS(2:1) Attendance Interpretation Remembrance
Evaluations
Response actions(Listening process)
Levels of Listening
Feedback (Formal & Informal) / Paraphrasing /Clarifications/Empathetic listening/Active listening

26. Models of Conflict Components of Conflict Resolution process
Methods of Resolution
Competing/Collaborating/Avoiding/
Accommodating/Compromising

27. Dispute Process Law
Fight or Flight natural psychological actions during conflict
Lumping
Avoidance
Coercion
Conciliation
Mediation
Arbitration
Adjudication
Negotiation

28. Negotiation Skills Formulation of Bargaining Strategy
Situation & Timing of negotiations
Separate people from Problem
Substantive Issues(T & C’s, Price, Dates, Numbers, Liabilities)
Relationship( Balance of Emotion & Reason, Ease of Communication, Degree of Trust & reliability, Attitude of acceptance & rejection, Emphasis on force of persuasion, Degree of mutual understanding
Focus on interests not on positions
Think / Invent Options for mutual gains
Insist on objective criteria

29. Bargaining Tactics Tactical considerations & Strategies
Let the party have it in own way
Visit the balcony
Step on their side
Reframing the rejection
Let them take ownership
Educating them to senses

30. Negotiation Tactics Acting Crazy Auctioning
The Good Guy the Bad guy routine
Big Pot
Budget Bogey
Get prestigious ally
Escalation
Well is dry
Limited authority
Whipsaw auction(Multiple vendor)
Divide & rule
Reunion
Deadline
Sticks & Stones
Get lost stall for the time
Take or leave it
Wet Noodle(No reaction)

31. Negotiation tactics Veiled threat Let’s split the difference
Play Devil’s advocate
Trial balloon
Surprises
What’s the rock bottom price
Adversarial negotiation tactics

32. Selling of Services $ 81 billion business
Tangible Goods
Tangible Goods + Services
Hybrid (Restaurants/Food Services)
Major Services /Minor Goods(Airlines /Hotel/Tourism)
Pure Services-Psychological /Medicine/Baby Sitting/Teaching/ Masseur)
Government-Courts/Hospitals/Police/Fire/Schools/Military etc)
Retail –Cashier / Sales

33. Factors affecting serviceability
Place
People
Equipment
Communication Material
Symbols
Price
Availability
Perishability

34. Servicing Sales Differential Pricing Complementary Reservation systems
Holistic Marketing services
Pricing/Inconvenience/Core Service failure
Service Encounter failure
Response to service failure
Competition
Ethical Problem
Involuntary switching

35. Managing Service quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles
Set Quality Management
Strategic Concept
Top MANAGEMENT Commitment
High Standards

36. Recommendions for Service Improvement
Listening
Reliability
Basic services
Service Design
Recovery
Surprising Customer
Fair Play
Teamwork
Employee Research
Servant Leadership

37. Managing Services Differentiate Services Establishing Brand dimension
Strategy
Customer Services needs
Prevention services
Breakdown
Emergency

38. MIS EIS Sales Information Systems Automation in EIS / MIS
Industry Software Applications for automation
CRM (Siebel/Oracle Applications/Talisma)
ERP( SAP/Peoplesoft/Oracle Business Suite)
SCM( Manugistics/ ??)

39. EIS Sr Level Executive Information Systems
Key Sales parameters by Region/By Product/By Profit Margin/Volume)/major wins, Competitive Intelligence, New Customer acquisitions
Key Financial parameters P&L Cash Flow, PE ratio, Creditors, Debtors, Capital investments, ROI
Manufacturing-Key Production numbers BY Product lines, timelines, plans, Quality parameters (Rejections), Planned breakdown
HR-Recruitments, Performance bonuses, Reviews, Training and relocations ,Appraisals / Exits
Customer Care- QoS levels, Customer satisfaction mechanisms & redressal, Churn, Service complains & history

40. Sales Information System
Sales Forecasting
CRM Techniques
Sales per Region, Territory, Products, Volume, Margins, Executive
New Products / New Customer reports
Opportunities loss & reasons for major loss
Sales & Technical training programs
Credit limits /Collections details/Days Sales Outsatndings
Sales review
Calls /day/Region/Executive
Key Projects review
Competitive Landscape
Upselling /Cross selling opportunties in an account
Sales promos / Incentives
Dealer prorams

41. Sales Forecasting Process
Follow the closed loop process as below
Develop a Forecast System
Select Forecast Analysis Method
Comprehend Forecast Procedure
Collect/Collate/Analyze data
Present assumptions about data
Make & Finalize forecast
Evaluate actual Performance against forecast
Forecast Objectives
Determine Dependant & Independent variables

42. Approach to Sales Forecasting
General Environmental Forecast
Industry Sales Forecast
Company Sales Forecast
Sales forecast for the Product & Services lines
Individual Products & Services lines

43. Forecasting Methods Qualitative Methods Expert’s Opinion
Survey / Buyers Expectations(AC Nielson)
Sales Force Composite
Delphi Technique(Group expert opinion in 3 rounds)(Time Series Projections/ Regression techniques)
Historical Analogy method
Statistical Analytical Methods( Log Winters/ Corelation /Regression analysis)(SPSS / SAS tools)
Econometric Techniques
Factors affecting forecast

44. Sales Quota Management
Importance of Sales Quota
Principles of quota setting
Define annual objectives Sales / Organisation/ Additional to Sales
Types of Sales quota
Sales Volume quota
Sales budget quota
Sales activity quota
Combination

45. Sales Budgeting & Quota
Based on the Country Forecast Regional, Territorial, AM wise forecasts are carried out
Based on the forecast Budgets are allocated for Marketing, Sales Organization expansion
These budgets are to be monitored on daily/weekly/monthly/quarterly/annual basis against the forecasts and required reallocations of forecasts/ targets are made
Sales quota can also be fixed based on the product based / Sales based/Activity based

46. Sales Organisation Org Structure with cross functional & support roles
Factors influencing structure
Products & Services related factors
Organisation related factors
Market mix (Products/ Local/Global/ Regional
External factors
Top down approach command & control driven
Horizontal & Customer driven

47. Organisational Principles
Span of Control/ Unity of Command/ Hierarchy of Authority
Stability & Continuity
Coordination & Integration
Homogenity
Objectivity
Specialization
Centralisation & Decentralisation

48. Typical Org Chart MD/ Chairman
Sales/ Finance/Production/Customer Service /Commercial/Legal /IT /HR/R& D– Directors
National Sales Manager
Regional Sales Manager
Sales Officer

49. Org Chart by Customers Sales Director National Sales Manager
Sales Manager (Industrial Sales)
Sales Manager( Whole sale)
Sales Manager( Retail sales)
Key Account Sales
Sales Process Automations

50. Associated /Extended Sales Org
Wholesale Network
Retail Dealer Network
Shared Sales force with dealers
Telemarketing Sales Force
TQM / Team based selling
No of Sales People
Affordability
Incremental
Workload Method

51. Management of Sales Territory
Global/Local bifurcations
Countrywise / Statewise/ Citywise /Rural
Advantages /Disadvantages
Intercontinental / Interstate collabrations for key accounts
Disadvantages
Sizing of territory based on Business Potential/sales volume
New Sales force new territory
Modify territorial boundaries based on workload / Potential
Optimum route planning /Avoid duplicate travel plans and target more Business
Territory based on potential /Geography/Market share
10 Customers per AM on average

52. Recruitment & Selection
Hiring process /Job Qualification/Job description
Planning / Recruitment /Select /Socialize
Performance= Ability*Motivational
Strategic Position Analysis
Turnover based recruitment
Job Analysis

53. Recruitment & Selection
Internal Sources/Lateral & upward moves/Interns /Summer Trainees
Employee Referal program
External Sources of recruitment: Web/ads/Job Fairs/Educational & Campus Recruitments/Employment Agencies/Walk ins/Networking
External vs Internal recruitments
Disadvantaged & Protected persons

54. Training of Sales Personnel
Location
Job Instruction Training
Types of Training
Cross Functional Training
Team training
Product /Solutions training
One on One or Group Trainings
Participative Training
Conferences & Seminars/Industry Representations
Role plays based

55. Sales Incentives & Compensations
Companywise Salary is broken down on Sales targets based from 50:50 to 90:10 per points
Compensation plan should encourage higher performance
Pat on the back/Target based incentives/Critical Project award
Financial/Kind /Travel trips for couples/Commissions/Bonus/ Incentives/ Gifts/ Promotions/Recognitions /Fringe benefits/Perks/Sales Contests
Relate rewards to performance/Measure /Appraise

56. Sales for evaluation & Control
Activity reports/Barriers/KRA’s /MBO’s
Trait based
Outcome based
Behaviour based
Evaluation grid
Performance appraisal’s & ratings
Quality & content of reporting

57. Distribution /Channel Management
Why ???
Activities of Distribution Channels
Spatial Discrepancy (Physical distances)
Temporal discrepancy(Batch & Continous Manufacturing variance in consumption)
Need to break bulk
Assortment
Intermediation(Kirana)
Direct Disti control is low /cost efficiency high
Indirect disti cost effi good control/low cost effi

58. Distribution /Channel Management
Value enhancement through Disti function
Disti strategy
Distributor Objectives
Channel activities
Organizing Channel Activities
Policy guidelines of Daily/Monthly/ Quarterly/Annual operations & Business
Channel Management
Ex Ante Phase / Ex Poste Phase
Pharma Disti

59. Distribution & Channel structure
Manufacturer
C & F Depot/Super Stockist
Stockist
Wholesaler
Retailer/Chemists
Patient
Institutional Sales
Distributor Margins
Retail Margins
Turn over Discounts
Dealer Incentive schemes/Star Bonuses/

60. Customer Oriented Marketing Channels
Ownership flow
Promotion flow
Negotiation flow
Financing flow
Risk taking flow
Ordering flow
Payment flow
Conduct cost analysis
Comparing Channel design based on effectiveness/Efficiency/Equity/Scalability/
Flexibility

61. Channel Establishment plan
Main purpose of Channel /Dealer
Customer profiles
Needs & reqment of target market with regards to product & services
Analysis of similar existing channels & business potential of region
Coverage
Activity breakup
Costs/Roles /Responsbilities
Discounts / Incentives
Standards of performance measurement
Reporting mecansisms/Monitoring mecanism
Selection criteria for Channel / dealers

62. Alternate Disti channels
Franchising (McDonald/ Jumbo King)
Direct Marketing
Multi Level Marketing (Amway)
Telemarketing
Internet Marketing
E Commerce
M Commerce

63. Modes of Transport for Disti
Road
Rail
Air
Water
Hybrid
Route Planning
Container Trucks

64. Terminology of Transport
CIF
C & F
Freight to Pay
Cash on delivery
Customs / Excise/Sales Tax/VAT
Octroi
Inter State permits
Consignor /Consignee documents
Demurrage charges
Types of consignment (Fragile/Perishable/Toxic/Inflammable/Bulk Cargo)
Forms of Packaging ( Cartons/ Boxes /Crates/ Barrels/Drums/ Pallets/ Cylinders/Reels/Rolls

65. Inventory Control Techniques
ABC Analysis( Pareto 80:20 principle)
EOQ
HML
VED( Vital / Essential / Desirable)
SDE (Scarce/Difficult/ Easy)
FSN
GOLF (Government/Ordinary/Local / Foreign)
SOS (Seasonal/Off Season)
Stock accounting (LIFO/FIFO)

66. Warehouse Management Why need warehouse Functions of warehouse
Movement/storage & Information transfer
Storage/Bulk breaking/Consolidation / Inventory Management
Transfering/Order picking /selection/ shipping
No of warehouses
Costs of lost sales/Inventory costs/Transportation/warehousing costs

67. Warehouse Management Centralised /Decentralised
Functional/Raw Material/Production/ Quarantine/Finished Goods/WIP/ Bonded/Refrigerated
Planned for future/Road /Rail/Water transport access
Layouts for quick vehicle turnaround/ In Flow & outflow ease /Maintainance Security Straight Flow through
Material identification systems(Bar Codes/Codifications/Standardisation)
Receiving & Inspection systems
Storage systems/Preservation
Issue / receipt of materials
Stock verification & records
Safety /Security

68. Material Handling equipment
Manual
Cranes/Gantries/Traveling cranes
Forklifts
Pallets
Tractors
Conveyors (Roller/ belt)
Hydraulic Lifts/Electric /Hoists/ Chutes/Docks
Vacuum Pressure systems
Maintenance/ Misuse/Economy of use

69. Computers in warehouse
Codification
Networking (LAN / WAN)
Electronic Identification ( Bar Codes)/RFID
EDI
Reports( Quantity/Value/YTD Consumption/receipts/analysis/lead time / exceptions/ suppliers master/pending purchases/vendor performance/ave inspection time/transfer time to inventory/storage/ emergency purchases/ICC
Link to ERP

70. Mgmt of Company owned vehicles
Perk in Sales account
Average travel allowance
Maintenance allowance
Lease Vs Rental
Ave mileage/safety
Door delivery/Pick up service

71. Techniques of Mass Disti
Containerisation
Route planning based on the sales orders
Multi product delivery vans
Van Salesman
Stockist / Dealer retail deliveries
Perishables multiple deliveries

72. Packaging Very Specialized domain & an Industry
Good looks / Preservative / Protection/Printing statutory guidelines
Quality of material preservation for food / chemicals/
EOQ sizes
FFS (Form/ Fill & Seal packaging for toothpastes/Liquids /Pan Parag)
Blister packing for tablets
Bottles/Vials/Plastic bottles/bags/sachets
Bagging ( Fertilizers / Chemicals/Food grains)
Containerisation
Materials( Paper / Plastic/ Aluminium foils/ Glass/ Wood/Metal/Jute/Cotton/Bubble wrapper)
Based on products food, cosmetics, toiletries, textile, building material, Gases, Liquids, Hazardous chemicals
Preservatives like Salt/ Refrigeration/Nuclear treatment
Reusable / Use & dispose