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Unit-3 Sales force management

Sales Force Management involves the strategic oversight of a company's sales team to enhance performance and achieve organizational goals. Key functions include recruitment, training, performance evaluation, and strategic planning

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43 views

Unit-3 Sales force management

Sales Force Management involves the strategic oversight of a company's sales team to enhance performance and achieve organizational goals. Key functions include recruitment, training, performance evaluation, and strategic planning

Uploaded by

satidasanijyoti
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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1.

Recruitment and Selection of Sales Personnel


Recruitment:

Recruitment is the process of identifying and attracting potential candidates to


apply for sales positions. The key objective is to create a pool of qualified
applicants from which suitable candidates can be selected.

 Sources of Recruitment:
1. Internal Sources: Promotions, transfers, and referrals within the
company.
2. External Sources: Job advertisements, recruitment agencies, job
fairs, campus placements, and online platforms like LinkedIn.
 Qualities to Look for in Sales Personnel:
1. Communication Skills: Ability to communicate effectively with
clients.
2. Negotiation Skills: Persuasion and negotiation expertise.
3. Product Knowledge: Willingness to learn about products/services.
4. Resilience: Handling rejection and maintaining persistence.
5. Customer-Oriented: Understanding customer needs and building
relationships.

Selection:

Selection involves screening and assessing candidates to ensure that the right
person is chosen for the role.

 Selection Process:
1. Application Screening: Reviewing resumes to shortlist candidates.
2. Interviews: Behavioral, situational, and technical interviews to
evaluate suitability.
3. Aptitude Tests: Assess sales skills, personality traits, and
cognitive abilities.
4. Role-Play/Simulation: Simulated sales scenarios to assess real-
world performance.
5. Background Checks: Verifying qualifications, past employment,
and references.
2. Training of Sales Personnel
Sales training is a continuous process designed to improve the skills and
knowledge of the sales team to enhance their performance.

Types of Sales Training:

1. Product Knowledge Training: In-depth knowledge of the


products/services the salesperson is selling.
2. Sales Process Training: Familiarizing salespeople with the company’s
sales processes, from prospecting to closing deals.
3. Customer Relationship Management (CRM): Training on CRM
systems and tools to manage customer interactions efficiently.
4. Selling Skills Training: Techniques like consultative selling, upselling,
cross-selling, and handling objections.
5. Market Knowledge: Understanding industry trends, competition, and
customer behavior.

Importance of Sales Training:

 Increases productivity and helps the team close more deals.


 Ensures consistency in how the sales team presents the product.
 Boosts employee confidence and satisfaction by equipping them with the
necessary tools to succeed.
 Reduces employee turnover as trained employees tend to stay longer.

3. Formulation and Conduction of Sales Training


Programs
Formulation:

The formulation of a sales training program involves identifying key areas


where training is needed and developing a structured approach to deliver it.

 Steps in Formulating Sales Training:


1. Needs Analysis: Identify gaps in sales performance, product
knowledge, or market understanding.
2. Define Objectives: Clearly outline what the training should
achieve (e.g., increase in closing rates, better lead generation).
3. Content Design: Develop training materials such as handbooks,
video tutorials, role-playing exercises, etc.
4. Selection of Trainers: Choose trainers or coaches (internal or
external) who have the relevant experience.

Conduction:

Delivering the sales training in a way that engages participants and enhances
learning.

 Methods of Conduction:
1. Workshops and Seminars: Interactive sessions led by trainers.
2. Role-Playing: Real-world scenarios that allow sales personnel to
practice selling.
3. E-Learning: Online training modules, quizzes, and assessments.
4. On-the-Job Training: Learning through experience, often paired
with mentorship.
5. Simulations: Sales simulations where participants go through
mock sales pitches.
 Follow-Up: Post-training evaluations through tests, feedback, and real-
world performance monitoring ensure the effectiveness of the training.

4. Motivation of Sales Personnel


Motivation is a crucial aspect of sales force management because sales jobs can
be stressful, and maintaining high motivation leads to better performance.

Types of Motivation:

1. Intrinsic Motivation: Internal satisfaction derived from doing the job


well, such as personal growth, recognition, and job fulfillment.
2. Extrinsic Motivation: External rewards such as monetary compensation,
bonuses, or promotions.

Techniques for Motivating Sales Personnel:

 Setting Clear Goals: Salespeople should know what targets they are
aiming for. Goals should be SMART (Specific, Measurable, Achievable,
Realistic, Time-bound).
 Incentives and Recognition: Offering incentives like commissions,
bonuses, sales contests, or trips motivates the team to push harder.
 Feedback and Support: Regular feedback helps sales personnel improve
their performance. Providing resources like marketing materials or leads
boosts morale.
 Career Development: Opportunities for promotions, skill development,
and career progression motivate employees to stay engaged and
committed.

5. Compensation of Sales Personnel


Sales compensation is a key motivator and should be designed to align the
interests of the salesperson with the company’s objectives.

Types of Compensation Plans:

1. Fixed Salary: A base salary provides stability and ensures employees


have a steady income regardless of sales.
2. Commission-Based Pay: Sales personnel are paid based on a percentage
of the sales they generate. This incentivizes higher performance.
3. Combination Plans: A mix of fixed salary and commissions to balance
security with performance incentives.
4. Bonuses: Lump-sum payments for exceeding targets or achieving
specific milestones.
5. Non-Monetary Benefits: Health insurance, retirement plans, company
cars, travel reimbursements, etc.

Designing a Compensation Plan:

 Align compensation with company goals (e.g., increasing revenue,


launching a new product).
 Ensure fairness and transparency in the compensation structure.
 Create tiers or bonuses for exceptional performance to motivate
overachievers.

6. Evaluation and Supervision of Sales Personnel


Evaluation of Sales Personnel:

The performance of the sales team must be regularly evaluated to ensure they
meet the desired objectives. Evaluation should be fair, transparent, and based on
measurable data.
 Methods of Evaluation:
1. Sales Performance Metrics: Total sales, number of deals closed,
revenue generated, etc.
2. Customer Feedback: Customer satisfaction and loyalty can reflect
a salesperson’s effectiveness.
3. KPIs (Key Performance Indicators): Metrics such as lead
conversion rate, average deal size, and customer retention rate.
4. 360-Degree Feedback: Gathering feedback from peers,
supervisors, and customers to get a holistic view of performance.

Supervision of Sales Personnel:

Supervision ensures that the sales team adheres to the company’s processes and
works toward achieving the set targets.

 Methods of Supervision:
1. Sales Meetings: Regular meetings to discuss progress, challenges,
and upcoming goals.
2. Coaching and Mentoring: Continuous guidance from senior sales
managers to help develop skills and strategies.
3. Monitoring Sales Reports: Analyzing sales data to assess
performance and identify areas for improvement.
4. Field Visits: Accompanying sales reps on calls or meetings to
observe and provide immediate feedback.
 Importance of Supervision:

o Helps in identifying roadblocks early.


o Provides an opportunity for managers to coach and develop their
team.
o Ensures that sales personnel remain aligned with company policies
and goals.

Summary:

Sales force management is a complex and ongoing process that involves


ensuring that the right talent is hired, trained, motivated, compensated,
evaluated, and supervised. A well-managed sales force not only achieves its
targets but also contributes significantly to the growth and sustainability of the
business

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