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28 views

Unit 4

Uploaded by

Suzen Ksh
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© © All Rights Reserved
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UNIT 4

SALES MANAGEMENT IN THE TOURISM


INDUSTRY
 Meaning, importance and organisation
structure of Sales Management.
Recruitment, Selection, Training &
Remuneration of Sales Force – The
interrelationship between operations, Accounts,
and Sales Department.
Functions and role of the Marketing and Sales
Department of a Service Industry.
Meaning of Sales Management

Sales management includes the process of developing an effecting


sales force, carrying out all the activities required in selling and using
different sales techniques to achieve sales targets.
OR
American Marketing Association defined Sales Management as
“Planning, direction and control of Personal selling including
recruiting, selecting, equipping assigning, routing, supervising,
paying and motivating as these task apply to personal Salesforce.”

Objectives of Sales Management

1.Volume of Sales
2.Contribution to Profit
3.Continuing Growth
Functions of Sales Management
 Marketing research and planning: It is an assessment of competition
existing in the market. Also provide data about potential customers.
 Creating Demand: It is the process of identifying gaps in the existing
products and generating demand by offering distinguishing features in
the product and services.
 Preparation of sales budget: Sales managers need to take opinion
of divisional managers and other sales staff, the budget officer and the
accountant.
 Contributing in Price fixations: Before fixation of price one has to
consider cost of production involved in the manufacturing process.
Demand of the product, purchasing power of the customers, government
regulations etc. are factors which helps in fixing the price of the product.
 Product development and innovation as per market trends:
Innovative and creative products are accepted by the customers. Product
development must be done with thorough understanding of the market
and customer’s preferences.
 Co-ordination of sales : It is very important function of sales
management as it involves sales allocating sales quotas to respective
sales territories and also to review the performances in order to
coordinate the entire sales management process.
Importance of Sales Management
 It facilitates the sale of a product at a price, which realizes profits
and helps in generating revenue to the company.
 It helps to achieve organizational goals and objectives by focusing
on the aim and planning a strategy regarding achievement of the
goal within a timeframe.
 Sales team monitors the customer preference, government policy,
competitor situation, etc., to make the required changes
accordingly and manage sales.
 By monitoring the customer preference, the sales person develops
a positive relationship with the customer, which helps to retain the
customer for a long period of time.
 Both the buyers and sellers have the same type of relationship,
which is based on exchange of goods, services and money. This
helps in attaining customer satisfaction.
 Introduction of new products in the market.
 Increasing the production of existing products.
 Reducing cost of sales and distribution.
 Export market.
 Rise in per capita income and demand for more goods by the
consumers.
Functions & Role of the Marketing and Sales Department of
a Service Industry

 Developing Marketing Strategies


 Aligning Sales and Marketing Efforts
 Conducting Market Research
 Managing Marketing Campaigns
 Generating Leads and Managing the
Sales Funnel
 Creating Sales Strategies and Tools
 Customer Relationship Management
(CRM)
Sales Management Process
1. Planning: Planning is also called as
forethought. It can be defined as the process
of thinking about and organizing the activities
required to achieve a desired goal. In short, it
is a process an individual or group will
commence in the future and the resources
required for achieving those objectives
efficiently.
2. Staffing: Staffing is the process of acquiring,
deploying, and retaining talented workforce
in order to get best results and improving
effectiveness of an organization. Staffing is
the most important and crucial part of sales
management.
Staffing consists of the following three
components:
a. Acquisition: The most important
aspect of an organization is to have
best talented people on-board. It
involves human resource planning to
select what the organization
requirements are in terms of the
numbers of employees needed and
their attributes such as knowledge,
skills and abilities, for smooth
functioning of an organization.
b. Deployment: It is the process in which
incumbents are given roles and duties
according to their skill sets.
c.Retention:
c. Organization need best
practices to implement in their
organization in order to engage talented
employees. Organization put lot of efforts
in framing practices for their employees
which keep them happy and contented.
3. Training: The training program in
sales management offers frontline sales
managers with skills, knowledge and tools
which is required by industry.
This in-depth program involves self-assessments and
covers the following four crucial sales management
abilities:
 Managing sales performance
 Sales coaching
 Recruiting
 Selecting sales "STARs"
 Sales leadership.
4. Leading: Leader is the person who constantly
communicate, motivate, inspire, and encourage
the workforce. Leading is most important part of
sales management. To motivate sales force, one
has to encourage workforce by giving
assignments, opportunities to excel in their field.
5. Controlling: Controlling is the
process of examining actual
performances with the standard to
ensure the accurate progress of the
organization. Similarly, sales managers
also try to analyse how much targets
the team has achieved against set
objectives.

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