The Effective Sales Executive

The Effective Sales ExecutiveThe Effective Sales Executive

What is Sales Executive’s JobWhat is Sales Executive’s Job

Like those of other line Like those of other line executives, is to make decisions executives, is to make decisions and see to it that others carry and see to it that others carry them out.them out.

They make plan but their plans They make plan but their plans cover rather short periods. cover rather short periods. Tehese plans are typically near Tehese plans are typically near to action.to action.

What qualifications must sales What qualifications must sales executives have to make executives have to make decisionsdecisions They require a base of They require a base of

experiental and other experiental and other knowledge, this means “feel” for knowledge, this means “feel” for problems and solutions.problems and solutions.

They need keen awareness They need keen awareness company, goals and products.company, goals and products.

They need to ability to They need to ability to conceptualize problems. conceptualize problems.

NATURE OF SALES MANAGEMENT NATURE OF SALES MANAGEMENT POSITIONSPOSITIONS

Position Guide – Sales ManagerPosition Guide – Sales Manager

Reporting relationship:Reporting relationship: The The sales manager reports to the sales manager reports to the vice president of marketing.vice president of marketing.

Job objective:Job objective: secure maximum secure maximum volume of dollar sales through volume of dollar sales through the effective development.the effective development.

Duties and responsibilities: Duties and responsibilities: the the sales management is expected sales management is expected to be concerned with:to be concerned with:

Sales ProgramSales Program

The sales manager takes The sales manager takes initiative in establishing sales initiative in establishing sales goals and, in collaboration with goals and, in collaboration with other marketing executives, sets other marketing executives, sets sales, profit, growth, market sales, profit, growth, market share, and other goals. share, and other goals.

OrganizationOrganization

The sales manager establishes The sales manager establishes an effective plan, and methods an effective plan, and methods of controlling the activities of of controlling the activities of members of the sales members of the sales organization.organization.

Sales force managementSales force management

The sales manager identifies The sales manager identifies promising sources for the promising sources for the recruitment of new sales recruitment of new sales personnel and sets standarts for personnel and sets standarts for selection of the most promising selection of the most promising recruits.recruits.

Internal and external relationsInternal and external relations

The sales manager develops The sales manager develops effective working relations with effective working relations with other department heads other department heads

CommunicationsCommunications

The sales manager establishes The sales manager establishes a system of communications a system of communications with other sales personnel that with other sales personnel that keeps them informed of overall keeps them informed of overall departmental sales objectives departmental sales objectives and problems.and problems.

ControlControl

The sales manager consult with The sales manager consult with the production manager so that the production manager so that production rates inventories are production rates inventories are geared as closely as possible to geared as closely as possible to sales needs.sales needs.

Position Guide – District Sales ManagerPosition Guide – District Sales Manager

Reporting relationship: they report Reporting relationship: they report the sales manager.the sales manager.

Job objectives: secure maximum Job objectives: secure maximum dollar sales of company’s products in dollar sales of company’s products in the sales district in accordance with the sales district in accordance with established sales policies and sales established sales policies and sales programsprograms

Duties and responsibilities: the Duties and responsibilities: the district sales manager is expected to district sales manager is expected to be concerned withbe concerned with

Supervision of sales Supervision of sales personnelpersonnel

The district manager evaluates The district manager evaluates the sales opportunities in the the sales opportunities in the district and assigns territories district and assigns territories that have equitable work loads that have equitable work loads and that permit minimum travel and that permit minimum travel costs.costs.

Control Control

This district sales manager This district sales manager forecasts short term sales of forecasts short term sales of district and works with sales district and works with sales personnel in estimating future personnel in estimating future sales. sales.

AdministrationAdministration

The district sales manager is The district sales manager is responsible for the efficient responsible for the efficient administration of the district administration of the district office operations in accord with office operations in accord with established policies and established policies and procedures.procedures.

Communications Communications

The district sales manager The district sales manager communications to the sales communications to the sales manager and top administration manager and top administration any information about any information about customers and markets. customers and markets.

Performance criteriaPerformance criteria

Unit sales are equal quantities Unit sales are equal quantities budgetedbudgeted

The district total expences are The district total expences are no higher than the amounts no higher than the amounts budgeted.budgeted.

Performance criteriaPerformance criteria

The contribution of the district The contribution of the district office and stock facilities is in office and stock facilities is in line with planline with plan

The turnover rate of district The turnover rate of district sales personnel should be sales personnel should be regarded as satisfactory by the regarded as satisfactory by the sales managersales manager

FUNCTIONS OF THE SALES FUNCTIONS OF THE SALES EXECUTİVEEXECUTİVE

Many sales executive’s previous Many sales executive’s previous performance as salespersons. performance as salespersons.

Basically, sales executive has Basically, sales executive has two sets of functions: operating two sets of functions: operating and planning…and planning…


The operating functions include The operating functions include sales force management, sales force management, handling relationships with handling relationships with personnel, communicating and personnel, communicating and coordinating with the trade, coordinating with the trade, executives. executives.


Planning function include those Planning function include those connected with the sales connected with the sales program, the sales organization, program, the sales organization, and its controland its control


Sales excecutives give to the Sales excecutives give to the operating and planning functions operating and planning functions varies with 1) type of product, 2) varies with 1) type of product, 2) the size of company, and 3) the the size of company, and 3) the type of supervisory type of supervisory organization…organization…

QUALİTİES OF EFFECTIVE QUALİTİES OF EFFECTIVE SALES EXECUTIVESSALES EXECUTIVES

Five abilities common to Five abilities common to effective sales executives can effective sales executives can be identified;be identified;


1.1. Ability to define the position’s Ability to define the position’s exact functions and duties in exact functions and duties in relation to the goals the relation to the goals the company should expect company should expect attain…attain…


2.2. Ability to select a train capable Ability to select a train capable subordinades and willingness subordinades and willingness to delegate sufficient authority to delegate sufficient authority to enable them carry out to enable them carry out assigned task with minimum assigned task with minimum supervisionsupervision


3.3. Ability to utilize time efficientlyAbility to utilize time efficiently

4.4. Ability yo allocate sufficient for Ability yo allocate sufficient for thinking and planningthinking and planning

5.5. Ability exercise skilled Ability exercise skilled leadershipleadership

RELATIONS WITH TOP RELATIONS WITH TOP MANAGEMENTMANAGEMENT

Effective sales executives keep Effective sales executives keep top management informed on top management informed on important decisions and the important decisions and the departmen’s plans and departmen’s plans and accomplishments.accomplishments.


Their reports ensure that top Their reports ensure that top managment in broad outline the managment in broad outline the problems encountered in selling problems encountered in selling company’s products. company’s products.


When the sales executives has When the sales executives has a great idea, he must play role a great idea, he must play role of supersalesperson and “sell” of supersalesperson and “sell” to those with the authority to to those with the authority to decide.decide.

RELATIONS WITH MANAGERS OF RELATIONS WITH MANAGERS OF OTHER MARKETING ACTIVITIESOTHER MARKETING ACTIVITIES

Relation vith Product Relation vith Product ManagementManagement

Their contact with the market Their contact with the market through subordinates and sales through subordinates and sales personnel provide them with personnel provide them with feedback about product feedback about product performance.performance.

Relations with Promotion Relations with Promotion ManagementManagement

Sales personnel need briefing Sales personnel need briefing on specific advertising appeals on specific advertising appeals enabling them to adapt their enabling them to adapt their selling approaches in ways that selling approaches in ways that enhance the total promotional enhance the total promotional impactimpact

Relations with Promotion Relations with Promotion ManagementManagement

The sales force should know The sales force should know which media are scheduled to which media are scheduled to carry ads. For which products carry ads. For which products and the timing ad’s appearanceand the timing ad’s appearance

Relation with Pricing Relation with Pricing ManagementManagement

Sales executives generally have Sales executives generally have much clearer ideas of prices much clearer ideas of prices final buyers are willing to pay… final buyers are willing to pay…

Relation with Pricing Relation with Pricing ManagementManagement

Responsibility for administrating Responsibility for administrating prices should be assigned to prices should be assigned to sales executive…sales executive…

Relations with Distribution Relations with Distribution ManagementManagement

İmpact of the distribution İmpact of the distribution policies upon the sales policies upon the sales organization and its activities, organization and its activities, they are responsible for they are responsible for implementation of these policiesimplementation of these policies

Compensation Pattern for Compensation Pattern for Sales ExecutivesSales Executives

Top sales executives have Top sales executives have compensation averaging 70 compensation averaging 70 percent of those of top percent of those of top marketing executives in the marketing executives in the same companiessame companies