Department of Business Administration St. Joseph Engineering College, Vamanjoor, Mangalore Third Semester M.B.

A- First Sessional Examination-September, 2012 10MBAMM312: Sales & Retail Management Answer Scheme 1. a. Sales management as the planning, direction and control of personal selling, including recruiting, selecting, equipping, assigning, routing, supervising, paying and motivating as these tasks apply to the personal sales force. 3 marks b. RESPONSIBILITIES OF SALES MANAGER 1) Responsibility to self The foremost responsibility of the sales manager is to make him competent for the work assigned to him by the enterprise. In this connection he must evaluate himself from time to time and take make necessary improvements accordingly. The following are the responsibilities towards him: 1) To increase managerial abilities 2) To increase and develop selling abilities 3) To keep himself in contact with regional changes and developments 4) To have knowledge of latest marketing techniques 5) To have detailed knowledge of the products 6) To make continuous and sincere efforts for removing his weaknesses. 7) To develop the spirit of cooperation posses progressive outlook and have good temperament. 2) Responsibility towards Organization Since Sales Manager is a vita; part of the entire organization, he has a number of responsibilities towards the organization. They may be summarized as under: 1. To maintain and also increase the goodwill of the enterprise among his customers 2. To prepare the records and reports etc of his department regularly and present the same before the top management accordingly. 3. To take steps of reducing sales cost. 4. To keep a constant watch on the activities of the competitors and keep the top management aware of them along with his suggestions. 5. To make sincere efforts at achieving sales targets. 6. To coordinate and cooperate with the other departments 7. To feel proud of the organization 8. To keep the organization in touch with the changes that are taking place in his region, department etc 9. To seek and also provide assistance and cooperation to the enterprise as and when required. 3) Responsibility towards Customers 1. To remain in constant touch with the customers through sales promotion and advertisement 2. To explain to the customers the advantages that they can have by keeping themselves in touch with the company. 3. To provide information to the customers about the miscellaneous uses of the products. 4. To keep himself in touch particularly with those salesmen who command influence on customers. 5. To take interest and listen to the complaints of the customers and make sincere efforts for solving the same satisfactorily. 4) Responsibility towards Salesmen 1. To explain the techniques of presenting the products in such a way before the customers which is less time consuming, cheeper and more effective?

2. To recruit, select, train, supervise, control, remunerate, motivate and promote the sales force so that it may perform the duties more efficiently and effectively. 3. To explain the methods of dealing with the customers complaints effectively. 4. To provide the detailed knowledge about the products. 5. To arrange and plan salesmens tours, allocate sales territories, fix sales quotas of each salesman and check the compliance from time to time. 6. To listen and remove the grievances complaints and problems of the sales force and take necessary timely steps for solving the same. He must see that no clash of interest takes place. 7 marks c. Personal selling process a) Pre-approach activities b) Approach activities c) Presentation d) Objection handling e) Closing the deal f) Follow up 5 marks Objection handling Handling sales objections is as important as making a good presentation for the prospect. Objection handling is about handling the objections of the prospect when he/she says no the product/ service stating a reason. The prospect may say no, due to some of the following reasons: The product/ service which is offered is more expensive than other similar products in the industry Prospect may not interested in particular feature of the product/ service Prospect may not have fully understood the benefits Prospect might not be interested in making a decision in buying a product in the first meeting itself

Prospect might be willing to test you or need more information on the product/ service to be satisfied.

Steps involved in handling customer objections:

Listen to the Objection Say it back to the Prospect

Explore the Reasoning Answer the Objection Check Back with the Prospect Redirect the Conversation 5 marks 2. a.

Retailing: All activities involved in selling, renting, and providing goods and services to ultimate customers for personal, family or household use. Retailer: Business whose sales come primarily from retailing. Eg: Discount stores, Supermarket, Hypermarket etc. 3 marks b. Sales Organization is a department of the Organization which is established for the purpose of directing, coordinating and controlling the sales Organization. Includes Centralization Specialization Staff position Marketing orientation Coordination Control 3 marks

Types of Sales org Structure Line Sales Organization Line and Staff Sales Organization Functional Sales Organization Committee Sales Organization 4 marks c. Emerging Trends in Sales Management Global perspective Revolution in technology Customer relationship management (CRM) Sales force diversity Team selling approach Managing multi-channels Ethical and social issues Sales professionalism 10 marks

3. Different skills required to a sales person

 Critical Thinking Monitoring

Communication

Judgment and Decision Making Management of Personnel Resources Time Management Complex Problem Solving Negotiation Active Learning Systems Analysis Management of Financial Resources Management of Material Resources 10 marks