Saturday, 5 October 2013

Sales Management

Fast Moving Consumer Goods are goods that are products that are sold quickly and at relatively low cost. Though the absolute profit made on FMCG products is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be substantial.

Sales management is a business discipline which is focused on the practical 
application of sales techniques and the management of a firm's sales operations. It is an important business function as net sales through the sale of products and services and resulting profit drive most commercial business. These are also typically the goals and performance indicators of sales management.

Sales manager is the typical title of someone whose role is sales management. The role typically involves sales planning, human resources, talent development, leadership and control of resources such as organizational assets.

In an FMCG product like Vicks VapoRub, the importance of direct selling is comparatively lesser when compared to the product category of Eureka Forbes. We walk into a shop, super market and you pick it up out of the varied choices you see. Or, you get products like Vicks VapoRub in the nearest medical shop. An effective sales person’s role does not come in here when  a larger picture is considered.From a marketer’s perspectives sales for Vicks could be build up through the following:
§  High volumes
§  Low contribution margins
§  Extensive distribution networks
§  High stock turn over


The largest ring is the target market.And then it narrows down from there as the true leads come out of the target market. Then those leads are worked, some staying put as that funnel narrows, becoming sales.

 Image from interlinkONE: Sales Funnel and Marketing Automation

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