Sales and marketing chapter iii

THE SYSTEM OF SALES
CHAPTER III
The sales and marketing are like as body and soul.
WRITTEN BY:
SYED AQEEL RAZA
MASTER OF COMMERCE & ARTS

CHAPTER III
SALES AND MARKETING 1-2
- THE NEED FOR MAKING DEPARTMENT 3-7
o Administration
o Accounting
o Production
o Sales and marketing
- SALES 7-9
o Function of Sales
o Division of sales
- MARKETING 10-11
- SALES TEAM 12
- FUNCTION OF SALES TEAM
o Director Sales & Marketing 13-14
o Manager Marketing 15-17
o Assistant Manager Marketing 18-19
 Sales Promoter 19
o Manager Sales 20-23
 Salesman 24
Quality of Salesman 25-29
 Man of moral
 Player of words
 Good for looking
 Man of courage
 Self-confidence working
 Patience and tolerance in dealing
 Man of tact
 A success sales man
- Writer’s view 30

Sales & Marketing 1
SALES AND MARKETING
The product which the manufacturer makes and the trader trades
need to sell to customers and like this, the service provider has
his service of any kind needs to sell to clients. If the goods and
services are of popular or need nature, they will be sold because
of their demand but the products which are new needs their
introduction to peoples. I think the products or services which
have demand already will have been passed by the process of
promotion.
The combination of sales and marketing is necessary for
successful business growth. The work of sale is the combination
of distribution and marketing wherein distribution provides
products and the promotion promotes the products.
The sales knock down the doors, overcome objections, negotiate
prices and terms and often work internally to be sure their
customer’s orders are filled.
The sale and marketing support each other.

Sales & Marketing 2
Marketing’s job is to direct the organization toward the
segments, or groups of customers and channels where
the company can profitably compete. It should help the
organization see how it needs to modify its product
offerings, pricing, and communication so that it meets the
needs of the distribution channel or end customers.
Therefore, customers can never completely be opened
about their needs and want when talking to a marketing
person.
Marketing keeps eye on needs and wants.

Sales & Marketing 3
THE NEED OF MAKING DEPARTMENTS
The business has verities of works and the works define particular
works separately and the particular works make departments of a
work dealing with same nature of work likes administration
department, human resources department, production
department, accounting department, sales, and marketing
department, etc.
The distribution of work is another name of the department.
The business cannot be operated properly without making
departments. Businesses without a set of organizational structure
have problems implementing company policies and operating an
efficient production and sales levels and may have the following
departments;
All departments do function under management.

Sales & Marketing 4
ADMINISTRATION:
The owner of the company is called the president, and any other
managers involved in making decisions for the company are a
part of administration department.
The administration is the right of the owner.
ACCOUNTING
The accounting department keeps the records of the business of
all financial activities and prepares income statements, cash flow
statement, general ledger, balance sheets and all other financial
statements required to the management.
The accounting supports management.

Sales & Marketing 5
PRODUCTION
The production department produces finished goods for a
company and fulfills orders for sales and marketing department.
The production department is the base of a business that is
responsible for manufacturing products and services.
The production department is the base of a business.
SALES DISTRIBUTION AND SALES MARKETING
Sales departments are needed in companies that sell retail or
wholesale items to other business or consumers as well as goods
and services of any nature. The sale divides its work into two as
to sales distribution and sales marketing; the delivery of goods
and services comes under sales distribution department the
promotion of products or services under marketing department.
The sales department is responsible for delivery of goods and
sometimes the sale man plays the role of sale and marketing at a
time by attracting his selling products to his customer.
The distribution and marketing are of sales.

Sales & Marketing 6
Sales and marketing departments coordinate their sales force to
build customer relationships, meet particular revenue goals and
pitch new products. The sales force may use a "push" or a "pull"
method for attracting customers. The pull method typically
involves placing a salesman in a physical store to sell products.
Sales departments using the push method usually instruct their
sales force to call, email or visit prospective customers.
No result of the sale is possible without sales and marketing.

Sales & Marketing 7
SALEAs we discussed, the sales exchanges values of goods or
services for money and in exchanging values many processes
have to face the seller. The seller can do nothing alone because
the sale is war field between seller and customer.
The sale requires sales team and strategies to fight customers
and it can be segmented into two departments; sales and
marketing.
The division of business is called the department and the sales
department is just like a department responsible within it works.
Therefore, the sales department is an entity or division of a
business responsible for selling products or services.
The sale exchanges values.

Sales & Marketing 8
FUNCTION OF SALES
The transfer of ownership or merchandise on terms satisfactory to
both the buyer and seller come under and the main function of
sales department is to affect sales.
The basic objective of sale is obviously the achievement of profit
through the sale of product or service.
The result of sales effort depends also on the effort of the other
operations and departments such as research, production,
advertising, finance, and credit.
The sale focuses on the following;
- To look sales opportunities.
- To know the customer’s needs and wants.
- To identify the target budget.
- To know the customer’s future plan.
- To assess the value of the product and service.
- To prepare marketing strategic plan.
- To keep eye on competitors.
The function of sale is to get objectives.

Sales & Marketing 9
DIVISION OF SALES:
As the meaning of sales is to exchange values and in exchanging
values, sales have many processes and these processes are
because of promotion and distribution. A sale man who sales his
thing using bother techniques.
The sale is divided into sale promotion and sale distribution;
SALES PROMOTION:
Promotion creates positive general awareness about a product or
service or an organization or event which increases the demand
for the product. The creation of a brand image is a part of the
process of promotion to fight other similar products. The
advertising and publicity are two vital tools for the promotion of a
product wherein advertisement inform the features of the product
to customers, publicity is a free method of letting customers know
about a product.
The other name of promotion is marketing which is slightly
differing from promotion; promotion introduces the product in
general public and marketing enables markets to give a positive
response.
The sales promotion is greater than sales distribution.

Sales & Marketing 10
Marketing
Marketing is a heady mix of all activities that are designed to
introduce a product or service in the market and to sell it to the
customers. In fact, marketing refers to all activities and processes
that are involved in communicating with the potential customers. It
starts from identifying a need for a product or a service and then
creating and supplying it to potential customers to satisfy their
needs. Identification and satisfaction of customer needs is always
the focus of any marketing strategy. The purpose of all marketing
activities is to satisfy the needs of the customer while making
profits for the entrepreneurs that produce and supply the products
or services.
Marketing is a mix of strategies that aim to build strong customer
relations by creating value for them. The customer is always at
the center of all marketing strategies where a marketing strategy
identifies customers, satisfies them and then tries to retain them.
It is marketing that allows management to understand the taste of
consumers to be able to design better products to retain them and
to increase profits for stakeholders.
The supply and demand is the strategy of marketing.

DIFFERENCE BETWEEN MARKETING AND PROMOTION
• Marketing consists of many activities and promotion is just a part
of marketing.
• Marketing can exist without the help of promotion, but promotion
cannot exist independently.
• Promotion is all about creating a positive public awareness
about the product, and it involves strategies like advertisement
and publicity.
• Marketing starts from identifying consumer needs and continues
from production and selling to finally providing after-sale service
to customers.
• Advancement of a product or service is the focus of promotion
while identification and satisfaction of customer need are the
focus of marketing.
The marketing and promotion are the strategies of sales.

SALES TEAM:
The sale of anything is not of one person’s achievement but
requires various processes and exchanging powers resulting in a
sale. The exchanging power using in sales is named as the sales
team. A director sales and marketing looks and controls works of
manager sales and marketing, manager sales, and marketing of
assistant manager sales and marketing and assistant sales and
marketing of salesman and sales promoters.
The sale is the result of the sales team.

FUNCTIONS OF SALES TEAM
DIRECTOR SALES AND MARKETING
The Director sales and marketing can be a principal or an owner
but both are more or less responsible for sales. The Director sales
and marketing involves in the five principal of management as to
organizing, staffing, planning, directing and controlling directly or
indirectly.
The sale director is responsible for maximizing potential revenue
in their assigned product segment, territory or target market. Due
to the demanding nature of his job, sales director must travel
frequently to meet with potential clients, customers, partners,
dealers, and distributors.
One of the primary responsibilities of a sales director is to meet
his quarterly and annual sales target. As a leader of the sales
team, the sales director must establish sales goals and create
incentive programs for his region and personnel. He may be
asked by the owner or company management to perform revenue
forecasts and win/loss reports that illustrate his team’s overall
performance against quota.
The sales director manages sales.

The sales director also creates sales campaigns focused on
communicating and nurturing relationships with customers and
driving repeat sales. Other duties include developing
presentations for clients and partners, conducting market analysis
and devising strategies for generating new business.
In short, the sales director responsibilities include developing key
growth sales strategies, tactics and action plans. Successful
execution of these strategies is required to achieve the financial
targets.
Sales director duties include hitting annual targets, building
relationship and understanding customer trends.
The Director sales and marketing controls both parts that are
promotion and distribution.

MANAGER MARKETING
Marketing managers are focused mainly on the practical
application and management of an organization's marketing
operations. For marketing managers to be efficient and effective
in performing their functions, they should have excellent
communication and analytical skills. In small organizations, the
marketing manager is in charge of the organization's entire
marketing activities and therefore handles formulating, directing
and coordinating marketing activities so as to influence customers
to choose the organization's products over those of competitors.
Conducting Market Research
Marketing managers carry out market research to gain a clear
understanding of what an organization's customers really want.
Marketing research enables these managers to identify new
market opportunities, helping the organization create a market
niche for its products or services. Market research also involves
studying the organization's competitors so as to develop superior
products and employ efficient marketing techniques. Companies
conduct market research using questionnaires, face-to-face
interviews or analyzing the buying habits of consumers.
The research is the part of manager marketing.

Developing the Marketing Strategy
Marketing managers are responsible for developing marketing
strategies for their organizations. These strategies outline clearly
how an organization will promote its products and services to its
target market with an aim of increasing its sales volumes and
maintaining a competitive edge over its competitors.
Customer Relationship Management
The marketing manager performs the function of championing
customer relationship management in the organization. The
marketing manager collects this information from the
organization's customer database to help create a customer
satisfaction survey. Marketing managers then share this
information with other employees to ensure they offer excellent
customer service to their clients in order to build lasting
relationships.
Employee Management
Marketing managers are in charge of the marketing department
and therefore are responsible for employees within their
department. They assign duties and set targets for departmental
staff. It is also the function of marketing managers to perform
periodic performance evaluations of the staff working for them.
Manager marketing assists director sales and marketing.

Identifying New Business Opportunities
Marketing managers analyze market trends with an aim of
identifying unexploited or new markets for the organization's
products and services. Through studying the purchasing patterns
of consumers, they can identify the peak and off-peak demand
periods for their products. By employing sales forecasting, they
can estimate future performance of the organization's products.
Also through market analysis and forecasting, they can develop
strategies to ensure the organization remains competitive.
The manager marketing is the tool of management.

ASSISTANT MARKETING MANAGER
Assistant marketing manager helps marketing manager in
performing his obligations in planning and supervising marketing
operations to achieve revenue target.
The assistant marketing manager also helps;
- To coordinate with a brand manager in developing marketing
plan and budget.
- To analyze sales data and determine sales forecast.
- To recommend creative and cost-effective promotional
activities.
- To conduct marketing campaigns and trade shows to
promote brand awareness among consumers.
- To assist in designing and developing marketing collaterals
and promotional materials.
- To maintain customer relationship programs and track
customer satisfaction.

- To collaborate with advertising manager to initiate new
consumer promotion campaigns and to develop consumer
engagement plans.
- To generate sales and marketing reports to management
with needed.
- To evaluate current marketing program and recommend
improvements and to update competitors activities.
The assistant manager marketing assists manager marketing.
SALES PROMOTER
A sales promoter is an employee of a company who is mainly
appointed to handle the strategy making the process of the sales
department for ensuring better sales. The sales promoter is
responsible for designing, developing and implementing the
strategies and tactics through which sales can increase.
The sales promoter is the other name of a salesman.

SALES MANAGER
The sale has two aspects that are distribution and marketing and
the sales manager controls the distribution of product and who
controls both distribution and marketing called manager sales and
marketing.
The sales manager mostly works for distribution in a large
organization and in the small organization he controls both sales
distribution and marketing.
The sales manager works under tags country sales manager,
area sales manager, regional sales manager, district sales
manager and so on.
The sales manager ensures;
AVAILABILITY OF PRODUCT
The first and foremost responsibility of sales manager is to ensure
the availability of the product in the market. He keeps eyes on
orders from shops, distributors, and customers and on repeat
orders. The sale manager makes plans of orders against the
demand of the product and gives to supply management. The
supply management makes sure to create stock for sales.
The question of sale is useless if the product is not in stock.

KEEP AN EYE ON PROMOTIONAL ACTIVITIES
The orders shall create when the product will sale and the sale of
the product is because of popularity which comes from
promotional activities. The promotional activities are controlled by
marketing manager but the sales manager has to keep eyes on
promotional activities because the promotional activities help in
the sale and compel shopkeepers to give repeat orders.
Promotional activities are moving action.
WORKING ON TARGET
The sales manager is given a target to sell in units. I think the sale
manager and marketing manager are both responsible for sales
target because the marketing is responsible for creating demand
and sale distribution for supply. Anyhow, the sales manager
works on target.
The sale target must be in units not in money.

SALES BUDGETING AND PLANNING
The sales manager makes a budget for sale mentioning the
requirements of stock and expenses which shall require and
come on doing the sale. The sales manager makes a plan for
expanding products in the market. The plan of sale helps him in
smooth working. The sales manager can change or modify the
plan according to the situation.
The budgeting and planning in sale help in taking decisions.
SUGGESTIONS AND IMPROVEMENT PLAN
The suggestion plays an important role in the sale and because of
it, draw-back in the product, employee management, and
customer relationship is improved for future.
The sales manager makes plans for improvement because he
knows the ins and outs of the market as the market teaches him
the same.
Suggestion and improvement are the parts of sale.

FIGHT WITH COMPETITORS
The product has to face competitors in the market. If the product
is new, he has more competitors than famous products. The sales
manager fights with competitors using techniques. The
promotional activities help him to fight product’s enemies.
The competitors are the cause of challenge in the sale.

SALESMAN
A salesman is a person who sells things, services
and ideas to customer or clients on profit. The sale
man has to fight on both sides of sale that is
distribution and marketing.
The salesman should be knowledgeable about the
product or service which he sells and to be able to
present it so that the customers understand it, so
excellent presentation skills are also an essential
part of the salesman's job description.
The success, at any rate, is the aim of a good salesman.

QUALITIES OF SALESMAN:
A person who sells anything visible or non-visible to anyone is a
sale man and no matter of replacing the name and designation
can change the definition of sale man.
A success sale man will sell the product for profit at any rate at
any time to his customer changing himself according to the
situation.
MAN OF MORAL
A salesman should have good moral in talking, making out about
his product which he is selling and long lasting-effect his selling
talks. The salesman must be honest with his customer and
himself because of which the customer and company for which he
is working will trust him in future.
The salesman must also be polite, modest, and courteous to turn
the hearts of customers.
The morality is very important for a salesman.

PLAYER OF WORDS
The words that we speak have different meaning; some of the
heart touching, some of the mindset up, some of the good in the
hearing, some of average and like this, some words do not fulfill
the same.
The good words please the customer which should be good be
good because the salesman does win the sale with his words. We
can say the sale is the war of words.
The salesman should be player of words.
GOOD FOR LOOKING
It is an example for a salesman that the first impression is the last
impression which comes from his deal and good looking
personality which gives confidence to a salesman in convincing
the customers more easily. The good-looking of salesman comes
from his clothing, cleanliness and good habits.
The salesman must have sound health for becoming efficient and
good looking. A salesman who is not healthy cannot maintain
pleasing appearance and carry on his duties efficiently.
The good for looking do half work of salesman.

MAN OF COURAGE
Sometimes a salesman may commit mistakes and make
false promises, which may lead to an unpleasant
atmosphere. But a good salesman must have enough
courage to face such situations boldly. He should be daring
enough to take the risk and should be firm in his decisions.
A Salesman should be enthusiastic; otherwise, he will fail
to create interest in the minds of the customers.
Enthusiasm creates assurance in the minds of the buyers
for a salesman’s product and service.
It refers to the ability to work hard to achieve a goal.
Unless a salesman works hard, it is very difficult for him to
acquire the detailed knowledge of the customers and
product. Absent a result he cannot achieve his targeted
sales. The salesman, therefore, must remain active both
mentally and physically.
The salesman must be a man of courage at any rate.

SELF-CONFIDENCE WORKING
Self-confidence is another important quality, which every
salesman should possess. The salesman should keep Self-
confidence both on himself and the goods he sells to the
customers. A salesman lacking Self-confidence cannot convince
his customer properly or overcome his objections.
Self-confidence helps in sales.
PATIENCE AND TOLERANCE IN DEALING
Patience and tolerance take a very important place in the
development of a salesman. A salesman to become successful
must be extremely patient in dealing with a buyer. In no case, he
should lose his temper, but to show a spirit impatient and angry,
but a salesman should remain calm and cool.
A salesman must work with patience and tolerance.

MAN OF TACT
A salesmanshould be a manof tact meansdoing the right thing at theright
timein the right wayand canhandle all kinds of situationcoming in
dealing.
A salesmanmust have techniquestohandle all kinds of situationindealing
with customers.
A salesmanmust be activeand present of mind to thesituationcoming
before him to take correct decisionsquickly.
A salesman must have techniques in sales.
A successsalesman;
- Understandsthe problem of his customers.
- Takes initiativehimselfimmediatelytocontrol thesituation.
- Makesrelationshipswith customersand the generalpublic.
- Has a sharp memory to recognizehis customer and quickin
questioning and answering with hiscustomer.
- Can facethe challenges of themarket for better business.
- Should be loyal to his organization, customers,and bellow-workers.
- Should be trustworthy, sincere and reliablein his promise, statement,
and dealings.
- Should be matureand canaccept gracefullyboth criticismsand
praises.
A success salesman is a successful man.

The sale has two segments promotion and distribution and
these segments are called sales. In promotion, the sale
introduces the product in the marketing and in distribution,
the sale supplies the product to customers.
As we can say that the promotion and distribution are
necessary for successful business growth and belong to
as body and soul.
WRITER

Sales and marketing chapter iii

Sales and marketing chapter iii

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