Sales Management

SALES FUNNEL

The diagram represents the conversion of prospective customers to converted sales and the relationship management for repeat purchases. The largest ring is the target market .And then it narrows down as the true leads emerge. These leads are then worked on, some staying put as the funnel narrows,turning into sales.

Fast Moving Consumer GoodS (FMCG), as the name suggests, are products that are sold quickly and are relatively low on cost. Though the profit on sale made on FMCG products is comparatively small, they generally sell in large quantities, hence the cumulative profit on such products is substantial.

Sales management is that part of the  business discipline which focuses on the practical application of sales techniques and the management of the firm's sales operations. It is an indispensably important business function as net sales and the resulting profit are what drive most commercial business. These are also typically the goals and performance indicators of sales management for future projections.

Sales manager is the title of the person who is in charge of sales management. The role typically involves functions of sales planning, human resources, talent development and control of resources.

In an FMCG product like Dettol, the importance of direct selling is comparatively lesser when compared to the product category of say an Aquaguard. The general buying pattern is when a customer picks the product from the shelf/ display when the requirement arises. Or, purchasing of Dettol Antiseptic Liquid from the closest pharmacy. Sales for Dettol is a build up of the following functions:

-  High volumes

-  Low contribution margins

-  Extensive distribution networks