Sales and Distribution Management

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Sales and Distribution Management

Sales management is a sub-system of marketing management. It is sales management that translates the marketing plan into marketing performance. As a result, sales management is frequently referred to as the “muscle” behind marketing management. Actually, sales management does a lot more than just provide the muscle for marketing management. In today’s businesses, sales managers must be customer-oriented and profit-driven, as well as undertake service responsibilities in addition to defining and attaining the firm’s personal selling goals.

According to American Marketing Association (AMA) sales management is defined 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”.

According to B.R. Canfield, “Sales management involves the direction and control of salesman promotion and merchandising and the integration in the marketing program of all business activities that contribute to the increased sales and profits”.

Sales Management Features:

The following are the primary characteristics of sales management:

  1. Sales management is a subset or branch of total company management.
  2. Sales management is responsible for initiating some marketing activities.
  3. Sales management is responsible for managing personal selling tasks.
  4. The scope of sales management is rapidly expanding.
  5. Sales management entails recruiting, selecting, equipping, managing, regulating, routing, paying, and motivating sales personnel.


Meaning of Salesmanship:

The skill of selling products and services to a buyer for a fee is known as salesmanship. It is the power or capacity to influence people to buy, the art of convincing people to buy products, the skill to convince people to buy, and above all, the ability to convert a prospect into a buyer. Salesmanship is a personal connection with the consumer. Salesmanship encompasses the efforts that must be carried out in order to turn a trying ‘suspect’ into a ‘prospect,’ and ultimately the ‘prospect’ into a ‘customer.’

Definition of Salesmanship:   

Professor Stephenson defines salesmanship as, a ‘ concise effort on the part of the seller induce a prospective buyer to buy even if he had not though it favorably”.

According to American marking Association, “ salesmanship is an oral presentation in a conversation with one on more prospective customers for the  purpose of making sales”.

According to Sefred Grass “Salesmanship is the art of increasing satisfaction by persuading those people who should do so to buy specific goods or service”.      


Selling may be both personal and impersonal. Personal selling is a separate term that refers to the only type of direct sales promotion that involves a face-to-face connection between sellers and potential consumers. Personal selling is a versatile and highly successful, but pricey, kind of sales promotion. Personal selling is a two-way or reciprocal communication process.

According to American Marketing Association, “Personal selling is oral presentation in a conversation with one or more prospective purchasers for the purpose of making sales.”

According to Richard Bushirk, “Personal selling consist s of contacting prospective buyers personally”.

Personal selling is a face-to-face interaction between a seller and a prospect in which important details about the product and the company are communicated in order for the prospect to make a purchasing choice. Personal selling can make the best use of persuasive psychology to urge a purchase choice.


Meaning of Distribution Channels:

According to American Marketing Association, “A Channel of distribution or marketing channel is structure of intra-company organization, units and intra-company agents and dealers , wholesalers and retailers through which a commodity product or service is marketed.

Distribution Channel Features:

The main characteristics or elements of distribution channels may be summarised as follows;

  • Pathway or Route: A channel of distribution is a road or route that products and services take from manufacturers to consumers.
  • Movement: The flow of products and services is smooth and sequential, and it is typically one-way.
  •  Composition: It is made up of intermediaries, such as wholesalers, retailers, agents, distributors, and so on, who willingly engage in the flow.
  • Functions: Intermediaries conduct functions that assist the transfer of ownership, title, and possession of products and services from manufacturers to consumers.
  • Remuneration: Intermediaries are compensated in the form of commission for the services they provide. The manufacturer compensates for this in the form of a commission granted by the manufacturer or added to the price of the products sold.

Channels of Distribution’s Objective:

1. Ensure product availability at the moment of sale

2. To increase channel member loyalty

3. To encourage channel members to increase their selling efforts

4. To improve management efficiency in the channel organisation.

5. Identifying your business at the buyer level; 6. Having an efficient and effective distribution strategy in place to make your products and services accessible

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