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Unit 3 of 4 · BBA Sem 5

Unit 3: Sales management & personal selling

Advertising and Sales Management notes · PTU syllabus (BBA 512-18)

3 min read4 topics8 exam questions
On this page
  1. Unit summary
  2. Nature, scope and importance
  3. Emerging trends and the sales manager
  4. Sales objectives and strategies
  5. Personal selling and the AIDAS principle
  6. Key terms
  7. Quick revision
  8. Important questions

Unit summary

Sales management plans, directs and controls the selling activities of a business. This unit covers the nature and scope of sales management, emerging trends, the role and skills of sales managers, sales objectives and strategies, personal selling, the AIDAS principle and the selling process.

After this unit you can

  • Explain the nature, scope and importance of sales management
  • Describe emerging trends and the role and skills of sales managers
  • Explain sales objectives and strategies
  • Explain the AIDAS principle and the personal selling process

PTU syllabus topics

  • Definition
  • nature
  • scope and importance of sales management
  • emerging trends
  • role and skills of sales managers
  • sales objectives and strategies
  • personal selling scope
  • the AIDAS principle
  • the personal selling process
ProcessThe personal selling process
  1. 1

    Prospecting

    Find likely customers

  2. 2

    Pre-approach

    Research the prospect

  3. 3

    Approach

    First impression

  4. 4

    Presentation

    Show benefits (AIDAS)

  5. 5

    Handling objections

  6. 6

    Closing

    Ask for the order

  7. 7

    Follow-up

    Ensure satisfaction

1

Topic 1

Nature, scope and importance

Sales management is the planning, direction and control of personal selling, including recruiting, selecting, training, equipping, assigning, routing, supervising, paying and motivating the sales force (AMA). Scope: sales planning and forecasting, sales organisation, territory and quota management, sales force management, and sales analysis and control. Importance: generates revenue, implements marketing plans, builds customer relationships and provides market feedback.

2

Topic 2

Emerging trends and the sales manager

  • Trends: CRM software, sales analytics, social selling (LinkedIn), inside and virtual selling, key account management, team selling, and consultative and solution selling.
  • Roles of a sales manager: planner, leader, trainer, motivator, controller and link between the company and customers.
  • Skills: communication, leadership, analytical, negotiation, people management and technical product knowledge.
3

Topic 3

Sales objectives and strategies

Objectives: sales volume, market share, profit contribution, new customers, and customer retention. Strategies: market penetration, key account focus, territory strategies, channel strategies (direct vs dealers), pricing and relationship strategies.

4

Topic 4

Personal selling and the AIDAS principle

Personal selling is direct, face-to-face (or virtual) communication by a salesperson to persuade a prospect to buy.

ProcessAIDAS principle
  1. 1Attention

    Capture the prospect's interest

  2. 2Interest

    Show relevant benefits

  3. 3Desire

    Make them want the product

  4. 4Action

    Ask for the order

  5. 5Satisfaction

    Ensure satisfaction after the sale

ProcessThe personal selling process
  1. 1

    Prospecting and qualifying

  2. 2

    Pre-approach

    Research the prospect

  3. 3

    Approach

  4. 4

    Presentation and demonstration

  5. 5

    Handling objections

  6. 6

    Closing

  7. 7

    Follow-up

Key terms

Sales management
Planning and controlling personal selling
Personal selling
Direct persuasion by a salesperson
AIDAS
Attention, interest, desire, action, satisfaction
Prospecting
Finding potential customers
Closing
Asking the prospect for the order

Quick revision

  • Sales management covers planning, organisation, force management and control.
  • Trends: CRM, analytics, social and consultative selling.
  • AIDAS adds satisfaction to AIDA.
  • Selling: prospect → pre-approach → approach → present → objections → close → follow-up.

Important exam questions

Practice questions written to the PTU exam pattern for this unit's syllabus: short answers (Section A style) and long answers (Sections B and C style).

Short-answer questions

  1. Q1.Define sales management.
  2. Q2.List three emerging trends in sales management.
  3. Q3.Expand AIDAS.
  4. Q4.What is prospecting?
  5. Q5.Name four steps in the selling process.

Long-answer questions

  1. Q1.Explain the nature, scope and importance of sales management.
  2. Q2.Explain the role and skills of a sales manager.
  3. Q3.Explain the AIDAS principle and the personal selling process.

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