1. Introduction to Sales Management
1.1 Definition of Sale and Sales Management
1.2 Selling v/s Marketing
1.3 Sales Management – Delivering Utility Value
Chapter Summary
Quiz 1
Class Activity
2. Sales Channels and Process
2.1 Business to Consumer (B2C) Channel
2.2 Direct to Consumer (D2C) Channel
2.3 Business to Business (B2B) Channel
2.4 Business to Government (B2G) Channel
2.5 Omni Channel Distribution
Chapter Summary
Quiz 2
Class Assignment
Case Study:
Tupperware in India
3. Ensuring Product Mix in the Channel
3.1 Product & Brand Matrix
3.2 Maintaining Ideal SKU Mix
Chapter Summary
Quiz 3
Field assignment
Case Study with a solution:
Optimizing Product, Brand, and SKU mix of an online portal
4. Product Selling to Concept Selling
4.1 Shift from product selling to concept selling
4.2 Advantages of concept selling
Chapter Summary
Quiz 4
Case Study with a solution:
Apple’s conceptual selling of its ecosystem
5. Push v/s Pull Strategy
5.1 Push Strategy
5.2 Pull Strategy
5.3 Difference between Push and Pull Strategies
5.4 Advantages and Disadvantages of Push and Pull Strategies
Chapter Summary
Quiz 5
Case Study:
Push and Pull Strategies in the pharmaceutical industry Class Assignment
6. Cross-Selling, Up-selling, Value-Added Selling
6.1 Cross-Selling
6.2 Up-Selling
6.3 Value-Added Selling
Chapter Summary
Quiz 6
Case Study:
Analyzing Cross-Selling Trends
Off-Class Assignment:
Analyzing Cross-Selling Trends
7. Channel Conflict: Reasons to Resolution
7.1 Channel Conflict
7.2 Causes of Channel Conflict
7.3 Types of Channel Conflict
7.4 Consequences of Channel Conflict
7.5 Conflict Resolution Tools
7.6 Conflict Management Styles
Chapter Summary
Quiz 7
Role Play Activity
Case Discussion with a solution:
Dealer Brands - Conflict of Interest
Case Study with a solution:
Producer-multiplex revenue sharing talks failed
8. Managing Key Accounts
8.1 Concept of Key Accounts Management
8.2 Managing Key Accounts Effectively
8.3 How to Choose Key Accounts
8.4 Stages of Key Accounts Management
8.5 Advantages and Challenges of KAM
Chapter Summary
Quiz 8
Case Study with a solution:
Key Account Management: The Next Level
9. Sales Promotions
9.1 Consumer Promotions
9.2 Trade Promotions
Chapter Summary
Quiz 9
Case Study:
Lay’s Sales Promotion: ‘Do me a flavor’
10. Sales Force Management
10.1 Importance of Sales Force Management
10.2 Components of Sales Force Management
10.3 Benefits of Sales Force Management
Chapter Summary
Quiz 10
Case Study with a solution:
Sales Force Performance Evaluation
Class Assignment with a solution:
Salesforce Performance Evaluation
11. Sales Management Post-Pandemic
Chapter Summary
Glossary