Noida Institute of Engineering and Technology, Greater Noida

Unit-1
Introduction of Sales

Sales and Retail Management

Ms.Priyanka Malhotra
(AMBAMK0411)
Asst Prof.
MBA-4th Sem Dept of MBA

Faculty Name: Priyanka Malhotra AMBAMK0411 UNIT 1

1
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 Index/Content
S. No. Index
1.
Name of Subject with code, Course and Subject Teacher

2.
Brief Introduction of Faculty member with Photograph

3. Evaluation Scheme
4. Syllabus
5. Branch wise Application
6. Course Objective(s)
7. Course Outcome(s)
8. Program Outcomes (PSOs)
9. Cos and POs Mapping

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 Index/Content
S. No. Index
10. Program Specific Outcomes (PSOs)
11. Cos and PSOs Mapping
12. Program Educational Objectives (PEOs)
13. Result Analysis
14. End Semester Question paper Templates
15. Prequisite/Recap
16. Brief Indtroduction about the Subject with Videos
17. Unit Contents
18. Unit Objectives
19. Topic Objectives/Topic Outcome

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 Index/Content
S. No. Index
20. Lecture related to topic
21. Daily Quiz
22. Weekly Assignment
23. Topic Links
24. MCQs
25. Glossary Questions
26. Old question papers
27. Expected Questions
28. Recap of unit

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 Noida Institute of Engineering and Technology, Greater Noida

Ms. Priyanka Malhotra

Assistant Professor
Department: Management Studies
Email ID: priyankamalhotra@niet.co.in
Qualification: BBA, MBA, UGC NET, Ph.D (submitted)
Specialisation: HRM & OB
Total Teaching Experience: 14 years
Teaching Area: HR and Marketing

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 Evaluation scheme
MBA
EVALUATION
SCHEME
SEMESTER-IV
End
Periods Evaluation Scheme
S. Semester
Subject Code Subject Name
No Total Credit

L T P CT TA Total PS TE PE

1 AMBA0401 Project Management 3 0 0 30 20 50 0 100 0 150 3

Specialization Group -1 3 1 0 30 20 50 0 100 0 150 4

2
Elective -4
Specialization Group -1
3 3 1 0 30 20 50 0 100 0 150 4
Elective -5
Specialization Group -1
4 3 1 0 30 20 50 0 100 0 150 4
Elective -6
Specialization Group -2
5 3 1 0 30 20 50 0 100 0 150 4
Elective- 3
Specialization Group -2
6 3 1 0 30 20 50 0 100 0 150 4
Elective- 4

7 AMBA0459 Research Project Report* 0 0 6 100 100 200 3

GRAND TOTAL 1100 26

* Satisfactory completion of minimum 1 'Research Publication' in a

listed Journal is mandatory for award of degree.

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 Syllabus
UNIT-I Introduction of Sales 08 Hours
Introduction to Sales: Role of selling in marketing, Personal selling, Salesmanship
and sales manager, Types of sales personnel, Characteristics of a successful
salesman, Theories of selling, Sales management, Process of effective selling.

UNIT -2 Building Sales Organization 08 Hours

Building Sales Organization: Types of sales organizations and their structure,
Functions and responsibilities of sales person, filling sales positions, Recruitment,
Selection, Training and Development, Development and Conducting Sales training
programme.

UNIT-3 Leading Sales Organization 08 Hours

Leading Sales Organization: Sales force motivation, Designing & Administering,
Sales force compensation plans, Designing incentives and contests, Sales
forecasting, Sales budget, Sales quota, Sales territory, Building sales reporting
mechanism and monitoring, Sales force productivity, Sales force appraisal.
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 Syllabus
UNIT-4 Introduction to retailing 08 Hours

Introduction, Meaning of Retailing, Economic Significance of Retailing, Product Retailing

vs. Service Retailing, evolution of retailing- global retailing scenario- Indian retail –
emerging trends in retailing in India.
Types of Retailers: Classification by Ownership – Independent Store, Chain stores,
Franchise Stores, leased Departments, Cooperatives; Classification by Strategy – General
Merchandise Retailers, Discount Stores, Specialty Stores, Off Price Retailers; Classification
by Product Line – Department stores, Supermarkets, Hypermarkets, Convenience Stores,
Services retailing.
UNIT-5 Retail Market Strategy 08 Hours

Retail Marketing Strategy: differentiation, growth strategy, strategic retail planning process.
Retail Location & site selection Strategy: Types of retail locations, Steps involved in
choosing a retail location, Methods of evaluating a trading area.
Retail store layout & visual merchandising: Store planning, Store Design and the retailing
mix, Space mix, effective space management, Store layout – circulation plan, Floor Space
management. Markups and Markdowns, Shrinkage in merchandise management

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 Branch wise Applications

1. Learning how to capture someone’s attention, nudge them towards

certain behaviours
2. Learning the art of salesmanship
3. Use of customer data for achieving customer delight
4. Get an insight into the concept of retail management, retailing trends,
pricing and merchandising, segmentation, relationship marketing and
information technology in retailing.
5. Knowledge about retail formats.

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 Course Objective

•To build knowledge, understanding, and skills in Sales and Retail

Management.
•Enable development and implementation of Sales and Retail
Management strategies.
•Help to analyze decision alternatives and criteria in the context of
realistic problem situations in Sales and Retail Management.
•To acquaint the students with both store and non-store retailing.
•To build knowledge about retail growth strategies.

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 Course Outcome

CO1: Students will develop knowledge, understanding and skills in Sales force
management.
CO 2: Acquainted with better understanding of implementation of sales
management strategies.
CO 3: Develop analytical skills for effective decision alternatives in sales
management problems
CO 4: Develop the knowledge, understanding and skills in retail management
and how to manage Store and non-store retailing.
CO 5: Understand how to develop marketing mix strategies for retail
business.

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 CO-PO Mapping

S No CO/PO PO1 PO2 PO3 PO4 PO5 PO6

1 CO1 H H H M
2 CO2 L M L H H
3 CO3 M H L M
4 CO4 M H H
5 CO 5 L M M

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 Program Educational Outcomes

PEO1: Conceptual Knowledge to adapt in rapidly changing environment

and learn new skills and demonstrate application of management
principles in professional work setting.

PEO2: Apply appropriate tools for decision making for solving complex
managerial problems in local or global context

PEO3: Exhibit Integrity, social responsibility and teamwork

PEO4: Exhibit ethics, communication skills, leadership qualities and

entrepreneurial mindset

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 Result Analysis (Department Result, Subject Result
and Individual Faculty Result)

Not Applicable

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 End Semester Question Paper Template

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 End Semester Question Paper Template

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 End Semester Question Paper Template

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 Prerequisite and Recap

• Concept of Sales and Marketing

• Promotion mix
• Channels of distribution

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 Introduction to the subject

The subject of sales and retail management gives students a thorough

understanding of the concepts and procedures that go into managing and sales
and the sales department, retailing and related industries. It includes intellectual
as well as practical aspects of best practices in the Sales and Retail industry.  It
covers the Basics of sale, retailing, customer behavior, and supply chain network
which will help in enhancing the knowledge and skills of all the students who
want to be an entrepreneur or build a career in retail sales, and have
management, creative, and professional talents.
 
https://youtu.be/qGea0jAjeeU

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 Content

• Introduction to Sales
• Role of selling in marketing
• Personal selling
• Salesmanship and sales manager
• Types of sales personnel
• Characteristics of a successful salesman
• Theories of selling
• Sales management
• Process of effective selling.

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 Objective of Unit

• To build knowledge and understanding of building and

managing a sales organisation

• Enable development and implementation of Sales

Management strategies.

• Help to analyze decision alternatives and criteria in the

context of realistic problem situations in Sales.

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 Objective of Topic /Session

To understand:
• Introduction to sales and selling (CO1)
• Types of selling (CO1)

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 Introduction to Sales (CO1)

Definition:

The committee of American Marketing Association has defined it as- “Selling

is the personal or impersonal process of assisting and or persuading a
prospective customer to buy a commodity or a service or to act favourably
upon an idea that has commercial significance to the seller.”

Characteristics of Selling:
1. Basis of exchange
2. Centres around salesmanship
3. Means of promotion 
4. Creative function
5. Social character 
6. Ingredient of marketing programme
7. Perpetual function
8. Productive function

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 Role of selling in marketing (CO1)

1. Product Planning and Development

2. Marketing research
3. Creation of Demand
4. Establishing Contact with the Buyers
5. Negotiations
6. Entering into a Contract

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 Types of selling (CO1)

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 Types of selling (CO1)

1.Order taker salespeople

•Inside order takers: Retail sales assistants. For eg. Walmart, Big Bazaar
•Delivery salespeople: Deliver products to customer’s addresses
•Outside order taker: Visit customers regularly and respond to the
customer’s call

2. Order Producers
•Promoters: convince the consumer to mention the seller’s products.

3. Order Maker
••New Trade vendors:
Customer Finding entirely new customers
sales assistant
••Supervisory
High -tech sales representative
sellers: industrialized buyers, purchasing for resale and
•corporate
Marketingbuyers.

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 Daily Quiz

1. Define sales.
2. Salespeople who conduct business from their offices through telephones
and visiting to customers site is known as __________.

3. Who is a missionary salesman?

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 Objective of Topic /Session

To understand:
• Introduction to personal selling
• Meaning of salesmanship
• Types of salesmen

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 Personal selling (CO1)

“A face to face persuasive communication between a seller and a

prospective buyer” (Daniel S. Warner).

Personal selling is also known as face-to-face selling in which one person

who is the salesman tries to convince the customer in buying a product. It is
a promotional method by which the salesperson uses his or her skills and
abilities in an attempt to make a sale.

Features :
1. Human contact
2. Development of relationship
3. Two-way flow of information
4. Quick communication
5. Satisfaction
6. Persuasion

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 Objectives of Personal selling (CO1)

1. To enhance the sales volume of the different products of the company

2. To ensure the there is a proper mix of products in the total sales volume
3. To ensure that the market share of the company is increased
4. To ensure that the profits of the company have improved
5. To bring down or reduce the overall selling expenses of the company
6. To gain new accounts and ensure that there is growth of the business
7. It helps in the appointment of dealers and expansion of the distribution
channel.

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 Objectives of Personal selling (CO1)

8. To secure channel members co-operation in stocking as well as selling

the products of the company.
9. To achieve the desired proportion of cash and credit sales.
10. To provide pre-sale and after-sale services.
11. To train the dealers and customers.
12. To assist and support other promotional measures.
13. To help in collecting the amounts due from the market.
14. To help in gathering and reporting marketing intelligence.

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 Salesmanship (CO1)

Salesmanship is “the process whereby the sell­er ascertains and activates the
needs or wants of the buyer and satisfies the needs or wants to the mutual
continuous advantage of both the buyer and seller” (Pedeson & Wright).

FEATURES OF SALESMANSHIP
1. Pressure Salesmanship
2. Persuasion Aiming at Service
3. Winning of Buyer’s Confidence
4. Mutual Benefit
5. Educative Process
6. Creative

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 Personal selling (CO1)

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 Types of salesmen (CO1)

TYPES OF SALESMAN
1.Manufacturer’s Salesman
a) Missionary Salesmen
b) Promotional Salesmen
c) Merchandising Salesmen
d) Dealer Servicing salesmen

2) Wholesalers Salesman

3)Retailer’s Salesmen

4) Specialty Salesmen

5)Others Salesmen :
(a) Creative salesmen
(b) Service salesmen
(c) Staple salesmen
(d) Exports salesmen
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 Daily Quiz

1. Define personal selling.

2. Give two types of salesmen.
3. Give an advantage and disadvantage of personal selling.

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 Objective of Topic /Session

To understand:
• Qualities of a good salesman
• Introduction to sales management
• Difference between personal selling. Salesmanship and sales
management

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 QUALITIES OF GOOD SALESMAN (CO1)

PHYSICAL QUALITIES
1. SOUND HEALTH
2. GOOD APPEARANCE
3. CHEERFUL DISPOSITION
4. ALLURING POSTURE
5. IMPRESSIVE VOICE

MENTAL QUALITIES
6. CONFIDENCE
7. INITIATIVE
8. OBSERVATION
9. ALERTNESS
10. IMAGINATION
11. ENTHUSIAM
12. AGGRESSIVENESS
13. PATIENCE ADAPTABILITY

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 QUALITIES OF GOOD SALESMAN (CO1)

SOCIAL QUALITIES
1. EXTROVERT
2. COURTEOUS
3. CO-OPERATIVE
4. WELL-MANNERED
5. TACTFULNESS
6. CONVERSATION
7. INTELLIGENCE
8. COMMUNICATION
9. SENSE OF HOMOUR

CHARACTER QUALITIES
10. COURAGE
11. SINCERITY
12. DETERMINATION
13. MATURITY
14. LOYALTY
15. INDUSTRIOUS

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 QUALITIES OF GOOD SALESMAN (CO1)

TECHNICAL QUALITIES
1. PRODUCT KNOWLEDGE
2. PRODUCER’S KNOWLEDGE
3. CUSTOMER’S KNOWLEDGE
4. SELLING TECHNIQUES
5. MARKET KNOWLEDGE

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 Sales Management (CO1)

According to American Marketing Association, sales management is “the

planning, direction and control of professional selling including recruiting,
selecting, equipping, assigning, routing, supervising, paying and motivating to
the personal sales force.”

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 Sales Management (CO1)

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 Difference (CO1)

BASIS PERSONAL SELLING SALESMANSHIP SALES MANAGEMENT

It is an act of being Sales management is an

Personal selling is an act employed as a act of planning,
of engaging with
Meaning salesperson. Salesmanship
controlling, directing and
customers to persuade is an art and skill of coordinating the sales
them to buy the product.
initiating selling efforts.
process.
It is most flexible as the It is comparatively less It is least flexible as the
messages could be rules and policies are
Flexibility flexible
changed according to the selling. than personal formed and followed
customer’s needs. strictly.
Only one or two It reaches to masses in the
Only a limited number of form of advertising and
Reach customers can be dealt in
one time. persons can be contacted. other marketing
communications.
Cost per person is high as Cost is comparatively Cost per person is very
Cost per person limited persons can be lower than personal less.
reached at a given time. selling.
It takes a long time to It takes comparatively less It takes medium time to
Coverage cover the market. time to cover the market. cover the market.

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 Difference (CO1)

BASIS PERSONAL SELLING SALESMANSHIP SALES MANAGEMENT

It does not make use of Makes comparatively less Makes use of mass
Media mass media. use of mass media. media.
Direct feedback can be Feedback is not possible
Feedback collected from Indirect feedback can be because customers are
customers. collected. not involved.
More useful for industrial More useful for a Useful for all kinds of
Useful for and customized product. technical product. product.
Personal selling is a part
of sales management Sales management has a
and the scope of Salesmanship is included broader scope as it
Scope guides both personal
personal selling is under personal selling. selling and salesmanship
narrower than sales
efforts.
management.

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 Daily Quiz

1. Differentiate between personal selling and salesmanship.

2. Define salesmanship.
3. Enumerate the qualities of a good salesman.

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 Objective of Topic /Session

To understand:
• Theories of selling
• Process of selling

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 Theories of selling (CO1)

A. AIDAS Theory of Selling:

1. Attention
2. Interest
3. Desire
4. Action
5. Satisfaction

B. “Right set of circumstances” Theory of Selling:

•It is also called the “situation-response” theory. 
•The major emphasis of the theory is that a particular circumstance
prevailing in a given selling situation will cause the prospect to respond in a
predictable way.
•The set of circumstances can be both internal and external to the prospect.
•It stresses that the salesman must control the situation in such a way as to
produce a sale ultimately.

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 Theories of selling (CO1)

C. “Buying Formula” Theory of Selling:

The buyer’s needs or problems receive major attention, and the
salesperson’s role is to help the buyer to find solutions. 

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 Theories of selling (CO1)

D. Behaviour Equation Theory of Selling:

•Based on stimulus response model.

Howard incorporated these four elements into a behavioural equation that is:
B=P×D×K×V
P = Response or internal response tendency, i.e. the act of purchasing a brand or
a particular supplier.
D = Present drive or motivation level
K = “Incentive potential” that is, the value of product or brand or its perceived
potential value to the buyer.
V = Intensity of all cues: triggering, product or informational.

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 Process of effective selling (CO1)

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 Daily Quiz

1. Give the process of selling.

2. Explain the AIDAS model.
3. Throw some light on the Behavioural theory of selling.

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 Assignment

Q1.Differentiate (i) selling, (ii) sales, and (iii) salesmanship.

Q2.Salesmanship is both an Art as well as a Science. Comment.

Q3. Write a short essay on sales-management.

Q4. What do you mean by objectives of any effective selling ?

Q5.What do you mean by for sales-management? Explain its need,

importance, and functions.

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 Faculty Video Links, You tube & NPTEL Video Links and
Online Courses Details

https://economictimes.indiatimes.com/definition/personal-selling.
https://doi.org/10.1002/9781118785317.weom090313
https://www.yesware.com/blog/personal-selling/#close
http://2012books.lardbucket.org/pdfs/powerful-selling.pdf
https://www.researchgate.netpublication235362475_A_History_of_Marketing_Thought
https://onlinecourses.swayam2.ac.in/imb19_mg02/preview
https://www.youtube.com/watch?v=MPZgEJMS97o
https://youtu.be/T5_qqqbOIHM
https://www.youtube.com/watch?
v=qGea0jAjeeU&list=RDLVqGea0jAjeeU&start_radio=1&rv=qGea0jAjeeU

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 References

Still , Govoni , Puri, R. R. E. W. N. A. P. S. (2017). Sales and Distribution Management

(Sixth Edition ed.). Pearson Education.
Cundiff, Still, Govoni, S. (2011). Sales Management : Decisions Strategy & Cases (5th
ed.). Pearson India Education.
Stanton and Shapiro, ‘Management of a Sales Force’, McGraw Hill. 3. Anderson, Joseph,
and Bush, ‘Professional Sales Management’, McGraw Hill. 4. Roburt J. Calvin, ‘Sales
Management’, Tata McGraw Hill. 5. Dalrymple, Cron, and Decarlo, ‘Sales Management’,
John Wiley and Sons.
https://www.yourarticlelibrary.com/marketing/personal-selling/4-theories-of-personal-
selling-explained/50981
https://slidetodoc.com/salesmanship-meaning-and-definition-sales-means-to-transfer/
https://web2.aabu.edu.jo/tool/course_file/lec_notes/502311_Chapter%201.pdf

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 MCQs
1. Sales management achieves personal selling objectives through ……………
(1) Personal Selling Strategy
(2) Interpersonal selling strategy
(3) Selling strategy
(4) (4) None of the above
2. ………….is the fundamental guiding principle of sales management.
(1) Customer delight
(2) Customer orientation
(3) Client satisfaction
(4) None of the above
3. In an organization ………………..is also very useful when technically complex products are in the
process to sell.
(1) Individual selling approach
(2) Group selling approach
(3) Team based selling approach
(4) None of the above
4. Ask for order, review points of agreement, help in writing up the order, ask which model the
customer wants, note that customer will lose out if not ordered now; offer incentives to buy now –
lower price, larger quantity for same price are several techniques of ______________________.
(1) Approach
(2) Pre-approach
(3) Follow-up
(4) Closing
(5) Relationship marketing Faculty Name: Priyanka Malhotra
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 MCQs
5. J.A Howard gave a formula for ‘’Behavioral Equation”
B=P*D*K*V
What P stands for?
(1) response or the internal response tendency, that is, the act of Purchasing a brand or
patronizing a supplier
(2) predisposition or the inward response tendency, that is, force of habit
(3) present drive level
(4) “incentive potential,” that is, the value of the product or its potential Satisfaction to
the buyer
6. Reduce buyer concerns that might have arisen after the sale, reveal problems, assure
buyer of salesperson's interest, ensure customer satisfaction and repeat business is
called
(1) Approach
(2) Follow- up
(3) Closing
(4) Pre-approach

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 MCQs
7. What is the next step after “negotiation” in personal selling process?
(1) The opening
(2) Need and problem identification
(3) Closing the sale
(4) Dealing with objectives
8. What are the key concepts of personal selling?
(1) Needs analysis
(2) Demonstration
(3) Sale presentation
(4) All of these
9. Asking referrals from the customers, reward proper scouting, identifying good leads from bad ones
is _______________ step of personal marketing.
(1) Approach
(2) Handling objections
(3) Pre-approach
(4) Prospecting and qualifying
10. Salespeople who conduct business from their offices through telephones and visiting to customers
site is known as
(1) Outside sales force
(2) Inside sales force
(3) Team selling
(4) None of these
.
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 Glossary

Approach technical Prospecting Influence and persuasion

Negotiation Trade sales

1. ________ must match certain user characteristic.

2. ___________ consists of making the initial contact with prospects.
3. In ___________ selling salespeople will have areas or specific geographical
locations assigned for them and specific accounts will also be designated.
4. ____ the sales representative are responsible for selling the manufactured
goods to the wholesale dealers as well as retail traders.
5. Present new idea to decision-makers is ____skills of sales executive.
6. Communicate the high value of services over the competition is a part of
_________________.

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 Old Question Papers

https://aktupapers.in/aktupapers/mba-3-sem-sales-and-retail-management-kmbmk
01-2020.pdf
https://www.pooripadhai.com/download/pdf/

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 Expected Questions

1. Write a short essay on sales-management.

2. Discuss different situations where role of personal selling is vital.
3. Differentiate between personal selling and salesmanship.
4. Elaborate various steps involved in sales process with suitable example.
5. Describe the meaning and importance of personal selling.
6. Describe the various functions of salesmen.
7. Enumerate the importance of salesmanship.
8. Explain the AIDAS Model in salesmanship.
9. Discuss any two theories of salesmanship.
10. Explain the various types of salesmen.

Faculty Name: Priyanka Malhotra

03/06/2023 59
AMBAMK0411 UNIT 1
 Recap of Unit

Selling is the act, sales is the result of this act, while salesman is the
person who does this act. So, salesmanship is the quality of act of
selling. Thus, selling and salesmanship cannot be used synonymously.
Salesmanship serves the dual purpose of discovering and persuading
prospective buyers. By his creative faculties, a salesman has not only
to sell but also establish a winning, regular and permanent
relationship with his customers.

Faculty Name: Priyanka Malhotra

03/06/2023 60
AMBAMK0411 UNIT 1
 Thank you

Faculty Name: Priyanka Malhotra

03/06/2023 61
AMBAMK0411 UNIT 1