Enhancing Sales Force Performance

Markets are dynamic in nature characterised by intense global competition, pressure on margins, changing customer expectations, fragmented communication channels, and proliferating distribution channels. Sales management in such competitive markets has become a challenge and a key activity for organisations for developing competitive advantage.

In this dynamic environment, the profile of the sales force has undergone a sea change. The two main recent changes impacting the process are adoption of technology and realignment of distribution function. This has resulted in shifting the focus on selling to the end customer and the retailer as against the distributors or the wholesalers. The art of sales is moving from product sales to problem solution selling. Ensuring a high level of performance of the sales force would require development of new capabilities besides reassessing the capacities of the current workforce. Organisations are also facing challenges in attracting, developing, motivating and retaining performers, and building teams. In addition, job responsibilities, performance assessment, and incentive compensation needs to be relooked.

This programme will discuss relevant analytical sales management frameworks and examine their applicability for practical solutions. Managers will be urged to examine novel ways of looking at their sales force and execute strategies that match realities of the market place. The main objectives of the programme are as follows: