SALES & MARKETING

Overview

In all the areas of commerce and industry, sales professionals form the driving force of a company. They generate a huge portion of the money that keeps a business moving and expanding and their skills are essential for success. Sales representatives market their company's products/services to manufacturers, wholesale and retail businesses, government agencies, and institutions of all kinds.
The role of marketing is to work out what people want to buy, making sure that the product or service is right for these people and then to ensure that the product is available at the right prices in the right places. Marketing of a product includes market research, new product development, advertising and PR.
Selling is a career in itself, and an essential part of marketing. The two are closely linked: marketing finds out what the customer wants and helps put the goods and services/goods on the market; selling is concerned with finding and dealing with customers for the product/service.
The marketing function goes far beyond sales activities. It includes everything that must be done to move goods/services from the producer to the customer.
Market research has, of late, become an increasingly popular career choice as it is found to hold critical importance in the work of an ad agency
In the post-liberalisation era, serious thought is being given to retailing business. Many large business houses are planning forays into retailing.

Nature of Work

With sales you could end up selling a diverse array of products during the course of a career—be it hardware, software, Tupperware or swim wear. Normally, prior specialist knowledge of the product is not so important unless it is for specialised areas like pharmaceutical sales. However, knowledge of the product can be the tool to help in conveying your belief in the product and also to field difficult questions from potential customers.
Sales representatives or reps sell to wholesalers and/or, more usually, to retailers. Selling to retailers involves 'merchandising' which means helping the retailer to maximise sales, by promoting campaigns, suggesting ideas for shop displays, etc. Reps may also advise retailers on new sales techniques.
Staff with a technical background usually does specialty or technical or industrial selling. An engineering/pharmacy (medical reps sell pharmaceutical products) or science/computer background is particularly useful. This type of selling differs from consumer goods selling because in this case technical and financial experts make purchasing decisions. To effect one sale may require Months of negotiations and extensive after-sales service.
Marketing is concerned with undertaking market research; identifying consumer needs and aemands relative to the product or service, price, place and time, promoting them to the appropriate ^stonier segment.
Direct marketing involves simple customer mailing lists, databases recording customers' buying Patterns, and increasingly, selling on the Internet.
Market research is essential in the early stages to obtain data on what customers want with the object of avoiding losses on unwanted and unpopular products.
Activities in sales promotions include contests, sampling demonstrations, trade and sports promotions, event sponsoring, product flyers, etc. The trend towards targeted marketing is causing growth in such activities.

Work Environment

Market research can be desk or field research. Sales representatives have to travel and constantly meet people. There is a lot of interaction in all the areas of marketing and selling whether on the field or in office environments. Retail sales workers usually work in well-lighted, pleasant surroundings though they have to be on their feet most of the time.
Marketing departments, advertising or a public relations agencies provide a thrilling, creative and dynamic atmosphere which goes so well with the psyche of youth.

Specialisations

Retail selling, direct marketing, tele-marketing, selling on the Internet, specialty or technical or industrial, home marketing, market research are the various specialisations possible in the profession of sales and marketing.
Decisions are made with respect to one's personality, physical stamina, and product or service involved.
While field research is one area where data is gathered directly from the field, desk-based market research is the analysis of the feedback from field research by workers on the field.

Physical and Psychological Requirements

Personality plays a large part in your success as a salesperson. A thick skin is also a useful asset. Selling requires an extrovert personality, one who has the ability to establish instant rapport with people, judgement; sensitivity to gauge the right approach to customers; willingness to be away from home quite often and for long spells; good listening and communication skills.
An out-going personality; good rapport with people; highly motivated, well organised, and efficient; risk-taking instinct; self confidence; social awareness and interest in social and economic trends; ability to communicate easily with colleagues and clients, whatever their temperament and degree of expertise; ability to cope with change, with, sometimes, unjustified criticism and a high degree of business acumen and numerical skills. Good grooming and a neat appearance are essential, as are self-confidence, reliability and the ability to communicate effectively Apart from paper qualifications, employers are looking for related work experience and enthusiasm.
Perception, analytical ability, flexibility and good communication skills, which are perceived as female attributes, stand women in good stead for roles in sales, marketing and customer service. We find them increasingly in the marketing of educational aids, home marketing, tele-marketing, and in the marketing of products and services aimed at the female population.
Promotional sales activities require creative imagination and one should be able to combine revolutionary sales ideas with great communication skills and a flair for relating to people.
Market research requires skills in working with figures and maintaining accuracy

Study/Training

Part-time diploma courses in marketing as well as 1-year diploma courses are quite easily available in many management institutes/universities in the country These are usually targeted at graduates. Although undergraduates may be taken for field research and direct marketing in the short-term. there is seldom a secure career for undergraduates, no matter how skilled they are. A 1-year PG Diploma or Diploma in Marketing is useful to get an edge in placements in most companies.
The best training for marketing as a career which offers prospects for further growth on the fast track starting off at a higher level are the MBA courses with a specialisation in marketing. All top management schools which offer specialisations will usually provide marketing as one of the disciplines.
2-year Post Graduate Diploma programmes or equivalent in Communications/ Advertising and Communications/ Marketing Management are primarily targeted to train professionals for advertising/ marketing. Most professional programmes admit students after they have completed their graduation.
For market research a Master's degree preferably in a Social Science (Economics, Mathematics, Statistics/Psychology, Sociology).

Employment Prospects

Marketing jobs are available in all industries and the plus point is that there will always be products and services to be marketed. Salaries will vary enormously with the market situation, the state of the economy, the availability of qualified candidates and the region in which you operate. Salaries are always higher in the major cities. Trainee positions attract monetary compensation of Rs.4, 000 approximately but the actual pay-offs are related to the volume and quality of your work.
Sales representatives are paid in a variety of ways—some get a straight salary, others are paid on a commission basis solely, while there may be some who get a combination of a base salary plus incentive pay Most firms use a combination of salary and commissions. Privileges such as bonus, vacation trips and prizes for sales that exceed company quotas are the usual practice. If you have the right qualities, attitudes and drive you could be taking home a neat sum upward of Rs.12, 000 (per month) very soon. Because sales are affected by changing economic conditions and consumer and business expectations, earnings may fluctuate from year to year and industry to industry.

Career Progression

As salespersons gain experience and seniority, they usually move to positions of greater responsibility and may be given their choice of departments. This often means moving to areas with potentially higher earnings and commissions. The highest earnings potential is usually found in selling high-value items. This type of position often requires the most knowledge of the product and the greatest talent for persuasion.
Traditionally, capable sales workers without college degrees could advance to management Positions; but today, large retail businesses generally prefer to hire management trainees, making Management/marketing education increasingly important for those looking forward to career advancement.
Despite this trend, capable employees with general college degrees could still be able to advance to administrative or supervisory positions in large establishments after relevant work experience.
Retail selling experience may be an asset when applying for sales positions with larger retailers or in other industries, such as financial services, wholesale trade, or manufacturing sales staff.
Growth in employment of retail sales workers is expected to increase due to anticipated growth in retail sales created by a growing population, increasing products and services and the right atmosphere for a revolution in retailing. There will continue to be many opportunities for part-time Workers, and demand will be strong for temporary workers during peak selling periods, such as festivals.

International Outlook

UK

Chartered Institute of Marketing, Moor Hall, Cookham, Maidenhead, Berks, SL6 9QH
www.cim.co.uk

Market Research Society, 15 Northburgh Street, London EC1V OAH

USA

National Retail Federation, 325 7th St. NW, Suite 1000, Washington, DC 20004; Homepage: http://www.nrf.com

Career and certification information from:
Sales and Marketing Executives International, 5500 Interstate North Pkwy., No. 545
Atlanta, GA 30328; www.smei.org

Related Careers

Advertising
Hotel Management
Leisure Management
Management
Market Research

LIST OF TRAINING INSTITUTIONS

Place

Institutions

Courses offered

Eligibility criteria

Ahmedabad

Mudra institute of communications,

Ahmedabad 380058

Phone: (02717) 39946-51

www.mica.ac.in

2-year post graduate programme in communications

Graduation with 50% Entrance test (usually CAT)

Notified in September

Gwalior

School of studies in commerce & management,

Gwalior 474011

Master of marketing administration (MMA)

Graduation with 50% Entrance test

Jaipur

R.A. Podar institute of management

(faculty of management studies),

Jawaharlal Nehru marg,

Jaipur 302004

Phone: 511349

Fax: (0141) 510339

Marketing management

Graduation with 50% Entrance test

Lucknow

Institute of development studies,

Lucknow 226007

Master of marketing economics & management

Graduation

Mumbai

NMIMS,

V L Mehta road,

Vile parle W,

Mumbai 400056

Phone: 26134577, 26183688

Fax: 26114512

e-mail: nmims@nmims.edu

Website: www.nmims.edu

2-year PG Diploma in advertising and communication management

Graduation with 50% Entrance test

Mumbai

K .J. Somaiya institute of management studies & research,

Vidyanagar,

Vidyavihar,

Mumbai 400077

Phone: 25140006, 25106552

Fax: 91-22-25156583

Website: www.simsr.com

Diploma in marketing management

MMS with marketing specialisation

Graduation

Graduation with 50% Entrance test

New Delhi

Apeejay school of marketing,

Sector 8, institutional area,

Dwarka, papandalan,

New delhi 110045

Phone: 25087275-78

Fax: 25087274

E-mail: asm.tvu.del@apj.edu

PGDBM with specialisation in marketing

New Delhi

Times school of marketing,

10 Daryaganj,

New Delhi 110002

Phone: 23273514 PBX 23266081-7; 23271911-13

1-year PG diploma in marketing management

Graduation with 50% Entrance test

Notified usually in January; admission test: March 3rd week

Pune

Symbiosis institute of business management,

Senapati bapat marg,

Pune 411004

Phone: (020) 5654626, 5655978

Fax: 91-22-5659499

2-year PG diploma in advertising & communications management

Graduation with 50%

Notified in January; written test in February at Mumbai, Pune, Calcutta, Chennai, Delhi, Hyderbad, Allahabad, Bhopal and Patna; GD, PI at Pune.

Listing is indicative

NIS offers the 11-month PG Diploma in sales and marketing at it selected centres in various cities.

Note

Refer listing of management institute since MBA/ equivalent courses mostly offer marketing as a specialisation. Short-term courses in export-import management are also offered by chambers of commerce in various states. Diploma in marketing management offered by many universities.