2. WHAT IS SALES
ORGANIZATION?
Sales organization
is a department in
company within
logistics that
designs the
company as per
the sales
requirements.
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3. CHARACTERISTICS OF SALES
ORGANIZATION
• A sales organization subsists of a group of people who handle different activities like
distribution, advertising, selling etc.
• It works to achieve the sales objectives, like increasing sales volume and maximizing
profit and market share of the company.
• It specifies the responsibilities and duties of the salesperson and also co-ordinates their
activities with other departments.
• It helps to develop a relationship with the other personnel in the organization by setting
up a sales programe.
• General Sales Manager is the head of the sales organization.
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4. BASIC TYPES OF SALES
ORGANIZATIONS
• Line Organization.
• Line and Staff Organization.
• Functional Organization.
• Horizontal Organization.
Sales organizations are generally classified into four basic types:
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6. All managers have line authority to direct and control
subordinates. Used in small firms / departments
Characteristics
Simple organization, clear authority, quick decisions, low cost
Advantages
6
No support to line managers from subordinates who have specialized knowledge
/ skills. Less time for planning / analysis
Disadvantages
8. Specialist staff managers are available for senior
marketing / sales managers. Staff managers’ role is
to assist / advise line managers. Used in medium
and large size organizations
Characteristics
Better marketing decisions, superior sales performance
Advantages
8
High cost and coordination, slower decision making, conflict may arise if staff
managers’ role is not clear
Disadvantages
10. Each functional specialist has line responsibility
over salespeople. Used by a large firm with many
products / market segments, minimizing line
authority to functional managers
Characteristics
Qualified specialists guide sales force, simple to administer
Advantages
10
confusion due to more managers giving orders to sales force
Disadvantages
12. Removes management levels & departmental
boundaries. Except planning team, all others are
members of cross- functional teams. Used by firms
having partnering relationships with customers.
Characteristics
Reduction in supervision, unnecessary tasks, & cost; Improved
efficiency and customer responses.
Advantages
12
13. SPECIALIZATI
ON WITHIN
SALES
ORGANIZATIO
N
• Needed to increase effectiveness of sales force
• Done by expanding basic sales organization
• Basis of specialization
• Geography
• Type of product
• Market
• Combination of above
• Criteria for selection – (1) nature of product, (2) sales force
abilities, (3) demands of selling job, (4) customer and
market facts.