Sales Distribution Management

Sales and distribution management is an important aspect running a business in today's competitive world. Most producers do not sell their goods directly to final users. They design a multi-channel distribution system to reach them. The design of marketing channel that acts as a strong interface can provide competitive advantage to a firm in the industry. In contrast, the absence of a good distribution network can also be a major fiasco in today's cutthroat competitive world. Marketing channel decisions are the most critical ones facing the marketing management today. It is complex and the complexity further gets compounded by the fact that the channel system take time to build usually years. Channel partners are not owned by the company in most cases. The sales force plays a crucial role in getting the best out of marketing channel. Integrating the efforts of channel partners and sales efforts within the whole marketing effort becomes crucial towards achieving organizational goals. The sales force is responsible for optimizing the coverage efforts at minimum cost- a significant need during the slowdown. For effective sales and distribution management, a sales force is necessary to direct all sales activities for the achievement of short and long term business objectives, increased profit, and market control, establish and co ordinate the sales objectives, policies and programme within the context of the overall corporate plan and, where appropriate, recommend standards and set targets and quotas, prepare or arrange for preparation of the budgets, reports and forecasts and ensure they are presented in a timely manner to the CEO, direct the preparation of operational matters including volume and profit objectives, promotion distribution, pricing and selling, direct sales activities by setting product mix, geographical sales areas and customer service standards, maintain necessary contact and negotiations with major suppliers, key customers, industry associations and government representatives to achieve the objectives of the division, as well as to assist in the direction of merchandising methods and distribution policy.