What is the role of sales promotion manager? What are qualities of an efficient sales promotion manager?
What is the role of sales promotion manager? What are qualities of an efficient sales promotion manager?
Ans.
Role of Sales Promotion Manager
Sales manager is the principal officer of the sales promotion department. Efficient administration and implementation of sales promotion functions are executed in the direction of sales promotion manager.
Following are the main functions of sales promotion manager:
1. Implementation of Sales Policies- Board determines sales policies with the help of different departmental heads. Sales promotion manager executes these policies.
2. Preparation of Budget- Sales promotion manager makes efforts to acquire fund for the operation of his departmental functions. For this purpose he has to prepare annual budget.
3. Control on Sales Persons- Many salesmen are employed and engaged in a sales organisation. Diversity is found in the functions and problems of these persons. Sales promotion manager establishes control on these sales persons activities.
4. Control an Expenses- Sales promotion manager establishes control on extravagancy. Expenses on sales promotion should be according to budget approval.
5. Special Publicity Schemes- Sales promotion manager prepares various types of schemes to promote sale of the firm’s products/services.
6. Liaisoning- Sales promotion manager establishes his relations with wholesalers and retailers. He informs to wholesalers and retailers regarding new programmes and policies.
7. Co-ordination – Sales promotion manager establishes co-ordination between sales department, advertisement department and production department.
Qualities of an Efficient Sales Manager
The essential characteristics of an efficient sales manager can be classified into four groups:
1. Intellectual Qualities: These qualities are must for a good sales manager. The manager must have good understanding of sales, management, market, consumer etc. He should be capable in presenting his view before others including consumers and his colleagues in short lucid manner. His judgement should be analytical and quick, logical and acceptable. He should respect every person including his juniors or subordinates.
2. Psychological Qualities: The personality of manager should attract others. He should be capable of coining confidence of others in shortest period possible for longest possible time. He should not dictate but work with cooperation. He should be able to motivate his fellow persons in times of distress and sluggish sales. He should be tactful and handle the issues diplomatically.
3. Character Qualities: The manager should be a person of integrity and should be respected by all. He should be kind and humane. He should have self discipline.
4. Physical Qualities: The manager should have sound health. He should develop traits of resistance and endurance. He should have cool mind so that he can work long hours with calmness.
