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Case study on Selection : Case 3

Review the case below, analyse it, and then create a report:

Selection and Recruitment

selection

Tin-plated steel is produced by the Southern Steel Company particularly for the canning industry. It has roughly 5,000 employees. The business uses cutting-edge scientific techniques wherever applicable.

One such scientific approach was used by the personnel department to choose management trainees. The individuals’ hobbies, emotional stability, general intellect, and personalities were evaluated using a battery of tests.

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.A company that excels in creating and analysing tests was used to administer the exams. The business obtained the exams from the organisation, distributed them to the candidates, and then handed them back to the organisation for evaluation.

The personnel director examined the information on the application forms in addition to the exams. The candidate who scored the highest on the exams and had a positive application rating was chosen for an interview with the personnel director. Following the interviews, decisions were made.

The business used this strategy to recruit 30 candidates by the end of the first year. The organisation was shocked to discover that 14 of these trainees lacked the credentials deemed essential for senior employees after evaluating them. Approximately Rs. 26,000 was spent on these incompetent trainees in total.

The recruiting and testing process was then put under scrutiny by the personnel department. It was discovered that other steel firms had successfully utilised the testing. Neither the administration nor the testing were determined to be flawed. The director of people wasn’t sure what to do.

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He raised the issue with the executive committee, which consists of the leaders of eight departments. The head of the department in charge of industrial relations advised abandoning the tests and devising a different system for choosing management trainees because they contained errors.

QUESTIONS

1) What are the flaws in the recruiting process at the company?

2) What steps should the business take to address the selection issue in light of the facts provided?

Other Related Topics

  1. How to Solve a Case Study or Analyse a Case?
  2. Case Study / Analysis on Communication : Case 1
  3. Case Study on Co-ordination: Case 2
  4. Case study on Selection : Case 3
  5. Case study on Role Reversal : Case 4
  6. Case study of a Controversial Person : Case 5
  7. Case Study on Co-ordination: Case 6
  8. Case Study on Punishment and Discipline: Case 7
  9. Case Study on Personal Conflicts: Case 8
  10. Case Study on Human Aspects of Personnel – Case 9
  11. Case Study on Inter-Personal Relationships- Case 10
  12. Case Study on Schemes : Case 11
  13. Case Analysis on sales : Case 12
  14. Case Analysis on Diversity : Case 13

Case Study on Co-ordination: Case 2

co-ordination

Write a report analysing the case presented below.

In order to meet the growing market demand for colour television sets, Southern Manufacturing Company has begun producing them. When it comes to making deliveries on schedule, the corporation has trouble keeping up with demand. Amirthalingam began working as a General Manager at Southern Manufacturing Company Ltd. two months ago.

He was compelled to take the necessary actions to ensure that the sales delivery timeline was closely adhered to. To determine the reasons for the delay in the delivery of the items, he had to look at the company’s data.

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Amirthalingam discovers that the manufacturing division paints a picture of increased expenses, missed delivery deadlines, and an uptick in quality complaints. He immediately dialled Mr. Bhaktavasalam, the works manager, to have a conversation and discuss the facts in order to find a solution to the issue. Bhaktavasalam acknowledged his poor performance but said that the sales department’s excessive promises and disregard for the production schedules were mostly to blame for his inability to achieve the delivery deadline.

The majority of the quality issues, according to him, are caused by the constant stream of engineering modifications that appear without notice and provide little time to iron out the manufacturing issues that are inherent in all new products. Amirthalingam acknowledged that he had given his approval for the most recent round of engineering improvements.

As a further step, Deeran, the engineering manager, was summoned to Amirthalingam’s chamber for discussion. He described to Deeran the difficulty in putting the authorised engineering improvements into practise. Mr. Deeran stated that since the engineering improvements with top management permission arrive to him one at a time, separated by a few days, it is impossible to adopt them all at once.

As a result, Amirthalingam instructed Deeran to implement all the agreed adjustments into production right away in order to boost output and adhere to the sales department’s timeline.

Amirthalingam summoned Mr. Nayar, the sales manager who is in charge of maintaining the sales calendar, during the problem-solving exercise so they could speak. Mr. Nayar acknowledged that he was unable to completely adhere to the sales timeline since he was unaware of the production schedules.

Additionally, he expressed dissatisfaction at the engineering division’s repeated changes to product standards without discussing or telling the sales division. He also complained that the sales department was not notified in advance when the finance department tightened the credit requirements, which delayed the delivery of the goods.

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Amirthalingam acknowledges once again that the identical engineering modification that produced issues for the sales department and rendered the stock of replacement components outdated. Additionally, he discovers that the credit standards were tightened by the finance department at his request because of an exceptionally low cash situation.

QUESTIONS

  1. What led to the issue?
  2. Describe the main coordination issue that Amirthalingam is experiencing.
  3. How can the company’s many divisions continue to coordinate?

Other Related Topics

  1. How to Solve a Case Study or Analyse a Case?
  2. Case Study / Analysis on Communication : Case 1
  3. Case Study on Co-ordination: Case 2
  4. Case study on Selection : Case 3
  5. Case study on Role Reversal : Case 4
  6. Case study of a Controversial Person : Case 5
  7. Case Study on Co-ordination: Case 6
  8. Case Study on Punishment and Discipline: Case 7
  9. Case Study on Personal Conflicts: Case 8
  10. Case Study on Human Aspects of Personnel – Case 9
  11. Case Study on Inter-Personal Relationships- Case 10
  12. Case Study on Schemes : Case 11
  13. Case Analysis on sales : Case 12
  14. Case Analysis on Diversity : Case 13

How to Solve a Case Study or Analyse a Case?

case study

A case study must be solved utilising in-depth analytical abilities, the capacity to research the present issue, consider the best solution, and the use of the most persuasive and practical evidence. It is crucial to make notes, highlight important details, and emphasise the key issues at hand.

Nowadays, you may get online case study assistance by contacting professionals via their websites. We use a step-by-step process to make things simpler and more clear. Therefore, to acquire the appropriate and desired outcomes, follow the step-by-step approach before you start writing the case.

First Step: Determine The Case

Making notes, highlighting the important variables that are involved, and introducing the pertinent components that are required are the initial steps.

Second Step: Focus Your Analysis

Identify the main issues. Discover the cause of their existence. How may they impact the business or the client? Determine what is to blame and implement the appropriate remedies.

Third Step: Consider Potential Solutions

Review all of the case study course’s readings, relevant conversations, seek advice from other sources, and draw on your own experience.

Fourth Step: Select the ideal response

Think about the strongest arguments. benefits, disadvantages, and degree of viability. Reread the information that has been obtained, being sure to pay attention to each detail.

Following these well-studied techniques will help you solve a case study step-by-step and quickly come to a conclusion that will benefit your customers. One may also get acquainted with how to write case study assignments by following these procedures, which will also result in less uncertainty.

Advantages and Drawbacks of Case Studies

A case study may offer advantages as well as disadvantages. Here, we list its positive and negative aspects in the form of bullets. We first learn about its advantages.

  • It enables researchers and investigators to acquire advanced information.
  • Give them an opportunity to learn useful knowledge from extraordinary and uncommon circumstances.
  • Allow the study subjects to construct their own hypotheses in order to test them in experiments.

Case studies offer advantages and disadvantages. Let’s go through them in bullet points.

  • The case study is unable to succinctly explain cause and effect.
  • In public, it cannot be generalized.
  • Additionally, prejudice may result.

Conclusion

In general, case studies may be used in a wide range of disciplines, including anthropology, political science, psychology, and education. In the article above, we covered the concept of a case study, how to deal with it, and provided examples for you to better understand. I’m hoping that this post will help you become more knowledgeable about case study analysis.

Other Related Topics

  1. How to Solve a Case Study or Analyse a Case?
  2. Case Study / Analysis on Communication : Case 1
  3. Case Study on Co-ordination: Case 2
  4. Case study on Selection : Case 3
  5. Case study on Role Reversal : Case 4
  6. Case study of a Controversial Person : Case 5
  7. Case Study on Co-ordination: Case 6
  8. Case Study on Punishment and Discipline: Case 7
  9. Case Study on Personal Conflicts: Case 8
  10. Case Study on Human Aspects of Personnel – Case 9
  11. Case Study on Inter-Personal Relationships- Case 10
  12. Case Study on Schemes : Case 11
  13. Case Analysis on sales : Case 12
  14. Case Analysis on Diversity : Case 13

Case Study & Analysis on InterPersonal Communication in Organisation : Case 1

Review the case below, analyze it, and then create a report:

Interpersonal Communication

communication

Ms. Shina oversaw the administrative division of a large company. There were a lot of female typists. They were all proficient at their jobs and completed all of their daily tasks before leaving the workplace. There was no need for typing labour in this portion to be done after hours.

The manager of the administration department, Mr. Mohan, was summoned one day by the company’s managing director, who told him that people in his division had begun to err on the side of laxity when it came to being on time for work.

He said that on one specific day, around 9.40 in the morning, he arrived at work and saw two stenos/typists arriving late. He claimed that this was not the first time he had seen this.

He desired that his managers become knowledgeable in this area. Mr. Mohan committed to maintain timeliness after carefully listening to the Managing Director’s directions.

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When the two latecomers event occurred, Mr. Mohan phoned Ms. Shina to inform her of the situation and the Managing Director’s remarks. Additionally, he said that timeliness must always be respected. Ms. Shina said that while she was aware of the circumstances, she did not believe that any action was necessary.

She said that the stenos/typists put in a lot of effort and did not mind staying late for a few hours in the office if there was a lot of work to be done. They were determined to accomplish the day’s work before leaving the workplace, and they normally kept their appointments and did not often arrive late.

Communication Failures

She also argued that in the interest of excellent functioning, it should not be taken into account when one or two typists are sometimes ten to fifteen minutes late due to personal reasons.Nevertheless, Mr. Mohan demanded that she follow the Managing Director’s directions.

Ms. Shina became confused. The Managing Director urged them to be at the office on time and is opposed to any relaxation in this regard, so she returned to her area and told her typists the full scenario. She also warned them that the latecomers would face punishment.

communication

This did not make the typists happy. Since they were the typists who arrived later that day, Ms. Sarla and Ms. Rama spoke about this issue at lunch. They believed they had not received sufficient care.

It is extremely odd that things have been gone too far, Ms. Sarla added. I’ve made up my mind to leave the workplace at 5.30 p.m. if I’m requested to stay later than that and leave the job undone.

Just two days later, at 5:15 p.m., the Managing Director’s Private Secretary delivered Ms. Rama some urgent typing work. To type the whole document would take at least two typists an hour.

With these crucial documents, the Managing Director was scheduled to meet with the Chairman in the evening. In any event, he needed the typed document returned by 6.30 p.m.

communication failures

Ms. Shina gave Ms. Sarla and Ms. Rama the task, but both said they could not do it since it would take an hour to complete and they could only remain in the office for a maximum of fifteen minutes.

At 5.30 p.m., the office shuts. Since “the commanders sometimes urged them to sit late, why such hue and cry should have been created when someone was late by a few minutes and that too on a few occasions,” both typists did not forget to ask.

Ms. Shina had trouble getting the materials typed. She worried that other typists may respond in the same way. She then returned to the Private Secretary and informed the Managing Director that she and the Private Secretary may need to split the job and complete it even though the Private Secretary had other more important tasks to do.

QUESTIONS

(a) What do you think of Ms. Rama, Ms. Sarla, and Ms. Shina’s actions?

(b) Has there been a communication breakdown? If so, how and where?

(c) How can this scenario be made better?

(d) What are your thoughts about the Managing Director’s demeanour?

(e) How do you see Mr. Mohan’s demeanour?

(f) In such a circumstance, how would you respond?


SOLVING THE CASE

POWER OF COMMUNICATION

Brief Description of the Case

Ms. Shina oversees a team of female typists in a large company, where the workers are efficient and complete their tasks on time. However, the Managing Director observed that some typists, including Ms. Sarla and Ms. Rama, were occasionally arriving late, prompting him to raise concerns about punctuality with Mr. Mohan, the administration manager.

Mr. Mohan, in turn, asked Ms. Shina to address the issue, but she initially dismissed it as unnecessary since the typists always finished their work. This led to frustration among the typists, who felt unfairly criticized.

When asked to stay late to complete urgent work, Ms. Sarla and Ms. Rama refused in protest, citing the inconsistency of management’s approach to lateness versus staying late.

Ms. Shina struggled to resolve the conflict while trying to meet the Managing Director’s expectations. Eventually, she warned the typists that further lateness would lead to consequences, but the overall situation highlighted deeper issues of communication, employee dissatisfaction, and managerial challenges.

Problem Description

The issue revolves around punctuality and communication failures in a large company’s administrative division. The Managing Director observed late arrivals by the typists, raising concerns about their discipline.

Despite the typists’ efficiency and the completion of their tasks, the emphasis was placed on their punctuality. The tension escalated when two typists, Ms. Sarla and Ms. Rama, refused to stay late for urgent work as a form of protest against being called out for minor instances of tardiness. The managers—Ms. Shina and Mr. Mohan—struggled to balance the demands for punctuality and work completion.

Brief Description of the Problems:

  1. Punctuality Issues: The Managing Director noticed that some typists were arriving late to work, which he viewed as a sign of growing laxity, even though their work was consistently completed on time.
  2. Communication Breakdown: There was poor communication between management and employees regarding expectations about punctuality and flexibility in staying late for urgent work. This led to misunderstandings and resentment, particularly among the typists.
  3. Employee Dissatisfaction: The typists, particularly Ms. Sarla and Ms. Rama, felt undervalued and unfairly criticized for minor lateness, despite their hard work and willingness to stay late when needed. Their dissatisfaction escalated into a refusal to cooperate during a critical task.
  4. Managerial Conflict: Ms. Shina struggled to balance the demands of her superior, Mr. Mohan, and the expectations of her team. This created confusion and tension as she was caught between enforcing punctuality and acknowledging the typists’ contributions.

SWOT Analysis

Strengths:

  • Efficiency of Typists: All typists, including Ms. Sarla and Ms. Rama, are highly proficient and ensure their daily tasks are completed before leaving.
  • Strong Team Spirit: The typists are generally willing to stay late when work demands are high.
  • Leadership Commitment: Both Ms. Shina and Mr. Mohan are focused on maintaining discipline and productivity.

Weaknesses:

  • Punctuality Issues: Some typists, including Ms. Sarla and Ms. Rama, are arriving late, which the Managing Director finds problematic.
  • Communication Breakdown: The issue of lateness and after-hours work expectations is poorly communicated, causing resentment among employees.
  • Poor Handling of Feedback: Ms. Shina’s initial reaction to the punctuality issue did not address the typists’ concerns, making them feel unvalued.

Opportunities:

  • Enhanced Communication: Implementing better communication channels could improve the relationship between managers and typists.
  • Policy Clarification: Establishing clear guidelines for punctuality and after-hours work could help set expectations and reduce confusion.
  • Employee Motivation: Recognizing the efforts of typists when they stay late could enhance morale and promote punctuality.

Threats:

  • Employee Dissatisfaction: The current frustration with management could lead to decreased motivation and future conflicts.
  • Work Delays: If typists refuse to stay late for urgent tasks, critical work may be delayed.
  • Escalation of Conflict: The punitive approach towards tardiness could escalate tension, leading to high employee turnover or strikes.

Answers to the Questions

(A) What do you think of Ms. Rama, Ms. Sarla, and Ms. Shina’s actions?

  • Ms. Rama and Ms. Sarla: Their protest by refusing to stay late highlights a larger issue of feeling undervalued. They believe the lateness issue is minor compared to the flexibility they usually show, which suggests that they feel unfairly treated.
  • Ms. Shina: While she is trying to balance discipline and productivity, her initial dismissal of the lateness issue may have contributed to the growing dissatisfaction. Later, she recognized the need to communicate better with her team but was still caught in the middle of conflicting demands.

(a) Has there been a communication breakdown? If so, how and where?

Yes, the communication breakdown occurred:

  • Between management and employees: The typists were not informed clearly about the company’s strict expectations on punctuality, especially when their work performance was otherwise efficient.
  • Between Mr. Mohan and Ms. Shina: There seems to be a lack of a cohesive message on how to handle tardiness. Ms. Shina did not emphasize the importance of punctuality to her team, creating confusion.
  • Between Ms. Shina and the typists: Ms. Shina’s delayed response to the Managing Director’s concerns and the typists’ dissatisfaction resulted in mistrust.

How can this scenario be made better?

  1. Clear Policy on Punctuality: There needs to be an explicit policy regarding arrival times, with a balance of flexibility for personal issues.
  2. Better Communication Channels: A meeting between the typists and management should be organized to discuss expectations and concerns openly, ensuring employees feel heard.
  3. Recognition and Flexibility: Acknowledging the typists’ hard work while setting fair expectations for punctuality would help to improve morale and discipline.

(d) What are your thoughts about the Managing Director’s demeanour?

The Managing Director is focused on discipline and is concerned about lateness, which is understandable from a leadership perspective. However, his approach could be more flexible. Focusing solely on punctuality without considering the team’s productivity might seem rigid. A more balanced approach that recognizes both punctuality and hard work would help foster a positive work environment.

(e) How do you see Mr. Mohan’s demeanour?

Mr. Mohan is caught between following the Managing Director’s orders and supporting his team. He seems to be taking a strict stance on punctuality because he is under pressure from the top, but he does not appear to have offered much flexibility or support to his employees, making him seem somewhat distant from their concerns.

(f) In such a circumstance, how would you respond?

If I were in this situation, I would:

  1. Hold a meeting with the typists to clarify expectations about punctuality and after-hours work, ensuring that employees understand the company’s requirements.
  2. Encourage open communication where employees can express their concerns without fear of punishment.
  3. Develop a fair policy that balances productivity with personal flexibility, recognizing that occasional lateness can be managed if overall performance remains high.

Three Solutions to Solve the Problem

  1. Implement a Flexible Work Policy:
    • How it works: Introduce a system where employees are allowed occasional flexibility in arrival times, with the understanding that they make up the lost time within the same day or week. Establish a clear framework for when flexibility is allowed, such as for personal reasons, while ensuring that employees consistently meet overall productivity targets.
    • Why it works: This addresses the typists’ dissatisfaction over strict punctuality rules, while still maintaining a focus on the timely completion of work. It acknowledges that life circumstances sometimes interfere with punctuality but balances this with professional responsibilities.
  2. Improve Communication and Feedback Channels:
    • How it works: Organize regular meetings between management and the typists where expectations and feedback can be openly discussed. Managers should clearly communicate any new policies, expectations regarding work hours, and their reasons. Employees should also have a space to voice concerns or suggest improvements without fear of backlash.
    • Why it works: Clear communication helps prevent misunderstandings, like those between Ms. Shina, Mr. Mohan, and the typists. It also promotes a culture of transparency and trust, allowing employees to feel heard and valued.
  3. Introduce a Recognition and Rewards Program:
    • How it works: Create a system where employees are acknowledged for both their punctuality and their dedication when staying late for urgent work. Rewards can be in the form of time off, bonuses, or public recognition during staff meetings.
    • Why it works: Positive reinforcement encourages both punctuality and willingness to stay late when necessary. Recognizing the extra effort put in by typists can increase motivation and reduce resentment, as employees will feel appreciated rather than solely critiqued for minor lateness.

Steps to Implement:

  1. Meet with staff to clarify expectations and discuss the new flexible work policy.
  2. Set up regular communication sessions to keep everyone on the same page.
  3. Launch the recognition program to boost morale and motivate staff towards punctuality and dedication.
  4. Ensure fair and consistent enforcement of both punctuality and rewards for extra work, keeping a balanced approach.
Continue reading

Controlling in Management

controlling

INTRODUCTION

The final task of management is control. If other management tasks are carried out well, the controlling role won’t be essential. Control will be required if there is any discrepancy between the planned performance and the actual performance. The regulating function corrects the deviations.

This feature guarantees the intended outcomes. Activities are identified by planning, and they are regulated by regulating. The outcome of controlling’s success or failure determines whether planning will be successful or unsuccessful.

DEFINITION

Control, according to Earnest Dale, “envisages a system that not only provides a historical record of what has occurred to the business as a whole but also pinpoints the reasons why it has occurred and provides data that enables the chief executive on the departmental head to take corrective steps if he finds he is on the wrong track.”

In order to guarantee appropriate progress and good performance, E.F.L. Brech advises “control verifying current performance against pre-determined standards included in the plans, as well as documenting the experience obtained from the functioning of these plans as a reference to prospective operations.”

Theodore E. Goetz, “Management control aims to force outcomes to match expectations.”

“Controlling is the measuring of achievement against the standards and the adjustment of deviations to ensure attainment of goals in accordance with plans,” writes Knootz and O’Donnel.

Richard Fayol, “Control involves ensuring that everything happens in accordance with the accepted plans, the directions given, and the established principles. Its goal must be to identify flaws and mistakes so that they may be fixed and won’t happen again.”

Terry, George R. “Controlling is deciding what is completed, that is, reviewing the performance and, if required, using corrective measures so that the performance takes place in accordance with plans,” according to the definition of the word.

Ronald n. Antonio “The method by which managers ensure that resources are acquired and utilised effectively and efficiently in the attainment of an organization’s goals is known as management control.”

Elizabeth Cushing Niles, Planning sets the course to the desired courses or to a well altered one, while control is an element and projection of planning.

Massie and Haynes, “Any procedure that directs activity toward a certain objective is called control. Determining if the action is producing the expected outcomes is the key to the notion.”

According to J.K. Rosen, “Control is that system function that offers guidance in performing the plans.”

“The existence of the force that directs a corporation toward a predetermined goal through predetermined rules and actions, according to Dalton E. Mc Farland.”

Areas or Scope of Control

All business concern actions are referred to as being under control. The following are the primary regions under control:

  1. Authority over the company’s policies.
  2. Authority over the organisation.
  3. Command over the people that work for an organisation.
  4. Management of the money accessible to the business.
  5. Command over capital investments.
  6. Command over the creation.
  7. Control over employee compensation, including wages and salaries.
  8. Management of manufacturing costs.
  9. Management of public relations
  10. Power over development and research.
  11. Possession of equipment and tools.
  12. General command.

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Steps in Control Process

Control highlights the plan’s deviations and offers corrective action to make future plans better. Due to human limits, some of the techniques need to be discovered to be flawed. Control is thus required, and it involves the following steps:

1)Setting standards: To get the desired outcomes, it is vital to establish standards. Setting standards is a really helpful thing to do. If it is not, effective control cannot be exercised. There are both quantitative and qualitative standards. The majority of standards are quantified when they are articulated.

Quantitative standards include, among other things, the number of units produced, the number of personnel, the number of hours worked, the total cost spent, the amount of income realised, the amount of investments, etc. Standards will be represented in qualitative words, such as goodwill, staff morale, motivation, etc., if it is not feasible to articulate them in numeric terms.

The standards need to have a few qualities to result in efficient performance. Time, money, effort, focus on results, use of quantitative language, accuracy, regular review, and other factors might be among the traits.

2) Assessing performance: The results should be evaluated in light of the set criteria. Therefore, the relevant data on the performance should be gathered. The relevant information, such as performance details, is provided through an efficient management information system. It is possible to gather quantitative data if standards are defined in numerical terms.

In other words, information that is qualitative may be gathered if criteria are described in qualitative terms. The management uses a variety of methods to gauge performance.

3) Comparison of actual with Standards: Actual performance is compared to standards, and the management is informed of any differences whenever this happens. The management may then determine the severity of deviations and pinpoint their causes.

When standards are presented in terms of amount, comparison is fairly simple. Personal observation will be employed to determine the degree of departure if the findings are qualitative or intangible.

There is no need for further action if the actual performances meet the requirements. This step marks the completion of the control procedure. However, the management must choose the kind of corrective action if the standards are not met.

It’s not necessary to notify every variance to management. Deviations that go beyond what is considered reasonable must be notified to upper management. Control by exception or management by exception are terms used to describe this. The causes of deviations are then examined.

The factors could be within your control or not. Only when the reasons are within management’s control must remedial action be taken. If the reasons are uncontrolled, the management will not be required to take remedial action.

4) Taking remedial action: Before taking corrective action, management must ascertain the reasons for the divergence. The reasons for deviations may be due to poor and insufficient communication, flawed salary payment systems, flawed employee selection processes, inadequate training, a lack of desire, poor supervision, and other factors. Depending on the nature of the reasons of the deviations, the management must take the required corrective action.

Essentials of an effective control system

Effective control systems must meet specific criteria. Below is a quick explanation of them:

  1. Feedback: Adapting future actions based on knowledge of previous performance is known as feedback. The control procedure will be relatively simple if management practises feedback.
  2. Objective: Controlling must be unbiased. It implies that there is a guarantee of control. For the control to be assured, the performance must be objectively evaluated.
  3. Appropriateness: The control mechanism must be compatible with the type of deviations. If necessary, the control approach may be used.
  4. Timely reporting: Any deviations from the norm should be immediately reported. Trying to exercise control will be useless if a delay is produced.
  5. Forward Looking: A control system that is effective must concentrate on how future actions will conform to planned. To put it another way, the control system need to help with planning.
  6. Highlighting anomalies: The control system highlights the deviations. However, not all deviations have an equal effect. The control system should pay close attention to deviations with a high impact. The management can then take corrective action at that point.
  7. Flexible: The requirements or standards should occasionally be changed. The reason is that the standards should conform to the present requirements. Hence, the control system should be flexible in accordance with the changed standards or criteria.
  8. Economy: The benefits derived from the control system should be more than the cost of exercising such a control system.
  9. Intelligble: The control system should not be a complicated one. The control system should be easily understood by an ordinary layman of the organisation.
  10. Suggest remedial action: The effective control system should disclose the places of failure, persons for failure and how they have been dealt with.
  11. Motivation: A good control system should be employee centred. The control is designed to secure positive reactions from employees. If large deviations are found, the employees will be properly directed and guided instead of being punished. The very purpose of control is prevention and not punishing.

Techniques of Control

controlling

Various methods are used by the management for controlling the various deviations in the organisation. Let us study them briefly. The nature and use of managerial control techniques are discussed below.

1) Statistical control reports: These type of reports are prepared and used in large organisations. Reports are prepared in quantitative terms. Then, the variations from standards are easily measured. In this way, control is exercised by the management. A periodical report of sales volume is an example of statistical control reports.

2) Personal observation: Using this technique, the manager personally observes the operations in the work place. The manager corrects the operations whenever the need arises. This is the oldest method of control. Employees work cautiously to get better performance. The reason is that they are personally observed by their supervisor.

Personal observation is a time-consuming technique and the supervisor does not have enough time to afford personal observation. Personal observation technique is disliked by the honest and efficient employee. The observer may be biassed in performance evaluation.

3) Cost accounting and cost control: Profit of any business depends upon the cost incurred to run a business. Profit is maximised by reducing the cost of operation or production, so, the business concern gives much importance to the cost accounting and cost control.

Management uses a number of systems for determining the cost of products and services. The cost accounting procedures and methods differ from one industry to another according to the nature of industry. They are used for effective cost control and cost reduction.

4) Break-even analysis: It is otherwise called as ‘cost volume profit analysis.’ It analyses relationship among cost of production, volume of production, volume of sales and profits. Here, total costs are divided into two i.e., fixed cost and variable cost. Fixed cost will never change according to the changes in the volume of production. Variable cost varies according to the volume of production.

This analysis helps in determining the volume of production or sales and the total cost which is equal to the revenue. The excess of revenue over total cost is termed as profit. The point at which sales is equal to the total cost is known as ‘Break Even Point’ (BEP) (BEP). In other words, the break-even point is the point at which there is no profit or loss.The break-even point analysis helps in managerial control in several ways.

5. Special control reports: This report may or may not contain statistical data. Using this technique, a particular operation is investigated at a specified time for a particular purpose. This is done according to the requirements of management but not in regular basis.

The deviations from standards are paid additional attention and corrective action is taken. Handling complaints of damage is an example of this type of control technique.

6) Management audit: Management audit is an independent process. It aims at pointing out the inefficiency in the performance of management functions such as planning, organising, staffing, directing, controlling and suggesting possible improvements. It helps the management to handle the operations in an effective manner. Management audit is not a compulsory audit and not enforced by law.

7) Standard costing: Standard costing is used to control the cost. The following are the steps involved in standard costing:

A. Determination of cost standards for various components such as material, labour and overhead.

B. Measurement of actual performance.

C. Comparison of actual cost with standard cost to find variations.

D. Finding the causes of variations.

E. Taking measures to avoid the variations in future.

8) Return on investments: Return on investment is also known as return on the capital employed. Using this technique, the rate of profitability is identified by the management. The amount of profits earned by the company is different from the rate of profitability of the company.

The difference between the cost and revenue is profit. The rate of profitability is the earning capacity of the company. Return on investments is calculated by dividing the net profit with the total investment or capital employed in the business organisation.

9) Internal audit: Internal audit report is prepared at regular intervals, normally by months. It covers all the area of operations. This report is sent to the top management. The management takes steps to control the performance on the basis of the report. Internal audit report emphasises the degree of deviations from the expectations. It is really beneficial to reach the targets on timely basis.

10) Responsibility accounting: The degree to which different individuals have accomplished pre-established goals is used to evaluate their performance. The goals are laid out in terms of sections, departments, and divisions, and they are all evaluated identically.

Instead of allocating costs based on products, it does so by departments. Each division, segment, or department is designated as a centre of responsibility. An person in a certain sector, department, or division is accountable for his or her operational area.

11) Managing statistics: A manager may identify the reasons for changes by comparing previous and present outcomes using managerial statistics. These are incredibly helpful to management when formulating future plans and decisions.

Managerial statistics “deal with data and procedures which are valuable to management executives in planning and managing of organisation operations,” according to Kenit O. Hauson.

Performance evaluation and review technique (PERT): This method is used to address issues that only arise sometimes. It is useless for dealing with issues that keep cropping up.

The three companies Booz, Allen, and Hamiltan created the PERT. This method was used in the Polaris Submarine Project, which was supported by the US Navy. The PERT method is particularly helpful for building projects, book publishing, etc.

13) Critical path method (CPM): This approach likewise adheres to the PERT tenets. Technique focuses more on price than on time. According to CPM, y activity’s duration is constant. Each action is given a time estimate. A group of DU de Nemours employees invented the CPM technique.

14) Gantt milestone chart: This method was formerly popular but is no longer used. The explanation is because this method simply emphasises production schedule and ignores duct quality. Henry I. Gantt proposed using this method.

15) Production control: A smooth organization’s operation depends on the production control approach. Production planning, determining the amount of raw materials and finished items in stock, choosing a production method, choosing production equipment, etc. are all included in production control.

“Production control is the process of planning in advance of operations, establishing the exact route of each individual item, part assembly, setting, starting and finishing dates for each important item, assembly, and the Finished product, and releasing the necessary orders as well as launching the required follow-up to effectuate the smooth operation of the enterprise,” claims Spreigel.”

16) Management information system: All those who must make choices are given access to pertinent information that has been gathered. The development of a communication system allows all levels of people to be updated on the organization’s development. The responsible person always takes corrective or control action when a deviation is discovered.

The management information system emphasizes the need of having enough information at hand in order to make the optimal choice. By providing the appropriate information at the appropriate time and in the appropriate format, management information systems assist management in making managerial decisions.

17) External audit control: All joint stock firms subject to statutory supervision are required to conduct an external audit. Therefore, it is often referred to as statutory audit control. The interests of the company’s creditors and shareholders are safeguarded by this kind of audit.

The external auditor attests that all books of accounts are maintained in accordance with legal standards, provides all information required for the audit, and ensures that the balance sheet depicts a truthful and fair picture. The trained auditor carries out the external audit. The Central Government sets the requirements for this sort of auditor.

18) Zerobase budgeting: Zerobase budgeting is a novel strategy that has quickly gained popularity. It is a novel method of budgeting. Zerobase budgets are created without taking into account data from the prior year.

To determine which organisational tasks should be deleted, scaled down, or raised using this method, all activities must be recalculated. The money is projected to cover existing needs, in other words. It entails determining how much money is required to finish a current project.

19) Standing orders: A standing order is a set of rules and guidelines that govern behaviour, process, and other things. The needs of administration are taken into account while drafting rules and regulations. For instance, no employee should leave the workplace before office hours without first obtaining written consent.

20) Budgetary control: One of the management’s control strategies is the creation of a budget. The next pages in this chapter include a comprehensive explanation of this method.

PERT/CPM

PERT

Program Evaluation and Review Technique (PERT), Project Evaluation and Review Technique (PERT), or Performance Evaluation Review Technique are all abbreviations for PERT. the Critical Path Method, or CPM. PERT was created by Booz, Allen and Hamilton Inc from the Gantt Chart. in response to the U.S. Navy’s request in 1957–1958 on the Polaris Weapons System. Engineers of the Du Pont Company in the USA created CPM.

Though they both use the same premise, PERT and CPM have several fundamental differences. The main distinction is that PERT focuses on time alone whereas CPM concentrates on cost and time. PERT and CPM are both used as control tools to keep track of how long it takes to complete a project.

PERT is used as a controlling and planning tool. PERT is used as a planning tool to determine how long it will take to finish a project in its entirety and to identify bottleneck activities that may cause a delay in the project’s completion date.

As a management tool, PERT assists in carefully monitoring the overall performance of a project to identify any deviations, if any. PERT/CPM represents all events and actions as well as how they relate to one another. The overall time needed to finish a project may be calculated by determining the optimal time for each event and activity.

Suitability of PERT/CPM

PERT/CPM is a crucial project management control approach. The projects listed below are the ones for which this method works best.

  1. A powerful arsenal
  2. Ship construction.
  3. Building or constructing an Olympic venue.
  4. Strengthening weakdam
  5. Making plans for and starting a new project.
  6. Building housing airport facilities.
  7. Computer system installation.
  8. Introducing fresh items.
  9. Construction of road infrastructure
  10. Development of a model community or hamlet.
  11. Construction of a picnic area.
  12. Establishing a colony.

Benefits / Advantages of PERT/CPM

The following benefits result from the use of PERT/CPM Control methods. 1)Ensures Planning: PERT guarantees real planning, which is number one. Under PERT, a manager is required to create a plan. He is asked to research all significant actions and occurrences.

The manager should also note the order of events and activities as well as their connections. Managers should choose the most probable time by taking into account all potential outcomes, uncertainties, and dangers.

2) Finding advantageous factors: Estimating the most probable time prevents unforeseen events and waste. This aids management in early identification of the favourable conditions necessary for the project’s successful conclusion.

3) Cost and time savings: CPM concentrates on the events that need the most attention. It results in time and money savings.

4) Implementing preventative or corrective measures: PERT/CPM made the bottlenecks and probable problem locations known well in advance. It is sufficient to take some preventative or remedial steps.

5) Focus on critical tasks: Important attention can be given to crucial tasks, and these tasks can be accelerated.

6) Everything at Right: This emphasises taking the proper action at the appropriate time to complete a job.

7) Raising awareness of obligations: It makes every management completely conscious of his obligations. By comprehending how one work relates to other works, it is feasible.

8) Ensuring Cooperation: Based on input, the PERT/CPM is continuously evaluated and modified. The management benefits from having the cooperation of all departments.

9) Makes decision-making easier: Instead of carrying out pricey activities, management may analyse the consequences of several alternative options. It enables better decision-making.

10) Improved Communication: Better communication thanks to the visual representation of each critical route and its sub-critical pathways. The visual representation allows each employee (designers, contractors, project manager, etc.) to understand their specific position in the proposed project. It leads to better communication.

11) Simultaneous performance of works: It guarantees that various components of the work are performed simultaneously. The whole project is broken down into several distinct work components. Different people do each task independently.

12) Forward-thinking control action: PERT/CPM reveals how a delay in one activity impacts all subsequent actions. The management benefits when a control measure is taken far in advance.

13) Timely project completion: The management might choose to focus on any crucial activity to ensure that the whole project is finished on schedule.

Limitations of PERT/CPM

The PERT/CPM has certain limitations also. They are given below.

1. Error in estimation of time and cost: Future is uncertainty. Three times are estimated i.e. optimistic pessimistic and normal. Eventhough, it is very difficult to estimate accurate time required to complete a project. So, PERT is an unreliable as a control aid.

2. Application: PERT has to be applied only to one-time non-repetitive projects. It does not help the management to exercise control on continuous performing work.

3. Time consuming and expensive: A lot of data have been collected to prepare PERT net work. It requires a lot of time and consume some amount of expenses also before implementation of a project.

Distinction between PERT and CPM

The basic principles and steps involved in both PERT and CPM are one and the same. Eventhough, there are some differences between PERT and CPM. They are briefly discussed below.

1. Three time estimates are made for each activity.

The duration of each activity is constant. So, only one time estimate is made for each activity.

2. PERT gives importance on time.

CPM gives importance on cost.

3. PERT is suitable where activity timings are not known.

CPM is suitable where times are well known.

4. PERT is event oriented

CPM is activity oriented.

Thus, PERT/CPM is used as a best control technique applied by the management over a period of time. Events and activities are the basic building blocks of a PERT network. Each event is numbered and connected by activities.

The connection of activity with an event disclose the fact of preceding and succeeding events very clearly. A typical PERT network may help the management a lot to exercise control over the project implementation.

CHARACTERISTICS OR FEATURES OF CONTROL

 The main characteristics or the features of control are briefly discussed:

1. Controlling process: Controlling is also a continuous process just like other functions of management. The superior has continuous watch over the entire operations. Besides, he ensures that all the efforts are made to achieve the desired objectives and if not, necessary control action will be taken to correct them.

According to Koontz and O’Donnell, “just as the navigator continually takes reading to ascertain whether he is relative to a planned course, so should the business manager continually take reading to assure that his enterprise or department is on course”.

2. Universal: Control is applied at all levels of management and irrespective of the organisation. The manager of business and non-business concern uses control to regulate the on-going activities to obtain desired goals. The nature, scope and limit of control exercised by the manager vary according to the levels of management.

3. Forward looking: Control has links with future. How? Past cannot be controlled. But, the future activities may be controlled on the basis of past experience. The presence of control reduces the wastages, losses and deviation from standards.

4. Dynamic process: The control technique is changed according to the nature of deviations. The same technique is not followed throughout the year or a particular period. Besides, the control results in changes in the performance of other functions of management.

5. Control involves management: Control recommends the future course of action on the basis of evaluation and measurement. Evaluation and measurement are the eyes of the control process.

6. Influencing factor: The behaviour of a responsible person is influenced by the control process for the effective performance of activities. Control avoids the undesirable happenings and shapes the future plan. Control influences the people to conform to the norms and standards in performance.

7. An essence of action: The corrective action should be taken by the management on the basis of information available. If it does not do so, the purpose of control will not be achieved. The corrective action will be taken if there is any deviation from the standards.

NEED OF CONTROL

Control is necessary as other functions of management. The control is necessary on account of the following reasons:

1. Judging the accuracy of standards: The actual performance should be compared with the fully accurate standards. But, it is very difficult for a large and complex organisation to establish the fully accurate standards because of the lack of timely information. In such a case, the control is necessary to judge the accuracy of standards.

2. Minimise dishonest behaviour: A honest person may tempt to misbehave in the absence of control. Only an efficient control minimises the dishonest behaviours or maintains honest behaviour on the part of employees.

3. Better performance: Employees will become lazy in the absence of control. Control facilitates to get better performance and regulate the efforts of the employees.

Advantages of Control

A good control system gives the following benefits to the management:

1. Adjustments in operation: Every organisation has certain objectives. These objectives are achieved only when the plans are properly implemented. If it is not done so, objectives cannot be achieved.

Control provides a clue to find whether the plans are properly implemented to achieve the objectives. The deviations from standards are corrected immediately. Thus control makes necessary adjustments in operation.

2. Verification of policy: The management frames the policies and plans to help the organisation function smoothly. The organisational performance is reviewed in the light of these policies. The organisational performance might deviate from the plans (standard) on account of many internal and external factors.

These factors may force the organisation to deviate from the original plans. Constant review of plans helps to revise and update them. Thus, the management can verify the policy through the control process.

3. Managerial accountability: Managerial personnel are assigned responsibilities from top to bottom. A superior may delegate his authority to his subordinates. But the superior is responsible (or accountable) for the performance of his subordinates even after the delegation. It is quite natural that the superior has control over his subordinates.

Besides, it is specified that the superiors should not misuse their authority. Control flows throughout the organisation from top to bottom as the existence of relationship between the superior and subordinates. Everyone, whether superior or subordinate, has responsibility for the work assigned to him.

4. Psychological pressure: Better performance is obtained by the management through the control process. It is achieved psychologically. The reason is that each person’s performance is evaluated and linked with rewards. So, the employees will work hard to achieve the standard set for them.

5. Maintaining morality: Control creates an atmosphere of discipline in the organisation. Everybody is responsible for the work assigned to him. The workers are expected to make best efforts to complete the work and to the satisfaction of the management. These are not possible in the absence of control.

6. Co-ordination: Control gives unity of direction. Proper performance of all managerial functions is necessary to achieve co-ordination. A manager has to co-ordinate the activities of his subordinates with the help of control. Control helps to maintain an equilibrium between means and ends.

7. Efficiency: As responsibility is fixed for each individual, effective performance is possible. Control indirectly induces the employees to perform the work efficiently. They are well aware that defective performance is linked with punishment.

Limitations of Control

Control process has some limitations. They are briefly explained below:

1. Absence of perfect standards: Standards cannot be fixed in all the cases. In some areas, quantitative standards cannot be expressed. In the absence of quantitative standards, the performance cannot be measured accurately. This indicates the ineffectiveness of control process.

2. Uncontrollable factors: Some of the factors cannot be controlled by the management or organisation. Changes of government policy, strategy of competitors, introduction of new substitute products in the market, technology changes, consumer preference changes could not be controlled by the organisation or management. These are external factors of organisation.

3. Difficulty in fixing responsibility: Normally, control reduces the freedom of employees. So, the employees resist the exercise of control. Then the control loses its effectiveness. Thus, the management has to face the difficulty of fixing responsibility.

4. Expensive process: The control process has several stages. They are (i) collecting information for fixing standards; (ii) actual fixation of standards; (iii) measuring the actual performance; (iv) finding deviations; and (v) taking corrective or control actions. These processes involve much paper work and are time consuming. A small organisation cannot afford these expenses.

Types of Managerial Control

1. Standardising control: Controls are used to standardise performance for increasing efficiency. Costs may be reduced by time and motion studies, inspections and work schedules.

2. Preserving control: Company assets are protected or preserved through the allocation of responsibilities. Proper accounts are maintained for assets and usage of assets are controlled and put under strict supervision.

3. Delegation of authority control: Control puts some limits to the usage or delegation of authority. The approval of the top management is necessary to use the delegation of authority. Policy manual, procedure manual and internal audits are some of the techniques included in this control.

4. Measurement control: Controls are used to measure the job performance. Performance is measured through special reports, budgets, standard cost and production per hour or per employee.

5. Motivating control: Controls are designed to motivate the employees of organisation. Motivation includes promotions, rewards for best opinions and operation, profit sharing and the like.

BUDGET

budget

The term, Budget’ is derived from the French word ‘Budgette’ which means small leather bag. Budget is not only looking forward as planning but also expresses what should be the future course of action in quantitative terms. Budget is prepared with the help of past experience.

The past is the parent of the present as the present is the parent of future. This principle is followed in budget preparation. In simple words, budget is a control tool used by the management in planning its future activities. Thus, a budget may be said to be an instrument of planning, laying down the results desired to be achieved within a given period.

Definition of Budget

Institute of Costs and Works Accountant of England said that, “Budget is a financial and/or quantitative statement, prepared prior to a defined period of time, of the policy to be pursued during that period for the purpose of attaining a given objective.”

Hary L. Wlise, “Budgets are finished products – they are formal programmes of future operations and expected results. Budgets result from forward thinking and planning.”

G.R. Terry, “A budget is a plan for income or outgo or both, of money, personnel, purchased items, sales items, or any other entity about which the manager believes that determining the future course of action will assist in the managerial efforts.”

Professor Landers, “The essence of a budget is a detailed plan of operations for some specified future period followed by a system of records which will serve as a check upon the plan.”

Brown and Howard, “A budget is a pre-determined statement of management policy during a given period which provides a standard for comparison with the results annually achieved.”

Wneldon, “A budget is thus a standard with which to measure the actual achievements of people, departments, etc.”

Knootz and O’Donnel, “Budgeting is the foundation of plans for a given future period in numerical terms. As such, budgets are statements of anticipated results, in financial terms as in budgets – as in revenue and expenses and capital budgets or in non-financial terms of direct labour hours, materials, physical sales volume, or units of production.”

Bartizal, “A budget is a forecast in detail, of the results of an officially recognised programme of operations based on the highest reasonable expectation of operating efficiency.”

Prof. Saunders, “The essence of budget is a detailed plan of operations for some specific future period, followed by a system of records which will serve as a check upon plan.”

Clearance L.Von Sickle, “The budget is an estimate prepared in advance of the period to which it applies.”

Budgetary Control

budgetary control

Budgetary control is a tool used by the management to obtain the objectives expressed as in the form of budget. The actual results are compared with the budgeted figures. If there cause of are any deviation, they can be remedied by either adjusting or correcting difference.

Budget is concerned with policy making whereas budgetary control results from the implementation of such a policy. Budgetary control is a continuous process but budget is an end process. The preparation of budget is finished within a stipulated time. Budgetary control starts only after preparing the budget.

Definition of Budgetary

G.R. Terry, “Budgetary controlling is a process of finding out what is being done and comparing these results with the corresponding budget data in order to approve accomplishment or to remedy differences by either adjusting the budget estimates or correcting the cause of the difference.”

J. Betty, “Budgetary control is a system which uses budgets as a means of planning and controlling all aspects of producing and/ or selling commodities or services.”

R.C. Davis, “Budgetary control is an important means of establishing accountability for a satisfactory discharge of this responsibility for expenses. Budgetary control depends on budgetary planning.”

Institute of Cost and Management Accountant, London, “Budgetary control is the establishment of budget relating to the responsibilities of executives to the requirements of a policy and the continuous comparison of actual with budgeted results, either to secure by individual action the objective of that policy or to provide a basis for its revision.”

Gien A. Welsch, “Budgetary control involves the use of budgets and budgetary reports throughout the period to co-ordinate, evaluate and control day-to-day operations in accordance with the goals specified by the budget.”

Brown and Howard, “Budgetary control is a system of controlling costs which includes the preparation of budgets co-ordinating the departments and establishing responsibility, comparing actual performance with budgeted and acting upon results to achieve maximum profitability.”

Marry Cushing Niles, “Budgetary control is an important tool of management. It is, in fact, a tool in the hands of planning which reaches through co-ordination into control and ties the three aspects firmly together. It stimulates thinking in advance by requiring specific planning and the anticipation of operating problems.”

Walter W. Bigg, “The term budgetary control is applied to a system of management and accounting control by which all operations and output are forecast as far ahead as possible and the actual results when known are compared with the budget estimates.”

Objectives of Budgetary Control

Budgetary control is a tool of management. It’s very purpose is the estimation of the development of organisation activities and watching whether the present performance confirms to the budgeted figures. If there are any deviations, the causes will be identified and corrective action recommended.

The corrective actions are taken not only to rectify the present deviations but also to avoid the occurrence of such deviations in future. The main objectives are discussed below:

1. Fixation of the income and expenditure department-wise.

2. Defining the goals or objectives of the organisation for a stipulated period. 

3. Helping the decentralisation work. Sometimes, budgets are prepared departmentwise.

4. It establishes a measure of performance for each division or section of the organisation.

5. Co-ordination of the work of various departments or sections of the organisation. 

6. Assisting in terms of data, the top management for policy determination.

7. Forecasting the financial position of the company.

8. Eliminate departmental accumulation of cost and performance data for control purposes.

9. Increasing the efficiency of the employees and minimising the expenses at every level of the organisation.

10. Determining the capital expenditure of the company.

11. Helping the preparation of fund flow and cash flow statements.

12. Indicating the area where action is necessary to take corrective action. 

13. Checking the over-capitalisation or under-capitalisation of the company departmentwise or section-wise.

14. Centralising the management control. Budgets are prepared department-wise but control vests with the top manage-ment.

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Characteristics of Budgetary Control

The various characteristics of Budgetary control are explained below:

1. The activities of the organisation are presented department-wise or section-wise.

2. Budgets give the extent of expenditure through which cost control is achieved. 3. The co-ordination of various departmental activities helps to prepare the master budget.

4. The future is planned on the basis of past experience.

5. Recording the present performance for comparing purposes with the predetermined standards.

6. Clear-cut and specific requirements of the organisation are expressed in quantitative terms.

7. Determines the deviations by comparisons and identifies the causes of such deviations.

8. Recommends and implements the corrective actions whenever necessary.

Advantages of Budgetary Control

The activities of the organisation are pre-planned in monetary terms as the preparation of budget. The actual achievements are compared with pre-planning. Budgetary control helps the management to achieve the pre-plan. Some of the advantages of Budgetary control are discussed below:

1. Tool for planning the activities: Budgets are prepared department-wise or section-wise, following which the department managers will know their activities. Thus, each a plan of its future course of action.

2. Thinking in advance: A budget is prepared, normally, for a year in advance. The top management people could develop forward looking strategies and thinking with the help of budgets. They, think in advance as to how to market the product, how to solve production difficulties and the like.

3. Co-ordination of efforts: Policies and objectives provide a basis for the preparation of a budget. Each department personnel are well aware of the link of the policy with the budget. Then, the top management may easily co-ordinate the efforts of various departments.

4. Control of expenditure: The expenditure of various departments are clearly fixed in the budget. So unnecessary expenditures are avoided.

5. Solving financial difficulties: The budget forecasts the probable cash receipts and expenses. Temporary financial accommodation is arranged with the financial institutions or with banks. In this way, financial difficulties of the enterprises are solved.

6. Delegation of authority and responsibility: There is an automatic sanction of work whenever the budget is prepared. There is no need of getting permission from the top management for the second time. Delegation of authority and responsibilities become easier.

7. Better utilisation of resources: The term resources includes money and raw materials. Adequate amount is allocated to buy the raw materials, make salary payment, purchase fixed assets and the like. Economic order quantity principle is followed in buying the raw materials. Proper control is exercised over the usage of raw materials in the production place.

8. Promotion of efficiency: Production per hour, production per day and production per man are fixed with the Budgetary control technique. It encourages the employees to increase their efficiency.

According to Mr. Blocker, “Budgetary control is planned to assist management in the allocation of responsibility and authority, to aid in making estimates and plans for the future, to assist in the analysis of the variations between estimated and actual results and to develop bases of measurement of standards with which to evaluate the efficiency of operations.”

9. Achievement of goals: Under budgetary control system, each person can know what he is expected to do. This offers an opportunity to the management to achieve the goals or objectives.

10. Criteria of self-examination: Budgetary control system points out the deviations and causes of such deviations. These are very well known to the employees. In this way, Budgetary control acts as a criteria of self-examination.

11. Promoters balanced activities: A department activity is correlated with another department activity. One department’s results are the basis of other department’s functioning. Balanced activities of different departments are possible under the budgetary control system.

For example, production department’s activities are based on those of sales department. Likewise, the purchase department’s activities are based on those of production department.

12. Budgetary control system discovers the areas of operation where improvements can be suggested.

13. Ensures proper communication: Management’s policy and the objectives of preparing the budgets are communicated to all the managers. Again, the managers are requested to send the report of actual performance against budget. The managers are informed of the type action to be taken to correct deviations. Thus, budgetary control ensures proper communication.

14. Fixation of responsibility: Responsibility of deviations can be fixed easily. Sales budget fixes the responsibility of sales department. Likewise, the production budget fixes the responsibility of the production department.

15. Encourages exchange of information: Functional budgets are prepared by the enterprise normally. It requires the free flow of information from one department to another department. Purchase budget cannot be prepared unless production figures are available.

DISADVANTAGES, LIMITATIONS OR PROBLEMS OF BUDGETARY CONTROL

Budgetary control facilitates planning, controlling and co-ordination. Yet it has some limitations, and they are given below:

1. Inaccuracy: Budget figures are expressed in monetary terms. So, a budget is based on the price level at a particular point of time, and inflation or deflation leads to inaccuracy of budget. Besides, future is uncertain. The standards are fixed on the basis of past experience. So, the budget may go wrong.

2. Personal bias: The preparation of budget is subject to imperfection in human judgement and shortcomings.

3. Non-availability of co-operation: Inefficient employees hesitate to extend their co-operation to implement budgetary control. The reason is that the deviations occur on account of inefficient employees.

4. Rigidity: An enterprise is running on certain conditions and circumstances. These conditions and circumstances are static at a certain time and flexible at another time. Under such situations, budgetary control cannot be implemented effectively. It means that, it is very difficult to attain flexibility in budget preparation.

5. Results are not attainable: Adequate information is necessary to prepare and implement the budget. At the same time, the available data should be properly interpreted and evaluated. The budgeted results may not be attainable because of defective analysis of data.

6. Consistency: The budgets are not prepared afresh every year. The new budgets are prepared by adjusting figures in the previous budget. It may happen that an important event of the past would not be considered important for future budget.

7. Time consuming process: Initially, management constitutes a budget committee and prepares the budget manual. The budget committee receives the data from all the employees of the organisation and consults all the departmental heads. Then the committee prepares the budget. It requires much time.

8. Ineffective budgetary control: Proper arrangements should be made for adequate supervision and administration. These are not possible at all times. In such circumstances, budgetary control will be an ineffective one.

9. Discourage the initiative: The departmental heads are discouraged from doing extra activities for which a provision has not been made in the budget. It automatically minimises the initiative of the employees of the organisation.

10. More paperwork: The implementation of budgetary control involves more paperwork. The paperwork includes receiving information from the employees, preparation of budget manual, setting up of standards, the actual preparation of budget, recording of actual performance and taking corrective actions, if any. So, maximum managerial work suffers because of much paperwork.

Inspite of the above mentioned limitations and problems, budgetary control is the best tool of management for planning and controlling and so, the management should take necessary steps to make the budgetary control system more effective.

Essentials of Effective Budgeting System

A sound budgetary control system is necessary for effective managerial control. The essentials of effective budgeting system are discussed below:

1. Efficient organisation: The effective organisation depends upon the proper fixation of responsibility and clearly defined authority. An efficient organisation alone can adopt effective budgeting systems.

2. Preparing master budget: Normally, the budgets are prepared department-wise or section-wise. These budgets should be assembled and integrated in the form of master budgets.

3. Quick reporting: The actual performance reports should be prepared by the subordinates and sent to the top management without any delay. It will help the top management executives to analyse the report and take necessary action immediately.

4. Flexible: The budgets should be flexible as far as possible. The reason is that future is uncertain and the budgets regulate the future course of action. Sometimes, the management may prepare a flexible budget which has flexibility to some extent.

5. Support of top management: The adoption of budgetary control system should be supported by the top management. If it does not do so, there will be no seriousness on the part of subordinates. It will weaken managerial control.

6. Based on reasonable assumptions: Budgets forecast the sales, production, purchase, profit, expenditure and the like. On the basis of some of the assumptions, these are forecast. So, the assumptions should be reasonable and reliable ones.

7. Reward and punishment: The employees whose performances are according to the budget plans are rewarded. At the same time, the situation can be totally different.

8. Appropriate authority: Appropriate authority should be given to those employees who are responsible to implement the budgetary control system. These employees will not be able to fulfil their responsibilities if there is a lack of appropriate authority and they will not be in a position to take strong decisions.

Types of Budget

Budgets may be classified on the basis of the purpose for which they are prepared. Some of the budgets which are classified on the basis of purpose are described below:

1. Master budget: Master budget has detailed planning of the entire business in one budget. Most of the business organisations involve themselves in the preparation of the master budget. Master budget shows how each department budget promotes the business as a whole. Other budgets are subsidiary budgets of master budget.

2. Sales budget: Sales budget is the first of the subsidiary budgets. Without preparing the sales budget, no budget can be prepared by the business organisation. Sales budget is prepared on the basis of data available from market research. Population trends, consumer’s taste, consumers’ purchasing power, competitors trend and production capacity are considered while preparing the sales budget.

Sales budget may be prepared area-wise or product-wise. If the company sells more than one product, the sales budget will be prepared product-wise and area-wise. If it is not so, sales budget will be prepared only area-wise.

3. Cash budget: Cash budget discloses the probable cash receipts and cash payments for a specific period. Cash budget helps the management to arrange the finance accomodation from financial institutions and/or commerical banks if need arises. In this way, it avoids the lack of finance.

In other words, the amount is received from the concerned party at the appropriate time. It minimises the bad debts. It is otherwise called financial budget and revenue and expenses budget.

4. Production budget: Production budget is prepared on the basis of sales budget. In addition to that, the company considers the production capacity, number of skilled employees available, availability of power and space and warehouse facility while preparing the production budget. A great degree of co-ordination is required in the sales programmes and production budget.

Production budget helps to produce the goods of a desired quality at minimum cost. Production budget shows the production in quantitative terms. In simple words, the production budget aims at maximising the utilisation of available resources.

5. Physical property budget: The term physical property includes building, machinery, furniture and fitting, plant and inventories and equipments. These have permanent investment. This budget indicates the amount required to replace the existing physical property and to make additions during the budget period.

Sometimes, this additional amount is raised without paying any dividends as ploughing back or sale of additional stock or bonds. These budgets are usually tied with long-range planning. It is otherwise called capital expenditure budget.

6. Time and material budget: Most of the budgets are expressed in monetary terms and few in quantitative or physical terms. In the next stage, the physical terms are converted into monetary terms. Here, the budget figures are expressed as direct labour hours, machine hours or units or material required to produce a product.

7. Selling and distribution cost budget: This budget includes the selling and distribution cost such as packaging expenses, storage, insurance, transportation, advertisement expenses, sales commission, marketing research expenses and the like. Selling and distribution cost budget is prepared by the sales department manager. It helps the management to control the costs of selling and distribution.

8. Balance sheet budget: Balance sheet budget is prepared to utilise the working capital. Working capital is nothing but the excess of current assets over current liabilities. This budget indicates how the current assets can be utilised to pay-off the current liabilities.

9. Supplies budget: The term ‘supplies’ does not represent the raw materials. Raw materials are formed as part of the finished product. But, the supplies do not form a part of the finished product but are consumed in manufacturing operations. These are of small value, but these are necessary in production process. So, the management should prepare a separate budget for supplies and ensure continuous supplies.

10. Production cost budget: Production budget provides a basis for preparing the production cost budget. Production cost budget indicates the expenses to be incurred in the production process during budget period. Production cost budget may be sub-divided into raw materials budget, production overhead budget, etc.

11. Production overhead budget: Production overhead budget lays down all the production overheads to be incurred in production during the budget period. The overheads may be sub-divided into fixed overheads, variable overheads and semi-fixed or semi-variable overheads.

12. Research and development budget: This type of budget is prepared by the large organisations. Research is carried on to invent new products or to improve the existing products. It is necessary to survive in the market. Marketing risk may be reduced to some extent with the help of research. Research and development expenditure is in the nature of insurance.

Budgets may be classified on the basis of nature also. They are discussed below: 

1. Fixed budget: The budget figures remain unchanged irrespective of the level of activity. The level of activity is unknown obviously. The actual performance is more deviated from the standard.

2. Flexible budgets: A budget is prepared at various levels of activity in columnar form. The expenses are divided into three categories such as fixed, variables, or semi-fixed or semi-variable. This type of budget very useful to the management in taking corrective actions if there are any deviations.

PREPARATION OF A BUDGET

There are some steps involved in the preparation of budget. These steps are outlined below:

1. Sound forecasting: Every budget is prepared on the basis of forecast. Top executives of management must judge the future market and take decisions regarding financial requirement, purchase of machinery and inventories, advertising expenses and selling expenses in the light of their analysis. Then, they may use the statistical data with their assumptions. However, sound forecasting is necessary for a reliable budget.

2. Developed accounting system: Costing information is necessary for effective budget preparation. These costs are properly recorded in the well-developed accounting system. Only developed accounting system alone supplies the adequate and desired information to the top management executives. They can convert this information into reality as a budget.

3. Fixation of responsibility centres: The attainment of budget objectives lies with the departmental heads. So, there is no need for raising questions regarding the man who is responsible to fix the amount of expenditure and produce definite results. Adequate authority should be assigned to those who are responsible to complete the task assigned.

4. Formation of budget committee: The preparation of a budget is a group effort. An accountant will be enough to prepare the budgets in a small organisation, if he has close contact with the general manager and departmental heads. This is not possible in bigger organisations.

A budget committee is formed in bigger organisations. The budget committee consists of all the departmental heads and is headed by an experienced officer who may be designated as Budget Officer.

The budget committee will receive all the information from the various departments whose services are used in the preparation of the budgets. The budget committee has full responsibility to prepare all the departmental budgets. Periodical reports are collected by the budget committee.

The budget committee has to compare the actual performance with budgeted figures. If there is any deviation, the budget officer may consider revisions of budget to meet the changed business conditions.

5. Clear definition of business policies: The top management must clearly define the business policies and communicate them to the departmental heads. If it does not do so, the hard work of departmental heads will be a waste and the budget figures cannot be achieved. So, it is the duty of the top management to circulate the business policies to the heads before preparing the budgets.

6. Statistical information: Necessary information regarding each department must be available in the form of figures. Production budget is prepared with the help of sales budget. Purchase budget is prepared with the help of production budget. These budgeted figures are recorded in the accounting records with more details for sales and profit control.

7. Support of top management: The preparation of budgets require the support of the top management. There should be cordial relationship between the top management and various departmental heads.

8. Budget period: The period to be covered in the budget depends upon the type of business. Normally, the budget is prepared for one year. But, anyhow, the length of the budget period covers the seasonal fluctuations of business, production operations and financial implications. One year budget may be broken down into half-yearly, quarterly and monthly. These facilitate control. The budget must be prepared before the commencement of the year.

Budgets are prepared by all the business units. The objectives of business organisation are presented in quantitative terms as a budget. Then, the objectives are easily achieved. Besides, budget facilitates the control process.

Buying Motivation / Buying Motives – Types & Stages

BUYING MOTIVES

The cause for the customer’s purchase is referred to as buying motivation. As a result, Buying motivation refers to the buyer’s thoughts, desires, feelings, emotions, and drives that cause them to react in the form of a choice.

The behaviour of why they are going to buy the things is explained by motivation. They purchase things for a variety of reasons, including economic, social, psychological, and so on.

Consider the following scenario: We are compelled to acquire woollen clothing during the winter months to protect ourselves from the cold.

Similarly, we are compelled to acquire fans during the summer months to escape the heat. Customers’ purchasing motivations are crucial for producers and suppliers to understand.

BUYING MOTIVE

Customers’ requirements and aspirations, as well as their purchasing habits, should be thoroughly examined.

This will assist in taking the necessary steps to attract attention and sell items.

As a result, purchasing motivation is concerned with the factors that influence a buyer’s choice to take action.

It inspires or motivates clients who may be influenced by a variety of factors including pride, fashion, fear, safety, love, affection, comfort, convenience, and cost.

Following the analysis and evaluation, producers and suppliers can work to improve product and marketing innovation.


Participants in the purchasing motivations

The following are the many roles that people can play in a purchasing decision:

1. Initiator: The initiator is the individual who initially recommends or considers purchasing a certain product.

For example, the publisher of a book asks the professor to ask his pupils in his class to buy the book.

The initiator in this case is the publisher, who is the first to start the purchase process.

2. Influencer: An influencer is a person who has an explicit or tacit impact on others’ ultimate purchasing decisions.

When deciding to buy a book, students are affected by the professor’s suggestion. The professor is the one who has the most impact in this situation.

3. Decider: A decider is a person who makes the final choice on whether to buy, what to buy, how to buy, when to buy, and where to buy.

Children decide on toys, the house woman decides on culinary supplies, and the household leader decides on durable or luxurious stuff.

4. Purchaser: The purchaser is the individual who makes the actual purchase.

The buyer might be the one who makes the decision, or he could be someone else.

The gifts are chosen by the children (deciders), while the purchases are made by the parents.

5. User: The individual who utilises or consumes the services or goods is referred to as a user.

The marketer’s job is to research the buying process, as well as the primary participants and their roles in it.

He should encourage every one of them to buy his goods at different stages and through diverse tactics.

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Stages of Buying Motivation / Buying Motives

In general, while deciding to acquire a certain product, the buyer goes through five separate stages. These are the stages:

1) Requires arousal

2) Information gathering

3) Observational conduct

4) Making a purchase choice

5) Feelings after a buy

BUYING MOTIVE

(i) Arousal of need: The buying process begins with need arousal. Internal or external cues might be used to activate a demand.

A need can also be triggered by an external stimulation, such as seeing a new item in a store while shopping for other items. The importance of the need arousal stage to a marketer is twofold.

1. First, the marketer must find the motivation that may or may not be related to the product class or brand, then persuade the consumer that the product can meet that motivation.

2. It also aids in recognising that product demand fluctuates over time and is caused by various stimuli.

The marketer can better align cues with the natural cycles and timing of need.

(ii) Information gathering: Following the arousal of demand, the customer attempts to remedy the problem by gathering sources and information about the product.

It develops two states of individuals depending on the strength of the demand.

The first stage is known as heightened attention, and it occurs when the customer becomes more responsive to information about the thing he needs.

If a consumer needs to buy a television, he will only pay attention to television advertisements and comments made by friends and acquaintances concerning television.

If the demand is greater, the person enters an active information search mode, in which he attempts to gather additional information about the product, its essential traits, the quality of other brands, and the locations where they are accessible.

There are four different sources of consumer information.

(i)Individual sources (family, friends, neighbours etc.)

(ii) Commercial sources (advertisements, salesmen, dealers).

(iii) Information from the public domain (mass media, consumer-rating organizations).

(iv)Resources from personal experience (handling, examining, using the product).

Identifying information sources, their functions, and their value necessitates asking consumers about information sources and using the results to develop marketing.

(iii) Customer evaluation behaviour: After gathering information, the consumer clarifies and evaluates the options.

Unfortunately, no one, simple, and universal assessment procedure is employed by all customers, or even by one consumer, in all purchasing scenarios.

The most recent assessment method involves judging the product primarily on a conscious and intellectual basis.

Product characteristics, significance, weights, brand image, utility function for each attribute, and attitude are only a few of the factors that go into making a decision.

He decides to buy after weighing the numerous options.

(iv) Purchase decision: The consumer’s evaluation behaviour leads to the formation of a prioritised list of preferences.

Normally, a buyer purchases the item that he or she enjoys the most, but there are three more factors to consider before making a purchase:

(a) Other people’s attitudes, such as the wife’s, relatives, and friends

(b) Projected situational considerations such as expected family income, expected overall product cost, and expected product benefits;

(c) Unexpected situational circumstances, such as the salesperson’s appearance or demeanour, or the method in which commerce is conducted.

The marketer must take these aspects into account and seek to elicit a sense of danger in the customer while also providing information and support that will assist him.

(v) Post-purchase feelings: The customer will experience some amount of satisfaction or discontent after purchasing and experiencing the product, and the level of satisfaction is highly dependent on the consumer’s expectations and the product’s perceived performance.

The consumer is content if the goods meet his expectations; if they surpass his expectations, he is extremely satisfied; and if it falls short of expectations, he is unsatisfied.


TYPES OF BUYING MOTIVES

The desire or necessity that drives people to purchase products or services is referred to as buying motivation.

Every purchase has a reason for being made. It refers to the ideas, sentiments, emotions, and instincts that make people want to buy something.

A buyer does not buy because the salesman has convinced him or her; rather, he or she buys. After all, a desire has been stirred in him or her.

It’s important to distinguish between motives and instincts. Motivation is merely a cause for doing something, not an automatic response to stimuli, whereas instincts are pre-programmed, involuntary responses that are inborn in the individual.

BUYING MOTIVE

 “Buying Motives are those effects or factors that generate the drive to buy, motivate action, and decide decision in the purchase of goods and services,” says Prof. D. J. Duncan.

The following categories can be used to categorise purchasing motives:

BUYING MOTIVE

PRODUCT BUYING MOTIVES

Product buying motives relate to the factors and factors that affect (i.e. persuade) a consumer to select a certain product above others.

They include the product’s physical attraction (i.e., its design, shape, dimension, size, colour, package, performance, price, and so on) or psychological attraction (i.e., the enhancement of the purchaser’s social prestige or status through its possession), desire to remove or reduce the danger or damage to the possessor’s life or body, and so on).

In a nutshell, they relate to all of the aspects of a product that cause a consumer to choose it above other options.

The reasons for purchasing a product may be classified into two categories.

(1) Emotional product buying motives and

(2) Rational product buying motives.

A. Emotional Product Buying Motives: When a customer purchases without thinking it through rationally and thoroughly (i.e., without much reasoning), it is claimed that emotional product buying motives have impacted them.

B. Rational Product Buying Motives: A customer is considered to have been affected by rational product buying when she or he decides to buy anything after thorough deliberation (i.e. after thinking about the topic consciously and logically).

PATRONAGE BUYING MOTIVES

Patronage buying motives refer to the factors or causes that influence a buyer’s decision to purchase a product from a certain store above others.

In other words, they are the thoughts or reasons that lead a customer to choose a certain store above others while purchasing a product.

Patronage buying reasons can also be classified into two categories.

a) Emotional patronage buying motives 

b) Rational patronage buying motives.

A. Emotional patronage buying motives: A buyer is said to be affected by emotional patronage buying motives when he patronises a business (i.e. purchases the items he needs from that shop) without using his head or thinking.

B. Rational patronage buying motives: A buyer is said to be affected by rational patronage buying motives when he patronises a business after thorough deliberation (i.e., after considerable logical reasoning and cautious thought).


CHARACTERISTICS OF BUYING MOTIVES

Individuals determine whether, what, when, from whom, where, and how much to buy through a process.

It includes a consumer’s mental and physical activity. Internal and external influences have an impact on individual behaviour. Consumer attitudes and behaviour have shifted dramatically.

BUYING MOTIVE

Why do people buy?

There are six reasons why people purchase a product or service:

1. A desire for profit: Whether they quantify the financial advantage directly or indirectly, most of our prospects will have this as their major motivation.

If you spend on advertising, as previously said, you should anticipate producing more leads and, eventually, lucrative new clients.

When purchasing a new vehicle for a fleet, the enhanced fuel economy of the truck may result in cheaper operating costs, lower maintenance costs, or more carrying capacity, allowing for better productivity.

On a personal level, investing in real estate, mutual funds, or other kinds of direct return for personal benefit or corporate profit may be a major motivator for purchasing.

2. Loss aversion: While purchasing insurance is an apparent example of spending to avoid a loss, there are others.

Fear of loss may inspire a prospect in business who believes they are losing market share or missing out on fresh prospects.

This may lead to increased investment to stay competitive. To defend market share, a corporation can establish a new distribution facility or boost customer service or employee training.

3. Convenience and comfort: A comfy office chair or a designated parking space near the front entrance of the company are two instances of personal comfort and convenience in the workplace.

On a corporate level, the ease of doing business with you might be seen as you being a responsive representative.

However, when the prospect works with your organisation, the perspective may broaden to include interacting with other elements of your company with whom the customer interacts, such as delivery, billing, your assistant, or any other employee.

4. Safety and security: Smoke alarms or a security fence are two examples of security purchases. In business, it’s critical to consider security while selecting a buying source.

5. Ownership and pride: Ownership and pride can be overt or subtle. My old employer felt obligated to brag about his Mercedes, Corvette, and yacht to everyone.

He was a little out there, but he got a kick out of talking about his stuff. Others may experience pride as a result of a sense of success.

6. Emotional satisfaction: This can be achieved in a variety of ways. Using advertising as an example, you may not readily equate advertising with emotional fulfilment.

Many firms, however, perceive themselves as upstarts, market leaders, or innovators (ex: Apple). Advertising strengthens their market standing in the eyes of the general public.

Consider how much a corporation would pay to be an Olympic sponsor. The whole worth of a relationship cannot be calculated in dollars and cents.

Advertising is often utilised to boost employee morale by certifying their employer’s quality. Sponsorship of a Little League team demonstrates a company’s dedication to the community.


Other Related Topics

  1. Sales Presentation
  2. Sales Forecasting
  3. Sales Quota
  4. Sales Management
  5. Sales Territories
  6. Salesman – Types & Functions
  7. Buying Motives – Types & Stages
  8. Market Research
  9. What is Salesmanship? – Full Concept
  10. To Sell Is Human: Review & Summary – Quick Read
  11. The Psychology of Selling – Quick Read
  12. Book Insights & Review: “How to Win Friends and Influence People”
  13. World Most Selling Salesmanship Books| You Must Buy
  14. The Most Essential Knowledge for a Salesman
  15. Personal Selling: Full Concept In Detail
  16. The Essential Qualities & Skills for a Successful Salesman

Sales Presentation : Full Overview

sales presentation

The term “sales presentation” refers to the selection and display of items in order to increase the number of potential customers that visit the store. It also involves the shop’s interior decorating, an eye-catching display, and correct product placement on the counter.

Because clients often approach a counter, effective presentation is critical in selling items intrigued by the items on display in the shop’s shelves.

The proper display of goods is critical for capturing and maintaining the consumer’s attention in the products.

Customers will come into the business only to look at the things that are well presented, even if they have no intention of buying them.

A well-planned presentation might sometimes persuade such clients to make a good purchasing choice.

sales presentation

Presentational aids are elements other than the speaker’s words that are used to assist the speaker’s aim. They can be visual assistance, audio aids, or other types of assistive technology.

Projectors, real items, pictures, diagrams, charts, and other visual aids are examples. Music, talks, recordings, and other audio aids are examples.

Computers, lighting, microphones, and recorders are examples of technology that can be employed.

Actually, the term ‘presentational assistance’ is a misnomer since, while they do assist the presenter, their primary goal is to assist the audience.

Some individuals are conscious of their requirements, and excellent presentation can help them become more aware of their needs in particular terms and with more precision.

Customers are instinctively drawn to things that are neatly placed and exhibited in the store, and their latent desires are aroused.

Customers typically compare numerous articles and their distinct attributes before purchasing a product.

In reality, the presentation allows people to compare and select the best solution for their unique needs.

As a result, it is critical for a salesperson to first understand the demands of the customer and then choose the most efficient sales presentation tactics.

The following things should be taken into account:

 (a) understanding the buyer’s demands;

 (b) identifying sales presentation approaches (or tactics); and

 (c) developing a successful presentation.

a) Recognizing the buyer’s requirements: The easiest approach to determine the buyer’s requirements is to ask as many questions as possible.

According to Neil Rackham, salespeople should ask the following questions in a logical order:

i) Situational inquiries: These inquiries are about the prospect’s current condition or anything else the salesman wants to know.

For instance, who are the key influencers in this product/purchase service’s decision? Or are you switching brands or purchasing this product/service for the first time?

ii) Problem-solving questions: Salespeople use these inquiries to figure out what the customer’s issues, challenges, or needs are.

Have you had any issues with existing vendors in terms of price or delivery, for example? Or whatever components of the present system aren’t working?

iii) Problem impact questions: Salespeople ask these questions to help buyers comprehend the problem’s effect or implications, as well as the necessity to solve it.

These are the most important questions to ask, and the salesman should ask as many as are necessary.

To give an example, what effect will the delivery issues have on cost and customer satisfaction? Or what effect would a malfunctioning system have on customers?

iv)Question on the worth of the solution: These questions are used by salespeople to assist buyers in determining the importance or usability of a solution.

How much time and effort may be saved, for example, if the product is purchased? Or how can that time be put to the best possible use?

v) Questions for confirmation: Salespeople ask these questions and offer the necessary information to back up their claims.

For example, the power consumption of this refrigerator has been confirmed by a reputable body to be significantly lower than that of other brands.

For effective prospect handling, salespeople should ask fewer situational inquiries and more questions on problem identification, its impact, and better solutions to current problems.

B) Methods of sales presentation identification: Salespeople must be familiar with the numerous sales presentation approaches (or tactics). These are the following:

1) Stimulus-response technique

2) Formula technique

3) Method of Need – Satisfaction

4) Advantages and Benefits of Features Buying and selling (FABS)

5) Selling in a group

6) Selling in Relationships

sales presentation

1. Stimulus response method: This strategy is also known as the canned approach, memorised sales presentation, or prepared sales presentation.

This strategy assumes that if a salesperson gives the correct sales presentation, i.e. stimulus, the prospect would respond positively. The salesman performs the most of the talking in this strategy.

Without first questioning about the prospect’s needs, the salesman describes all of the product’s characteristics and asks the prospect to buy it. If the prospect does not buy, the salesperson will try to market the product again.

   Telemarketers and door-to-door salespeople are the most common users of this strategy. When the time for a sales presentation is limited and the product is non-technical, it is often used to teach new salespeople.

For difficult or urbane prospects, however, this method is unsuccessful. The fundamental flaw in this strategy is that instead of asking questions and listening to the needs of the prospect, the salesperson instead gives information on product features and benefits, which may or may not be essential to the customer.

2. Formula technique: This strategy, which is also known as ‘formulated approach’ or’ mental states marketing,’ is based on stimulus response thinking.

Because the salesperson believes that most consumers can be lead through mental states or phases in the purchasing process, he or she employs a well-known formula.

It is divided into four stages: Attention, interest, desires, and action are all things that people pay attention to (AIDA).

AIDA

1st Stage: Attention – The sales agent begins the sales conversation by gaining the prospect’s attention by making nice remarks about the prospect or the prospect’s company.

Appearance and a cheery demeanor also contribute to a positive first impression. The goal of the first encounter is to get the prospect to be receptive to new ideas.

A salesman should always schedule a meeting with a prospect ahead of time and spend the first few minutes easing the prospect into the conversation by selecting appropriate opening words.

Stage 2: Interest – The salesman guides the prospect’s thought process to the next step in obtaining interest. To put it another way, the salesman determines which aspects of the product or service most appeal to or interest the prospect.

To discover the prospect’s interest or appeal, many approaches are employed. Salespeople may occasionally bring a sample of the product, or the entire product if it is not heavy, to show or demonstrate to a customer. Some may send mailers; others may transport visual aids such as a CD, a product pamphlet, or product photos. Successful salespeople ask relevant questions to gain a better understanding of the buyer’s demands or issues, as well as to pinpoint the biggest attraction or interest.

Stage 3: Desire – This phase’s goal is to arouse sentiments in the prospect of wanting to try out the product or service. The salesperson continues the sales pitch and shows the prospect how his or her product or service may address the buyer’s problem.

The buyer may raise various complaints throughout this procedure, which must be addressed correctly. External interruptions, such as prospects being busy with phone conversations, may be an issue for salesmen at times.

In such instances, it is recommended that the salesperson summarises what has already been mentioned and then moves on to the next step of the sales presentation.

Stage 4: Action: Buying the product/service is the action in this stage. Some salesmen utilise a trial close to see if a potential customer is ready to buy. If the prospect agrees to buy, the salesman will ask them to place an order.

If the prospect objects, the salesperson resumes the presentation in an attempt to persuade the prospect to accept his or her proposal.

This strategy has the advantage of requiring the salesperson to organise the sales presentation and comprehend the customer’s thinking processes.

The negative is that the approach is less successful if the customer’s wants are not understood.

3. Method of need-satisfaction: This is the most difficult and inventive approach of selling. It’s a different type of interactive sales presentation than the prior two. By asking situational, problem recognition, problem impact, solution value, and confirmation questions, the salesman begins to comprehend the buyer’s (or prospects’) needs.

After properly analysing or investigating the buyer’s needs/problems, the salesperson presents a written proposal or a sales presentation to show how his or her product or service can solve the buyer’s problem better than a competitor’s.

The process of selling need fulfilment is depicted in the figure below:

1. Open: At this point, the salesman begins the selling process by opening his presentation to the prospect.

2. Probe: During this step, the salesperson asks the prospect questions to ensure that he fully knows his wants.

3. Assistance: The salesman provides support for the prospect’s demands while also attempting to detect unspoken wants.

4. Close: The salesman presents the prospect with a value proposition that may meet his needs and completes the purchase.

When a salesperson successfully persuades a prospect to buy a product, the strategy is advantageous. This strategy can also aid in the development of consumer loyalty and trust.

Tata Sky Set Top Box Providers, for example, take a need-satisfaction strategy. They provide a variety of packages to cater to the demands of diverse clients. Rechargeable packages are available on a daily, monthly, or annual basis.

Customers may also pick and choose which stations they want to watch and pay for them.

4. Features Advantages Benefits Selling (FABS): The salesperson strives to tie all of the product/qualities service’s together into an advantage or benefit that the consumer considers important.

Prospects usually dismiss items or services that are presented to them, even if the product or service is the perfect fit for their requirements.

They continue to ignore the product or service until they come across one that has clearly stated benefits or advantages for them.

As a result, FABS contributes to the advertising message’s efficacy. The following are the three key components of this selling strategy:

FABS

(i) Features: The salesperson discusses the product, service, or market offering’s features or characteristics.

For instance, a sleeping bag’s 2 inch insulating layer is a significant characteristic.

(ii) Advantage: The salesman explains how the feature may benefit or assist the prospect.

For example, the sleeping bag’s 2 inch insulating layer aids in the retention of body heat during the night, which is a benefit.

(iii) Benefits: The salesperson next explains how the feature or benefit addresses a specific demand identified by the prospect.

When a prospect expresses a benefit, it becomes a compelling statement that the salesperson may utilise to close the deal.

For example, when a consumer goes camping, the sleeping bag’s 2 inch insulating layer will enable him or her sleep peacefully at night.

As a result, kids will be able to get a good night’s sleep and be ready for enjoyable activities every day.

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5. Team Selling Method: Team selling entails the use of multi-person sales teams to interact with their clients’ multi-person buying centres.

The members of a team may work together and discover errors throughout the presenting process, allowing for continual learning. They can also spot elements that may be included in the sales pitch.

For instance, if a software business X needs to sell software to a bank, the team will include employees who are responsible for installation, automation, customer technical support, and so on.

6. Relationship Selling Method: Relationship Selling is cultivating a bond or relationship with prospects while also listening to their requirements. It is established when the salesperson demonstrates concern and wins the customer’s trust and confidence.

Knowing their wants and discovering their hidden anxieties can help you create solutions that are tailored to their specific requirements and strengthen your relationship.

Working out details is simple when you have a good connection; yet, if you don’t have a good relationship, they might become barriers.

In relationship selling, the salesperson takes on the role of a customer supporter.

They grow reliant on the services or goods, and if the company’s offerings meet their demands, they reply with new offers. It is beneficial to businesses that operate in competitive marketplaces.

c) Developing an effective presentation.

Whether a prospect buys from you or one of your rivals is frequently determined by the quality of your sales presentation.

Most presentations, on the other hand, lack style and are rarely captivating enough to persuade the other person to buy. These seven pointers can assist you in creating a persuasive sales presentation.

sales presentation

1. Make the sales presentation relevant

Using a generic presentation is one of the most typical blunders individuals make. In every presentation, they say the same thing in the hopes that something in their presentation would appeal to the potential buyer. I’ve been exposed to several “canned” PowerPoint presentations and have been a victim of this strategy more times than I care to recall.

The discussion about your product or service should be tailored to each individual; include specific details that are special to that consumer. This entails doing some preliminary research on your consumer and learning about their business and sector. Examine their company website or Facebook page for newsletters, blogs, yearly reports, and other pertinent information.Investigate their competition and, if feasible, customise your presentation to show how your product might provide them a competitive edge.

Place the company’s logo on your slides if you’re using PowerPoint or other presentation software, and explain how the important slides pertain to their issue. Demonstrate how your product or service addresses their unique issue. This implies that before you start talking about your firm, you must ask your prospect probing questions.

2. Create a connection between your product/service and the prospect.

I developed a sample of the product that will eventually be used in their programme for a presentation to a prospective customer.I delivered my prospect the item his team would be utilising after a brief chat — rather than telling him about it, I placed it in his hands. He could then see exactly how the final result will appear and inspect it in great detail. He was able to ask questions and observe how his team would use the information in their work setting.

Also, keep in mind that you should focus on the advantages of your items rather than the features. Tell your consumer what they’ll get if they use your product instead of one from your competitors.

3. Get straight to the point.

Today’s businesspeople are simply too preoccupied to listen to lengthy debates. Know what your main points are and how to deliver them effectively.I recall speaking with a salesperson who went on and on about his goods. I was ready to make my buy after seeing his merchandise and understanding how much it would cost. Unfortunately, he kept talking, almost talking himself out of the deal. Before you meet with your prospect, make sure you know what crucial themes you want to cover and practise saying them out loud.

Prepare to listen to the client during and after you make your important points – ask questions and take notes on their remarks so you can better determine their exact need(s) and: Tell them how your product satisfies their requirement (s)Address any concerns or complaints they may have regarding the product.

Use their suggestions to enhance your product and/or to fine-tune future sales pitches.

Interrupting or arguing with a customer is not a good idea! If a group discussion deviates from the topic of your presentation, gently bring the dialogue back on course.

4. Be lively.

We’ve heard a lot of sales presentations that are dull and unoriginal. Make sure you show excitement and energy if you truly want to stand out from the crowd. Use your voice efficiently and modulate it in a variety of ways.When people talk about a product they are highly familiar with, they frequently make the mistake of speaking in a monotone, which causes the other person to rapidly lose interest in your presentation.

Taping your presentation with a voice recorder. This will allow you to hear how you sound while you talk about your product. We must admit that when I first utilised this strategy, I was absolutely ashamed.

5. Put up a show.

In The Sales Advantage, a vending salesperson is seen spreading a hefty piece of paper on the floor and asking, “Would you be interested if I could show you how that area might make you some money?” Consider the impact of this approach with the standard method of saying, “We can help you generate more money.” What can you do to add a little bit of showmanship to your presentation?

6. Use a practical demonstration to demonstrate your point.

My friend sells sales training, and during his presentation, he frequently uses the whiteboard or flip chart in the prospect’s boardroom. Rather than informing his customer what he would accomplish, he gets up and gives a brief presentation. He jots down facts and statistics, draws images, and takes notes on specific comments and assertions made throughout the conversation. This strategy has never failed to assist his prospect in making a decision.

7. Finally, have faith in your product or service.

This is, without a question, the most important aspect of any presentation. Do you get more passionate and active when discussing solutions? Is your tone of voice enthralling? Is your excitement reflected in your body language? If not, you must alter your strategy. After all, how can you expect your consumer to become inspired enough to buy if you can’t feel enthused about your product?

TYPES OF SALES PRESENTATIONS

1. Canned Presentation

Canned presentations are ones in which the presentation text has been meticulously crafted, tested, and then written down. While giving a presentation, each salesperson is required to memorise it and follow the contents in the specified sequence.This type of presenting is most typically employed in non-technical product sales, such as pharmaceuticals, telephone sales, and door-to-door sales.

The drawback of this method is that the prospect’s engagement is limited. He may perceive it as high-pressure sales and put off making a buying choice.

2. Planned presentation

It is, without a doubt, meticulously prepared and organised, yet it still has the personal touch of the person giving the presentation. The training department just gives a structure in this manner, and the individual salesperson fills in the blanks with explanations, descriptions, and pictures.

This presenting approach has the benefit of appearing more conversational and less official since the salesperson uses his own words.

As a consequence of the prospect’s involvement in this presenting style, his worries and queries may be thoroughly addressed.

3. Presentation (Audio-Visual)

The salespeople largely rely on the A V aids for such presentations. Charts, slides, video films, prototypes, computer-based presentations, and the utilisation of actual goods are all examples of these aids. Such presenting strategies are employed in the advertising and computer software industries. In these presentations, the salesperson’s speaker takes a back seat to the prospect, with the focus being on the A V assistance.

Such aids are commonly employed not just to attract attention, but also to explain or show concepts that would be difficult to explain or exhibit without them.

4. Presentation on Problem-Solving

This is a two-step manner of presenting. The first step is to research the needs of each unique prospect, and the second is to make a proposal. As a result, the candidate will be able to address the problem. Such an approach is often employed in the insurance industry, where the insurance agent inquires about the prospect’s needs and then recommends a specific policy, along with its advantages and benefits.

Similarly, in management consulting assignments including all functions or high-tech tailored goods, similar strategies are applied.

TYPES OF PRESENTATION AID (SALES AIDS)

  1. Objects

When you utilise physical objects as direct examples or metaphors for points you wish to convey, they may be incredibly beneficial and have a very emotional impact.

2. Photographs

Photographs depict reality and are simple to incorporate into slides, where they may be used to illustrate a point or just serve as a backdrop. They may be used to depict activity, evoke emotion, and more. When you show someone doing something, your viewers may identify with the visual and put themselves in that person’s shoes.

Photos have the problem of losing critical information, therefore it’s important to make sure they’re shown on a big screen.

Any legal limits, such as privacy regulations, must also be addressed while taking images of individuals. If you’re unsure, evaluate whether or not the person you’re photographing is glad to be there. While having people in the background is typically OK, when they are the subject and you are using them to advertise anything, you may be in trouble.

3. Diagrams

Diagrams are drawings or sketches that outline and describe components of an item, process, or occurrence that are not easily visible. Diagrams, like graphs, can be thought of as a sort of chart, as seen in organisation charts and process flow charts.

4. Graphs

Graphs and charts are visual representations of data. Line graphs, bar charts, pie charts, radar diagrams, and other types of graphs are among them.

When it comes to displaying meaning and expressing the value of data, graphs are typically far superior to tables. They excel at this by demonstrating how certain numbers are significantly greater than others, how numbers vary over time, and so on.

sales presentation

Line Graph– A line graph is used to depict changes over time. A line graph demonstrating the decrease of Enron’s stock price from August 2000 to January 2002 is shown in Figure 15.10 “Enron’s Stock Price.” Although there are several strong spikes, the line has a distinct downward trend, indicating the collapse of Enron’s stock price.Showing a line graph like this allows the audience to see the links between the numbers, and it makes it much easier for them to absorb the information than if the speaker merely read the numbers out.

Bar Graph– Bar graphs are excellent for displaying disparities in amounts. They may be used to analyse population demographics, gasoline prices, math aptitude across grades, and a variety of other data.

Figure “Natural Death vs. Homicide” is a well-designed graph. It’s straightforward and well-labeled, making it simple for you to walk your audience through the many types of death and their respective numbers. The bar graph depicts the difference between natural deaths and homicides in different age groups.

Pie Chart/Graphs – Pie graphs should be as simple as feasible while yet retaining crucial information. The pieces of the pie must be drawn proportionately, much as other graphs. Figure depicts a clear and proportionate chart that has been color-coded in the pie graph “Causes of Concussions in Children.” When it’s impossible to include the explanations in the graph’s actual sections, color-coding comes in handy; in that case, you’ll need to include a legend, or key, to explain what the colours in the graph imply. Audience members may easily notice in this graph that falls are the leading cause of concussions in youngsters.

4. Charts

Non-numeric charts can display a variety of information, especially when separate objects have specific connections with one another. Flowcharts depict the connections between various operations. Who reports to whom is shown in organisational charts. Many-to-many relationships are depicted in network diagrams.

Maps are several types of charts that depict where objects are in relation to one another. They might be scaled or just relative (such as the famous London Underground map).Maps can be geographical, but they can also be any visual representation of how things connect and how to move from point A to point B. For example, you might create a metaphorical map of how to progress from a novice speaker to a professional presenter.

Making presentational aids work

  1. Keep it simple.

If you make your presentational aids overly complicated, they will be difficult to understand. Remember that your audience has to ‘get it’ immediately, therefore the tools you use should be straightforward and need little interpretation.

2. Make them stand out.

If you’re speaking in a vast room, anything little in your palm will go unnoticed and hence have less impact. Big objects are much simpler to notice, whether they are tangible or projected. They also have a bigger influence.

3. Bring them together.

The visual help isn’t a goal in and of itself. It’s to back up a point you’re making, so make sure you link the two together clearly, disclosing the aid’s purpose in the process.

4. Address the crowd.

Present to the audience rather than the visual aid. Speakers frequently get into the trap of looking at the assistance rather than the people to whom they are speaking.

5. Practice

Magicians spend a lot of time on sleight of hand in order to make their tricks appear effortless. You won’t need to rehearse quite as much, but you should familiarise yourself with the presentational aids you’ll be employing.

You may make the arrival (and disappearance) of your presentational aids an event in and of itself, just like the magician pulls the rabbit out of a hat.

The advantages of a sales presentation

1. Face-to-face interaction: It allows you to interact with consumers and prospects in person. It aids in the development of trust and the strengthening of the relationship between the salesperson/organization and the customer/prospect.

2. Engagement: It assists in the audience’s engagement. Audio-visual aids can help to capture the audience’s attention and have a greater impact than simply speaking, therefore increasing engagement.

3. Customizability: The presentation allows you to change the material and tailor it to different audiences. The client’s needs may be noted, and the presentation can be adjusted accordingly.

4. Consistency: It ensures that information is communicated to customers/prospects in a consistent manner, even when various salespeople are communicating with them. The presentation lays forth a fundamental framework for talking with consumers about products and services. It also aids the presenter in stressing key features and themes.

5. Flexibility: The presentation may be utilised in a variety of settings, including face-to-face meetings, big gatherings, and Webinars. The material might be the same, but it can be given to individuals or groups via a variety of platforms.

Characteristics of a good presentation

A good presentation must have certain characteristics. They are as follows:

1. Getting people’s attention

2. On-time presentation

3. Presentation of information with clarity

4. Approvals, as well as quantity and quality, are displayed.

5. Perform a demonstration

6. Using the Senses

7. Performing Tests

8. Goods handling

1. Getting People’s Interests Piqued

To begin, the salesperson must pique the customer’s attention. He can discuss the product’s unique characteristics, such as durability, composition, and so on, in order to pique the customer’s interest in the goods. Customers are more drawn to items with brilliant colours and appealing forms and sizes. However, in order to pique the clients’ attention, the salesperson needs stress the distinctive aspects of the items, which are referred to as unique sales propositions (USP).

2. On-Time Presentation

The salesperson must constantly be on time and alert. He should be quick to present the items to the consumers, demonstrating his desire and readiness to assist them. The salesman’s approach leaves a positive impact on the clients, and their response is immediate and pleasant. If the salesperson has thorough product expertise, he may be swift and knowledgeable.

3. Presentation Clarity

To gain the clients’ trust, the salesman’s presentation should be clear and thorough in all aspects. A high level of clarity in the sales presentation clears the prospects’ minds of any remaining uncertainties regarding the goods.A clear and detailed presentation prevents the prospect from considering competing offerings. As a result, the salesperson should describe the product’s usage and functioning, as well as its price, durability, utility, and special features, if any. In the event of large articles, models and photos might be used to show them. Customers should be able to touch and feel the merchandise from time to time. Prospects will be more confident as a result of this. For example, in the case of eatables such as fruits, candies, cookies, and so on, prospects are provided little amounts or free samples to taste in order to satisfy themselves about the quality of these items.

4. Using the Correct Quality and Quantity

   The salesperson must display the proper items in the exact size and quality that the clients demand. Customers occasionally inquire about a specific brand or article’s quality. A good salesperson always showcases the brand or quality of the product the customer desires. When a sufficient range of items is displayed to the buyer, he will be able to choose from them. It’s worth noting that displaying too many types might be confusing, while displaying too few kinds may not be enough to persuade clients.

5. Perform a demonstration

    If the salesperson displays or exhibits the qualities of the goods to the consumers, he can better pique their attention and raise their desire. Because demonstration is a vital aspect of a successful presentation, it undoubtedly produces a favourable image in the thoughts of the buyers. Because a spoken presentation might often fail to persuade a prospect, a demonstration increases the customer’s attention significantly. As a result, to effectively persuade the consumer, the salesperson might emphasise the product display. The client remembers and understands such communications for a long time because of the spectacular display of the product or service.

6. Using the Senses

It is critical for the salesperson to ensure that the approach he presents appeals to at least one of the five senses: sight, touch, hearing, smell, and taste. A presentation should directly appeal to all or part of the clients’ senses, resulting in a desire to acquire them. It can be seen, felt, smelt, and tasted in the case of consumables. It is simple to sell a product after it has been discovered to appeal to one or more of the buyers’ senses. relevant items of the exact size and quality that the clients require Customers occasionally inquire about a specific brand or article’s quality.A good salesperson always showcases the brand or quality of the product the customer desires. When a sufficient range of items is displayed to the buyer, he will be able to choose from them. It’s worth noting that displaying too many types might be confusing, while displaying too few kinds may not be enough to persuade clients.

7. Performing Tests

The results of product tests significantly boost prospects’ trust. To establish the product’s claim and excellence, the salesman might recommend a variety of standard tests.

8. Goods Handling

Words aren’t always enough. As a result, the salesperson should both handle the product and enable the prospects to handle it. Before making a purchase, potential purchasers may have a strong need to handle the merchandise. This holds true for everyone. The prospect checks that the product is worth processing, as well as in terms of pricing and claims, by touching it personally. The salesman appeals to the senses of touch and sight by enabling the buyer to handle the product.

THE APPLICATION OF TECHNOLOGY IN SALES

Many sales managers and teams are virtually always plugged into their displays, gadgets, applications, and internet tools these days.

One hazard is succumbing to the temptation of being an armchair quarterback who never leaves the couch and fails to form relationships. Relationships are still fundamental to sales (which entails personal encounters with customers) and sales management, no matter how much technology we rely on (which involves personal interactions with the sales team).

Another risk is to be frightened by technology and fail to properly utilise its potential. Because technology in sales might be daunting, it’s important to realise that you don’t have to embrace every new innovation as a manager. Instead, concentrate on implementing the technologies that will result in the greatest improvements in performance and proLet’s look at some fundamental technological tools and how sales managers may utilise them to boost their sales success.

1. Customer Relationship Management

The majority of sales businesses now employ a CRM system. CRM helps sales managers to follow transactions as they travel through the pipeline and gives improved visibility into sales possibilities. Sales managers may increase forecast accuracy by monitoring these prospects and reviewing stage, likelihood, and velocity.

However, you’re not getting the most out of CRM if you’re only utilising it to get insight into sales possibilities and generate improved sales projections. A sales manager isn’t using CRM’s power to raise win rates until they leverage insights from CRM data to actively teach reps (i.e. deal coaching).

2. Face-to-Face Video Conferencing

Video conferencing used to need the employment of large, cumbersome, and expensive equipment. Anyone may now participate in a video conferencing call. For sales managers whose salespeople work remotely, this has proven a huge benefit.

Many sales managers, however, still pick up the phone or send emails to their agents as a default. Don’t underestimate the importance of video technology. On a video conferencing conversation, body language, facial expression, and energy level are all visible, however on a regular phone call, they are disguised.

3. Virtual Education

    To develop their talents, salespeople no longer need to attend in-person events or attend classroom training. Sales managers may give salespeople with options to interact with sales training at any time, from practically anywhere, thanks to virtual learning platforms (VLT) and Learning Management Systems (LMS).

The idea, once again, is to use these tools to reinforce and improve coaching and group cooperation. It’s not enough for salespeople to log into an LMS, do a few quizzes, and then go. To develop their selling abilities, salespeople still want direct involvement and feedback from supervisors.

4. Cellular Devices

Today’s salesmen use a variety of mobile devices, not simply phones. They’re utilising iPads, computers, and other gadgets to assist them on a daily basis while selling.

For example, sales acceleration software from QStream (one of our partners) may transmit questions in the form of real-world sales scenarios to a salesperson’s mobile device. Managers may see how successfully their sales staff is grasping the skills and ideas by having salespeople provide replies. Because sales managers can detect skill gaps and customise coaching efforts accordingly, this reinforces selling abilities in a very practical way.

5. Social Media Sites

As more millennials enter the sales force, social technologies are receiving a lot of attention. Sales managers, in my opinion, can give much-needed direction to salespeople who are attempting to use too many platforms at once. Focus on building a high-quality presence on the primary social networks that your target clients use instead of several networks. LinkedIn and Twitter, for example, have shown to be extremely effective for B2B sales.

All of these technological solutions enable sales managers to communicate with their sales staff more frequently and effectively.

Any sales manager’s role is to lead, manage, and motivate salespeople. This necessitates sales managers being visible and establishing personal interactions with individual sales people. You won’t be able to do it efficiently if you spend all of your time in front of a screen.

Most significantly, sales managers must develop into excellent instructors who can assist their salespeople in improving their selling skills. To be an effective sales coach, you must see your salespeople in action rather than simply collecting statistics on their actions and sales calls. We should go on sales calls with them and study how they connect with clients. This will allow you to see their strengths and shortcomings, give criticism, and assist them in developing the necessary abilities. You will see a significant boost in sales performance if you provide continual sales coaching.

Role of technology on sales

Definition

Sales management is the process of planning, staffing, training, managing, and regulating organisational resources in order to achieve an organization’s sales goals in an effective and efficient way. Organizations are powered by revenue, sales, and sources of finances, and the management of that process is the most vital role.

A Brief History

  • Electronic Funds Transfer (EFT) was invented in the 1970s and is used by the banking sector to send account information across secure networks.
  • Electronic Data Interchange (EDI) for e-commerce within firms — Used by businesses to communicate data from one business to another in the late 1970s and early 1980s.
  • 1990s: the World Wide Web on the Internet provides simple technology for publishing and disseminating information – Makes doing business cheaper (scale economies) – Enables a wide range of commercial operations (economies of scope)

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The Impact of Technology on Sales

Technology is helping retail enterprises to become better prepared in the modern economies of the globe, with the benefits being ultimately client oriented. Technology advancements will enable firms to become more cost-effective, visible, and better product delivery throughout the supply-retailer customer chain. Because of the vast and positive benefits of technology, the future role of technology in the economy might have a significant impact.

sales presentation

There are three major kinds of hardware and software products that have become practically indispensable in retailing:

Customer Interfacing Systems

(a) Scanners and Bar Coding: Scanners and bar coding are used to identify an item, and pre-stored data is used to compute the cost and provide the total bill for a customer. For example, Big Bazaar and Monika Supermarket.

b) As a consumer interface, the Internet is fast growing, decreasing the necessity for a customer to physically visit the shop. For example, Walmart and Asian Paints.

c) Credit card payment has become extremely common, allowing for a quick and simple payment process. A new advancement in this field is electronic cheque conversion, which converts a cheque electronically by transferring transaction information to the store and the consumer’s bank. For example, ebay and Times Shopping.

2. Support Systems for Operations

(a) ERP System: Various Enterprise Resource Planning (ERP) vendors have created retail-specific ERP systems that assist in the integration of all processes, including warehouse, distribution, front and back office shop systems, and merchandising. An integrated supply chain aids the merchant in keeping stock, receiving supplies on schedule, avoiding stock-outs, and so lowering costs while providing better service to the client.

It contains the following features: – Inventory management software. – Assists in the analysis of various departmental operations. – Assists in reducing lead times by automatically placing orders.

(b) Customer Relationship Management (CRM) Systems: Retailers now have genuine access to customer data because to the advent of loyalty programmes, mail order, and the Internet. Retailers may use data warehousing and mining technology to make sense of their customer data and apply it to their company. It contains the following: – make use of a database management system (DBMS) – Every query is logged for future strategy improvement.

(c) Advanced Planning and Scheduling Systems (APS): APS systems may increase management throughout the supply chain, from raw material suppliers to the retail shelf. They allow operations like long-term budgeting, monthly forecasting, weekly manufacturing scheduling, and daily distribution scheduling to be consolidated into a single overall planning process utilising a single set of data.

3. Strategic Decision-Making Aids

a) Location of the Store Residents’ demographics and purchasing habits might be utilised to evaluate several potential locations for new establishments. Today, software programmes assist retailers not just with location considerations, but also with store sizing and floor-space decisions.

b) Visual merchandising: The store manager’s gut instinct on how to put and stack things in a store is no longer used. He now has access to a bigger number of visual merchandising tools to assess the impact of his stacking alternatives.

Advantages

1) Market penetration has increased.

2) Assists in cost reduction.

3) Sales executive surveillance

4) The use of loss prevention technologies such as burglar alarms and CCTV to deter shoplifting.

5) Real-time data aids in the automated placing of orders.

6) Examining historical data in order to forecast the future and design future tactics.

7) Workforce development.

8) Supply Chain Management that is effective.

9)Successful customer relationship management.

Disadvantages

1. Initial Investment: New technologies might have a substantial initial investment. In comparison to the cash investment necessary to buy technology, hiring new personnel might be comparatively inexpensive in the near run. A new employee usually works for a few weeks or a month before being paid, which means the employee earns money before the firm needs to spend money. Before technology can help with manufacturing, it requires a significant upfront investment.

2. Teaching Costs: Businesses that install new technology must cover the costs of training employees on how to utilise it. In the short run, upgrading from an existing technology to a new one reduces productivity. New technologies may not always be more efficient than older ones, resulting in squandered resources and training hours.

Despite the fact that updates are available, many organisations choose to run their computers on obsolete operating systems and applications. Converting to new software involves time and money, and the benefits aren’t always obvious.

3. Unemployment: With technology, one person may be able to generate the same amount as two or three people without it. Certain jobs may become outdated or redundant as a result of increased productivity, resulting in layoffs and job losses. Furthermore, the cost of maintaining new technology is frequently lower than the cost of paying for a comparable level of labour productivity once the initial cost of installing new technology has been paid. Large firms find technology appealing because of the long-term savings, often at the expense of labour.

Other Related Topics

  1. Sales Presentation
  2. Sales Forecasting
  3. Sales Quota
  4. Sales Management
  5. Sales Territories
  6. Salesman – Types & Functions
  7. Buying Motives – Types & Stages
  8. Market Research
  9. What is Salesmanship? – Full Concept
  10. To Sell Is Human: Review & Summary – Quick Read
  11. The Psychology of Selling – Quick Read
  12. Book Insights & Review: “How to Win Friends and Influence People”
  13. World Most Selling Salesmanship Books| You Must Buy
  14. The Most Essential Knowledge for a Salesman
  15. Personal Selling: Full Concept In Detail
  16. The Essential Qualities & Skills for a Successful Salesman

Market Research

Definition

Market Research entails conducting research and analysing the market for a certain product or service, as well as looking into client preferences. An examination of numerous client capacities, such as investment characteristics and purchasing possibilities. Market surveys are techniques for gathering direct input from a target audience in order to better understand their traits, expectations, and needs.

Marketers create innovative and interesting ideas for forthcoming products and services, but there is no guarantee that these strategies will be successful. Marketers must establish the category and attributes of products/services that target consumers would readily accept in order for these to be successful. A new avenue’s success can be ensured by doing so.

Most marketing managers rely on market surveys to get data that will help them kickstart their market research. In addition, the information gathered from these surveys can help with product marketing and feature enhancement.

Market surveys gather information about a target market, such as price patterns, consumer needs, competition analyses, and other relevant information.

What Is the Purpose of a Market Survey?

Obtain important consumer feedback: The market survey’s main goal is to provide marketing and company managers with a way to gather essential information about their customers so that existing customers can be kept and new ones can be recruited.

Understand client tendency toward purchasing items: Information such as whether customers would spend a specific amount of money on their products/services, customer inclination levels toward new features or products, what they think about competing products, and so on.

Enhance current products and services: A market survey may be used to improve existing products, examine customer satisfaction levels, and obtain information about their market perceptions, as well as to create a buyer persona utilising data from an existing client database.

Make well-informed company judgments: Market survey data is useful for making big changes in the firm, reducing the amount of risk associated in making critical business decisions.

Templates for Market Research

1. Product Surveys: New product/concept testing survey templates include questions to help you learn more about the items and concepts you’re testing. These survey questions were compiled by market research professionals and can assist in determining whether items or features will be successful in a certain market.

2. Conference Feedback Surveys: Templates for conference feedback surveys include questions that can be asked to conference attendees. Implementing recommendations from these surveys, such as better overall conference management, enhanced IT infrastructure, greater content coverage, and other aspects, can help an organisation produce better conferences.

3. Focus Group Survey Templates: Focus group survey templates may be used both during and after the focus group recruiting process. With this existing survey form, you can simply gain insights from a committed group of 8-10 individuals.

4. Hardware And Software Surveys: Hardware and software survey templates include editable questions on software and hardware product evaluations, pre-installation procedures, technical documentation quality, and other topics.

5. Website Surveys: Website survey templates may be customised according to the application and include questions about website consumer feedback, visitor profile information, and online retail information, among other things.

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The Importance of Market Research

There are five elements that demonstrate the significance of doing a market study.

1. Recognizing the target market’s demand and supply chain: A product that is produced with the target market’s demand and supply in mind is more likely to succeed. Marketers may gain insights on market capacity to absorb new products and concepts in order to produce customer-centric products and features in this manner.

2. Creating well-thought-out marketing plans: An organization’s target market, especially a well-established one, is the entire world. Data from the target market may be obtained through rigorous market research, which includes market surveys and segmentation, and used to develop concrete and long-term marketing strategy.

3. Determine consumer expectations and needs: Customer acquisition is at the heart of all marketing initiatives. Customer satisfaction methods such as Net Promoter Score, Customer Effort Score, Customer Satisfaction Score (CSAT), and others are required by all small and big enterprises to collect feedback from their target audience on a regular basis. Customer feedback may be analysed to determine the customer’s experience, contentment, and expectations, among other things.

4. Accurate product launch: Market surveys are helpful in determining where new goods or services should be tested. Market surveys give marketers a way to assess the likelihood of new items succeeding and make modifications to their product strategy based on the input they get.

5. Collect data on client demographics: Customer demographics are at the heart of every organisation, and market surveys may be used to collect detailed and sensitive information on customer demographics such as race, ethnicity, and family income.

Market Research Methodologies

There are several sorts of market surveys, of which we will discuss the top ten in order to obtain information from consumers about their desires, expectations, and thoughts on competition.

Each of these market surveys takes a unique approach and has a significant influence on numerous parts of a company.

1. Market surveys for segmentation: An organisation may identify existing and prospective consumers and determine why customers have selected their products/services and prospects have not. This might lead to market segmentation and analysis that is more systematic.

2. Market research to learn more about various facets of the target market: Gather data on market size, demographics such as age, gender, and family income to create a roadmap that takes into account the market’s growth rate, positioning, and average market share.

3. Market research to learn more about the purchasing process: What factors influence a customer’s decision to buy? What variables influence the conversion of product awareness to sales? This sort of market research reveals awareness, information, a free trial, a purchase, and a repeat buy.

4. Market surveys to create a buyer persona: These surveys are used to create a buyer persona by learning about a customer’s interests, inclinations, and purchasing capabilities.

5. Market surveys to determine customer loyalty: What is the level of consumer loyalty toward a company? A market survey can be used to get the answer to this question.

6. Market surveys to evaluate a new feature or concept: Market-compliant features and concepts are critical for a business to incorporate. By conducting a market survey to determine which features to launch, all teams engaged in the feature development process will be able to do so with adequate research.

7. Market research for competitor analysis: Healthy competition is usually beneficial to a company’s growth. Market surveys conducted with the goal of competitor analysis will yield information on how the target market evaluates the organization’s products/services in contrast to those offered by competitors.

8. Market research to determine the impact of sales efforts: Because sales activities are the lifeblood of every business, it’s critical to keep track of them. Market surveys for sales activities will result in a report detailing the impact of sales activities, if they need to be increased in frequency, and any adjustments that the audience believes should be made to the sales process.

9. Market research to determine pricing for new products and services: Product affordability is another factor that influences the market for businesses. Price ranges, product versions to appeal to a variety of price points, target clients for each product, and so on.

10. Market surveys to assess customer service: Good customer service may lead to higher levels of customer satisfaction. Factors such as the length of time it takes to address concerns, the breadth of improvement, and customer service best practices, among others.

IMPORTANCE OF MARKET SURVEY TO SALESMAN AND PRODUCER

1. Increased production of sales

To begin with, market research gives a firm vital information on how successful its product or service is likely to be, the best pricing to set for the product or service, and the type of consumers who are most likely to buy or consume the product or service. All of the information gathered aids in increasing sales.

2. Gaining a better understanding of the target customer

Customers who are being targeted might be present or future customers. A thorough market analysis may dispel any questions about potential customers’ ages, genders, and geographic locations.

Furthermore, a thorough examination of devoted clients will reveal what further your company has to accomplish and what items it should create in order to keep them.

Brian Cornell, the CEO of Target Retail Store, had gone out on his own with customers, investigating one of the company’s stores, incognito. That is how crucial it is to be familiar with them.

3. Pattern of customer behaviour

This is a continuation of the preceding point. It is actually a sophisticated study that can provide a significant depth of client requirements. Customers’ behavioural patterns may be analysed using advanced software technologies such as Big Data, Hadoop, and Google Analytics, among others. And once this pattern is discovered, it can be used to create far more refined and tailored goods for its target clients.

“E-commerce enterprises utilise Big Data in two ways,” AsheetMakhija, IBM India/South Asia’s country head for information management, explained. The first is to look for trends in historical consumer behaviour, and the second is real-time analysis, which involves reacting when a client is buying online.”

4. Competitor analysis

“Know your adversary and know yourself,” Sun Tzu reportedly remarked, “and you will never be beaten in a hundred fights.” We said at the outset of the post that monopoly does not exist in today’s world. Every firm, no matter how big or small, faces stiff competition. Researching the market and its potential rivals might reveal tactics that can assist you either stifle your competitors’ growth or go ahead of them.

Most significantly, it will allow your company to constantly update and improve the quality of its goods and services.

5. Detailed Segmentation-Targeting-Positioning (STP)

Once the foregoing objectives have been achieved, effective segmentation, targeting, and positioning may be implemented. A thorough market analysis of segmentation based on location or demographics might help you go forward with your company plan. It thereby decreases the overhead of targeting and narrows down the best consumer base. Finally, market research has made situating a product in the minds of customers a calk walk.

6. Help people make smarter decisions

After a market study is concluded, with all of the expertise and improved facts at hand, it may surely aid in healthy decision making.Every facet of a business, from finance to marketing to procurement, can be gathered in a timely manner. Furthermore, it can hasten the finish of a project with a certain outcome.

7. Sales forecasting and selling operations that are more precise

The primary goal of sales forecasting is to maintain an optimal inventory level and govern the demand-supply balance, which may be accomplished through market research. For this, techniques such as the sales force estimate approach or the Jury method are frequently utilised. After sales forecasting, new means of marketing current items can be devised, as well as the manufacture of alternative goods for sale. Market research may also be used to locate new sales territory.

“The greatest way to sell yourself to others is to sell yourself to others,” Napoleon Hills once said. To sell oneself, you must be aware of current trends and market opportunities. As a result, thorough market research is critical for sales forecasting.

8. A well-balanced end-to-end communication mix

This is critical for any business. A thorough market analysis of the communication mix can effectively close the gaps. Furthermore, it may effectively convey the media mix and clearly communicate a company’s goals to end consumers. It’s also a fantastic resource for ensuring that adverts are perfectly tailored to attract customers.

9. Ensure a smooth new product launch

When a new product is launched, various issues such as pricing, utility, and feasibility are considered. Furthermore, precise market research must be conducted in order for the product’s penetration to be carried out in a far-fetched manner.

If market research is not conducted, especially for new products, be prepared for a bumpy ride. Or, in the worst-case scenario, shut down!

10. Improved audience targeting and consumer management

The most significant benefit of market research in product or service marketing is that the many instruments used in marketing campaigns, such as face-to-face interviews, questionnaires, conversations, and meetings, enable a wide range of target audiences to be reached.

To summarise, a business’s success or failure is solely determined by the marketing strategies it employs, whereas market research of products and services provides various avenues for implementing the best marketing strategies that can help a company compete, grow, succeed, and even reach greater heights.

Market research helps to reduce the time it takes for a product to reach its target audience. In addition, market research assists in the precise analysis of current needs as well as the evaluation of future consumer expectations, resulting in a higher level of customer satisfaction.

11. Prosperous Business Development

When done correctly, product and service marketing research leads to an increasing sales trend as well as superior customer management, which leads to increased sales.As a result, the company’s growth and development are accelerated.

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