Sales Manager click here
Brief Job Description: Individuals at this job are responsible to lead sales activities
within the designated area of responsibility.
Personal Attributes: This job requires the individual to plan, lead, manage and
motivate sales teams within the designated area of responsibility to achieve the
targets set by the Sales Director. The individual is also required to acquire and
maintain key clients, develop/ oversee the development of proposals and close
sales orders. The individual is also responsible to create and monitor the sales
budget within the area of responsibility .Sales Manager
Description
Ad views Total number of times the advertisement has been seen by the audience
Barter An offer in which advertisement space/time is exchanged for goods/ nonmonetary consideration
Billing The total invoiced value payable by the client for the advertisement
time/space purchased
Budget Budget is an estimate of the total cost of production that may include a
break-up of cost components
Campaign Advertisement effort across media platforms, planned during a specific
time period
Day parts Specific time-slots during the day
Effective rate The final advertisement rate offered to the client after discounts
Frequency The number of times the audience is exposed to an advertisement in a
particular medium
Make-good A repeat run of an advertisement to compensate for an error or omission
by the broadcaster
Market share The share of the company in the total market of a product/service
Media buyer An individual handling purchases of advertising space/time across
advertising mediums
Media planner An individual skilled in selecting and determining the correct use of
advertising space/media on behalf of an advertiser
Rate The fee for a unit of advertisement space or time
Reach The total size of the audience that the medium is able to communicate with
Sales Forecast Predictions and estimates based on historical sales performance using
trends and assumptions for the current period
Schedule A list of advertisements planned to be a part of the campaign
Sponsorship Paid advertising in the form of specifically generated
programming/content advertising for the product/service of the client
Target Audience Set of individuals with similar characteristics that are prospective
customers of the advertisers’ product/service
Target Market The geographic area over which the advertising campaign is focused
Sector Sector is a conglomeration of different business operations having similar
businesses and interests. It may also be defined as a distinct subset of the
economy whose components share similar characteristics and interests.
Sub-sector Sub-sector is derived from a further breakdown based on the
characteristics and interests of its components.
Vertical Vertical may exist within a sub-sector representing different domain
areas or the client industries served by the industry.
Occupation Occupation is a set of job roles, which perform similar/related set of
functions in an industry
Function Function is an activity necessary for achieving the key purpose of the
sector, occupation, or area of work, which can be carried out by a person
or a group of persons. Functions are identified through functional
analysis and form the basis of OS.
Sub-functions Sub-functions are sub-activities essential to fulfill the achieving the
objectives of the function.
Job role Job role defines a unique set of functions that together form a unique
employment opportunity in an organization.
Occupational Standards
(OS)
OS specify the standards of performance an individual must achieve
when carrying out a function in the workplace, together with the
knowledge and understanding they need to meet that standard
consistently. Occupational Standards are applicable both in the Indian
and global contexts.
Performance Criteria Performance Criteria are statements that together specify the standard
of performance required when carrying out a task
National Occupational Standards (NOS)
NOS are Occupational Standards which apply uniquely in the Indian
context.
Qualifications Pack Code
Qualifications Pack Code is a unique reference code that identifies a
qualifications pack.
Qualifications Pack(QP) Qualifications Pack comprises the set of OS, together with the
educational, training and other criteria required to perform a job role. A
Qualifications Pack is assigned a unique qualification pack code.
Unit Code Unit Code is a unique identifier for an Occupational Standard, which is
denoted by an ‘N’.
Unit Title Unit Title gives a clear overall statement about what the incumbent
should be able to do.
Description Description gives a short summary of the unit content. This would be
helpful to anyone searching on a database to verify that this is the
appropriate OS they are looking for.
Scope Scope is the set of statements specifying the range of variables that an
individual may have to deal with in carrying out the function which have
a critical impact on the quality of performance required.
Knowledge and
Understanding
Knowledge and Understanding are statements which together specify the
technical, generic, professional and organizational specific knowledge
that an individual needs in order to perform to the required standard.
Organizational Context Organizational Context includes the way the organization is structured
and how it operates, including the extent of operative knowledge
managers have of their relevant areas of responsibility.
Technical Knowledge Technical Knowledge is the specific knowledge needed to accomplish
specific designated responsibilities.
Core Skills/Generic
Skills
Core Skills or Generic Skills are a group of skills that are key to learning
and working in today’s world. These skills are typically needed in any
work environment. In the context of the OS, these include
communication related skills that are applicable to most job roles.
Keywords /Terms Description
NOS National Occupational Standard(s)
QP Qualifications Pack
NSQF National Skill Qualifications Framework
NVEQF National Vocational Education Qualifications Framework
NVQF National Vocational Qualifications Framework
Keep apprised with developments in the industry
Description This OS unit is about knowing the organization, the competitors and the market well
to be able to carry out the job effectively
Scope This unit/task covers the following:
Monitoring and understanding the market and the competitors and
continuously seeking out new opportunities
Identifying information needed to carry out the job effectively
Identifying new innovations and future developments that might benefit the
organization or the clients
Performance Criteria (PC) w.r.t. the Scope
Element Performance Criteria
Monitoring and
understanding the
market and the
competitors and
continuously seeking
out new
opportunities
To be competent, the user/individual on the job must be able to:
PC1. monitor any changes or updates in the market
PC2. understand the market, its various elements and how they affect the
organization
PC3. identify new opportunities in the market
PC4. analyze how these opportunities can be leveraged to benefit the organization
PC5. identify who the competitors are, who their major clients are and how their
activity is changing
Identifying
information needed
to carry out the job
effectively
PC6. extract key facts from formal and informal sources and analyze how it can be
used by the organization
PC7. actively participate in forums and discussions to be able to keep updated with
any new changes in the industry/ its practices
PC8. keep up-to-date with the laws and any other regulations that can apply to the
organization
Identifying new
innovations and
future developments
that might benefit the
organization or the
clients
PC9. keep track of any changes in the industry and how they can be converted into
useful opportunities
PC10.analyze the market and forecast what the powerful trends would be that can
affect the organization in any way
PC11.keep up-to-date with any changes in policies that can affect the client’s business
Knowledge and Understanding (K)
A. Organizational
Context
(Knowledge of the
company /
organization and
its processes)
The user/individual on the job needs to know and understand:
KA1. the brand and the market position of the organization
KA2. organization’s capabilities, culture, ways of working and marketing mix
KA3. different business functions in the organization and the various aspects related
to the job role
B. Technical
Knowledge
The user/individual on the job needs to know and understand:
KB1. fundamentals of advertising and marketing
KB2. how to prepare a brief for sales or account teams
KB3. how to present the idea/concept to the client
KB4. how to present the final work-products
KB5. applicable legal and regulatory requirements
Skills (S) (Optional)
A. Core Skills/
Generic Skills
Writing Skills
The user/individual on the job needs to know and understand how to:
SA1. prepare a brief that effectively encapsulates the idea and its impact
SA2. prepare a brief about the industry trends and how they can impact the client
SA3. prepare client reports and presentations, as required
SA4. prepare a presentation about industry trends for the internal teams
Reading Skills
The user/individual on the job needs to know and understand how to:
SA5. read and interpret all relevant research information
Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA6. liaise with the client and internal teams and ensure that the former’s needs are
understood and well-executed by the latter
SA7. discuss and finalize the changes in accordance with the industry trends and
how they are to be implemented
SA8. review and present final information to the respective teams
B. Professional Skills Plan and Organize
The user/individual on the job needs to know and understand how to:
SB1. organize discussions/ meetings with the clients or the internal teams as the
need may be to analyze market trends
SB2. store information so you can easily access it when you need it
Customer Centricity
The user/individual on the job needs to know and understand how to:
SB3. ensure that the information gathered is relevant to the clients and their
business
Problem Solving
The user/individual on the job needs to know and understand how to:
SB4. tackle issues that may arise due to industry changes and minimize the impact
it may have on the organization’s functioning
Decision making
The user/individual on the job needs to know and understand how to:
SB5. identify ways to keep up-to-date with changes in your organization’s, your
competitors’ and your clients’ products, services and processes
Analytical Thinking
The user/individual on the job needs to know and understand how to:
SB6. extract key facts from formal and informal sources of information and analyze
it for its usefulness to you
Critical Thinking
The user/individual on the job needs to know and understand how to:
SB7. identify new innovations and future developments in advertising that might
benefit your clients
SB8. keep up-to-date with the laws, regulations and guidelines that govern
advertising and the sale of advertising
Create and Monitor the Ad sales budget
Description This OS unit is about estimating the cost of sales activities, developing a formal budget
and monitoring it against actual expenses
Scope This unit/task covers the following:
Estimating the cost of sales activities and preparing an ad sales budget
Monitoring an ad sales budget
Performance Criteria (PC) w.r.t. the Scope
Element Performance Criteria
Estimating the cost of
sales activities and
preparing an ad sales
budget
To be competent, the user/individual on the job must be able to:
PC1. determine the requirements to achieve the sales forecasts and corresponding
costs, taking into account team salaries and variable bonuses, ad sales volume
commissions, sales conferences and events, travel, hotel and local conveyance,
communication expenses, annual license cost for inventory and billing
software
PC2. determine the sequence of activities in terms of their cost implications and
expenses for each item
PC3. prepare a sales budget (either using budgeting/ tabulation software or by
hand) with details on required expenses for each activity
PC4. track the outflow of funds against the budget, highlight variances and escalate
issues to key departments (especially the financer) in a coordinated and timely
manner
Monitoring an ad
sales budget
PC5. Track the outflow of funds against the budget, highlight variances and
escalate issues to key departments (especially the financer) in a coordinated
and timely manner
Knowledge and Understanding (K)
A. Organizational
Context
(Knowledge of the
company /
organization and
its processes)
The user/individual on the job needs to know and understand:
KA1. the requirements to achieve the sales forecasts and corresponding costs
KA2. the Sales expenses for previous years and reasons for variations between
targets and actuals
B. Technical
Knowledge
The user/individual on the job needs to know and understand:
KB1. how to estimate the sales efforts that would be required to achieve the targets
and determine the associated costs
KB2. the limitations on the total sales budget and/or the budget for specific cost
centers, as well as the organization’s working capital needs
KB3. how to break down each task/ activity into cost heads
KB4. the expected, realistic outflow against each activity cost head (using a
combination of prior experience, discussions with potential suppliers/ vendors
and any specificities of the location where the expenses will be incurred)
KB5. how to compile each activity cost head into a consolidated budget, with
summary sheets by type of cost, type of activity and any other key summaries
that are required
KB6. the typical areas of overruns and how to build in adequate contingency into
the budget
KB7. applicable procurement methods and vendor/ supplier contracts that would
need to be used for various cost heads
KB8. how to document any variances to the budget that do occur (either on the
expense incurred or the timing of the expense). This needs to be escalated to
the financer and resolved
Skills (S) (Optional)
A. Core Skills/
Generic Skills
Writing Skills
The user/individual on the job needs to know and understand how to:
SA1. prepare and document a sales budget (on paper or using a computer)
Reading Skills
The user/individual on the job needs to know and understand how to:
SA2. read/research the organization’s prior budgets and requirements
SA3. undertake background research and collect information on expense items
Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA4. discuss and agree on the sales budget with the financier
SA5. understand the brief from the financer and any constraints/ limitations on the
budget
SA6. communicate the final budget to key decision makers, financiers and
members of the sales team
B. Professional Skills Decision Making
The user/individual on the job needs to know and understand how to:
SB1. make relevant decisions related to sales activities required to achieve sales
forecasts for the year e.g. events, locations, conferences
SB2. take remedial action where there is significant variance between budgets and
plans
Plan and Organize
The user/individual on the job needs to know and understand how to:
SB3. how to plan expenses and outflow of finances in a manner that is cost effective
SB4. how to track the sales budget, ensure activities stay within the agreed budget
and minimize overruns
SB5. keep accurate records
Analytical Thinking
The user/individual on the job needs to know and understand how to:
SB6. how to assess the impact of selecting sales activities and its impact on the
budget requirements
Critical Thinking
The user/individual on the job needs to know and understand how to:
SB7. act within the limits of your authority
Problem Solving
The user/individual on the job needs to know and understand how to:
SB8. use the lessons learnt from previous budget planning and
implementation to formulate future budgets
SB9. identify internal and external factors that are likely to have a positive or
negative effect on budgets
Customer Centricity
The user/individual on the job needs to know and understand how to:
SB10. be vigilant and identify any irregular or potentially fraudulent activity
Develop advertising sales proposals
Description This OS unit is about developing sales proposals for advertising sales
Scope This unit/task covers the following:
Developing advertising sales proposals for media agencies and leading
companies across industry sectors
Across any of the following mediums: Television, Print, Radio,
Digital, Out-of-home
Performance Criteria (PC) w.r.t. the Scope
Element Performance Criteria
Developing
advertising sales
proposals for
media agencies
and leading
companies across
industry sectors
To be competent, the user/individual on the job must be able to:
PC1. calculate ad-value for the proposed advertisement placements, taking
into account key variables (e.g. reach/time-spent, readership,
listenership/time-spent, page views, impressions,
occupancy/availability, client credit limit)
PC2. conduct audience analysis including consumption habits, lifestyles,
ratings illustrations and comparison with peers
PC3. perform costing procedures for key variables and calculate potential
adjustments that could be factored in during the negotiation process
PC4. articulate the sales process and provide recommendations to the client
on the relevant legislation, standards and policies
PC5. develop and submit proposals within the timeframe agreed and in the
format requested by the client
Knowledge and Understanding (K)
A. Organizational
Context
(Knowledge of
the company /
organization
and its
processes)
The user/individual on the job needs to know and understand:
KA1. pricing policies at the organization
KA2. advertisement rates for the spectrum of advertising possibilities available
KA3. discount percentages and when they apply
KA4. the products/services offered by your organization as opposed to those
by your competitors
KA5. organizational policies for constructing proposals and submitting
recommendations, including a propsal’s format, readability, the
imperatives it must incorporate and the terms and conditions for serving
different clients.
KA6. departments within the organization that may provide information and
assistance in preparing the proposal e.g. marketing, production
B. Technical
Knowledge
The user/individual on the job needs to know and understand:
KB1. ad-rates and how variables (like reach/time-spent, readership,
listenership/time-spent, page views, impressions, occupancy/availability,
client credit limit) influence them
KB2. how to read and analyze audience and market information and derive
trends that can aid development of proposals
KB3. fundamentals of Microsoft Office tools, especially Microsoft PowerPoint
KB4. advertisement value calculation methods
KB5. how to develop and deliver advertising packages for single/multiple
mediums i.e. channels/stations/publications/websites/assets; and
platforms i.e. across television, radio, print and digital
KB6. how advertisement innovations and variations affect advertisement rates
KB7. how to calculate key metrics such as inventory fill-rate, overall effective
rates and discount ratios
KB8. relevant legislation, organizational practices, and ethical standards
KB9. data banks and statistical tools that will enhance the proposal
Skills (S) (Optional)
A. Core Skills/
Generic Skills
Writing Skills
The user/individual on the job needs to know and understand how to:
SA1. construct proposals that showcase the advantages of advertising via
your organization, and adequately sell the developed solution
Reading Skills
The user/individual on the job needs to know and understand how to:
SA2. develop an understanding of the client’s business, competitors, and
customers, and relate them to the organization’s service offering
SA3. research competitors’ offerings so as to be able to communicate a
competitive advantage over the competition
SA4. read and gather reference information from proposals developed in the
past
Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA5. liaise with relevant departments within the organization for data-points
and information to put the proposal together
B. Professional
Skills
Plan and Organize
The user/individual on the job needs to know and understand how to:
SB1. plan work to be able to prepare proposals within the time-frame
SB2. maintain a database of proposals developed previously
Customer Centricity
The user/individual on the job needs to know and understand how to:
SB3. construct proposals and provide recommendations based on the client’s
needs and within the budget available for advertising
Analytical Thinking
The user/individual on the job needs to know and understand how to:
SB4. conduct a comparative analysis between the services of
the organization and those of the competitors
Critical Thinking
The user/individual on the job needs to know and understand how to:
SB5. analyze feedback from internal stakeholders and clients to help improve
future proposals
Problem Solving
The user/individual on the job needs to know and understand how to:
SB6. identify customer/ market trends and opportunities and incorporate
them into the sales plans and forecasts
Decision Making
SB7. incorporate several factors and decide on the organization’s sales strategy,
objectives and sales structure
Acquire and maintain advertising sales clients
Description This OS unit is about attracting and maintaining potential advertising sales clients.
Scope This unit/task covers the following:
Identifying and maintaining potential advertising sales clients
Clients could include Media agencies, Brand Managers and Marketing
Heads of leading companies across industry sectors
For various mediums: Television, Print, Radio, Digital and Out-of-home
To sell any of the following ad inventory: 10 second ad spots
(Television/Radio), Sq.cm. ad space (Print), Banners (frames, pop-ups,
floating/expanding ads), classifieds, text ads (Digital), Bill-boards,
promotions, street furniture, transit assets, alternative media
including digital displays, cinema, stadiums, airports, malls (OOH)
Performance Criteria (PC) w.r.t. the Scope
Element Performance Criteria
Identifying and
maintaining potential
advertising sales
clients
To be competent, the user/individual on the job must be able to:
PC1. identify potential clients and build a client base through personal networks,
and through primary and secondary research
PC2. understand the client’s need to advertise in a particular market
PC3. analyze the types resources available in a particular market
PC4. market the credibility and track record of your organization to potential
clients, and sell them the benefits of advertising through it
Knowledge and Understanding (K)
A. Organizational
Context
(Knowledge of the
company /
organization and
its processes)
The user/individual on the job needs to know and understand:
KA1. features and characteristics of the organization/services and its competitive
advantages and weaknesses in comparison with peers
KA2. the exposure (reach, readership, listenership, page-views) that the company
provides in different markets in comparison with peers
KA3. the company’s sales strategy, targets, and objectives
KA4. the company’s sales processes and inventory management practices
B. Technical
Knowledge
The user/individual on the job needs to know and understand:
KB1. the fundamentals of marketing and advertising
KB2. the market and industry that clients operate in
KB3. how to read and analyze audience and market information and derive trends
that can be used to pitch to potential clients
KB4. the audience for different markets, day parts/publications/online pages
KB5. how to make use of probing/questioning techniques to identify clients’ needs
KB6. how to position the brand value of the organization in relation to peers
KB7. how to position the company’s offering effectively to a potential client
KB8. how to identify sales opportunities while managing existing client relationships
KB9. life-time client value measurement methods
KB10. applicable legal and regulatory guidelines
Skills (S) (Optional)
Writing Skills
A. Core Skills/
Generic Skills
The user/individual on the job needs to know and understand how to:
SA1. organize and store documentation detailing correspondence and
conversations with clients, and any agreements that may have been reached
SA2. archive information about clients that may be beneficial in strengthening
relationships with them in the future
SA3. create and maintain client databases
Reading Skills
The user/individual on the job needs to know and understand how to:
SA4. research the clients’ business, industry, product/service, target market and
past marketing efforts
SA5. gather information on the consumption habits of the target audience
SA6. research the services offered by competitors and their business model
Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA7. identify and network with potential clients through personal networks,
recommendations from existing clients, cold calls, industry events
SA8. make contact and build rapport with identified potential clients
SA9. network with content production teams to identify opportunities for media
integrations
B. Professional Skills Analytical Thinking
The user/individual on the job needs to know and understand how to:
SB1. assess the costs, risks, benefits and long-term prospects of establishing a
professional relationship with a potential client, and decide whether to initiate
contact
SB2. use life-time value/profitability measurement techniques (to establish
customer value)
SB3. research background information about potential clients’ business, product or
service, target market and normal marketing activity
Decision Making
The user/individual on the job needs to know and understand how to:
SB4. identify decision makers within potential client organisations and find ways to
reach them
Plan and Organize
The user/individual on the job needs to know and understand how to:
SB5. keep record information about clients that may help create rapport in the
future
Customer Centricity
The user/individual on the job needs to know and understand how to:
SB6. be open, honest and clear about what you can deliver
SB7. be responsive to clients’ queries and handle objectives positively
SB8. build rapport and empathy and use gentle questioning to identify clients’
needs and budget
Problem Solving
The user/individual on the job needs to know and understand how to:
SB9. identify what your competitors are doing in potential clients’ target markets
and the benefits of advertising through your organization or brand
Critical Thinking
SB10. identify potential clients whose target market you can realistically reach
Manage sales teams
Description This OS unit is about planning and monitoring efforts of the sales teams within the
designated area of responsibility
Scope This unit/task covers the following:
Manage sales teams and monitor achievement of targets, as appropriate
For various mediums: Television, Print, Radio, Digital, Out-of-home
To sell any of the following ad inventory: 10 second ad spots
(Television/Radio), Sq.cm. ad space (Print), Banners (frames, pop-ups,
floating/expanding ads), classifieds, text ads (Digital), Bill-boards,
promotions, street furniture, transit assets, alternative media
including digital displays, cinema, stadiums, airports, malls (OOH)
Performance Criteria (PC) w.r.t. the Scope
Element Performance Criteria
Manage sales teams
and monitor
achievement of
targets
To be competent, the user/individual on the job must be able to:
PC1. develop a sales plan to achieve targets within the designated area of
responsibility
PC2. lead, monitor and motivate the sales force to achieve sales targets
PC3. supervise meetings with sales executives to monitor sales activities and
suggest ways/methods to improve performance
PC4. prepare a monthly sales performance report
PC5. resolve conflicts and escalate issues (where required) to the Sales Director
Knowledge and Understanding (K)
A. Organizational
Context
(Knowledge of the
company /
organization and
its processes)
The user/individual on the job needs to know and understand:
KA1. the overall sales strategy, plan and budget
KA2. the sales forecast and targets for each segment
KA3. features and characteristics of the organization/services and its competitive
advantages and weaknesses in comparison with peers
KA4. the manpower resources available, their capabilities, roles and responsibilities
KA5. the customers in each segment and their estimated spends
KA6. the competitors’ corresponding sales performance
B. Technical Knowledge
The user/individual on the job needs to know and understand:
KB1. how to develop an area-wise sales vision and plan
KB2. how to apply different methods to motivate people and empower them with
the skills and knowledge to achieve sales targets
KB3. the methods of receiving feedback from customers
KB4. how to foster an environment of creativity and innovation
KB5. tools/techniques to analyze data, understand trends and improve sales
performance
KB6. training methodologies such as case-studies, role plays, simulations
KB7. applicable legal and regulatory requirements
Skills (S) (Optional)
Writing Skills
A. Core Skills/
Generic Skills
The user/individual on the job needs to know and understand how to:
SA1. prepare the sales vision and plan for the given area of responsibility using the
manpower and financial resources available
SA2. document sales targets at an individual level
SA3. prepare sales reports on a monthly/quarterly basis that track actual
performance by and estimate yearly revenues on the basis of actual sales by
segment. Highlight deviations/ problem areas (if any)
Reading Skills
The user/individual on the job needs to know and understand how to:
SA4. read and understand the overall sales strategy, plan, forecasts and targets
SA5. read and understand the historical sales targets and actual sales reports
Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA6. communicate sales targets and plans to the sales force, as appropriate, and
ensure they understand the importance of achieving them in the context of
meeting the overall objectives of the organization
SA7. motivate the sales force to achieve targets and empower them with the tools
and techniques to improve sales performance
SA8. attend key sales meetings and help the team bring in new clients, handle
tough negotiations and close deals
SA9. escalate issues (if required) to the Sales Director (Media Organization)
B. Professional Skills Decision Making
The user/individual on the job needs to know and understand how to:
SB1. take relevant decisions within the given area of responsibility to achieve sales
objectives, forecasts and targets
Plan and Organize
The user/individual on the job needs to know and understand how to:
SB2. develop area-wise sales plan with realistic timelines to achieve sales targets
Problem Solving
The user/individual on the job needs to know and understand how to:
SB3. identify issues that may arise during the sales process and find solutions to
address them
SB4. escalate key issues to the Sales Director (Media Organization) (if required)
Analytical Thinking
The user/individual on the job needs to know and understand how to:
SB5. analyze actual and historical sales performance and determine key trends that
could aid in decision-making/ course correction to achieve sales targets
Critical Thinking
The user/individual on the job needs to know and understand how to:
SB6. monitor sales team during actual sales meetings and determine/ suggest new
and innovative ways to improve sales performance
Customer Centricity
The user/individual on the job needs to know and understand:
SB7. the team meets the client and organizational requirements.
Close an advertising sales order
Description This OS unit is about negotiating and closing the advertising sales transaction and
finalizing the relevant documentation and sales contracts
Scope This unit/task covers the following:
Negotiating and closing an advertising sale deal
Inventory may be sold across: Television, Print, Radio, Digital, OOH
Coordinating with internal teams
Communicating clearly with the clients
Timely collection of dues owed by clients
Performance Criteria (PC) w.r.t. the Scope
Element Performance Criteria
Negotiating and
closing an advertising
sale deal
To be competent, the user/individual on the job must be able to:
PC1. provide a convincing proposition to the client and negotiate to derive the
maximum revenue from the available inventory
PC2. ensure that the advertisement rates are higher or equal to the benchmark rates
set by the organization
PC3. negotiate volume discounts with agencies to sell inventory in advance at rates
that are in line with benchmark discount rates set by the organization
PC4. identify opportunities to cross-sell other sources of revenue such as media
integrations, events and activations etc.
Coordinating with
internal teams
PC5. draft sales agreements/contracts and liaise with the legal team to vet them
PC6. make arrangements with the relevant teams within the organization to ensure
execution of the contract
PC7. troubleshoot and manage client crises through effective communication and
team support
Communicating
clearly with the
clients
PC8. negotiate barter deals with clients after carrying out a detailed cost-benefit
analysis to ensure that the deal would be beneficial for the organization
PC9. clearly communicate the scope of the agreement with the client and set out
realistic expectations regarding effectiveness of the advertising
Timely collection of
dues owed by clients
PC10. monitor billing details and outstanding dues, ensuring that dues are collected
on time through the respective sales manager
Knowledge and Understanding (K)
A. Organizational
Context
(Knowledge of the
company /
organization and
its processes)
The user/individual on the job needs to know and understand:
KA1. features and characteristics of the organization/services and its competitive
advantages and weaknesses in comparison with peers
KA2. the organization’s total and available advertising inventory
KA3. the organization’s benchmark advertisement rates and discount rates
KA4. the procedures in place for negotiating sales contracts
KA5. acceptable modes of payment and credit periods, as per the organization’s
accounting and finance policies
B. Technical
Knowledge
The user/individual on the job needs to know and understand:
KB1. fundamentals of sales, marketing and advertising
KB2. extensive knowledge of the industry in which the organization operates
KB3. record and manage daily sales mis
KB4. how to carry out a cost-benefit analysis to build a case for barter contracts
KB5. persuasive selling techniques
KB6. multiple-media selling, up-selling, and add-on sale techniques
KB7. how to identify buying signals (given by client) and act upon them in an
appropriate manner
KB8. how to draft a sales agreement and other standard contracts
KB9. country-specific regulations and terms
KB10. applicable legal and ethical standards
Skills (S) (Optional)
A. Core Skills/
Generic Skills
Writing Skills
The user/individual on the job needs to know and understand how to:
SA1. draft sales agreements listing out terms of sale as negotiated with the client
Reading Skills
The user/individual on the job needs to know and understand how to:
SA2. undertake background research on the client
SA3. analyze details of preliminary proposals submitted to the client
SA4. read and draw references from sales agreements and proposals drawn up in
the past
Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA5. effectively negotiate business and financial terms with the client
SA6. deploy smart-selling and persuasive techniques to convince clients and
respond to queries effectively
SA7. uiaise with the legal department to vet and finalise sales agreements
SA8. communicate client requirements to the relevant teams (e.g.
creative/production/back-end sales/traffic etc.) to ensure that the
commitments made are met
B. Professional Skills Decision Making
The user/individual on the job needs to know and understand how to:
SB1. decide on the appropriate advertisement rate and discount for each client,
ensuring that the maximum value is obtained from the available inventory
Plan and Organize
The user/individual on the job needs to know and understand how to:
SB2. develop and employ a contingency plan should negotiations fall through
Customer Centricity
The user/individual on the job needs to know and understand how to:
SB3. ensure that the client’s needs and objectives are met, and the terms of the
deal are mutually beneficial
Problem Solving
The user/individual on the job needs to know and understand how to:
SB4. identify issues that may arise during the sales process and find solutions to
address them
SB5. capably manage and deal with client objections regarding the proposal
Analytical Thinking
The user/individual on the job needs to know and understand how to:
SB6. determine the need and benefits of barter deals and volume discounts prior to
entering into them
Critical Thinking
The user/individual on the job needs to know and understand how to:
SB7. analyze the negotiation process and determine new and innovative ways to
close deals
Maintain workplace health and safety
Description This OS unit is about contributing towards maintaining a healthy, safe and secure
working environment
Scope This unit/task covers the following:
Understanding the health, safety and security risks prevalent in the
workplace
Knowing the people responsible for health and safety and the resources
available
Identifying and reporting risks
Complying with procedures in the event of an emergency
Performance Criteria (PC) w.r.t. the Scope
Element Performance Criteria
Understanding the
health, safety and
security risks
prevalent in the
workplace
To be competent, the user/individual on the job must be able to:
PC1. understand and comply with the organization’s current health, safety and
security policies and procedures
PC2. understand the safe working practices pertaining to own occupation
PC3. understand the government norms and policies relating to health and safety
including emergency procedures for illness, accidents, fires or others which
may involve evacuation of the premises
PC4. participate in organization health and safety knowledge sessions and drills
Knowing the people
responsible for health
and safety and the
resources available
PC5. identify the people responsible for health and safety in the workplace,
including those to contact in case of an emergency
PC6. identify security signals e.g. fire alarms and places such as staircases, fire
warden stations, first aid and medical rooms
Identifying and
reporting risks
PC7. identify aspects of your workplace that could cause potential risk to own and
others health and safety
PC8. ensure own personal health and safety, and that of others in the workplace
though precautionary measures
PC9. identify and recommend opportunities for improving health, safety, and
security to the designated person
PC10. report any hazards outside the individual’s authority to the relevant person in
line with organizational procedures and warn other people who may be
affected
Complying with
procedures in the
event of an
emergency
PC11. follow organization’s emergency procedures for accidents, fires or any other
natural calamity in case of a hazard
PC12. identify and correct risks like illness, accidents, fires or any other natural
calamity safely and within the limits of individual’s authority
Knowledge and Understanding (K)
A. Organizational
Context (Knowledge
of the company /
organization and its
processes)
The user/individual on the job needs to know and understand:
KA1. organization’s norms and policies relating to health and safety
KA2. government norms and policies regarding health and safety and related
emergency procedures
KA3. limits of authority while dealing with risks/ hazards
KA4. the importance of maintaining high standards of health and safety at a
workplace
B. Technical
Knowledge
The user/individual on the job needs to know and understand:
KB1. the different types of health and safety hazards in a workplace
KB2. safe working practices for own job role
KB3. evacuation procedures and other arrangements for handling risks
KB4. names and contact numbers of people responsible for health and safety in a
workplace
KB5. how to summon medical assistance and the emergency services, where
necessary
KB6. vendors’ or manufacturers’ instructions for maintaining health and safety while
using equipment, systems and/or machines
Skills (S) (Optional)
A. Core Skills/
Generic Skills
Writing Skills
The user/individual on the job needs to know and understand how to:
SA1. how to write and provide feedback regarding health and safety to the
concerned people
SA2. how to write and highlight potential risks or report a hazard to the concerned
people
Reading Skills
The user/individual on the job needs to know and understand how to:
SA3. read instructions, policies, procedures and norms relating to health and safety
Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA4. highlight potential risks and report hazards to the designated people
SA5. listen and communicate information with all anyone concerned or affected
B. Professional Skills Decision making
The user/individual on the job needs to know and understand how to:
SB1. make decisions on a suitable course of action or plan
Plan and Organize
The user/individual on the job needs to know and understand how to:
SB2. plan and organize people and resources to deal with risks/ hazards that lie
within the scope of one’s individual authority
Problem Solving
The user/individual on the job needs to know and understand how to:
SB3. apply problem solving approaches in different situations
Critical Thinking
The user/individual on the job needs to know and understand how to:
SB4. understand hazards that fall within the scope of individual authority and report
all hazards that may supersede one’s authority
SB5. apply balanced judgements in different situations
Customer Centricity
The user/individual on the job needs to know and understand how to:
SB6. build and maintain positive and effective relationships with colleges and
customers
Analytical Thinking
The user/individual on the job needs to know and understand how to:
SB7. analyze data and activates