ABSTRACT
Managing a sales force today is an extremely complex undertaking. In fact, individuals who become sales managers are expected to bridge gaps that exist between the firm producing or selling the product/service and the customer/client that purchases the product/service. To achieve success, the sales manager engages in the traditional management tasks of planning, implementing, and controlling activities to accomplish organizational goals. Within this complex relationship, the sales manager hires, trains, assigns, motivates, compensates, evaluates, coaches, and leads the sales force. Finally, the sales manager’s chief responsibility is to insure that sales force actions produce satisfied customers that will continue to partner with the sales firm and purchase future goods. It should be apparent that the sales manager’s responsibilities must be performed well and, to perform these duties successfully, the sales manager must work long and full days. This is why sales professionals are among the most sought-after employees.1
