Sales management

Selling is a universal activity; everybody sells something. In a modern market economy, selling is an important and sophisticated activity. This chapter examines the important role of the sales force in overall marketing activities, and the relationship between marketing and sales functions. It also examines the key steps in managing the sales force, from recruitment and training to territory design, sales call planning and control and remuneration, as well as the steps in personal selling and considerations in managing these effectively. The chapter then examines emerging trends in selling and sales management. Selling is one of a number of tactical activities within marketing, such as pricing and advertising. Co-ordinating these is essential for effective marketing. Good communications require listening as well as speaking skills. Charts, models and brochures may also help in the sales process. Listening and speaking are dual parts of effective communication.