ABSTRACT
If you have bought a smartphone or perfume from a store, or a package holiday from a travel agent, you have probably experienced a salesperson at work. However, much sales activity is not consumer focused but between businesses. For instance, smartphone manufacturers, perfumiers, and tour operators first sell products and services to retailers, negotiate pricing, and arrange promotional duties. Of the seven elements of the extended marketing mix, ‘promotion’ divides into the marketing communications mix, containing personal selling and sales management, although sales and marketing often feel like separate entities. Understanding how to design and manage the sales function is critical to commercial success.
Sales management is a strategic function. Organisations target prospects for their potential profitability and compatibility, nurturing mutually rewarding relationships and an exchange of value. Personal selling involves a representative presenting, negotiating, and persuading. It demands research, market awareness, and relationship management skills.
