Sales-management is the planning, organizing, directing, staffing, and controlling of sales operations to achieve the firm’s objectives through subordinates. Sales-Management has undergone a vast change because of the changing trends in product and lifestyle. Products now face shorter life cycles, complex sales-cycles, less customer loyalty, increasing customer expectations, stiff competition from competitors and increasing buyer expertise. The electronic revolution in communication and the entry of women into the sales force are major factors that changed the marketing of a product.
Modern Sales-management is not only limited to helping organizations achieve its business goals but it also includes other functions like enhancing knowledge about both internal and external environments that constitute of customers, suppliers, distributors, employees and other people and negotiating with customers to sell the company’s products profitably. The organization’s sales-team can play these roles effectively only when other departments support them. All these roles are interdependent and the success of one depends on the success of the other. The sales-manager forms the backbone and plays a multitude of responsibilities.
Sales-management involves a plethora of tools for accelerated growth and sustenance. Sales-enablement is one such tool that indicates “sales effectiveness” or “sales readiness.” Traditionally, this tool helped in bridging the gap between the sales and the marketing departments within an organization. Now it provides the necessary tools, technologies, and information for a sales-force to succeed. Another technical strategy is Sales-Knowledge Management. Knowledge creates awareness that contribute to growth. The objective of this tool is to make vast amount of useful and available knowledge accessible to the sales people in accomplishing their jobs successfully. Sales-training is an ongoing process, which enriches the intellect of the sales force, and establishes their confidence in the product they sell. Without proper sales training, objection handling poses a threat and leads to declining sales.
Sales-Force Evaluation provides insight to declining sales. This workshop primarily aims at finding the answers regarding sales performance through a questionnaire. Past performances are compared against these answers. The idea is to identify the successful strategies that yielded higher sales, morale, and those that failed. Once the identification is completed, a report is generated regarding future sales vision of that organization.
The Sales-performance management needs inspiration and Growing Sales Revenue, establishes pride and confidence within the sales management team. This indicator motivates individual member of the team to outperform each other. This is where sales best practices come into play. The management should identify, appreciate, and reward a performer. For a performer to perform he should be given an even platform. This is where Sales Territory Design comes in. This is an important aspect involving correction in Sales Territories so that the entire sales force has equal opportunity to achieve desired sales. The objective is to remove market imbalances.