The
role of sales management is to oversee the company's sales operations. Although
the job entails many responsibilities, success depends on two overriding
factors: recruiting and mobilizing the sales force. In addition to directing
the troops in the field, however, there are a number of overall managerial
functions involved, among them approving sales promotion and incentive programs.
The manager who combines sound management with people skills stands a good
chance of fielding a sales force that effectively develops accounts and
satisfies customers.
As part of managing overall sales functions, sales managers analyze competitive
products and selling techniques, review research, and work with budgets
and quotas. They
decide on computer systems, set pricing policies, choose distribution channels,
determine travel and entertainment policies, establish territories, and
decide which trade shows and conventions to participate in. They also have
the last word in determining how incentive programs can be used to support
these and other sales functions.
The responsibilities of directing the sales force include staff recruitment,
performance evaluation, training, directing daily sales activities, dealing
with customer service, developing and tracking leads, compensation, and
motivation. |
