Sales management is concerned with all the resources needed to ensure the sales of a company's products or services. A sales manager meets sales goal objectives by controlling the sales force and understanding how to meet the buying needs of customers. Every company needs good sales management as every company must focus on selling their products or services if the company is to make any profit. The two most important considerations in successful sales management are having a focused, accountable sales force, and maintaining long-term relationships with customers.
The sales manager must have a strong effective sales force. Training is an important consideration in sales management, yet it is often overlooked. Training for sales associates should cover the best methods to generate leads, persuade customers to buy, and close sales. Sales representatives should also understand how to communicate and support the company's marketing positioning and advertising messaging through their contact with customers.
Accountability is a necessary consideration in sales management as every business needs top sales performance if they are to profit in today's highly competitive market environment. Accountability built into a sales management program means a "no excuses" approach. Sales representatives are hired to bring in new business and must be held accountable to reach sales goals set with the sales manager, even if that results in a high turnover rate.
Establishing and maintaining long-term relationships with customers is extremely important in sales management. No client likes to be thought of as a sales statistic, but as a person in a business relationship. Sales is definitely a business relationship. A business not only needs to attract new clients, but to sell more product to existing ones, a concept known as creative selling. Moreover, contract management, which is a part of sales management, is in effect a legal relationship with a client centered around an agreement to details such as product quality, price, and logistics considerations.
Ultimately, sales is about people and about meeting client expectations and needs. Sales management professionals should always think of the client or customer behind the sale rather than simply focusing on the sale itself. Follow up is crucial in the customer relationship. Follow up to see if the client was satisfied with the order and deliver small incentive gifts such as a datebook personalized with your company's name for the client's birthday. Good sales management also uses a contingency approach to customer relations by understanding each client's unique needs rather than treating all customers in the same way.
