Sales management refers to the directions of sales force with all management functions and

activities of the organization.

It involves the distribution of goods and services. It is the strategy and the easiest way to
generate revenue and profitability of an organization. It translates the marketing plan in
marketing performance.
Sales management manages all the marketing activities, such as advertising, promotion,
marketing research, personal selling, physical distribution, pricing, and product
merchandising.

It is the muscle and also sub-system of marketing management. Thus, it is administrative,

operating as well as a strategic function. the primary objective of a sales manager is to
maximize the profit of an organization.

Objectives of Sales Management:

A sales manager has mainly three objectives: Increase sales volume, Continuous growth,
and Contribution to profit.

o INCREASE SALES VOLUME:

The fundamental and essential objective of a sales manager is to increase the sales volume
through different marketing strategies.
o CONTINUOUS GROWTH:
A company cannot survive without continuous growth because there are salaries to be paid,
different costs have to be incurred and shareholders to be answered. So, time to time
innovation in product and adopting new technologies to sale the product is necessary for
continuous growth.
o CONTRIBUTION TO PROFIT:
Sales bring turnover for the organization. Increase in sales means the increase in profits.
Top management sets the different pricing strategies to achieve maximum profit for the
organization.

Importance of Sales Management:

 Helps to achieve organizational board objective

 Creates empowerment opportunities
 Sales management helps in the effective management of salesforce
 Ensure effective salesmanship
 Helps in skill formation,
 Monitor the customer preferences, competitor’s situation, government policies, and other regulatory bodies.
 This may helps in controlling sales expenses,
 Promotes customer satisfaction,
 Helpful in promoting foreign trade,
 Monitor sales performance,
 Helpful in increasing the standard of living,
 It Helps in contribution to national income
 Establish a relationship between buyer and seller,
Essentials of Sales Management:

Emerging Trends in Sales Management:

Global Presence Innovative Technology

Better Customer Relationship Management Diversity Among Salesforce

Team-Based Selling Approach Multi-Channel Operations