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Sales management refers to the administration of the personal sales component of a company's marketing program. It includes planning, implementation and control of sales programs, as well as recruiting, training, motivating and evaluating members of the sales force. In a small company, these different features can be performed by the owner or by a specialist called a sales manager. The fundamental role of the sales manager is to develop and manage a sales program that effectively contributes to the objectives of the organization. The sales manager for a small company would probably decide how many sellers are employed, how well they can choose and train what compensation and incentives they use to motivate, what kind of presentation they should make and how the sales function should be structured for maximum contact with Customers. Sales management is just one facet of a company's overall marketing mix, which includes strategies related to the "four Ps": products, prices, promotion and location (distribution).
MBA in Sales and Marketing- Objectives related to promotion are achieved through three supporting functions: 1) advertising, which includes direct mail, radio, television, and print advertisements, among other media; 2) sales promotion, which includes tools such as coupons, rebates, contests, and samples; and (3) personal selling, which is the domain of the sales manager. Although the role of sales managers is multidisciplinary in scope, their primary responsibilities are: 1) setting goals for a sales force; 2) planning, budgeting, and organizing a program to achieve those goals; 3) implementing the program; and 4) controlling and evaluating the results. Even when a sales force is already in place, the sales manager will likely view these responsibilities as an ongoing process necessary to adapt to both internal and external changes.
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