Marketing Communications

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Marketing Communications
Personified Promotion

The sales manager should be a good planner, organizer and leader.

Duties of the sales manager will differ with the size and organization of the firm or country. Duties
will also differ depending upon the type of firm (i.e. retailing, wholesaling or manufacturing business.)

General duties of the sales manager include:

•    Recruiting the sales force.

•    Training employees.

•    Devising financial and non-financial incentives.

•    Assigning territories and/or setting sales quotas.

•    Supervising job performance.

SALES MANAGEMENT DEFINED

The definitions Committee of the African Marketing Association define Sales Management as follows:-

The planning’ direction and control of personal selling, including recruiting, selecting, equipping, assigning,
routing, supervising, paying and motivating, as these tasks apply to the personal sales force

OBJECTIVES OF SALES MANAGEMENT

There are three main objectives of sales management

1. Sales volume


2. Contribution to profits


3. Continuing growth.

The management delegates to marketing management which then delegates to sales management
adequate authority to achieve the three objectives. Sales management provides top management with
informed estimates and facts for making marketing decisions and for setting sales and profits goals.

SALES MANAGEMENT AND CONTROL

The purpose of control is to ensure that sales department objectives are met. Control can be achieved
by the sales executive’s regular reviews of these factors.

•    Sizing up the situation

•    Setting quantitative performance standards.

•    Gathering and processing data on actual performance

•    Evaluating performance

•    Action to correct controllable variation.

•    Adjusting for uncontrollable variations.