Sales Management: Definition, Stage, Techniques, And Factors Affecting It

Do you want to achieve as much sales volume as possible and make a big profit? If this is the case, then you must master and implement effective and efficient sales management.

Let’s look at the discussion below so that your sales goals are right on target.

Definition of Sales Management

According to the American Marketing Association , sales management can be interpreted as a series of activities that include the planning process, directing, and supervising personal sales. This includes various activities to select equipment, determining routes, supervision and supervision, to processing payments made by sales personnel.

In other words, sales management is the process of planning, organizing, implementing, and controlling a company’s selling activities through the sales force.

Also read: Strategic Management: Definition, Purpose, Process, and Benefits in Business

Sales Management Stage

In order for sales activities to run smoothly, you must understand the following stages in sales management.


In this first stage, the salesperson must know and understand everything about the product to be offered, such as product profile, product market, sales techniques, and competition.

Determination of potential buyers

After understanding the product, the salesperson must also know the potential buyers. Either way, salespeople can check past and present customer lists. Then compile a list of potential potential customers based on the products to be offered.

Preliminary approach

At this stage, the salesperson must know a few details regarding potential buyers. These details include the products used by potential customers and their responses to a product. Such information is needed by salespeople so that they can tailor the right sales technique to those potential customers.

Carry out sales

The salesperson is obliged to attract the attention of potential buyers. In addition, the salesperson is really trying to explain the importance of the product being offered as a fulfillment of the wants and needs of potential customers.

After-sale service

Sales activity does not end when a potential customer buys the product you are selling. In order for that customer to become a regular customer, you must provide maximum after-sales service such as free delivery of goods or a machine warranty for five years.

Also read: Business Management: Definition, Functions, Components and Planning

Sales Management Techniques

Sales technique is a way for sellers to get consumers. There are five sales techniques that must be mastered in order for sales goals to be successful. First you have to determine the needs and wants of the customer. Both target specific markets such as specific individuals and segmented markets.

The third technique is to establish a market position. Then set a sales strategy in the competition, including the fourth sales technique. The fifth is choosing the most appropriate sales strategy according to the targeted consumer profile.

Influencing Factors

There are four factors that influence sales activity. Therefore, company leaders must know these factors so that sales goals are always achieved.

1. Seller conditions and capabilities

The salesperson must be able to convince potential customers to buy the product being offered. Of course, a seller who understands products and sales techniques can achieve sales goals.

2. Market Conditions

Type of market, buyer groups, purchasing power, and frequency of purchase are all factors that influence market conditions.

3. Capital

The leadership of the company must ensure that the capital owned is able to achieve sales targets which are used for the costs of researching markets, promoting products, and buying raw materials.

4. Company Condition

Large companies have sales experts to take care of sales. Meanwhile, in small companies the sales sector is handled by people who also take care of other things.

Also read: Production management: Definition, function, aspects and scope


From this description, you can also interpret sales management as a communication between sellers and potential buyers to offer a product (goods or services) in order to meet the needs and desires of potential customers.

Sales management is very important to study because weaknesses in the field of sales have a direct impact on the company. Indeed, every person and company is a seller.

Also read: Get to know more about standard operating procedures or SOPs

Also record every sale and purchase the business makes on a detailed and planned bookkeeping system. Without good bookkeeping, the entire flow of business income and expenses will not be monitored optimally and of course will cause losses to your business.

To simplify the bookkeeping and accounting processes, you can use accounting software that is easy to operate and suits your business needs.

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