Chapter Summary

This is a book about managing a sales force-that is, managing the personal-selling component of an organization's marketing program. Specifically, this book deals with the management of an outside sales force where the salespeople go to the customer. Outside selling contrasts with across-the-counter selling, where the customers come to the salespeople. By any measure-people employed, dollars spent, or sales generated-personal selling is by far the most important element in a company's promotional mix.

In the face of intense competition, many companies today practice relationship marketing or relationship selling, which is very different from the traditional transaction-oriented selling that focused on the one-time sale of the product. In contrast, relationship selling focuses on developing trust in a few selected accounts over an extended period.

There are a wide variety of sales jobs in which salespeople work for a wide variety of companies, selling many different products, and serving a wide variety of customers. The sales job is also different in a number of ways from other jobs. Further, a new type of sales representative is emerging, one who acts as a marketing consultant for the customer and for his or her own firm.

The role of the sales manager is also expanding. Today, the most successful sales managers are seen as team leaders rather than bosses. They provide support and resources, and must often mange multiple channels of distribution.

Sales managers are administrators, and administration (management) is a distinct skill. Sales talent alone does not make a good manager, but management can be learned. There are several levels of sales management positions, and sales managers' jobs also differ from other management positions.

The importance of personal selling and sales management may be viewed from the perspective of our total economy; individual organizations; or you, the student. To manage a sales force effectively in the 21st century, sales executives must develop greater expertise in the following areas: (1) customer relationship management (CRM), (2) sales force diversity, (3) electronic communication systems and computer-based technology, (4) selling teams, (5) complex channels of distribution, (6) an international perspective, and (7) ethical behavior and social responsibility.