The marketing concept has not replaced selling but changed its nature in achieving organisational goals. Despite office automation, increased labour costs and the centralisation and professionalism of buyers, the most significant element in marketing expenditure, in terms of both people and finance, is still personal selling. It is important that selling operations reflect the corporate and marketing strategy of the organisation as well as sales management objectives.
The sales manager’s role varies with the position and level held in the organisation. Scientists conceptualise the management of the personal selling function in three stages – strategic, tactical and operational.
The sales the most important function is a boundary – spanning activity. Saleforce influence many areas – marketing strategy, environment, company, distribution channels, advertising, customers and many other. …
