Sales management
Before we start talking about sales, note must be made of something absolutely essential, from which all other comments follow. It is sales that bring money for the company. It is thanks to sales that businesses exist and grow. It is the most important element in operating a business.
Therefore, it is extremely important to ensure its good organization and day-to-day management. Selling is an art, but above all it is a craft, with its own set of principles and rules. A sales representative cannot be simply sent into the market and sell things, because the risk of their failure to meet the budget will be recognized only when they have already failed. At that point nothing can be done to still meet it.
Thus the sales representative:
- must acquire a knowledge of the products and services they will be selling,
- must be given support in a situation where a solution being sold needs specialist knowledge,
- must build an appropriate project pipeline that guarantees budget performance (no sales representative is able to win all projects in the pipeline); the weighted value of
- projects should exceed the budget,
- must not rely on a small number of high-value projects, let alone just on one; no win immediately means failure to meet the budget,
- must keep records of sales activities,
- must prepare sales forecasts,
- must have an incentive system that drives them towards success and gives the company the assurance of meeting the budget.
Their work must be measured against indicators, e.g. the number of offers placed monthly.
All this builds a discipline of activity and necessitates daily thinking about budget performance. You cannot depart even for a moment from the example set of basic principles and rules mentioned above. Departing from them leads to loosening of discipline, loss of control over the sales process, and consequently a decrease in sales.
In addition to all the rules and principles of sales management, the selection of sales representatives is very important. They must have the mentality of a winner who is not discouraged by any failures but instead is motivated to push further towards success. Their main driver should be money thanks to which they can fulfil their passions. People with a passion achieve more.
The sales representative’s mindset can be compared to the nature of a wolf that, having found footsteps in the snow, will track them until it reaches its target.
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