What is sales management?

What is sales management?

What is sales management?

Sales management is of great importance for every enterprise. The sales manager leads the sales team, sets objectives, and ensures that these objectives are achieved. Whether you are selling a service or a product, this process is always crucial. Sales management primarily focuses on the growth of the company. This growth is achieved by developing a solid sales strategy, concrete sales plans, and employee talent development. A good sales manager possesses many management skills and leadership qualities to get the best out of the team.


Sales management is the complete process of developing, leading, and coordinating a sales and marketing team and related sales activities. It involves implementing new sales techniques and building a strong team. All of this is done to achieve the sales objectives of the company, and possibly even exceed them. Sales management is a crucial part but certainly not the only aspect contributing to achieving these goals.

Sales management

Under the umbrella of sales management, various activities fall. However, the focus is on a limited number of things. Activities such as making demand and supply forecasts always fall under sales management. Budgeting, developing and planning the sales strategy, and recruiting and selecting the sales team also fall under sales management. Additionally, tasks like setting quotas, evaluating sales performance, and training team members come into play. A good sales manager pays attention to both the tasks that need to be performed and the employees carrying out those tasks.

The precise role of a sales manager varies from one organization to another. If you are managing a large sales team, your approach will differ from managing just a few colleagues. The job description of one sales manager may encompass more than that of another. It's essential to have a clear understanding of the definition of sales management used in your organization to avoid misunderstandings.

Sales management can be applied in various ways. Result-oriented sales management is a highly popular approach. Result-oriented sales management is indeed valuable but must be done correctly. Sales managers often tend to focus primarily on output, i.e., results. However, this approach often doesn't yield the desired outcomes. By solely focusing on results, it becomes challenging to make timely adjustments. Therefore, it's essential to focus on more than just output. However, that doesn't mean results should be entirely disregarded. Striking a balance between output, throughput, and input is the best approach. This is often more challenging than it may seem at first glance. Therefore, we provide you with some tips for successful sales management.

Sales management

Tips for sales management

Now that you know the definition and meaning of sales management, we'd like to explain several ways to successfully apply sales management. These tips are useful for both novice and experienced sales managers; you are never too old to learn.

Tip 1: Put the Salesperson at the Center

While good results may be the ultimate goal, excellent salespeople are the way to get there. Therefore, in sales management, focus on your sales team. Build a strong team and ensure that salespeople have the opportunity to continue developing themselves. Coach them when necessary and provide training and educational opportunities. Also, ensure that all objectives are clear for the team. Only when everyone knows what you are working towards and the steps to achieve it can you accomplish it. A clear sales plan can help with this.

Tip 2: Set high but realistic goals

High goals are fun, but if they are not achievable, they will ultimately lead to frustration. Therefore, don't just set high goals, but especially realistic ones. Analyze the market and the possibilities and set SMART goals. This ensures that the goals are not only realistic but also measurable, and that your team supports them. However, be careful not to aim too low. You want your team to feel motivated to take on the challenge. Therefore, finding the right balance between high and realistic goals is essential.

Tip 3: Don't forget the here and now

Naturally, as a sales manager, you like to look to the future. After all, sales management is about achieving good results. But in doing so, don't forget to also consider the here and now. What does your sales team look like? How is the organization doing? What about the market, target audience, and competition? By having a clear picture of where you currently stand, you can make better plans for the future.

Tip 4: Be open to feedback

Being a sales manager doesn't mean you have all the wisdom. Even as a manager, you can still learn a lot. Therefore, don't be afraid of feedback from your team. If it turns out that something doesn't work as well in practice as you thought or that certain goals are not achievable, be open to making changes. As a team, you need to achieve objectives together.

Tip 5: Pay attention to your leadership style

Sales management can be implemented in various ways. The personal leadership style of the sales manager plays a significant role. Flexible leadership, where the manager adapts to individual employees and situations, is highly recommended. This way, all employees feel seen and heard, and they receive support and coaching in the way they need it.

Tip 6: Know your team

Within your sales team, many different people work, each with their own strengths and weaknesses. By getting to know your team, their personalities, and their strengths and weaknesses, you can apply sales management more effectively. Not only will you better know which prospect to assign to which team member, but you can also apply flexible leadership more effectively.

Tip 7: Measurement is knowledge

By collecting and analyzing all important data from the sales process, you can improve sales management. Hard numbers leave little room for interpretation. Look at the performance of the entire sales team but also review data from individual salespeople. This way, you can see more clearly where the strengths and weaknesses of certain team members lie and tailor activities to their capabilities more effectively.

Tip 8: Manage your time well

There are many tasks under the responsibility of the sales manager. Therefore, good time management is indispensable. Make sure you allocate enough time for team management, data analysis, and writing a sales plan.

Tip 9: Map out the sales process

Do you know exactly what the sales process in your organization looks like? This is necessary for effective sales management. If you haven't done so yet, it's high time to do it. Outline the sales process in clear steps so that you can share it with your team. This promotes productivity and goal orientation within the team.

Tip 10: Don't forget the customer

Customers are, of course, essential for good sales management. Without customers, there is nothing to manage. Therefore, as a sales manager, don't forget who your sales team is selling to. Ensure that customers have the best possible experience by providing proper training to your sales team and emphasizing customer-friendliness. Good account management is also a part of this.

Tip 11: Keep Developing Yourself

Do you feel that your organization's sales management could use an upgrade? Or have you just started as a sales manager and feel like you could use more knowledge or assistance in developing a good leadership style? There's nothing to be ashamed of. As we mentioned earlier, you're never too old to learn. Moreover, sales management is something that needs to adapt flexibly to the market and current developments. In such cases, it's good to seek help in developing effective sales management within the organization. Improving the sales skills of your sales team or the management qualities of the sales manager are certainly part of it.

Is your organization ready to take the next step? Then seek assistance from an expert. One of our sales experts is ready to assist you and your team. This can be in the field of sales management, but also in areas such as writing a sales plan or developing leadership qualities. Additionally, sales training in various areas can be highly valuable.

Curious about what we can do for your organization? Feel free to contact us without any obligation. We'd be happy to have a conversation with you so that your organization can achieve the best results in the future.