Objectives of Sales Management

Sales management is all about managing sales teams in a way so that desired
sales of products and services can be met. The objectives behind sales
management are to make the sales team efficient and achieve desired target
sales goals.

The sales manager plays a crucial role in achieving such objectives. The sales
goals are set by top executives (top-management) and the manager is
responsible to pass them to the functional department (sales teams). He also acts
as a mediator between sales teams and the top executives.

1. Increase Sales Closing

The main objective of sales management is to increase as far as possible the

number of sales closing (volume). The goal is to earn more profits by closing
more sales.
For closing more sales, if the market is new the manager has to introduce new
products in a way that likely gets higher acceptance of the public. And, if the
goal is to achieve from the existing market, sales teams should be rightly
trained, should be familiarized with the market.

In addition, to increase sales closings, sales teams need to get a deeper

knowledge of the sales process which includes finding potential customers,
qualifying them, convincing them, closing deals with them, and achieving what
the firm has desired
2. Increase Profit

It is clear that every business firm’s goal is profit maximization. Every firm
devotes its effort to achieving maxim profits. In sales management, the profit is
maximized through achieving more customers and closing more sales. It is
obvious that the more sales the firm close the more profit it will realize.

Moreover, when sales teams are not doing well to increase profit level, they
again instructed and pushed to the right track.

3. Achieve Long-Term Growth

The long-term objectives of sales management can be achieved by the effective
management of sales teams. Sales teams are what came true sales goals written
in the paper.
Here, the long-term goal is achieved through mainly quality prodcut, proper
marketing campaigns, customer satisfaction, and effective follow-up.

The sales manager is always on the journey of how the sales team has impacted
the customer, do the customers are satisfied, or not. And, getting the feedback
after-sales closed from customers contributes to a positive image with
customers and long-term growth to the firm.

4. Motivate Sales Team

Sales teams have better functional knowledge than the manager. They go near
face-to-face with the customers. They have real-time knowledge of customers’
needs and desires. They need to be motivated to perform their optimal task.

The sales team can be motivated by a positive attitude shown by the sales
manager, the right placement of the right sales personnel to the right place
(territory), the right mixture of sales quota and sales personnel expertise,
reasonable compensation, etc.

5. Get New Customers and Retain Them

Sales teams are also trained on how to find new customers and retain them. The
more customers a firm has the more bright future it shows for the firm.

New customers are found from such as from referrals, cold calls, trade shows,
and so on. The objective here of the sales manager is to search for new
customers, qualify them, and make real deals with them. While qualifying new
customers certain criteria may have been mentioned which the sales team has to
consider identifying who is a prospect and who is just a lead.

Once the potential customers are termed as customers by making deals the

follow-up is done to retain them. It may include knowing how they felt products
they purchased, providing after-sales services, providing personalized offers,
and letting them know that they are valued.

6. Create a Unique Position in The Market

The sales management’s objective is also to create a unique position in the
market. The unique and positive position in the market helps the firm to achieve
both long&short goals easily because the firm has already created a unique
place in the consumer’s mind.
For a unique position, the firm either has to provide a unique product, unique
customer service, quality service, and other meet the expectations of the
customers.

7. Reduce Sales Expenses

The sales manager’s goal is also to earn more profit but reduce sales expenses.
While to achieve greater sales volume, proper planning, sales team training is
needed – it increases the cost to the manager.

Thus, one of the major objectives of sales management is to minimize sales

costs. Since it can not be reduced totally but it can be minimized to some extent
by doing research on customers, making the right sales expense budget, giving
proper training & encouraging to right follow-up, continuously monitoring the
sales performance & taking corrective actions, etc.

8. Bring Best in Sales Team

The sales team is the essential tool a sales manager has which he employs to
recover his all sales expenses and get rewards for it which is achieving sales
goals. The sales team can do best when it is rightly aligned with sales goals.

The focus of the manager here is to recruit sales personnel, study every sales
personnel in detail considering their knowledge, skills, qualification, desire,
motivation, etc., to build an effective sales team, and align jobs rightly so that
the team can bring the best result.

9. Better Sales Planning

Last but not least, the objective of sales management is to make better sales
plans. Sales plans consist that outlines of how the future sales goals will be
achieved. Along with making a sales plan, the sales management implement and
control it to achieve the planned level of sales of products and services.