Entrepreneurship and Small Business Management

Section 2: Planning, Directing, and Evaluating Sales

Section 13.2 Summary
Managing sales involves three areas: (1) Sales planning must be completed before operations begin, (2) sales operations must be directed to ensure that company goals are reached, and (3) company and individual sales performance must be evaluated to determine their effectiveness. As a sales manager, you must be able to supervise and motivate your salespeople, compensate them adequately, handle sales expenses and transportation issues, and maintain high morale among your staff. Sales planning begins with determining the market potential and making sales forecasts. It is tied to a marketing plan. Evaluating the entire company's sales performance as well as the performance of individual salespeople is critical to the future success of the business.

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