August 9


Sales Management and Building Lasting Client Relations

By Hanson Cheng

August 9, 2023

  • minute read
  • Last Updated on August 9, 2023 by Hanson Cheng

    Sales management refers to the process of overseeing a business’s sales team to ensure they successfully meet their targets and objectives. This involves managing the sales team’s performance, setting achievable sales goals, and developing strategies to improve sales processes. Effective sales management is crucial for any business that wants to remain competitive and profitable in today’s fast-paced and ever-evolving business environment.

    By adopting sound sales management practices, businesses can increase their revenue, build lasting customer relationships, and gain a competitive edge over their rivals.

    What is Sales Management?

    Sales management is the process of leading and coordinating sales teams in an organization to achieve sales targets and revenue goals while maintaining customer satisfaction. It involves developing and implementing strategies, policies, and procedures that guide the sales process from prospecting and qualification to closing and post-sales activities.

    The role of sales management is to motivate, train, and support sales representatives in reaching their potential and contributing to the business’s overall success. Effective sales management requires strong communication skills, analytical abilities, and leadership qualities. It also involves building strong relationships with customers, understanding their needs and preferences, and providing them with personalized solutions and support.

    Sales management plays a critical role in driving business growth, enhancing brand reputation, and creating value for stakeholders.

    The Importance of Management in Sales

    Sales management is a crucial function in any organization, without which achieving business goals may be difficult. An efficient sales management system can help optimize sales processes, identify potential business opportunities, and customize product offerings. The importance of sales management is two-fold.

    Firstly, it helps manage the sales force, provide them with proper training, and develop compensation plans to incentivize desired behaviors. Secondly, effective sales management is pivotal in understanding customer needs by analyzing customer data and feedback, aligning sales efforts with customer needs, and generating high-quality leads. A strong sales management system helps organizations develop sustainable relationships with customers, better understand their needs, and customize products to meet their specific requirements.

    This helps in boosting customer loyalty, resulting in repeat business and positive word-of-mouth marketing. Furthermore, better customer relationships are associated with higher levels of customer satisfaction. They are instrumental in generating positive online reviews and creating a better brand image and reputation in highly competitive markets.

    Objectives in Sales Management

    Objectives are essential to the success of sales management. These objectives must be SMART (specific, measurable, achievable, realistic, and timely) and should align with the overall organizational goals. Sales managers may have a range of objectives, such as increasing revenue, expanding market share, improving customer satisfaction, and reducing costs. Another objective could be developing a high-performing sales team to deliver consistent results. Sales managers need to define these objectives and communicate them effectively to their teams.

    The objectives should be based on an analysis of the market, trends, and competitor activities. This analysis should help the sales manager determine the target market, the products or services the company should offer, and the pricing strategy. Once the objectives are set, sales managers need to develop a plan that outlines the specific actions required to achieve these objectives. The plan should include timelines, budgets, and performance metrics.

    Sales managers should also monitor the progress of their sales team and adjust the plan if necessary. Performance metrics can provide the necessary insights to help sales managers determine if their team is on track to achieving their objectives. The metrics can also help identify improvement areas and provide a basis for coaching and training. Sales managers should use a variety of techniques to track progress, such as sales reports, feedback surveys, and individual performance dashboards.

    To summarize, objectives are critical to the success of sales management. Sales managers need to use SMART objectives aligning with organizational goals. They should be based on market analysis, realistic and achievable, with a clear plan of action. Sales managers should also monitor their team’s progress and adjust the plan if necessary, based on performance metrics. By setting clear and measurable objectives, sales managers can ensure that their team is focused and motivated to achieve success.

    Sales Management Functions

    The functions of sales management refer to the various tasks and activities carried out by sales managers to support and drive an organization’s sales efforts. These functions include planning, organizing, staffing, directing, and controlling. Planning involves setting sales targets and developing strategies to achieve them.

    Organizing involves structuring the sales team and assigning roles and responsibilities. Staffing involves recruiting, training, and managing salespeople. Directing involves motivating and guiding salespeople to achieve their targets. Controlling involves monitoring sales performance and taking corrective action where necessary.

    Firstly, planning is a fundamental function of sales management that involves setting sales targets and developing strategies to achieve them. This involves analyzing market trends, identifying customer needs, and developing a sales plan that aligns with the organization’s business objectives. Sales managers must also set sales budgets, allocate resources, and establish performance targets for individual salespeople. This function requires sales managers to deeply understand the market and the competitive landscape in which their organization operates.

    Secondly, organizing involves structuring the sales team and assigning roles and responsibilities. This function requires sales managers to determine the optimal structure for the sales team, allocate territories, and set up reporting structures. Sales managers must also ensure that salespeople have the necessary tools and resources to perform their job effectively. This function requires sales managers to have strong communication and organizational skills.

    Thirdly, staffing involves recruiting, training, and managing salespeople. Sales managers must identify the skills and qualifications required for sales roles, develop job descriptions, and conduct interviews. Once salespeople are hired, sales managers must provide training and support to help them perform their job effectively. This function requires sales managers to have strong leadership and coaching skills.

    Fourthly, directing involves motivating and guiding salespeople to achieve their targets. Sales managers must provide feedback and coaching to help salespeople improve their performance and recognize and reward outstanding performance. Sales managers must also create a positive sales culture where salespeople are motivated to achieve their targets and work together as a team. This function requires sales managers to have strong interpersonal and communication skills.

    Finally, controlling involves monitoring sales performance and taking corrective action where necessary. This function requires sales managers to track sales results and analyze performance metrics such as sales revenue, profit margins, and customer satisfaction. Sales managers must also identify areas for improvement and take corrective action where necessary. This function requires sales managers to have strong analytical and problem-solving skills.


    Sales Ethics

    Code of Conduct

    The Code of Conduct is a crucial aspect of sales management as it outlines the ethical framework for all sales representatives. This set of guidelines ensures that all sales team members follow the same rules and regulations, which creates a level of consistency across the organization. A crucial component of a successful Code of Conduct is that it is easy to understand and follow. Sales personnel should be able to refer to it whenever they need to make ethical decisions regarding their interactions with potential and existing clients.

    Another essential feature of a Code of Conduct is that it is regularly updated to reflect current industry practices. Regular training sessions are highly recommended to keep the sales team up to date on any changes to the guidelines. A Code of Conduct should also include clear disciplinary procedures for employees who breach the ethical guidelines. It is essential that sales representatives are held accountable for their actions and that the consequences of violating the Code of Conduct are severe enough to discourage this type of behavior.

    Sales managers must ensure that their teams understand the importance of following the Code of Conduct and that they are held accountable for their actions.

    Ethical Dilemmas

    One of the most significant challenges facing sales managers is the ethical dilemmas that arise in the course of doing business. These dilemmas can arise in different forms, including conflicts of interest, using false or incomplete information to make sales, and dealing with customers in a manner that violates their rights.

    Ethical dilemmas can also arise when dealing with other stakeholders such as suppliers, competitors, and employees. Sales managers are held to a high standard of ethical conduct by their companies and the industry at large.

    It is imperative that sales managers confront ethical dilemmas head-on and develop strategies to address them. One way to do this is by establishing a code of conduct that outlines acceptable behavior and consequences for violating ethical principles. Sales managers must also lead by example and demonstrate ethical behavior in their interactions with employees, customers, and other stakeholders. Leading by example can help create a culture of ethical behavior within the sales team and also help to establish a positive reputation for the company.

    Another strategy for dealing with ethical dilemmas is by providing training and education to sales teams. This can help employees understand ethical principles and their importance in sales. Training can also provide guidance on how to handle different ethical scenarios, empowering employees to make the right decisions when faced with ethical dilemmas.

    Whistleblowing is another important aspect of addressing ethical dilemmas. Sales managers should establish protocols for reporting ethical violations and ensure that employees are aware of how to report any concerns they may have. This can help prevent unethical behavior from becoming systemic within the organization. Sales managers must also ensure that whistleblowers are protected from retaliation, as this can deter employees from coming forward with concerns.

    Ultimately, ethical behavior is not only the right thing to do but also good for business. Companies that prioritize ethical behavior are more likely to gain the trust and loyalty of their customers, employees, and other stakeholders, leading to long-term success. Sales managers must remain vigilant in addressing ethical dilemmas and take proactive steps to create a culture of ethical behavior within their organizations.


    Whistleblowing is a critical subject for businesses that take ethics and their code of conduct seriously. In a nutshell, it refers to the act of reporting an employer’s illegal or unethical conduct to the relevant authorities. Employees who choose to blow the whistle are often subjected to various forms of retaliation, including dismissal, lawsuit threats, or blacklisting, among others. However, businesses that have implemented effective whistleblowing policies ultimately benefit from the preventative effects and reduced legal exposure of illegal or unethical activities.

    The decision to blow the whistle is difficult, as employees must weigh the potential consequences against the ethical implications of inaction. As a result, businesses are responsible for creating a supportive culture that allows employees to report wrongdoing confidentially and without fear of retaliation. While such measures can put corporate interests at risk, the costs of not doing so can result in serious losses, including legal repercussions, reputational damage, and the loss of goodwill among stakeholders.

    Furthermore, whistleblowing creates transparency within businesses that may prompt business leaders to address unethical behavior and implement stricter policies, procedures, and protocols to prevent further malfeasance. In addition, establishing strong ethics programs has been found to pay significant dividends in terms of attracting and retaining high-performing employees, enhancing the reputation of a business, and ultimately building a stable and profitable business in the long term.

    Effective employee training and awareness-raising programs should accompany strong whistleblowing policies. This includes instruction to recognize what constitutes wrongdoing, who they should report to, and how to initiate the reporting process. Regular training for managers and supervisors to identify whistleblower complaints and quickly act on them is also critical. Finally, companies should appoint an independent person or team to investigate allegations of misconduct and ensure that whistleblowers are protected and not subjected to retaliation in any form.

    Corporate Social Responsibility

    Corporate Social Responsibility refers to the practices and policies implemented by a company to ensure its activities positively impact society and the environment. As sales managers are responsible for driving revenue and profitability, they play a crucial role in ensuring that these activities align with CSR principles. Sales managers must be aware of the potential ethical implications of their sales strategies and ensure that they align with the company’s CSR goals and values.

    This may involve developing sales targets that prioritize sustainable practices and promoting eco-friendly products or services. Sales managers should also encourage ethical sales practices, including transparent pricing policies and fair treatment of customers. Effective CSR strategies can positively impact a company’s reputation, attract socially conscious customers, and ultimately drive profitability. However, it is important to note that implementing CSR policies should not be viewed purely as a marketing tactic, but rather as a genuine commitment to creating a sustainable future.


    The concept of sustainability is a critical component of sales management that has gained increased attention over the last few decades. This refers to the ability of an organization to function and prosper over a sustained period without causing harm to the environment in which it operates or compromising the needs of future generations.

    The need for sustainable sales management arises from realizing that organizations must balance profitability with social and environmental responsibilities. Sustainability is essential to long-term success and can be achieved through responsible supply chain management, reducing waste, and minimizing negative environmental impacts.

    One way organizations can achieve sustainable sales management is through responsible sourcing. Businesses must select suppliers who practice ethical methods, such as treating workers fairly and offering fair prices for their products. This not only promotes fair trade but also ensures that the supply chain is sustainable and does not contribute to the exploitation of workers or harm to the environment.

    Another way organizations can achieve sustainable sales management is by promoting a culture of waste reduction. This can be done by reducing the use of disposable materials, optimizing energy use, and disposing of waste in an eco-friendly manner. This approach not only reduces the negative impact of the organization on the environment but also helps in cost-saving.

    Furthermore, sustainable sales management should include efforts to minimize environmental negative impacts. This can be done by developing eco-friendly products or product packaging, implementing carbon offset programs, and reducing greenhouse gas emissions. Such efforts demonstrate that an organization is committed to addressing environmental concerns while still providing high-quality products and services to its customers.

    Sales Management – FAQs

    1. What is Sales Management?

    Sales Management involves planning, organizing, directing, and controlling a company’s sales efforts to achieve its sales objectives. The goals of Sales Management include increasing revenue, gaining market share, and building long-term customer relationships.

    2. What are the key functions of Sales Management?

    The primary functions of Sales Management include recruiting and hiring salespeople, training and coaching sales teams, setting sales targets and quotas, developing sales strategies and tactics, managing sales pipelines, and measuring and analyzing sales performance.

    3. How can Sales Management improve sales performance?

    To improve sales performance, Sales Management can establish clear performance expectations, provide sales reps with the necessary tools and resources, incentivize and motivate salespeople, and invest in training and professional development programs. Additionally, Sales Management can track and analyze sales metrics, identify areas of improvement, and make data-driven decisions.

    4. How does Sales Management impact customer relationships?

    Effective Sales Management can strengthen customer relationships by helping sales teams focus on customer needs and preferences, providing personalized solutions and support, and fostering a culture of customer-centricity within the organization. Sales Management can also help identify and address customer concerns and complaints, ultimately leading to greater customer satisfaction and loyalty.

    5. What role does technology play in Sales Management?

    Technology can play a critical role in Sales Management by automating routine tasks, providing real-time data and analytics, streamlining communication and collaboration, and enabling sales reps to work remotely. Sales Management can leverage technology to improve efficiency, productivity, and accuracy while also enhancing the customer experience through faster response times and personalized interactions.

    6. How can Sales Management foster teamwork and collaboration?

    Sales Management can promote teamwork and collaboration by establishing clear goals and expectations, providing opportunities for cross-functional collaboration, recognizing and rewarding team successes, and encouraging open and transparent communication. By fostering a culture of collaboration, Sales Management can improve knowledge sharing, creativity, and innovation within the sales organization.

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    Hanson Cheng

    About the author

    Living in Portugal with my wife and puppies.
    Scaling online businesses and sharing lessons learned on this website and in our email newsletter.

    Always happy to hear from you, so find me on Instagram if you want to say hi!

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