Sales Force Management: A Definitive Guide


Rinkesh Anandani

Senior editor

Parul Saxena

Chief editor

Last updated: February 23, 2021

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Businesspeople and enterprises in today’s technology-rich world have access to relevant data on predictive information to improve their sales teams’ performances. 

To remain on top of the game, sales professionals and sales managers implement advanced sales force CRMs and sales force management systems to reach out to their customers head-on.

What does this mean? It means hiring the right sales personnel, implementing the right strategies, training, and overseeing the adoption and retaining the right talent.

Today, more than 49.7% of the US sales teams use sales technology CRMs for coaching delivery and online training of their personnel. With that being said, sales force automation software is booming so well that it is predicted to value up to $1.22 billion by 2022.

If you have been searching for a definitive guide on salesforce management and not about the company SalesForce, you have come to the right place.

What is Sales Force Management?

Sales force management is a subset of marketing management that helps marketing strategy to fall into place.

However, it does far more than serving the marketing management. It also helps build and train the sales team, develops coordination between sales operations, and contributes to achieving sales goals and outcomes.

Objectives of Sales Force Management

Sales force management’s core objective is to design a sales force structure and strategy for salespeople. The target also sets out specifics of what the company wants to concentrate specifically on, including potential clients, products/services, or existing customers. It also focuses on market success, consumer relationships, and operation supporting the roles of marketing and it also includes a framework for evaluating sales feature success.

Today, salespeople not only focus on producing sales, but they also serve as representatives of the company while interacting with clients.

Looking for Sales Force Automation Software? Check out SoftwareSuggest’s list of the best sales force automation software solutions.

Importance of Sales Force management

Companies today are realizing the importance of efficient sales teams that go through more training, formulating strategies, and team building to bring in better sales. Here’s why you should invest in sales force management as well

  • Better sales operations

Effective management of the sales force ensures that all driving parts of sales activities are running together to guarantee an excellent experience to the end-user. The strategic edge of thriving businesses lies in retaining loyal users. 

Whatever the product/service may be, a strong sales force will ensure better customer engagement, which is a direct outcome of an effective sales management system.

  • A better understanding of the market

Management of the sales force provides a greater understanding of the market, keeping you up-to-date with emerging trends and the opportunity to adapt those trends to retain an interest in the niche market. 

Relevance is essential to competitive marketplaces to sustain growth. Your sales team is responsible for maintaining relevance to your brand and product/service and working towards providing outstanding customer service. 

  • Defined sales strategy

Besides achieving market targets, goals, and objectives, sales force management formulates tactics explicitly tailored for the product and services. Their primary strategy is to devise plans that add the practical process of continuing growth in sales, increasing consumer presence, and tailor-made CRS, CRM, or Customer Relations Programs to the business.

Components of Sales Force Management

The purpose of implementing sales force management is to execute a better sales process, develop better marketing strategies, and train employees successfully. 

It needs a well-trained sales staff, steeped with the service or the product’s ins and outs, and the ability to respond immediately to all customer inquiries. The purpose involves the following:

  • Recruitment 

Hiring a good salesperson is crucial for an effective sales process. This is a simple aspect of sales force management, hiring the best talent, and those who can blend into the business’s culture. 

Your business’s selection process must focus more on the applicant’s passion and gist towards the position. It would help if you considered their customer preferences, including the personality they choose to communicate with effectively. 

  • Training and Supervision

Practical training serves as the cornerstone for the company to achieve targets and revenue objectives. Sales representatives need to undergo comprehensive training to engage with the customers’ needs and learn about their products and operations.

  • Motivation and Incentives 

The best way to propel the sales team to success is by motivating them and offering incentives. The company must determine which aspect drives their salesperson the most. It can be monetary, acknowledgment, or promotional incentives. Often financial incentives are the best incentives for keeping salespeople excited about their work.

  • Evaluation 

The main sales team management component is sales force performance measurement based on sales statistics and sales reports. The company must maintain information on the individual salesperson’s results and the team to assess their performance. 

Communication between the management and the salespeople must always be available to exchange suggestions and solutions properly.

  • Compensation 

To select the right salesperson, the company must design an appropriate compensation plan with elements like: 

      • Fixed salary, 
      • Variables like commission, rewards, bonus, etc. 
      • Expenses
      • Fringe benefits like health benefits, company vehicle, premium membership, etc

The given reward must justify the inputs of the salesperson or the entire team. It should retain maximum employee engagement to make the company profitable. 

According to a study by Gallup’s meta-analysis, businesses with the highest employee engagement show 21% more profit than companies not compensating the right way.

Benefits of Sales Force Management

There are many benefits of sales force management, and different companies may find some services more useful than others. The plan helps companies to consider the most effective methodology for meeting and reaching sales goals. 

It also allows companies to open to new ways of expanding within a given market or niche and improves sales costs. 

  • Lead Generation

Sales teams generate leads and follow those leads or potential customers by collecting necessary details – such as personal details, preferences, and purchasing behaviors.

  • Sales Forecasting 

Projecting the company’s sales using past sales figures is a crucial tool for management to make business decisions to maximize potential sales and prepare the sales team for particular goals or objectives. Sales forecasting also helps decision-makers discuss production, product/service delivery, and profit margin issues.

  • Order Management

Order management involves the streamlining the sales force management process and satisfy customers effectively – resulting in improved revenue, customer satisfaction, and outstanding customer service 

  • Conflict Resolution 

When making a purchase decision, customers are likely to have a different perception of your product, which might not align with the way you present your product. In such a situation, you need to help set their expectations straight. Keeping a database of all the interactions between the company and its executives will ensure there are no future disputes after the purchase.

If you still do not have a salesforce management process in your head by now, then consider this guide as an opportunity to help you acquire one for your company. 

Your commercial team is capable of achieving great things, so it is your job to facilitate their personal growth and training while also developing better strategies for them to implement and demonstrate their full potential.

Wrapping up

Sales force management is necessary to develop and maintain efficient sales processes, from inventory control to customer service. It is also essential to fill the gap between consumers, business, brand, product, or service.

Do you find this guide on sales force management informative and helpful? Share your thoughts in the comment section below.

Rinkesh is a Blogger and Digital marketing executive at SoftwareSuggest. He loves to share knowledge of his field. In time off he follows his hobbies like traveling, plays musical instruments. His expertise is writing a blog on software.

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