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Management article
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Reference no. 74512
Authors: Benson P Shapiro
Published by: Harvard Business Publishing
Published in: "Harvard Business Review", 1974

Abstract

Effective sales management achieves a balance among four key areas: defining the role of personal selling, deploying the sales force, managing the accounts, and understanding the selling costs. Because sales depend on the customer, management's overall concern should be managing the customer, not the sales force.

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Abstract

Effective sales management achieves a balance among four key areas: defining the role of personal selling, deploying the sales force, managing the accounts, and understanding the selling costs. Because sales depend on the customer, management's overall concern should be managing the customer, not the sales force.

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