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Sales management: a guide for small businesses


A factor that determines whether or not a company is profitable and long-lasting is its sales. It doesn't matter how "wonderful" or "distinct" a company's products or services are if they aren't selling. The firm will never get off the ground unless it can connect with people who want to buy what they're selling. Therefore, strong sales management is required for any firm (regardless of size or industry) to succeed.

Sales management encompasses the hiring, training, and managing of sales teams, the implementation of new sales strategies, monitoring how well a team or individual is performing, and tracking sales activities to determine if targets or goals are accomplished. But, in fact, what does this mean for a small firm, particularly one that is just getting started?

sales management

Importance of good sales management for small businesses

Your sales staff are likely to have various personalities, selling methods, or tactics that make them excellent at their professions, regardless of how big (or little) your company is. Having a crew that stands out in terms of appearance and behaviour can help you close more business. Your sales force may feel disjointed if there are no guidelines or defined practices in place.

Sales can be inefficient and difficult to track if they're all exchanging different information, documenting their deals in different systems, or simply operating on their own. This is where the role of sales management comes into play. Sales management gives your sales process structure, which benefits everyone from your customers to your business owner.

Your staff will be able to sell more products, customers will feel more confident in their purchasing decisions, and the firm as a whole will generate more income with the correct sales management practices in place.

Some effective sales management strategies

Depending on their industry, sales managers will have different tasks and responsibilities. Certain essential strategies, on the other hand, tend to underpin the sales management process.

  1. Finding and employing the proper staff is the first step in effectively managing your sales process. While hiring new salespeople with the strongest track records may be tempting, this isn't always the ideal strategy for growing your team. Your sales crew is a reflection of your company's image. Because they're generally the first person a prospect sees when they contact your organization, you should consider the image they're projecting. You might have a negative reputation if they use any trick they can to close a deal. Consider each salesperson as an extension of your firm when hiring and onboarding new employees. Check that they have the necessary abilities and experience and that they are the type of person you want to represent your firm.

  2. You'll want to make sure your sales team is up to speed on how they should be working once you've put them together. While we'll go through how to create a sales plan and the processes that go with it, you'll want to make sure that your sales team has the necessary training so that they can begin pitching as soon as feasible. Train your employees as to how to use systems and tools they'll be working with, as well as how to work together as a team. Instead of seeing each salesperson as a separate entity, consider them as cogs in the same machine. When they operate together, they should be at their best.

  3. Quotas and targets are important in helping a sales force move a firm forward, but they must be set in a planned manner. Sure, more sales sound great, and you want to close as many deals as possible, but if you set your team up for failure, you risk discouraging them, which won't improve your stats. Don't merely set a goal for your team and urge them to get there whatever way they can. It's your role as a sales manager or business owner to assist them in achieving their objectives. Help them discover inspiration, teach them how to execute a successful sales demo, and provide them with the mentorship or coaching required.

  4. Your team is ready to go, and they know what objectives they must achieve—all they need now is a strategy to get there. Your sales strategy, sometimes known as your "sales pipeline," is how you sell. It's a diagram that depicts the various stages of your sales process, from prospecting to closing, as well as an explanation of what happens at each stage. Your sales staff should be guided through the selling process via the sales funnel. It should not only tell them what questions their consumers are asking at each step or what information they are seeking for, but it should also let them know when a customer is ready to move on to the next one. Managing the strategy entails paying attention to each client's smallest details, behaviours, and needs at each stage of the sales pipeline.

  5. When a customer makes a purchase, the management process does not end. It's time to assess your performance. Analyzing each sale and how smoothly it progressed through the sales funnel and what snags it encountered along the way allows you to make necessary changes and reinforce what currently works. However, thoughtful analysis entails more than simply stating if something is "good" or "poor." Here's how to do a detailed check of your sales process:

  • Understand your key performance indicators (KPIs). Your key performance indicators (KPIs) are the measurements you've deemed most significant to your sales process are your key performance indicators (KPIs). You may start with average deal size, conversion rate, number of deals in your funnel, or average deal lifespan, but you need to know your KPIs regardless of where you start.

  • Keep track of everything in one place. Because your team is likely already using a CRM or communication platform to track leads, chats, and deals, having all of your data in one place should be a given. Make sure the product has robust reporting capabilities to make your life even easier.

  • Examine every conversation, not just your business dealings. You're missing out on much essential information about your sales process if you're only keeping track of your wins. Examine the upsides and downsides in the talks that didn't lead to purchases. Were they the wrong fit for you, or did your method fail them in some way?

  • Examine the team as a whole, as well as individual members. Knowing how the team works together is critical for building a successful team. Knowing how each individual performs can help you identify team members who may require further assistance or support. Examine how the team is fulfilling quotas and objectives and any outliers who may require more training or motivation.

  • Hold meetings to examine the pipeline. A pipeline review meeting gives you the chance to sit down with a sales agent and go over their progress, identify areas for improvement, and develop new ideas for improving the sales pipeline. Like a performance review, the pipeline review should be beneficial to both parties and provide information that conventional one-on-one interactions cannot.

Most sales firms employ many sales management technologies to manage their day-to-day operations and optimize their sales process. This allows teams to stay organized, transparent and manage internal and external interactions, ensuring nothing slips between the gaps.

  • Customer relationship management is a software application that organizes sales leads, opportunities, deals, and conversations.

  • Salesforce Inbox, which lets sales professionals manage, track, and collaborate on client communications, is included with the Salesforce Essentials CRM package.

  • Zoom and other video conferencing technologies can be used to communicate with prospects and internal remote team members.

  • Keep track of tasks and deadlines with task management software like Trello or Asana while encouraging team members to remain responsible.

  • Calendly and other scheduling software simplify organizing meetings without the trouble and loss of time that comes with emailing back and forth to find a mutually suitable time.

  • An internal communication platform, such as Slack, allows team members to communicate directly and in groups without cluttering their email inboxes.

Keeping your sales team engaged is one of the most crucial methods for ensuring exceptional performance and a high close rate. Because most salespeople are competitive, providing them with an opportunity to exceed in exchange for prizes and recognition is a wonderful method to encourage high performance and going above and beyond. The following are some of the most effective strategies to motivate and engage your sales team:

  • Establish fundamental beliefs and expectations: This should be an important aspect of your organization's vision and mission.

  • Create a supportive and collaborative culture: Regardless of their perspective, everyone wants to feel supported.

  • Drive the outcomes you wish to see: Team members should be adequately rewarded, such as bonuses and other privileges.

  • Encourage openness: Explain why your goals and processes are important and provide effective coaching to your team members.


Sales management is a difficult task. With so many moving parts to keep track of, attempting it on your own will have you tearing your hair out in a couple of days. Fortunately, you don't have to use spreadsheets and sticky notes to manage your sales crew. Instead, you can keep track of all your contacts, manage your reports, and ensure that all of your team members have access to the training they require with the correct tools in place.

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