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Why is sales management important?

Baskar Sundaram
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Sales management can get tough at times, However, it is important for two reasons:

  1. For appraising the performance of the organization
  2. To meet the increasing competition

Some clients  take advantage of a sales conversation – free advice, leverage for a better deal elsewhere and demand concessions.


They put you off, never arrive at a decision, beat around the bush, dance around issues, avoid confrontation etc.

With experience, you will develop the ability to identify the difference between a client who’s being straight and the one who’s not.

Most sales personnel will just make coffee conversations about the “time-waster” clients, but choose not to take action.

While it might be an interesting story, if you want to improve your sales tactics, you must do something. A good start will be to be forthright and ask the client directly, without being rude, of course! If a client is not convinced or is avoiding you, ask them if they are stuck or the reason which holds them back. More often than not, the client will appreciate the straight forward approach and open up with the real issue.

It is important to build a relationship with the client -one that can be trusted.

What you can do to maintain a good relationship with your clients?

  • Every time you meet your client make sure you,
  1. Do your homework
  2. Address the right problem
  3. Avoid competition criticism
  4. Don’t rush, invest time and give them time to form an opinion
  • Be confident and most importantly – HONEST

Remember, you cannot build a good relationship without honesty.

  • Base the relationship on serving the client and his requirements

If they trust your organization, they will be loyal.

  • Set up a process in place for them to share feedback

Attend to the red flags of the existing clients.

These are attributes that you must value, because your client values them even though they don’t tell youOnce the client feels confident that they are dealing with a decent person with strong integrity, the deal is more than half done and you have won yourself a client!


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