Sales and Distribution Management

Most organizations find themselves operating in highly competitive markets with varying customer needs and expectations. This has made them redefine the importance of meticulous planning to be successful in the globalized environment. An understanding of the sales planning process is essential to effectively manage the sales management function. It provides a framework and direction to all actions involved in sales management. It also helps sales personnel understand where the organization is headed, how it will reach the desired position and what activities must be undertaken to fulfill the organization's mission.

Sales planning is very important to an organization because it helps in better implementation of plans, provides a sense of direction, improves coordination and control and reduces uncertainty and risk. The sales manager's role has gradually shifted over the years to that of a planner and administrator. As a planner, the sales manager has to forecast, develop objectives, design the sales organization, formulate policies, procedures and standards and prepare sales budgets. As an administrator, the sales manager has to supervise, coordinate, delegate and motivate the sales force.