The paper “ Difficulties Encountered by Sales Managers and Why Personal Selling Is So Important When Technology Is Replacing People” is a great variant of assignment on marketing. The duties and responsibilities of sales manages are very challenging. Sales managers are faced with the challenge of aggressively exploiting new market niches while improving profit margins. As the market improves, sales managers have to increase sales and profit margins. This may, however, be difficult because companies have to face off with competitors willing to maintain low prices in order to capture a wide market (Lamb 2011, 311).
As such, while sales managers may be geared towards increasing both sales volume and profit margin, the competitive environment may not allow that objective to be achieved with ease. In many organizations, sales managers are faced with the challenge of improving a company’ s market presence under a limited budget. Essentially, the limited resource has been cited as one of the most important challenges in sales management (Ingram 2012, 98-99). This requires sales managers to not only cut extraneous activities but to also concentrate on finding and connecting with quality marketing prospects.
Sales managers are also faced with the ever-increasing challenge of encouraging their sales teams to revisit their customers and seek referrals. Seeking referrals is not only the most cost-effective selling strategy but also helps improve market penetration at a minimal cost. The issue of working with remote or teleworking salespeople is another important challenge that sales managers have to contend with. The ever-growing use of technology has created opportunities for companies to hire salespeople who work remotely from home and come to office only occasionally (Lamb, 2011; 149).
Cultivating personal relationships with these salespeople has been a difficult task for sales managers and continues to be a major challenge as remote selling grows in acceptance. Ingram (2012, 98-99) has noted that whether the salespeople are housed in the office or operate remotely, coaching and mentoring them is an important responsibility of sales managers. This requires sales managers to understand the weaknesses ad strengths of the salespeople and to consistently communicate with them. In today’ s marketing environment where customer demands is a predominant issue because of increasing competition and globalization of economic systems, sales managers must be ready to accommodate changing customer buying trends.
Many businesses have in recent years faced tectonic shifts because their marketing strategies do not meet the needs of demanding customers. According to Mathur (2008, 121-123) in today’ s industrial era, marketing situations are characterized by large and highly complex purchasing organizations. There are little real product differentiation and increasing buyer risk, all of which are major challenges that sales managers have to address. Increasing competitive intensity in both domestic and international markets and customer sophistication has forced sales mangers to approach the sales process in different ways. Upholding sales accountability is also another challenge that sales managers have to address.
Occasionally, there are times when sales representatives fail in their duties regardless of the training and support that they receive and failure to meet performance targets is often blamed on competition, the poor state of the economy and poor market conditions. Sales managers have to be held responsible for poor performance (Calvin 2007, 69-72).