Introduction Sales management involves the ability of sales managers and the sales force to attain set goals for the sales team. The goals are achieved through an effective sales plan, employee recruitment, and training and controlled resource utilization. Sales management differs from marketing since it is a section within the marketing mix falling directly under personal selling. The goals of sales managers include improving the revenue realized by the firm from sales, the profits of the firm and market dominance. To achieve these objectives, sales managers must be involved in the formulation of sales strategies, their implementation and monitoring. This paper examines sales management goals and process applied by different firms in different industries. Sales Management According to Calvin, sales management is the attainment of sales force goals in an effective and efficient manner through planning, staffing, training, leading and controlling organizational resources (61). The responsibility of selling company products falls directly under the sales manager of an organization. Many people perform personal selling. Personal selling is the process in which individuals are employed to sell company products directly to the clients. Personal selling is critical to quantity selling of an organization’s products and services. It is commonly applied in the sale of major industrial products and durables. Through personal selling, the sales representative communicates directly to the customers of the company convincing them to purchase the company products and services. In addition, he/she enters into contracts with the customers on behalf of the organization. Selling is one of the elements of the marketing mix. It can be related to the other elements of the marketing mix as indicated in the diagram below. According to Calvin, programs for marketing are usually designed behind the 4Ps of the marketing mix that include the company product, promotions, price and the channels that are used to distribute the product to the different market segments (76). Sales people communicate directly to the clients while advertising and sales promotions from non-personal communication between the firm and its customers. Personal selling helps an organization increase its customers since sales representative get orders signed. However, other forms of marketing promotions such as public relations only make customers perceive the message to be coming from the media rather than from the organization. A sale representative of an organization is in a good position to meet individual needs of customers. It is the responsibility of the sales person to uncover the specific customer needs. The sales representative should remove any doubts on the part of the customers. Through effective establishment of a rapport with the customer, the sales person would determine the needs of the customer (Calvin 93). The field manager usually conducts the management of the market segment of an organization. The line manager is responsible for daily management of sales representatives of an organization. Calvin argues that sales management has its focus on administration of personal selling in a given marketing mix of an organization (155). Sales management is responsible for various functions in an organization such as the planning of sales programs, their management and control. In addition, the sales management section of the marketing mix is responsible for the recruitment of sales personnel, their training, compensation, mo