They observe social, economic, and political trends that might ultimately have an effect upon the firm, and make recommendations to enhance the firm's image based on those trends. In addition, some handle special events such as sponsorship of races, parties introducing new products, or other activities the firm supports in order to gain public attention through the press without advertising directly. Sales managers direct the firm's sales program. Managers advise the sales representatives on ways to improve their sales performance. In large, multiproduct firms, they oversee regional and local sales managers and their staffs.
Sales managers maintain contact with dealers and distributors.
They analyze sales statistics gathered by their staffs to determine sales potential and inventory requirements and monitor the preferences of customers. Such information is vital to develop products and maximize profits. Long hours, including evenings and weekends, are common. Almost 40 percent of advertising, marketing, and public relations managers worked 50 hours or more a week, compared to 15 percent for all occupations. Working under pressure is unavoidable when schedules change and problems arise, but deadlines and goals must still be met.