ФОРМУВАННЯ СИСТЕМИ УПРАВЛІННЯ ПРОДАЖАМИ НА ПІДПРИЄМСТВІ: ЦІЛІ, ЕЛЕМЕНТИ ТА ІНСТРУМЕНТИ

Abstract

The article substantiates the importance and necessity of forming a sales management system at the enterprise in modern conditions, defines its characteristic components, and proposes an author's approach to the development of goals, elements and tools of this system. The essence of building a sales management system is presented in the context of the approach, according to which it is not just one of the important areas of improving enterprise management, but also a complex socio-economic process, the goal of which is to ensure the maximum satisfaction of consumer needs. It is substantiated that effective sales management cannot be achieved without the correct definition of its goals, and a system of goal setting in this area has also been formed. The main goals of sales management include: sales growth; selection of the target audience; positive impact on the productivity of the company, the entire sales department and each individual employee; choosing the appropriate management style and control methods; labeling of goods, the sale of which requires special attention; adaptation of the strategy to the needs of the market; prevention of difficult situations (creating conditions under which their occurrence is impossible). The main components of sales management strategies are listed, among which the following are highlighted: sales plan; refusal to recognize the principle "sell as expensive as possible!" as the main and only one for the head of the sales department; collection and processing of necessary information for marketing strategy; necessary information on the development strategy; risks and their neutralization. It was determined that in order for the company to maintain a stable position in the market, the sales management system should contain many different components: definition of the target group; existing sales channels; channel management; organization of work of the sales department; management of the sales department; relationship management; adaptation of the distribution system. A systematization was carried out and a comprehensive description of the main sales management tools at the enterprise was presented, among which the following were highlighted: sales planning; sales organization; sales automation; sales control; sales analysis; sales motivation.