Rethinking Sales Management

Until recently, sales managers received no specific training for their jobs. However, selling has become more complex with the emergence of regulations and more sophisticated customers. Sales managers need to inspire and achieve sales results by managing teams of professionals and other resources. To do so, they need guidance on dealing with issues that arise in these broader aspects of their role.

This concise guide for sales managers is based on a well-known sales management technique called the 'customer portfolio matrix'. Beth Rogers weaves her version of this throughout, enabling sales managers to see their strategy from the customer's point of view. Doing so will allow them to set realistic objectives, design new strategies that add real customer value, avoid wasting time on price-oriented customers and deploy resources for maximum results.

Beth Rogers is regarded as a leading thinker on the topic of sales management, and is also sought out for her ability to provoke the thinking of others. She manages the primary postgraduate program for sales managers in Europe. Beth is also Research Director of the Institute of Sales and Marketing Management, and a Fellow of the Royal Society. She was elected Chair of the UK Government's National Sales Board in 2005, and was instrumental in the launch of National Occupation Standards for Sales in the UK.

Her practical experience in both sales and marketing in the information technology sector has been supplemented by consultancy in a variety of organizations, together with research and teaching. She has worked with major corporations in Europe, the US, SE Asia and Australia, and with small businesses in the South and South-east of England, both in manufacturing and services.

Beth is a popular author and speaker on sales management. Her previous books include co-authorship with Professor Malcolm McDonald of 'Key account management - learning from supplier and customer perspectives'. She has written many articles on sales and marketing related topics over the past eighteen years, and is a regular contributor to 'Winning Edge'. She has also provided comment for the Daily Telegraph and Sunday Times.

Beth works with employers, her alumni, professional institutions and fellow experts to raise the profile of the sales profession.