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Current problems of management for sale


Current problems of management for sale


Dyachun, Olga
Radynskiy, Serghiy

Bibliographic description:


Dyachun, O. & Radynskiy S. (2019) Suchasni problemy upravlinnia prodazhem [Current problems of management for sale]. Sotsialno-ekonomichni problemy i derzhava [Socio-Economic Problems and the State] (electronic journal), Vol. 20, no. 1, pp. 107-117. Available at:

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Ternopil Ivan Puluj National Technical University







sales management
customer relationship management
information technologies
electronic communication
individual marketing



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The place of management of sales in the system of activity of the enterprise is considered. It is noted that it is subject to the ultimate goal of obtaining maximum profit based on the fullest satisfaction of market needs. It is concluded that the problems of sales management are the discrepancy of its forms and methods in the real situation on the commodity markets. The list of current major sales management problems is presented. Attention is drawn to the fact that one of them is the shift from focusing on profitable transactions to concentrating efforts on customer life-time revenues. For solving this problem a number of measures are proposed. The importance of turning the company into a better supplier (seller) of goods for certain target markets instead of selling them to different consumers (all in a row) is pointed out. The importance of improving the sales management implementation of the management system of customer relationship management is emphasized.

A number of other problems of sales management with the corresponding proposals and their solution are outlined. In particular, the expansion of the electronic communications system is considered; the attention is paid to the improvement of information technologies related to sales; the transition from the management of individual sellers in the process of sales to the creation of a team of salesmen is justified; the role and importance of the transition from mass to individual marketing are emphasized. Benefits from introducing individual marketing both for the consumer (better satisfaction of needs, lower prices, improved efficiency of contacts with the manufacturer) and the producer (long-term relationship with the buyer, increase in the number of customers, sales and profitability) are identified.

Keywords: problems, sales management, customer relationship management, information technologies, electronic communication, individual marketing.



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Scientific Journal "Socio-Economic Problems and the State", 2019


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Scientific Journal "Socio-Economic Problems and the State", Vol.20, No.1




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