MANAGING PERSONAL SELLING ACTIVITIES IN A MODERN ENTERPRISE

Proper management is necessary for the selling function to survive effectively and efficiently in the organizational structure of an enterprise. By managing sales, i.e. sales force, the enterprise strives to accomplish the ‘-proclaimed’ goals and strategy. Within organizational sales, personal selling activities are also subordinated to managerial competencies (managers, directors, etc.), which are hierarchically positioned and have formal responsibilities. This paper aims to explain the process of personal selling management in an enterprise under the influence of current market conditions and global trends. The paper points out that there have been significant changes in the attitude towards work, management method, applying sophisticated tools, designing planning and strategic tasks, using information, etc. Today, a sales manager must possess the skill of making the right quality decisions, manage staff in an efficient and convincing way, have a sense of communication, clear the way for creativity and successfully solve problems.