SALES MANAGEMENT OF AN INDUSTRIAL ENTERPRISE: METHODS AND TOOLS IN CONDITIONS OF HIGH COMPETITION AND NEW DISTRIBUTION CHANNELS

The article considers current issues of sales management at industrial enterprises in a dynamically changing market characterized by high competition and development of new distribution channels. The existing methods and tools of sales management are analyzed; their advantages and disadvantages in modern realities are identified. Particular attention is paid to the adaptation of traditional approaches to sales management to new conditions associated with digitalization and development of online channels. The article considers an example of a successful strategy for multichannel distribution of table tennis equipment based on the gradual expansion of distribution channels from highly specialized to broader ones, in accordance with the product life cycle. The importance of adapting the sales strategy to the current stage of product maturity is emphasized in order to maximize profits and business sustainability.