In any organization, the sales department plays a pivotal role in the success of the business. At R Star company sales has decreased for 3 consecutive years that lead to profit of company also decreased. Compared to other companies in the same industry like Phuong Nga, Dinh Diem that their sales increased sharply. So sales decrease is considered as a symptom that need to investigate to find out what are the main problems. After conducting an in-depth-interviewed from some staffs at sales department, chief executive officer and base on literature review, the central problem is found that is poor sales management. To find out what are the main causes of central problem, some interviews were conducted and the main cause of poor sales management are poor recruitment, poor training and poor coaching. To solve that poor recruitment and poor training problems, company do a properly recruitment procedure to hire right salespersons after that company do well training to make sure salesperson have enough skills to do job well. For poor coaching, we will work with sellers one-on-one or in small groups to guide sellers' actions, keep them on track, develop skills, and help sellers achieve top performance. Coaches meet regularly with team to help them create goal and action plans, build winning strategies, hone skills, and stay on task and on target. The most difficult thing company need to solve that is sales force management because salespeople bridge the gap between customer needs and the product or service that fulfills that need. So, to improve sales management company make a compensation procedure to compete with other companies and keep training and coaching sales force to help them improve their ability so that they can improve sales performance and could boost sales so that company can maintain business and expand company in the future.
University of Economics Ho Chi Minh City; ISB (International School of Business)