Introducing a Framework for Competency of Sales Managers

Considering the key role of sales managers in creating value and gaining competitive advantage for organizations, the aim of present research is identifying the main dimensions and indicators needed by sales managers and prioritizing them. Finally, it introduces a framework for competency of sales managers. The present study is an applied research objective. In this study, purposive sampling was used. This research is a two-stage study. In the first stage, the dimensions and indicators related to the competencies of sales managers gain by review the literature. Then, in the next stage, the main dimensions and indicators were determined by using a Likert scale based on a questionnaire and by questioning from 50 Sales Managers. Finally, by comparison questionnaire (Fuzzy Network Analysis (AHP), the dimensions and indicators prioritized. For the present study, six dimensions were identified: communication function, communication development, product management, leadership roles, professional competence and price management. Also, for each dimension, 4 indicators were identified, which is a total of 24 indicators. From the present study, it can be concluded that the relationship function was recognized as the most important indicator of sales competence by managers, and, respectively, the development of communication, product management, leadership roles, professional competence and price management in the following priorities. It can also be stated that from the 24 indicators obtained, improvement in customer satisfaction is considered to be the most important salesperson of Sales Manager, and the calculation of the cost of product the most important indicator is identified.