Improving communication technologies in sales management

Sales management is an integral component of the management activities of a trade organization. An important element of this process is the communicative competence of the staff - sales consultants. The article discusses the theoretical and practical aspects of improving communication technologies on the example of sales management. The general characteristics of the trade organization are given and the actual problems of communication with consumers are characterized. The results of a survey of sales personnel conducted to identify communicative and organizational inclinations, diagnose communicative social competence and assess the level of sociability are presented. According to the results of the diagnostics, problematic aspects of the communicative competence of sales consultants were identified, on the basis of which proposals were formulated to improve communication technologies in the sales management of a trade organization. The economic efficiency of the measures proposed for implementation is predicted.