MANAGEMENT OF SALES ACTIVITIES OF INDUSTRIAL ENTERPRISES

The article examines the essence and approaches to managing sales activities of an industrial enterprise in conditions of financial instability, as rapid changes in environmental conditions require entrepreneurs to find ways to preserve the company's competitive position. It has been proven that the most progressive way of organizing the sales activities of an industrial enterprise is distribution planning, which can be defined as a planned, professionally managed vertical marketing system that takes into account the interests of both the manufacturer and intermediaries. In this case, the manufacturers create in their structure a department for planning work with distributors, which is engaged in identifying the needs of their partners and developing programs to motivate intermediaries. The effectiveness of the sales activity of the enterprise largely depends on the correct definition of its functions, intermediate and final goals, that is, on the ability to manage it. In the most general sense, management is an element of production, business and other relations, which have the task of coordinating and harmonizing the activities of people and labor teams regarding the organization of the production of material goods, their development, implementation, sale, consumption. The organization of sales activities at the enterprise is one of the most important components of its functioning. Sales activity provides the enterprise with the main cash flow for its operation. Summing up, it should be noted that doing business in Ukraine is characterized by constant changes in factors affecting the activities of the company, its partners, suppliers, consumers and potential customers. All this leads to the fact that it is impossible to manage the business in conditions of rapidly changing circumstances and to make an adequate forecast of the development of events in the market, which determines the importance of a new approach to the management of the company's activities, especially sales.