Business marketing communication consist of advertising, sales promotion, and personal selling. Personal selling is the most important demand-stimulating force in the business marketer's promotional mix. Through the sales force, the marketer links the firm's total product and service offering to the needs of the business customer. We will discuss the role of personal selling, the skills & characteristics of high-performing account managers, the nature of the sales management function, and the selected managerial tools that can be applied to major sales force decision areas.