In everyday life, millions of people perform tens of millions activities of buying goods and services. These activities involve interacting with sales staff to reassure customers of the effectiveness and quality of products or services, so sales can be defined as convincing people to meet their needs and wants. The person who convinces is called the salesperson or sales representative, and the activities that the sales representative undertakes in convincing the customer to make a purchase include the implementation of sales strategies and sales management, which is the task of the sales manager. Sales managers are professionals who plan, build and maintain efficient and profitable business of sales companies while designing and using effective tools and control procedures. Given the importance of sales manager in the sales process, the aim of this thesis is to gain insight and understanding of the role of sales management in sales processes of the organization, and explore their leadership styles and activities undertaken to achieve sales quotas and build quality relationships with their own team and key customers / clients. Primary data were collected by qualitative empirical research conducted by in-depth interview on a selected sample of six sales managers from different companies and different industries, which allowed a comparative analysis of their management styles, characteristics and functions and consequent role in the overall sales process. The obtained results were processed by the method of content analysis and confirm the key role of sales managers in the sales process that results in sales and customer loyalty. In everyday life, millions of people perform tens of millions of activities every day in terms of buying goods and services. These activities involve interacting with sales staff to reassure customers of the effectiveness and quality of products or services, so sales can be defined as convincing people to meet their needs and wants. The person who convinces is called the salesperson or sales representative, and the activities that the sales representative undertakes in convincing the customer to make a purchase include the implementation of sales strategies and sales management, which is the task of the sales manager. Sales managers are professionals who plan, build and maintain efficient and profitable business of sales companies while designing and using effective tools and control procedures.