Sales Management is the process of planning, implementing and monitoring functions of personal sales and in order to make the sale successful, it is necessary to plan it. During the process strategies are developed, goals are set, the demand is managed and successful sales management ensures a good turnover of goods and therefore profit in overall business. Retailing includes all activities related to the direct sale of goods and services to the end user for personal, non-business use. Retail includes all transactions in which the buyer intends to spend the product through personal, family and household use, therefore it can be concluded that this is a sale of goods to households or household retail activation. Croatian retail is moving in line with the European and world trends in a way that it tries to respond to the wishes and needs of consumers effectively and efficiently. In Europe, there is a strong trend towards increasing the concentration of market share of leading retailers so that the level of concentration in the retail market of consumer goods has increased significantly in the last 20 years. This paper deals with the way of sales management, sales staff and the consumers of the company DM- drogerie markt Ltd. Following the topic of this work, three studies were conducted, one of which is related to the satisfaction of customers by DM's services. The second was related to the satisfaction of sellers in the managing team of DM and the third study includes sales management based on employees of DM's administration in Zagreb. At the end there is a review of the researches carried out with suggestions how DM could be even more successful in providing its services.