Strategic Marketing Management
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Chapter 19 : Sales Force Strategies
Developing and Implementing Sales Force Strategy
Role of Sales Force
Defining the Selling Process
Sales Channels
Mail Order or Catalogs
Tele-Marketing
Teleshopping
Direct Response through Media
Designing the Sales Organization
Line Organization
Line and Staff Organization
Functional Organization
Horizontal Organization
Product-based Sales Force Specialization
Geographic Sales Force Specialization
Market Based Sales Force Specialization
Role of Sales Force in Sales Organization
Managing the Sales Force
Selection
Training
Performance Measurement
Motivation
Evaluating the Sales Force Performance
Personal Selling
Personal Selling Objectives
Chapter Summary
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The role of the sales force in the overall promotion mix is to be identified
as the first step in developing and implementing sales force strategies. A
salesperson generally plays various roles like seller, information provider,
service provider, relationship builder, and so on. The role of the sales
force also depends on the type of selling adopted by them. Four types of
selling which include trade selling, missionary selling, technical selling,
and new business selling are commonly adopted by the sales force. Once the
role of the sales force has been determined, the selling process is decided
on. The selling process typically involves prospecting, pre-approach,
approach, sales presentation, handling of objections from customers, close
of sale, and sales follow up.
The sales channels used for sales generally involve mail orders or catalogs,
tele-marketing, teleshopping, direct response through media, etc. The next
step is the designing of the sales organization. An effective sales
organization will be able to create long-lasting relationships with the
customers. Managing the sales force is the next step in developing and
implementing a sales force strategy. |
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The management of the sales force involves functions like selecting
salespersons, providing training, measuring performance, and motivating them
with the aid of monetary and non-monetary incentives. If performance
measurement shows significant deviations from the performance standards set,
then corrective actions have to be initiated.
Personal selling, which is a component of promotion, involves direct
face-to-face interaction with the customers. The role of personal selling
varies from organization to organization, depending on factors like the
nature of the target market and the type of product to be sold. An
organization can adopt a strategy of personal selling or advertising. This
strategic decision is to be taken considering various aspects like
expenditure involved, nature of the product to be sold, and so on. The
objectives of personal selling can be classified as qualitative objectives
and quantitative objectives. Qualitative objectives are long term in nature
and relate to the organization's expectation from personal selling toward
achievement of organizational objectives. Quantitative objectives are short
term in nature and are related to an increase in sales volume, market share,
and so on. The sales strategies of an organization depend on the marketing
strategies adopted by it. Strategies for new products, new businesses,
distribution channels, pricing, and so on affect the sales strategies.
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Short Case Studies / Caselets