Corporate identity materials Chapter 14 Personal Selling and Sales Promotion

Corporate identity materials chapter 14 personal

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Corporate identity materials Chapter 14: Personal Selling and Sales Promotion LO1: Discuss the role of a company’s salespeople in creating value for customers and building customer relationships The nature of personal selling o One of the oldest professions in the world o Salesperson: an individual who represents a company to customers by performing one or more of the following: prospecting, communicating, selling, servicing, information gathering, and relationship building The role of the sales force o The interpersonal arm of the promotion mix o Role varies from company to company; some firms have no salespeople, while others have an important behind-the-scenes role Linking the company with its customers o In many cases, salespeople serve 2 masters: the seller and the buyer They represent the company to customers They represent customers to the company Acting inside the firm as champions of customers’ interests and managing the buyer-seller relationship o To many customers, the salesperson is the company – the only tangible manifestation of the company they see Salesperson-owned loyalty Coordinating marketing and sales o The sales force and other marketing functions should work together closely to jointly create value for customers o A company can take several actions to help bring its marketing and sales functions closer together: Increase communications between the 2 groups by arranging joint meetings and spelling out communications channels Create joint objectives and reward systems for sales and marketing teams or appoint marketing-sales liaisons and help coordinate marketing and sales force programs and efforts Appoint high-level marketing executive to oversee both marketing and sales LO2: Identify and explain the six major sales force management steps Sales force management: analyzing, planning, implementing and controlling sales force activities o Includes designing sales force strategy and structure as well as recruiting, selecting, training, compensating, supervising and evaluating the firm’s salespeople 1. Designing the sales force strategy and structure o The sales force structure 1) Territorial sales force structure
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Each salesperson is assigned to an exclusive geographic area and sells the company’s full line of products or services to all customers in that territory 2) Product sales force structure Sales force specializes along product lines 3) Customer sales force structure Company organizes its sales force along customer or industry lines o Sales force size 1) Many companies use some form of workload approach to set sales force size Groups accounts into different classes according to size, account status, or other factors related to the amount of effort required to maintain the account Determines the number of salespeople needed to call on each class of accounts the desired number of times o Other sales force strategy and structure issues 1) Outside and inside sales forces [==[-[Inside salespeople conduct business from their offices via
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