Hiring Salespeople Decisions about the sales force structure help managers
determine how many and what kinds of salespeople to hire.
The hiring process includes defining job requirements, recruiting candidates, and
Job Requirements Sale
Physiological Needs Biological needs that require the satisfaction of hunger, thirst, and basic
Safety Needs The need to provide shelter and protection for the body and to maintain a
Love and Belonging
Leads are the most valuable and effective source of prospecting, but salespeople also use cold
calls as a prospecting method.
1. Initial Contact The salesperson must begin to address the objectives of
creating a profitable competitive advantage, according
Objectives of Public Relations:
1. Promoting Goodwill This image-building function highlights industry events
or community activities that reflect favorably on a firm.
2. Promoting a Product or Service Companies can spread news about its
brands to increas
Measuring Social Media Results Research services now are offering marketers performance
metrics akin to those for other media. It delivers statistics such as the volume of comments, reach
of messages, type of consumer sentiment, etc.
Leveraging the Sponsorship Typically, marketers tend to justify event sponsorship by
calculating the number of viewers who will be exposed to a brand either at the event or
through media coverage of the event.
Then assessing whether the sponsorship provid
Need Awareness The buyer can articulate specific needs in his or her organization.
o Need Fulfillment The buyer is fully aware of what
products and services are needed, and the salesperson
assumes a dominant communication role by demonstrating
how the fir
Require a Long-Term Commitment The professional needs to have a relationship with the
company in order to back a product, and they should trust that it should work as the company
says it does.
1. Communicate up-to-date data and important brand benefits
New Product Ideas Close contact with customers allows the sales force to detect unmet needs
in the market and contribute ideas for new products.
Buyer Behavior Analysis The salesperson is in the best position to analyze
buyer behavior. In negotiating sale
Needs Creation Critics argue that brand promotion creates needs and makes
people buy things they dont really need or even want.
The argument is that consumers are relatively easy to seduce into
wanting the next shiny bauble offered by marketers.