Chapter Thirteen

Sales Force, Internet, and

Direct Marketing
Strategies

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 Role of Selling in Promotional
Strategy
Range of Personal Types of Sales Jobs
Selling roles  Selling to the
 Transactional Ultimate Consumer
Selling  Organizational sales
 Feature/Benefit  New Business
Selling  Trade Selling
 Solution Selling  Missionary Selling
 Value-Added Selling  Consulting/Technical
Selling

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 THE SELLING PROCESS
Finding Prospects

Opening the Relationship

Qualifying the Prospect

Presenting the Sales Message

Closing the Sale

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Servicing the 3
Account
 Selecting Sales Channels
• Customer buying power
– Purchase significant volume- Major Accounts
– Central HQ’s purchases
– Face to face contact
– Those who do not justify field contact
– A-B-C evaluation
• Threshold Levels
– Number of buyers
– Multi Channels
• Complexity of the Customer Relations
– Major Account Management
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 Sales Territory Configuration

• Customer
• Product
• Geographic area

Which is the most popular today

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 Sales Force Deployment
• Size of the Sales Force
Market potential
Number and location of
customers WHY?
Intensity of competition
Market (brand) position of the
company
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 Analyzing Sales Force Size &
Deployment
• Revenue/Cost Analysis
– Average Break-even sales levels
– Profit performance of accounts/trading area
• Impact of adding additional sales people
• Single-factor Models
– Potential / workload
• Sales & Effort Response Models
– Market potential
– Intensity of competition
– Work Load

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 The Selling Process Guides
 Recruiting
 Training
 Organizational Design
 Selling Support Activities

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MANAGING THE SALES FORCE
Finding & Selecting Salespeople
• Application
• Personal Interviews
• Rating forms
• Reference check
• Physical examinations
• Various Tests

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MANAGING THE SALES FORCE
Training
• Type & Duration • Purpose
– Size of Firm – Selling concepts &
– Type of Sales Job techniques
– Product complexity – Product knowledge
– Experience of Sales – Territory
Person management
– Management – Company policy &
commitment operations
• Evaluation
– Before & After
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MANAGING THE SALES FORCE
Compensation
• Salary
• Salary plus
Commission
• Straight
Commission
• Others
– Bonus
– Recognition
– Special promotions
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 MANAGING THE SALES FORCE
Evaluation & Control
• Units of Analysis
• Performance Measurers
– Behavior
– Outcome
• Sales planning
• Expense control
• Sales presentations
• Information feedback
• Sales results
• Setting Performance standards
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 INTERNET STRATEGY
 Strategy Development
 Internet Objectives
 E-Commerce Strategy
 Value Opportunities and Risks
 Measuring Effectiveness
 The Future of the Internet
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 Reasons for Direct Marketing

• Socioeconomic trends

• Low Access Cost

• Database Management

• Value

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