Pertemuan Keduapuluh
Sales Force & Direct Marketing
1
The Roles for Sales Force in
Selling
• New business strategy; obtaining sales
from new buyers
• Trade selling strategy; providing
assistance and support to middlemen
• Missionary selling strategy; similar
strategy to trade selling
• Consultative selling strategy; based on
technical assistance
2
Defining The Selling Process
• Selling process includes:
– Prospecting for customers
– Opening the relationships
– Qualifying the prospects
– Presenting the message
– Closing the sale
– Servicing the account
3
Sales Channels
• Major directions in which companies are
responding to:
– Field sales forces are being restructured to
provide greater specialization
– Companies are shifting toward greater use of
indirect reseller channels
– Companies are adopting supplemental sales
support channels
4
Designing The Sales Organization
• Organizational structure:
– What is the selling job?
– Is that necessary to specialize the job?
– Are channel of distribution relationships
important to the company?
– How many and what kinds of sales
management required by company?
– To what extent will sales channels be used by
company?
5
• Sales force deployment: the sales
manager must decide how many
salespeople are needed and how to
deploy them.
– Revenue/cost analysis
– Single-factor models
– Sales and effort response models
– Portfolio deployment models
6
Managing The Sales Force
• Finding and selecting salespeople
• Training: company seeks
– To increase productivity
– To improve morale
– To lower turnover
– To improve customer relations
– To produce better management of time and
territory
7
• Supervising and motivating people
• Sales force evaluation and control:
– Unit of analysis
– Performance measures
– Setting performance standards
8
Direct Marketing Methods
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Catalogs and direct mail
Telemarketing
Direct response using the media
Electronic shopping
Kiosk shopping
9
Conclusions
• The selling process indicates the selling
activities necessary to move the buyer from
need awareness to a purchase decision.
• Sales force organizational design decisions
include the type of organizational structure to be
used, the size of the sales force, and the
allocation of selling effort.
• The methods of direct marketing include:
telemarketing, catalogs, direct mail, kiosk
shopping,so on.
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