Matakuliah : J0504 - Strategi Pemasaran
Tahun
: 2009
SALES FORCE, INTERNET, AND
DIRECT MARKETING STRATEGIES
Pertemuan 23
Buku 1 Hal: 396-415
Learning Objective
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Bina Nusantara
Sales Force Strategy
Internet Strategy
Direct Marketing Strategies
SALES FORCE STRATEGY
A company’s sales force strategy determines
how the organization will use the personal
selling function to maintain contact with
customers and develop the relationships that
management wants in order to achieve
marketing and promotion objectives.
Sales Force Strategy
Determine the role of the sales force in promotion strategy
Define the selling process (how selling will be accomplished)
Decide if and how alternative sales channels will be utilized
Design the sales organization
Recruit, train, and manage salespeople
Evaluate performance and make adjustments where necessary
Business and Marketing Strategy
Influences on Sales Strategy
Business Strategy
Promotion
Strategy
SALES
STRATEGY
Pricing
Strategy
Market
Target(s)
Strategy
Product
Strategy
Distribution Strategy
Marketing
productivity crisis
Escalating customer
expectations
Intense global
competition
SALES FORCE
CHALLENGES
Blurring of industry
boundaries
Mergers and
acquisitions
Technology
Advances
Defining the Selling Process
Finding Prospects
Opening the Relationship
Qualifying the Prospect
Presenting the Sales Message
Closing the Sale
Servicing the Account
The Selling Process Guides
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Recruiting
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Training
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Effort Allocation
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Organizational Design
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Selling Support Activities
Selecting Sales Channels to End Users
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Major Account Management
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Field Sales Force
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Telemarketing
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Electronic/Mail Contact
Sales Force Deployment
• Size of the Sales Force
• Allocation of Selling Effort
Salesperson skills and effort
PLUS
Market potential
Number and location of customers
Intensity of competition
Market (brand) position of the company
Designing the Sales Organization
Customer needs
different
Market-Driven design Product/ Market-Driven
design
Simple
product
offering
Complex
range of
products
Geography-Driven
design
ProductDriven design
Customer needs
similar
Selecting an Organizational Design
• What is the selling job?
• How much customer/product specialization is
necessary?
• Role of value chain (channel) relationships?
• How many sales management levels (hierarchy versus
process)?
• Will sales teams be used?
• Sales channels in addition to the field sales force?
• Are there any sales structure danger signals (high costs,
turnover, large sales variations across territory?