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Sales Force, Internet, and Direct Marketing Strategies: MKT 4333 Strategy 1

This document discusses strategies for sales forces, internet marketing, and direct marketing. It covers the roles and types of personal selling, the selling process, factors for selecting sales channels and deploying the sales force, and managing the sales force through recruiting, training, compensation, and evaluation. For internet strategy, it mentions developing objectives and an e-commerce strategy to evaluate effectiveness. Direct marketing allows for low-cost customer access and database management to provide value.

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rizqiecha
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86 views

Sales Force, Internet, and Direct Marketing Strategies: MKT 4333 Strategy 1

This document discusses strategies for sales forces, internet marketing, and direct marketing. It covers the roles and types of personal selling, the selling process, factors for selecting sales channels and deploying the sales force, and managing the sales force through recruiting, training, compensation, and evaluation. For internet strategy, it mentions developing objectives and an e-commerce strategy to evaluate effectiveness. Direct marketing allows for low-cost customer access and database management to provide value.

Uploaded by

rizqiecha
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 14

Chapter Thirteen

Sales Force, Internet, and


Direct Marketing
Strategies

MKT 4333 Strategy


1
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

MKT 4333 Strategy


2
THE SELLING PROCESS
Finding Prospects

Opening the Relationship

Qualifying the Prospect

Presenting the Sales Message

Closing the Sale

MKT 4333 Strategy


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
MKT 4333 Strategy
4
Sales Territory Configuration

• Customer
• Product
• Geographic area

Which is the most popular today


MKT 4333 Strategy
5
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
MKT 4333 Strategy
6
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

MKT 4333 Strategy


7
The Selling Process Guides
 Recruiting
 Training
 Organizational Design
 Selling Support Activities

MKT 4333 Strategy


8
MANAGING THE SALES FORCE
Finding & Selecting Salespeople
• Application
• Personal Interviews
• Rating forms
• Reference check
• Physical examinations
• Various Tests

MKT 4333 Strategy


9
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
MKT 4333 Strategy
10
MANAGING THE SALES FORCE
Compensation
• Salary
• Salary plus
Commission
• Straight
Commission
• Others
– Bonus
– Recognition
– Special promotions
MKT 4333 Strategy
11
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
MKT 4333 Strategy
12
INTERNET STRATEGY
 Strategy Development
 Internet Objectives
 E-Commerce Strategy
 Value Opportunities and Risks
 Measuring Effectiveness
 The Future of the Internet
MKT 4333 Strategy
13
Reasons for Direct Marketing

• Socioeconomic trends

• Low Access Cost

• Database Management

• Value

MKT 4333 Strategy


14

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