SALES FORCE, INTERNET, AND DIRECT MARKETING STRATEGIES

Pertemuan 23Buku 1 Hal: 396-415

Matakuliah : J0504 - Strategi PemasaranTahun : 2009

Bina Nusantara

Sales Force Strategy Internet Strategy Direct Marketing Strategies

Learning Objective

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

SALESSTRATEGY

Business Strategy

Market Target(s) Strategy

Promotion Strategy

Distribution Strategy

Pricing Strategy

Product Strategy

Blurring of industry boundaries Technology

Advances

Mergers and acquisitions

Marketing productivity crisis

Escalating customer expectations

Intense global competition

SALES FORCE CHALLENGES

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

Recruiting

Training

Effort Allocation

Organizational Design

Selling Support Activities

Selecting Sales Channels to End Users

Major Account Management

Field Sales Force

Telemarketing

Electronic/Mail Contact

Sales Force Deployment• Size of the Sales Force• Allocation of Selling Effort

Salesperson skills and effort PLUS

Market potentialNumber and location of customersIntensity of competitionMarket (brand) position of the company

Customer needsdifferent

Product/ Market-Driven design

Market-Driven design

Simpleproductoffering

Complexrange ofproducts

Product-Driven design

Geography-Driven design

Customer needssimilar

Designing the Sales Organization

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?