Tiêu đề CHAPTER 16&17.pdf ✅

➢ increase communications between the two groups by arranging joint meetings and spelling out communication channels ➢ create opportunities for salespeople and marketers to work together ➢ Brand managers and researchers can tag along on sales calls or sit in on sales planning sessions ➢ salespeople can sit in on marketing planning sessions and share their firsthand customer knowledge ➢ can appoint a high-level marketing executive to oversee both marketing and sales 16-2 Identify and explain the six major sales force management steps. ● Sales force management is the analysis, planning, implementation, and control of sales force activities (6 steps) 1. Designing the Sales Force Strategy and Structure ● The Sales Force Structure ➔ Territorial sales force structure: each salesperson is assigned an exclusive geographic area and sells the company’s full line of products and services to all customers in that territory. ★ Defines salesperson’s job ★ Fixes accountability ★ Lowers sales expenses ★ Improves relationship-building and selling effectiveness ➔ Product sales force structure: each salesperson sells along product lines. ★ Improves product knowledge ★ This can lead to territorial conflicts ➔ Customer (or market) sales force structure: each salesperson sells along customer or industry lines. (bán bảo hiểm) ★ Improves customer relationships ➔ A complex sales force structure, which combines several types of
➔ organization when a company sells a wide variety of products to many types of customers over a broad geographic area ★ Salespeople can be specialized by 1. customer and territory 2. product and territory 3. product and customer 4. territory, product, and customer ● Sales Force Size: ➔ Sales forces may range in size from only a few salespeople to tens of thousands ➔ Salespeople are one of the company’s most productive and expensive assets —> increasing their numbers will increase both sales and costs ➔ The workload approach to sales force size refers to grouping accounts into different classes to determine the number of salespeople needed. ➔ ● Other Sales Force Strategy and Structure Issues ➔ The outside sales force (field sales force) are salespeople who travel to call on customers in the field. ➔ Inside sales force are salespeople who conduct business from their offices via telephone, online and social media interactions, or visits from prospective buyers —> has grown in recent years as a result of increased outside selling costs and the surge in online, mobile, and social media technologies. 1. Technical sales support people provide technical information and answers to customers’ questions. 2. Sales assistants provide research and administrative backup for outside salespeople: track down sales leads, call ahead and confirm appointments, follow up on deliveries, and answer customers’ questions when outside salespeople cannot be reached 3. Telemarketers and online sellers use the phone, internet, and social media to find new leads, learn about customers and their businesses, or sell and service accounts directly. ➔ Team selling involves using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts. 2. Recruiting and Selecting Salespeople: ● Careful selection and training increase sales performance. ● Poor selection increases recruiting and training costs, leads to lost sales, and disrupts customer relationships. 3. Training Salespeople: ● Goals of training ➔ salespeople need to know about customers and how to build relationships with them (different types of customers and their needs, buying motivates, and buying habits) ➔ teach them how to sell effectively and train them in the basics of the selling process.
➔ know and identify with the company, its products, and its competitors ➔ The training program includes the company’s objectives, organization, products, and strategies of major competitors. 4. Compensating Salespeople ● To attract good salespeople, a company must have an appealing compensation plan ● Compensation consists ➔ The fixed amount, usually a salary, gives the salesperson some stable income. ➔ The variable amount, which might be commissions or bonuses based on sales performance, rewards the salesperson for greater effort and success ➔ Expenses: tiền đi công tác, tiền ăn trưa, tiền gửi xe, tiền xăng ➔ Benefits: bảo hiểm, du lịch, ● A sales force compensation plan can both motivate salespeople and direct their activities ● Compensation should direct salespeople toward activities that are consistent with the overall sales force and marketing objectives 5. Supervising and Motivating Salespeople ● Supervising Salespeople ➔ The goal of supervision is to help salespeople “work smart” by doing the right things in the right ways ➔ to help salespeople identify target customers and set call objectives. ➔ specify how much time the sales force should spend prospecting for new accounts and set other time management priorities ➔ using 2 tools: 1. the weekly, monthly, or annual call plan that shows which customers and prospects to call on and which activities to carry out. 2. time-and-duty analysis