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MARKETING MANAGEMENT - PROMOTION DECISION

SALES STRATEGIES - Sales Force Decision

   Posted On :  19.06.2018 08:06 am

Sales strategies are the policies which are made to provide the guidelines for taking key decisions in personal selling. It includes the following :

SALES STRATEGIES
 
Sales strategies are the policies which are made to provide the guidelines for taking key decisions in personal selling. It includes the following :

1.  Size of the sales force required
 
2.  Kind of the sales force required
 
3.  Roles of the sales person
 
4.  Assigning of the sales territories.
 
The effectiveness and the efficiency with which these roles are played by the sales force, determine the extent to which overall personal selling objectives are achieved. The company’s competitive posture is shaped by :
 
1.  Product Market Analysis
 
2.  Sales person’s order securing analysis
 
3.  Choice of the basic selling style :
 
(a)   Trade Selling
 
(b)   Missionary Selling
 
(c)   Technical Selling
 
(d)   New business selling
 
The size of the sales force can be determined by utilizing one or more of the following methods in combination with each other :
 
1.  Work Load Method
 
2.  Sales Potential Method
 
3.  Incremental Method

Individualizing selling strategies to Customer

  
The acid test of the appropriateness of personal selling strategy comes when particulars salespersons interact with particular customers. The Management makes its first key decision on personal selling strategy. When it determines the size of the company’s sales force, each salesperson must individualise his own dealing with each customer.
 
The decisions of the above kind are implemented after the required kind and size of the sales force has been recruited, trained and assigned their fields and territories. The strategies should be such so as to benefit the customer and help the firm in achieving its objectives. The strength of the sales force depends upon its communication and convincing power to persuade the customer to buy the product.
 
The approach of the sales person towards different buyers is a matter of his selling skills. This skill is the function of the pre-planning and performance on the call of the sales person itself.
 
The individual members of the sales force determine the success and failure of the company’s overall personal selling strategy and sales management. The efficiency and effectiveness of the sales management in the personal selling field. The sales persons should combine their efforts in such a way so as to achieve their personal objectives through the achievement of the firm’s objectives.
Tags : MARKETING MANAGEMENT - PROMOTION DECISION
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