SALES FORCE, INTERNET, AND DIRECT MARKETING STRATEGIES Pertemuan 23 Buku 1 Hal: Matakuliah: J Strategi Pemasaran Tahun: 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 SALES STRATEGY 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 potential Number and location of customers Intensity of competition Market (brand) position of the company

Customer needs different Product/ Market-Driven design Market-Driven design Simple product offering Complex range of products Product- Driven design Geography-Driven design Customer needs similar 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?