Bài giảng Marketing - Chương 17: Managing the sales force

Chapter 17 help learners review the types of decisions firms face in designing a sales force; learn how companies recruit, select, train, supervise, motivate, and evaluate a sales force; understand how salespeople improve their selling, negotiation, and relationship-building skills.
Nội dung trích xuất từ tài liệu:
Bài giảng Marketing - Chương 17: Managing the sales force Chapter17 Managing the Sales Force PowerPoint by Karen E. James Louisiana State University - Shreveport©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 17 Objectives  Review the types of decisions firms face in designing a sales force.  Learn how companies recruit, select, train, supervise, motivate, and evaluate a sales force.  Understand how salespeople improve their selling, negotiation, and relationship-building skills.©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 17 DesigningtheSalesForce Types of Sales Representatives  Deliverer  Technician  Order taker  Demand creator  Missionary  Solution vendor©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 17 DesigningtheSalesForce Steps in Process  Objectives – Sales volume and profitability Objectives and – Customer strategy satisfaction  Strategy Structure – Account manager Sales force size  Type of sales force Compensation – Direct (company) or contractual©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 17 DesigningtheSalesForce Steps in Process  Types of sales force structures: Objectives and – Territorial strategy – Product Structure – Market Sales force size – Complex Compensation  Key accounts©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 17 DesigningtheSalesForce Steps in Process  Workload approach: – Group customers by volume Objectives and – Establish call strategy frequencies – Calculate total yearly Structure sales call workload Sales force size – Calculate average number of calls/year Compensation – Calculate number of sales representatives©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 6 in Chapter 17 DesigningtheSalesForce Steps in Process  Four components of compensation: – Fixed amount Objectives and – Variable amount strategy – Expense allowances Structure – Benefits  Compensation plans Sales force size – Straight salary Compensation ...