Bài giảng quan tri marketing 17

To accompany A Framework for Marketing Management, 2
nd
Edition Slide 1 in Chapter 17
©
2003 Prentice Hall, Inc.
Chapter 17
Chapter 17
Managing the
Managing the
Sales Force
Sales Force
PowerPoint by Karen E. James
PowerPoint by Karen E. James
Louisiana State University - Shreveport
Louisiana State University - Shreveport
To accompany A Framework for Marketing Management, 2
nd
Edition Slide 2 in Chapter 17
©
2003 Prentice Hall, Inc.
Objectives
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.
To accompany A Framework for Marketing Management, 2
nd
Edition Slide 3 in Chapter 17
©
2003 Prentice Hall, Inc.
Designing the Sales Force
Designing the Sales Force

Deliverer

Order taker

Missionary

Technician

Demand creator

Solution vendor
Types of Sales Representatives
To accompany A Framework for Marketing Management, 2
nd
Edition Slide 4 in Chapter 17
©
2003 Prentice Hall, Inc.
Designing the Sales Force
Designing the Sales Force
Steps in Process


Objectives and
strategy

Structure

Sales force size

Compensation

Objectives
–
Sales volume and
profitability
–
Customer
satisfaction

Strategy
–
Account manager

Type of sales force
–
Direct (company) or
contractual
To accompany A Framework for Marketing Management, 2
nd
Edition Slide 5 in Chapter 17
©

2003 Prentice Hall, Inc.
Designing the Sales Force
Designing the Sales Force
Steps in Process

Objectives and
strategy

Structure

Sales force size

Compensation

Types of sales
force structures:
–
Territorial
–
Product
–
Market
–
Complex

Key accounts
To accompany A Framework for Marketing Management, 2
nd
Edition Slide 6 in Chapter 17
©

2003 Prentice Hall, Inc.
Designing the Sales Force
Designing the Sales Force
Steps in Process

Objectives and
strategy

Structure

Sales force size

Compensation

Workload approach:
–
Group customers by
volume
–
Establish call
frequencies
–
Calculate total yearly
sales call workload
–
Calculate average
number of calls/year
–
Calculate number of
sales representatives