1 Pertemuan Keduapuluh Sales Force & Direct Marketing

2 The Roles for Sales Force in Selling New business strategy; obtaining sales from new buyers Trade selling strategy; providing assistance and support to middlemen Missionary selling strategy; similar strategy to trade selling Consultative selling strategy; based on technical assistance

3 Defining The Selling Process Selling process includes: –Prospecting for customers –Opening the relationships –Qualifying the prospects –Presenting the message –Closing the sale –Servicing the account

4 Sales Channels Major directions in which companies are responding to: –Field sales forces are being restructured to provide greater specialization –Companies are shifting toward greater use of indirect reseller channels –Companies are adopting supplemental sales support channels

5 Designing The Sales Organization Organizational structure: –What is the selling job? –Is that necessary to specialize the job? –Are channel of distribution relationships important to the company? –How many and what kinds of sales management required by company? –To what extent will sales channels be used by company?

6 Sales force deployment: the sales manager must decide how many salespeople are needed and how to deploy them. –Revenue/cost analysis –Single-factor models –Sales and effort response models –Portfolio deployment models

7 Managing The Sales Force Finding and selecting salespeople Training: company seeks –To increase productivity –To improve morale –To lower turnover –To improve customer relations –To produce better management of time and territory

8 Supervising and motivating people Sales force evaluation and control: –Unit of analysis –Performance measures –Setting performance standards

9 Direct Marketing Methods Catalogs and direct mail Telemarketing Direct response using the media Electronic shopping Kiosk shopping

10 Conclusions The selling process indicates the selling activities necessary to move the buyer from need awareness to a purchase decision. Sales force organizational design decisions include the type of organizational structure to be used, the size of the sales force, and the allocation of selling effort. The methods of direct marketing include: telemarketing, catalogs, direct mail, kiosk shopping,so on.