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Principles of Marketing Lecture-37 Summary of Lecture-36 Sales Force Management Steps in the Selling Process Managing the Sales force Designing Sales force Strategy and Structure Recruiting and Selecting Salespeople Training Salespeople Compensating Salespeople Supervising Salespeople Evaluating Salespeople Today’s Topics Sales force Management (cont..) Direct Marketing Supervising Salespeople Directing Salesperson Motivating Salesperson Motivating Salespeople • Organizational Climate • Sales Quotas • Positive Incentives – Honors – Awards – Merchandise/ Cash – Trips How Salespeople Spend Their Time Service Administrative Tasks Calls 17% 12% Telephone Selling 21% Face-to-Face Selling 30% Waiting/ Traveling 20% Companies Look For Ways to Increase the Amount of Time Salespeople Spend Selling. Evaluating Salespeople Expense Reports Sales Report Sources of Information Call Reports Work Plan Annual Territory Marketing Plan Quantitative Criteria – Orders • Number of orders obtained • Average order size (units or dollars) • Number of orders canceled by customers – Sales volume • Dollar sales volume • Unit sales volume • By customer type • By product category • Translated into market share • Percentage of sales quota achieved – Margins • Gross margin • Net profit • By customer type • By product category – Customer accounts • Number of new accounts • Number of lost accounts • Percentage of accounts sold • Number of overdue accounts • Collections made of accounts receivable – Sales calls • Number made on current customers • Number made on potential new accounts • Average time spent per call • Number of sales presentations • Selling time versus nonselling time • Call frequency ratio per customer type – Selling expenses • Average per sales call • As percentage of sales volume • As percentage of sales quota • Direct-selling expense ratios • Indirect-selling expense ratios – Customer service • Number of service calls • Displays set up • Delivery cost per unit sold • Months of inventory held, by customer type • Number of customer complaints • Percentage of goods returned – Selling skills • Knowing the company and its policies • Knowing competitors’ products and sales strategies • Understanding of selling techniques • Customer feedback (positive and negative) • Product knowledge • Customer knowledge • Execution of selling techniques • Quality of sales presentations • Communication skills Qualitative Criteria – Sales-related activities • Territory management: sales call preparation, scheduling, routing, and time utilization • Marketing intelligence: new product ideas, competitive activities, new customer preferences • Follow-ups: use of promotional brochures and correspondence with current and potential accounts • Customer relations • Report preparation and timely submission – Personal characteristics • Cooperation • Human relations • Enthusiasm motivation • Judgment • Care of company property • Appearance • Self-improvement efforts • Patience • Punctuality • Initiative • Resourcefulness • Health • Sales management potential • Ethical and moral behavior Developing the Sales force Recruiting Selecting Training Direct Marketing One-to-One Marketing Direct communications with carefully targeted individual consumers to obtain an immediate response. Direct Marketing Fastest growing promotional mix element Easy to narrowly target a segment Measure outcomes easier Databases are extremely important Direct Marketing Breaks through ad clutter Better targeting reduces waste Direct Marketing Consists of Direct Connections With Carefully Targeted Individual Consumers to Both Obtain an Immediate Response and Cultivate Lasting Customer Relationships. Most Mass Marketing Involves One-Way Communications Aimed At Consumers. Direct Marketing Involves Two-Way Interactions With Customers. Focuses on Share of Customer Direct Marketing Develops Customers Finds Products for Customers Focuses on Share of Market Mass Marketing Develops Products Finds Customers for Products Communications Process Differences Message is Personalized Channel is Direct Noise is not present Individual Response is captured The New Direct Marketing Model Some firms use direct marketing as a supplemental medium. For many companies, direct marketing - especially Internet and e-commerce companies - constitutes a new and complete model for doing business. Some firms use the new direct model as their only approach. Experts envision a day when all buying and selling will involve direct connections between companies and their customers. Advantages of Direct Marketing The ability to identify the most profitable customer. The ability to create long-term relationships with customers. The ability to target marketing efforts only to those people most likely to be interested. The ability to offer varied messages to different consumers. Increased knowledge about the customer. Factors Driving Direct Marketing Growth Predictive Modeling Convenience Immediate Sales Shrinking Media Audiences Customized Products Fragmented Markets Price Sensitivity Demassification – Focus is Toward Minimarkets Higher Costs of Driving, Traffic and Parking Congestion Consumers Lack of Time Convenience of Ordering From Direct Marketers Growth of Customer Databases Forms of Direct Marketing Face-to-Face Selling Online Marketing Telemarketing Kiosk Marketing Direct Mail Direct-Response TV Marketing Catalog Techniques of Direct Marketing Electronic Media Telemarketing Print Media Direct Mail Direct Selling Broadcast Media Direct Mail Advantages Disadvantages Self-Contained Message High Cost Per Exposure Flexibility Potential Delivery Delays Thorough Target Market Coverage Lack of Support From Other Media Fewer Distractions From Other Media Easy to Ignore Large Number of Mail-Order Buyers Seen as Wasteful, Harmful to Environment Customer Databases Customer Databases are an Organized Collection of Comprehensive Data About Individual Customers or Prospects Including: – Geographic, – Demographic, – Psychographic, and – Behavioral Data. Direct Marketing is... With a Focus on... Share of Customer Customer-Based Information-Intensive Long-Term Oriented Individualized Through Use of... Database Technology Database Marketing Database Marketing is the Process of Building, Maintaining, and Using Customer Databases and Other Databases for the Purposes of Contacting and Transacting With Customers. Marketing Database The compilation of names, addresses, and other pieces of pertinent information about individual customers and prospects that affects what and how marketers sell to them. How Companies Use Their Databases ? Identifying Prospects Deciding Which Customers Should Receive a Particular Offer Deepening Customer Loyalty Reactivating Customer Purchases Enough for today. . . Summary Supervising Salespeople Motivating Salespeople Evaluating Salespeople Direct Marketing Direct Marketing Breaks through ad clutter Better targeting reduces waste Advantages of Direct Marketing Factors Driving Direct Marketing Growth Forms of Direct Marketing Customer Databases Next…. Public Relations Principles of Marketing Lecture-37