Cours 1- Strategy Role Of Sales Force And Marketing

Question 1

Designing a sales force, manager need to decide on

Answer 1

1. The sales force’s objectives and strategy
2. Its structure and size
3. Its system for hiring, training, evaluations and compensating

Question 2

Sizing the sales force

Answer 2

8 step method to construct sales force size

Question 3

8 step method to construct sales force size

Answer 3

1. Segment the types of customers and estimate the number
2. Estimate the call frequency
3. Step 1 x step 2
4. Compute the net number of working days possible - vacation / sales person
5. Identify the time necessary/ sales call (including travel time)
6. Hours per day x step 4
7. Step 6 / step 5
8. Step 3 / step 7

Question 4

Personal selling

Answer 4

Crucial part of marketing

Involves interpersonal communication between buyers and sellers to initiate, develop customer relationships

Question 5

What is go to market strategy

Answer 5

Defines the activities and the participants that connect a firm to its customers and prospects

Question 6

Sales forces

Answer 6

Direct : sales to customer face to face

Indirect : agents, distributors, retailers ; value added partners

Question 7

Non sales functions

Answer 7

Tele channels
Internet
Advertising & promotion
Direct mail

Question 8

Influences on décision Consumer buying process

Answer 8

• personal influences
• psychological influences
• social influences

Question 9

Buying center

Answer 9

A cross functional team of decision makers who often represent several departments

Question 10

Sales process matched to

Answer 10

Customer

Buying needs

Question 11

Why direct sales forces is important

Answer 11

More convincing
More demonstrating
Face to face
Persuasive

High cost of maintaining a sales force

Question 12

Role of sales force

Answer 12

Delivering the products and services

Distributing, collecting data’s on market

Question 13

Marketing communications strategies

Answer 13

Personal selling driven

Advertising driven

Question 14

Personal selling driven

Answer 14

• message flexibility
• timing and credibility
• reaction speed are important

Question 15

advertising driven

Answer 15

When low cost per contact
Repetitive contact
Control of messahe important
Audience is large

Question 16

Communication strategies

Answer 16

Push strategy

Pull strategy

Question 17

Push strategy

Answer 17

The producer directs its marketing activities toward channel members to induce them to carry products

Question 18

Pull strategy

Answer 18

The producer directs its marketing activities toward final consumers to induce them to buy the products

Question 19

External forces

Answer 19

Customers
Compétitions
Environment

Question 20

Internal forces

Answer 20

Company strategy —> marketing and sales strategy

Question 21

Types of sales person

Answer 21

• field sales rep
• inside sales (store or phone)
• missionary sales : influence them

Question 22

Today sales force exists to

Answer 22

Solve customer’s needs rather than to simplify sell

Question 23

When to choose direct force ?

Answer 23

1. The product is specialized in terms of function, market
2. The product line is relatively wide
3. The organization is sufficiently established to support the additional employees

Question 24

Downsizing direct sales force is difficult

Answer 24

• in countries where labor laws require extensive pre layoff notifications
• firms are vulnerable to cost pressure and must respond to regulatory constraints

Question 25

How to manage the enormous costs of maintaining a sales force

Answer 25

- downsize - favoriser indirect channels - shift to smaller teams with more limited responsibilities - defonse area of focus : high customer lifetime value

Question 26

High customer lifetime value

Answer 26

Present value of future profits expected from a customer by using a leverage sales force

Question 27

Sales force design

Answer 27

Dynamic sales force decision marking : a process that seeks for optimizing the sales force coverage to the given customer segment

Question 28

Key sales force design question for sales manager

Answer 28

- how many sp should we have in each role ? - should the company sell directly or indirectly ? - how should I assign responsibility to sp to maximize coverage and give them faire chance to succeed ?

Question 29

Key sales force design questions for sp

Answer 29

- which customers should I focus on? | - what offering is best to each customers

Question 30

Sales force design process steps

Answer 30

3 steps

Question 31

Step 1

Answer 31

Determine an appropriate sales strategy

Question 32

Appropriate sales strategy

Answer 32

Who to sell ? Customer segmentation What to sell Customer offering How to sell Link the selling process steps to a customers buying process

Question 33

Customer segmentation

Answer 33

Profile | Behavior : historical, growth, loyalty

Question 34

Customer offering

Answer 34

Price system program products/services

Question 35

Step 2

Answer 35

Define the go to market strategy

Question 36

How to define the go to market strategy

Answer 36

Use multiplication le selling channels that work together to accomplish critical selling activities in an effective and efficient manner

Question 37

Sales and marketing channels

Answer 37

``` Value added partners Direct sales force Télé channels E channels Advertising and promotion ```

Question 38

Step 3

Answer 38

Focus on sales force design

Question 39

Focus on sales force design

Answer 39

Structure Size Assignment of responsibilities

Question 40

The optimal structure and size of a sales force depends on

Answer 40

Micro and macro economic factors

Question 41

Micro and macro economic factors

Answer 41

Product Market Account Geography

Question 42

The effectiveness or efficiency change over time

Answer 42

The sales force structures should be revisited at each stage of the business cycle

Question 43

Direct sales force

Answer 43

Recommended when control is important over the info flow and budget planning Product line is wide No specific knowledge or qualification is needed Product is specialized in terms of function market ...

Question 44

Indirect sales force

Answer 44

``` Seasonal goods Market fragmented Lacks of knowledge Few products Selling cycles is short and orders are small ```

Question 45

Personal selling driven

Answer 45

Few buyers Buyers concentrated geographically Post purchase service important

Question 46

Adversitig driven

Answer 46

``` Low cost per contact Large audience Product less complex Time saving Dispersed geographically ```

Question 47

Market penetration

Answer 47

Identify new sales opportunities with your actual customers

Question 48

If the market strategy is expanding the geographic scope + increasing the sales in existing areas

Answer 48

Sales force implication : - management : prospecting, incentive plan - sp : prospecting with reports, strengthen the detailing skills Non sales function : detailing : webinar, report, conference, press ...

Question 49

Factors to consider before deciding on its sales force design

Answer 49

External factors : industry, competitors, customers, channel partners Internal factors : sales and non sales functions Micro and macro eco factors