MKT 300 Lecture Notes - Lecture 13: Customer Relationship Management, Sales Force Management System, Sales Promotion
Document Summary
First stop: ibm: watson had a different vision for selling. Hired only top-performing graduates from ivy league universities. Provided intensive sales training on developing a deep knowledge of ibm and its customers. Trained salespeople to listen, observe, and study through observation. Personal selling: personal presentations by a sales force to make sales and build customer relationships, salesperson: represents a company to customers by performing one or more of the following activities: Role of the sales force: links the company with its customers, coordinates marketing and sales. Sales force management: analyzing, planning, implementing, and controlling sales force activities, steps of sales force management: Designing a sales force strategy and structure. Designing the sales force strategy and structure: types of sakes force structures: Customer (or market: salespeople can be specialized by: Sales force size: may range from only a few to thousands, companies may use the workload approach to set sales force size.
