Considerations in organizing the sales force - Sales Management

Organising the Sales Force

The sales organization, as illustrated in Figure, should be designed to take account of certain key factors, such as:

  • marketing strategy
    • marketing goals and market share objectives;
    • market segmentation and product positioning issues;
    • target market sectors;
    • marketing communications reaching the target market (prospective customers influenced by advertising and promotion must have a means to try and buy the product)
  • sales strategy
    • identifying and servicing trade customers or product users;
    • market coverage objectives;
    • sales volume/value objectives (to meet marketing objectives)
  • distribution channels
    • needs of each level of the distribution chain;
    • market distribution infrastructure
    • product needs.
      sales organization

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