Strategic Sales Program
28 Feb 2011 Leave a Comment
by Asif J. Mir in Strategic Sales Program Tags: account, action, activity, adapt, addition, adopt, advance, affect, allocate, approach, attain, budget, call, company, competitor, concern, constraint, Customer, decision, define, demand, deploy, effective, efficient, effort, element, energy, environment, expect, external, factor, firm, force, forecast, formulate, government, impose, influence, integrate, involve, level, major, manage, management, Marketing, member, obvious, organize, Performance, period, personal, persuade, plan, Planning, policy, possible, potential, program, quota, regulation, require, Sales, selling, service, set, shortage, social, strategic, strategy, sum, technical, territory, type, various, view, word
The activities and influences involved in formulating a strategic sales program requires a five major sets of decisions:
- How can the personal selling effort best be adapted to the company’s environment and integrated with other elements of the firm’s marketing strategy? In sum, what should be firm’s personal selling strategy?
- How can various types of potential customers best be approached, persuaded, and serviced? In other words, what account management policies should be adopted?
- How should the sales force be organized to call on and manage various types of customers as effectively and efficiently as possible?
- What level of performance can each member of the sales force be expected to attain during the next planning period? This involves forecasting demand and setting quotas and budgets.
- In view of the firm’s account management policies and demand forecasts, how should the sales force be deployed? How should sales territories be defined? What is the best way for each sales person’s time to be allocated within a territory?
The policies and plans involved in such a program must take into account the influences and constraints imposed by the external environment. The demands of potential customers and the actions of competitors are two obvious environmental factors.
In addition to customers and competitors, other environmental factors such as energy shortages, technical advances, government regulations, and social concerns can affect a company’s sales policies and plans.
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