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The sales force will represent the company to the customers and represent the customers to the company (meaning provide feedback to the company on behalf of the customer

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The analysing, planning, implementing and controlling of sales force activities

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Designing the Sales Force Strategy and Structure

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Designing the Sales Force Strategy and Structure

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A sales force structure specialises sales people according to any one or combination of sales force structure
The sales management must also decide the sales force size, who will be involved in the various selling effort and how the sales support people will collaborate. Outside sales force is the practice of conducting personal selling outside the office and inside sales force is the practice of conducting personal selling inside the office.

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The company can recruit salespeople from the following sources:
employment agencies, referrals from other salespeople, social media, interns or even salespeople from other company
More importantly, the company must select salespeople with the right characteristics. This includes being intrinsically motivated, disciplined, being able to close and sale and being able to build good customer relationship

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Salespeople must learn about the customers, the company, the company's product, effective selling techniques and the selling process.

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The company must have compensation plans in order to encourage salespeople to continue working with them. A fixed amount would be given to the sales person. The variable amount will reward sales person for their hard work and effort.

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The company needs to motivate its sales people in order to encourage them to work hard towards their sales force goals. It can do this by implementing an organisational climate, sales quota and positive incentive
Organisational climate is the feeling that sales people have on their opportunities, value and reward for good performance.
Sales quota can motivate sales people effectively as it sets a requirement for the sales person to sell and how the sales should be divided among the company's products. Often, the salary of the salespeople is influenced by their ability to meet the quota
Positive incentives such as sales meeting provide social occasion and breaks from work. This gives them time to share positive feelings. Companies may also include incentives like honour, merchandise, cash awards, trips and profit-sharing plans. A sales force contest can trigger a selling effort and encourage the salespeople to sell beyond their quotas.

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Evaluating salespeople and sales force performance

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Evaluating salespeople and sales force performance

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When evaluating sales people and sales force, good feedback is needed and regular information about sales people is needed to evaluate their performance.
Information about the salespeople can be retrieved through sales report, personal observation, customer surveys and talks.
The company will also set up a formal evaluation standard. This allows them to judge performance clearly. The standards also provides salespeople constructive feedback which motivates them to perform well

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In this step, the company or salesperson will search for qualified potential customers. This includes searching for the right prospects through referrals, leads from company, suppliers or dealers.
They will qualify leads according to financial ability, volume of business, growth possibilities

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The salesperson will learn as much as possible about their prospective customer before conducting personal selling. Here, they will learn more about their buying behaviour and needs as well as the best approach to conduct personal selling (Face-to-face, phone call etc.)

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This is the process where the salesperson meets the customer. The salesperson ought to initiate contact with the buyer, ask questions to find out customer needs and listening to them avidly. The salesperson should bear in mind his appearance and opening lines to build good vibes

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The salesperson will now tell the customer the value story of the company and how its products will meet his needs and provide benefits.

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The customer may have objections to buying and the salesperson should clarify and overcome the objections. A good salesperson will take objections to provide information and turn them into reasons for buying

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This is the process where the salesperson asks the customer to buy the product. He must recognise signals for closing and use good closing techniques like asking for the order, summarising, offering to write up order or offering choices

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The salesperson must ensure the customer is satisfied and repeat the business if possible. Personal selling does not end at the closing stage; the salesperson must follow-up the customer to maintain the relationship

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Consumer promotions: a promotion for final buyers that boost brand involvement by triggering short-term customer buying
Trade promotions: a promotion for retailers and wholesalers that encourages retailers to carry new items and more inventory, buy ahead or promote the company's products and give it more shelf space
Business promotions: a promotion for business customers that generate business leads, stimulate purchases, reward customers and motivate salespeople
Sales-force promotion: a promotion for members of the sales force to get more sales force support for current or new products and motivate salespeople to sign up for new accounts.

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Sales promotion is an effective tool to boost short-run sales. Sales promotion can differentiate offers and attract thrift-oriented consumers. The efficiency of advertising has declined, resulting in a rise of sales promotion

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Samples: Providing a sample of the service or product offered to consumers.
Coupons: Giving consumers certificates that the buyer can use to save money when purchasing specific products.
Rebates or cash refunds: Giving consumers price reductions after purchase. The rebates are usually given via membership cards or credit cards. It can also be mailed directly to the consumers
Price packs: Offering consumers savings off the regular price of products
Premiums: Offering consumers additional goods either free or at a low cost as an incentive to buy
Advertising specialties: Giving consumers articles imprinted with the advertiser's name, logo or message as a gift
Point of purchase promotions: Putting displays and demonstrations at the point of sale.
Contests, sweepstakes and games: Conducting contests, sweepstakes or games for consumers to win attractive prizes.
Event marketing, sponsorship: Creating a brand-marketing event or serving as a sponsor of events created by others

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Discount: Offering discounts to the retailers or wholesalers when they purchase during a stated period of time
Allowance: Offering the retailers or wholesalers an allowance if they agree to feature the company's products in some ways. An advertising allowance compensates the retailers or wholesalers for advertising the product; A display allowance compensates the retailers or wholesalers for displaying the product
Free good: Offering free goods to retailers or wholesalers for buying in bulk
Push money: Offering cash or gifts to dealers or sales force as a push strategy for the company
Advertising items: Giving retailers or wholesalers items that carry the company's name, logo or message. The items are to be given to consumers as gifts