Objectives
                                                Objectives
            Review the types of decisions firms 
                face in designing a sales force.
            Learn how companies recruit, select, 
                train, supervise, motivate, and evaluate 
                a sales force.
            Understand how salespeople improve 
                their selling, negotiation, and 
                relationship-building skills.
        ©                                                                                         nd
          2003 Prentice Hall, Inc.           To accompany A Framework for Marketing Management, 2  Edition            Slide 2 in Chapter 17
        Designing the Sales Force
         Designing the Sales Force
                   Types of Sales Representatives
                    Deliverer                                               Technician
                    Order taker                                             Demand creator
                    Missionary                                              Solution vendor
        ©                                                                                         nd
          2003 Prentice Hall, Inc.           To accompany A Framework for Marketing Management, 2  Edition            Slide 3 in Chapter 17
        Designing the Sales Force
         Designing the Sales Force
          Steps in Process                                                      Objectives
                                                                                      – Sales volume and 
                                                                                           profitability
         Objectives and                                                              – Customer 
              strategy                                                                     satisfaction
                                                                                Strategy
         Structure
                                                                                      – Account manager
         Sales force size                                                      Type of sales force
         Compensation                                                                – Direct (company) or 
                                                                                           contractual
        ©                                                                                         nd
          2003 Prentice Hall, Inc.           To accompany A Framework for Marketing Management, 2  Edition            Slide 4 in Chapter 17
        Designing the Sales Force
         Designing the Sales Force
          Steps in Process                                                      Types of sales 
                                                                                     force structures:
         Objectives and                                                              –Territorial
              strategy                                                                –Product
         Structure                                                                   –Market
         Sales force size                                                            –Complex
                                                                                Key accounts
         Compensation
        ©                                                                                         nd
          2003 Prentice Hall, Inc.           To accompany A Framework for Marketing Management, 2  Edition            Slide 5 in Chapter 17
        Designing the Sales Force
         Designing the Sales Force
          Steps in Process                                                      Workload approach:
                                                                                      – Group customers by 
                                                                                           volume
         Objectives and                                                              – Establish call 
              strategy                                                                     frequencies
                                                                                      – Calculate total yearly 
         Structure                                                                        sales call workload
                                                                                     – Calculate average 
              Sales force size                                                             number of calls/year
         Compensation                                                                – Calculate number of 
                                                                                           sales representatives
        ©                                                                                         nd
          2003 Prentice Hall, Inc.           To accompany A Framework for Marketing Management, 2  Edition            Slide 6 in Chapter 17