Companies who sell more than one product or service can often utilize cross-selling techniques to sell different products to their existing customers.
In order to minimize duplication of efforts in the sales force and to ensure the company is matching its sales resources to its marketing opportunities, a Sales Resource Opportunity Grid (SROG) is often used to plan and control the sales portfolio.
Using the SROG in Figure 16.4 in your textbook as a guide, create and explain an SROG for a company of your choosing.
This can be your current or former place of employment or a company you have researched in the CSU Online Library or on the Internet.
Make sure you take into account all of the companyÃ¢â‚¬â„¢s planning and control units when designing your grid. Chapter 16 Busivzcsx [Mar/eetiizg Commmzicxztions: ll/Izzmzgzfizg the Persomzl Selling Fzmction 429 At various points in deployment decision making, the sales resource opportunity grid is important for screening the size of the sales force, the territory design, and the allocation of sales calls to customer segments. This method can isolate deploy- ment problems or deployment opportunities worthy of sales management attention and further data analysis. Personal selling is a significant demand-stimulating force in the business market. Given the rapidly escalating cost of personal sales calls and the massive resources invested in personal selling, the business marketer must carefully manage this function and take full advantage of available technology to enhance sales force productivity. Relation- ship marketing (RM) activities represent dedicated relationship marketing programs, developed and implemented to build strong relational bonds with customers. These activities influence the three important drivers of RNI effectiveness-relationship quality, breadth, and composition. To strengthen relational ties with customers, three types of RM programs are used: social, strucmral, and financial. Returns on RM in- vestments improve when business marketers are able to target customers on the basis of their relationship orientation rather than size.
To manage the complex web of influences that intersect in buyer-seller relation- ships, an account manager must initiate, develop, and sustain a network of relationships, within both the firm and the customer organization. Compared with their colleagues, high-performing account managers excel at building relationships and develop a richer base of customer and competitor knowledge that they use to create superior solutions for the customer.CLICK HERE TO GET MORE ON THIS PAPER…..
Managing the sales force is a multifaceted task. First, the marketer must clearly define the role of personal selling in overall marketing strategy. Second, the sales organization must be appropriately structured-by geography, product, market, or some combination of all three. Regardless of the sales force organization, an increas- ing number of busi11ess-to-business firms are also establishing a key account sales force so they can profitably serve large customers with complex purchasing require- ments. Third, the ongoing process of sales force administration includes recruitment and selection, training, supervision and motivation, and evaluation and control.
A particularly challenging sales management task is deploying sales effort across products, customer types, and territories. The sales resource opportunity grid is a useful organizing framework for sales deployment decisions. Likewise, the business marketer can benefit by implementing a CRM system. Such tools can help the sales manager pinpoint attractive accounts, deploy the selling effort, coordinate activities across multiple sales channels, and build customer loyalty.
1. As drivers of relationship marketing effectiveness, compare and contrast relationship breadth and relationship composition.
2. Some customers are more open to relationship marketing initiatives than others. Under what conditions would customers tend to be more responsive to relationship-building efforts by the salesperson? Chapter 16 Bzmfless fl/1mÃ¢â‚¬Ëœ/eating Commm2imtz’om.- 1Ã¢â‚¬Ëœ!/Immgmg the Person/11 Selling Fzmction 42 7