SALES FORCES - COMPONENT OF THE ORGANIZATION'S MARKETING POLICY
SALES FORCES - COMPONENT OF THE ORGANIZATION'S MARKETING POLICY

Summary/Abstract: SALES FORCES PLAY AN IMPORTANT ROLE IN THE ORGANIZATION, THEY ARE THE MAIN WAY TO SELL AND COMMUNICATE WITH CUSTOMERS. IN THE CURRENT MARKETING PHILOSOPHY, SALES FORCES ARE THE ONES THAT PUT THE POINTS OF COMMUNICATION WITH CUSTOMERS, MAKING IT POSSIBLE TO CUSTOMIZE THE SALES PROCESS AND ADAPT PRODUCTS AND SERVICES TO CONSUMER NEEDS AND PREFERENCES, ON THE ONE HAND, AND IDENTIFY CONSUMER BEHAVIORS AND PREFERENCES, ON THE OTHER HAND, THESE BEING USEFUL INFORMATION FOR STREAMLINING THE MARKETING ACTIVITY. ALTHOUGH THERE ARE SEVERAL OPINIONS ABOUT THE PLACE AND ROLE OF SALES FORCES WITHIN THE ORGANIZATION, MARKETERS UNANIMOUSLY STIPULATE THAT THEY ARE THE MAIN VIABLE WAY TO EARN REVENUE AND COMMUNICATE WITH CUSTOMERS. ALL THE COMPANY'S EFFORTS AIMED AT ACHIEVING THE HIGHEST POSSIBLE ECONOMIC PERFORMANCE CAN ONLY BE COMPLETED IF THE PRODUCTS AND SERVICES ARE PURCHASED BY CUSTOMERS. HOWEVER, THEIR SALE IS POSSIBLE ONLY THROUGH DIRECT CONTACT BETWEEN CERTAIN REPRESENTATIVES OF THE ORGANIZATION AND THOSE WHO SHOW DEMAND FOR THE PRODUCTS OR SERVICES OFFERED BY IT. THESE COMPANY REPRESENTATIVES ARE CALLED SALES FORCES. THIS PAPER DEALS WITH A TOPIC OF SOME RELEVANCE, NAMELY: THE ORGANIZATION OF SALES FORCES. I CHOSE THIS THEME BECAUSE I CONSIDER THE SALES FORCES TO BE ONE OF THE MOST FLEXIBLE COMPONENTS OF THE PROMOTIONAL MIX. THIS IS DUE TO THE DIRECT CONTACT BETWEEN THE SELLER AND THE BUYER, WHICH ALLOWS THE FORMER TO ADAPT HIS BEHAVIOR ACCORDING TO THE LATTER'S RESPONSE TO THE MESSAGE HE SENT. MOREOVER, GIVEN THAT COMPANIES OPERATE IN AN ENVIRONMENT CHARACTERIZED BY INCREASED COMPETITION, RAPID TECHNOLOGICAL CHANGE, CHANGING CONSUMER PREFERENCES AND BEHAVIORS, AS WELL AS INCREASING AND DIVERSIFYING THEIR REQUIREMENTS, I BELIEVE THAT THE SALES FORCE IS BEST ABLE TO IDENTIFY THESE PROBLEMS AND FORMULATE CERTAIN STRATEGIES TO SOLVE THEM AND GENERATE FINANCIAL PERFORMANCE FOR THE COMPANY FOR WHICH THEY WORK.

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