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Questions and Answers
What is the focus of Chapter 15?
How have sales organizations shifted in their approach according to the text?
What is the end result of the trend toward relationship selling?
Why do some firms choose to eliminate direct business contact with small, low-volume customers?
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Why must companies have the ability to evaluate performance according to the text?
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What does performance evaluation help sales organizations identify?
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Study Notes
Focus of Chapter 15
- The focus of Chapter 15 is on the evolution of sales organizations and their approach to selling.
Shift in Sales Approach
- Sales organizations have shifted from a transactional approach to a relational approach, focusing on building long-term relationships with customers.
End Result of Relationship Selling
- The end result of the trend toward relationship selling is increased customer loyalty and retention, leading to repeat business and positive word-of-mouth.
Eliminating Direct Business Contact
- Some firms choose to eliminate direct business contact with small, low-volume customers due to the high cost of maintaining relationships with these customers.
Importance of Performance Evaluation
- Companies must have the ability to evaluate performance to assess the effectiveness of their sales strategies and identify areas for improvement.
Purpose of Performance Evaluation
- Performance evaluation helps sales organizations identify top performers, opportunities for growth, and areas where training and development are needed.
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Description
Explore the evaluation of sales force performance, including analysis of sales volume, marketing cost analysis, profitability analysis, and measures to evaluate individual salesperson's performance. Understand the trend of relationship selling in modern sales organizations.
