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| − | Market hunting is about increasing the market share in the targeted markets. The sales function is crucial to this. Quote from [[Sales force design for strategic advantage|Sales force design for strategic advantage]] on this: | + | Market Hunting |
| − | >''The sales force typically is the most empowered organization in a company. Usually working alone and unsupervised, salespeople are trusted with the company's most important asset - it's customers. The most important connection the customer has with a company could be the salesperson; for many customers, the sales person *is* the company. A sales force is a powerful force. There is not a single sales force anywhere that could not seriously hurt its company's performance. Likewise, there is not a sales force anywhere that could not significantly improve its company's position.''
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| − | Five elements determine the success of a sales force:
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| − | # What is the quality of the information the sales force has at its disposal?
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| − | # What is the competitive strategy deployed by the company within the market?
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| − | # How well is the company equipped to recruit good sales representatives and how does the company train its sales force?
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| − | # What are the motivation and compensation systems used by the company?
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| − | # How does the company monitor the performance of its sales representatives?
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| − | In making business plans it is important to calculate how much sales capacity is required. For this it is important to keep metrics such as: the expected # sales calls to acquire a new customer and the success rates of sales effort.
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| − | In determining the plan on ho to approach the customers , a so called ''go-to-market'' strategy it is important to meet the customers where they do want to do do business. A [[Go-To-Market map|Go-To-Market map]] helps revealing major issues for a company. Companies could consider [[Channel partnering|Channel partnering]] to go to market and remain conservative with respect to [[Overestimating impact of online channels|Overestimating impact of online channels]].
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| | [[Category:marketing]] | | [[Category:marketing]] |
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