Marketing Debate 13 del Libro Marketing Management de Kotler PDF

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Marketing Debate del Libro Marketing Management de Kotler...

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Marketing Debate 13 1. Are Great Salespeople Born or Made? Take a position: The key to developing an effective sales force is selection vs the key to developing an effective sales force is the training.  When we talk about sales rates and profit, lots of companies knows how important sales forces is to make costumer decided for a product in specific. There is different type of sale force but all of them have the same relevant. There are deliverers, order taker, missionary, technicians demand creators and solution vendors. Deliverers bring the product to the costumer. An order taker has the function of receive the costumer orders. Missionary is the one who teaches costumers more about the product. Technicians is a seller with lot of knowledge in a specific area. In the case of demand creators have the function to motive costumer to buy a product. This group is well-known in the whole sale forces. Finally, solution vendors bring knowledge to the costumer in order to solve a solution in relation with the product. Knowing the importance of the sales force, it’s a truth the attention given by companies in every selection process. According to Kotler and Keller (2015), about the 25 percent of the sales forces is responsible for 52% of the selling. On the other hand, it also says that investigations don’t demonstrate a stronger relation between the performance at working and different factor such as lifestyle, habits, preferences, qualities, personality, attitudes or status. In other words, it could be the mixture of both that bring a quality salesforce to the company. First, the process of selection involves previous knowledge, people’s qualities, experiences, evaluation and performance at working. After the primary selection, another important step is capacitation. Capacitation envelop teaches the future employees learning about everything about the product. Nowadays, this kind of information is truly important to costumer before buying something. Also, costumer feel more confident about the product when vendors are secure about what they are talking. These steps bring information to the companies in order to prevent choosing wrong people to work.

On the other hand, It’s all matter of learning and motivation, too. No everyone born with qualities that help them to sell things easily, but we could learn. Lots od people are really open to their qualities in selling business for different kind of motivations. It well- knows that companies that different system of motivations that it translates in employees’ benefits. One of the is related with the salary. There are three kinds: fixed salary, variable salary and a mix of both. The fixed salary brings a stability and motivate people to work in projects with non-relating with sales. Variables salary envelop commission and help to motive the sale force to have a better performance to gain more benefits. However, the most remarkable disadvantage is the lack of relationships between costumers. The mix of fixed and variable salary to combine the benefits of both and reduce the risk of every disadvantage. In the same way, the are other motivation such as possibilities to apply to other job and gain more experience in the area the sale force is working. In conclusion, it’s undeniable the importance of salesforce in company’s profits and the attention is given to the selection of personal. Knowing that, selection work well to companies to select people with the qualification to give at least an average performance. It doesn’t mean that selection is the only important and crucial part to have a good personal with an excellent performance. Capacitation is another important factor to made all of this happen. It helps to learnt more about the product and improve every useful quality for the job. During the capacitation, the personal could learnt different things that they don’t practice before and include in their journey at work. This capacitation and motivation in form of benefit could help to motivate a better performance with the knowledge and quality the salesforces going to need to sell the product.

References Kotler, P., & Keller, K. (2016). Marketing Management (15 ed.). England: Pearson....