The Mercer Management Journal is dead. If you click through you will be taken to the Internet Archive site to find an archived copy.
One of the most accessible and potent levers for growth is optimizing the sales effort by targeting the right customers with the right offers and giving the sales force the time and tools that will raise productivity. The key is to solve customers’ most pressing needs rather than simply trying to sell more products.
Five principles can guide managers in optimizing their sales efforts:
* Make segmentation work by emphasizing customer value and customer priorities.
* Tailor the selling approach to suit customer needs.
* Free up the sales force to spend its time actually selling.
* Close the capability gap with the right skills and the right tools.
* Structure incentives to reward profit and new value, not volume.
Companies that address these areas can deliver significant improvements to revenues and profits, while enjoying higher rates of retention and satisfaction from customers and their own sales forces on the front line.
Authors: Mike Weissel, Stephen Finch, Steve Grossman
Source: Mercer Management Journal
Subject: Marketing / Sales
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