Họ tư vấn cho một công ty để trở thành nhà lãnh đạo thừa nhận trong một trong những ngành có giá trị và có ít nhất đầy đủ trong hai. Nó sẽ là quá khó khăn hoặc tốn kém cho một công ty tốt nhất trong tất cả các lĩnh vực giá trị. Gần đây, Fred Crawford và Ryan Mathews đề nghị năm positionings có thể: | Sales Force 159 Marketing highlights competitors strengths and weaknesses and how the company s products rate against competitors offerings. Marketing documents and distributes sales success stories and uses them in training programs. Marketing prepares and distributes communications advertising brochures etc. to customers to stimulate interest in the company s products and make salespeople more welcome. Marketing uses advertising and telemarketing to find and qualify leads that can be turned over to the sales force. Smart companies are equipping their salespeople with sales automation equipment computers cell phones fax and copy machines and software. Salespeople can research the customer before the visit answer questions during the visit and record important facts after the visit. Salespeople can retrieve product information such as tech bulletins pricing information customer buying history preferred payment terms and other data to facilitate their work. When the salesperson finally makes the sale The salesmen s anxiety ends and the customer s anxiety begins. Theodore Levitt ales Promotion Sales promotion describes incentives and rewards to get customers to buy now rather than later. Whereas advertising is a long-run tool for shaping the market s attitude toward a brand sales promotion is a short-term tool to trigger buyer action. No wonder brand managers increasingly rely on sales promotion especially when falling behind in achieving sales quotas. Sales promotions work Sales promotions yield faster and more measurable responses in sales than advertising does. Today the split between advertising and sales promotion may be 30-70 the reverse of what it used to be. The growth of sales promotion reflects the higher priority companies are attaching to current sales than to long-term brand building. It is a return to transaction marketing TM rather than relationship marketing RM . Sales promotion can be directed at retailers consumers and the sales force. Retailers .
