Models for Sales Management Decisions

  • Sönke Albers
  • Murali Mantrala
Part of the International Series in Operations Research & Management Science book series (ISOR, volume 121)

Sales Force as an Instrument of Personal Communication

Personal selling is a critical marketing instrument for acquiring and retaining customers in many industries, e.g., industrial products, financial and business services, medical and health services products, etc. Zoltners et al. (2008) report that by current estimates there are over 20 million full-time salespeople in the US, including over 15 million engaged in direct to consumer selling for companies such as Avon and Amway. Salespeople constitute a channel for two-way communication and social interaction with customers as well as a conduit for collecting market intelligence. Personal selling is the most effective way, especially in business markets, to learn about and assess a customer’s needs, inform customers of standard and/or customized solutions, detail and demonstrate complex high-value products, handle objections, close sales and provide long-term continuing service. However, the high impact of sales forces on firms’...


Selling Effort Sale Force Econometric Estimation Compensation Plan Selling Environment 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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© Springer Science+Business Media, LLC 2008

Authors and Affiliations

  1. 1.Innovation, New Media and MarketingChristian-Albrechts-UniversityGermany

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