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620). Kotler asserts that “the sales representative is the company to many of its customers” since it is the salesperson who delivers information to the customer (p. 620). Therefore, a company must carefully consider how to design and manage its sales force in order to be successful in the marketplace. This paper discusses how businesses should design a sales force and how managers can effectively manage that sales force.
Designing a Sales force
When designing a sales force, a company must thoroughly deliberate several issues in order to establish an efficient sales system. These issues are: the development of sales force objectives, strategy, structure, and compensation of the sales force (Kotler, p...
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