CHAPTER 8THE SALES AND KEY ACCOUNT PLAN
INTRODUCTION
In the previous chapter, we described how to develop an integrated marketing communications plan. Another aspect of the ‘promotion’ part of the marketing mix is the sales force. In many sectors, personal selling still has an important strategic role to play in communicating between a company and its customers. Even when the sale is made by a channel partner such as a retailer, someone has to sell to (or work with) the retailer! To have a chance of success, management must be able to answer the following kinds of questions:
- How important is personal selling?
- What is the role of personal selling in the marketing mix?
- How many salespeople do we need?
- What do we want them to do?
- How should they be managed?
- Should we treat key accounts differently?
These and other questions will be considered in this chapter as important determinants of the sales plan. However, those readers who believe they already know enough about personal sales and key account management (KAM), or those who primarily use other sales channels such ...
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