The Three Sales Force Structure Objectives: Adaptability, Efficiency, and Effectiveness

A good sales force structure is adaptive, efficient, and effective.

If the sales force structure is adaptive, the company can react quickly to product and market changes without a major structural overhaul. A structure is viewed as adaptive if a selling process change resulting from product or market fluctuations can be accommodated within the existing sales force structure.

Efficiency and effectiveness are also important sales force structure objectives. These concepts are illustrated in Figure 4-2.

Figure 4-2. Sales Force Efficiency and Effectiveness.

The ...

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