| Dear Sales Faternity and Marketing Maharajas, Dirict marketing is supposed to be the costliest marketing practice. becasuse here the employer has to bear the cost of employee as he need to work with the parmanent employees as marketing team under his pay rolls. some of the issues related to be Dirictmarketing can be summed up us follwing. 1.Recruitmnet of Quality sales Team 2.Involvement of Quality Training and employee Retention. 3.DM depands of the motivating factors like Incentives and other performance benefits. 4.periodical review of incentive structure 5.Propoer methods of Performance Appraisal 6.In dirict marketing to motivate employee Sales Team along with financial incentives there should be a proper design on carrer ladder for the sucessful performers. 7.Sucessful methods of Sales Dear Madam, What you say is right that Direct Marketing is costly as you need to recruit a employee on company roll and moniter as well as paying sales incentives etc. Unfortunetly for Technical Products where selection of right customer to offer right product is high technical orientated issue. Here training to sales person is must otherwise wrong product sale may damage the image of company. Therefore recruiting perticularly Sales Engineer has no option. Either you recruit on your roll or pay 15 to 20% sales commission. I believe recruiting Sales Engineer is better option for following reason. 1) Sales Agency may divert their team where sales is easy and may ignore the products having high technical issues. 2) Real potential for sales remain untapped if sales through agencies is preferred. 3) Customer is assured if company representative is approching. If you have any alternative, Pl let me know. regards, Nitin Joglekar Asst Manager HR Electronica Mechatronics Systems (I) Pvt Ltd Pune Direct marketing is attractive to many marketers, because in many cases its positive effect (but not negative results) can be measured directly. For example, if a marketer sends out one million solicitations by mail, and ten thousand customers can be tracked as having responded to the promotion, the marketer can say with some confidence that the campaign led directly to the responses. The number of recipients who are offended by the junk mail/spam, however, is not easily measured. By contrast, measurement of other media must often be indirect, since there is no direct response from a consumer. Measurement of results, a fundamental element in successful direct marketing, is explored in greater detail elsewhere in this article.
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