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Dear Sales Fraternity and Marketing Maharajas,

Direct marketing is supposed to be the costliest marketing practice. because here the employer has to bear the cost of employee as he need to work with the permanent employees as marketing team under his pay rolls. some of the issues related to be Direct marketing can be summed up us following.

1. Recruitment of Quality sales Team

2.Involvement of Quality Training and employee Retention.

3. DM depends of the motivating factors like Incentives and other performance benefits.

4. periodical review of incentive structure

5. Proper methods of Performance Appraisal

6. In direct marketing to motivate employee Sales Team along with financial incentives there should be a proper design on carrer ladder for the sucessful performers.

7. Successful 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.
Companies have different ways to market their products and services. One way that companies use is direct marketing. Direct marketing is when a company advertises their product or service directly to the public by mailing marketing material, sending emails, or by phone calls.
While this can be a great way for to get the word out about a product or service, associated legal and ethical issues should be kept in mind.
We will take a look at two ethical issues that deal with consumer
• the right to be informed
The first ethical issue companies need to consider in direct marketing approach is the right to be informed. The right to be informed is the consumers' right to information of alternatives as well as the right to accurate information that is not misleading or false. For example, if Paul's Produce sends out advertisements through the mail or email claiming that all of their food products are organic then this information needs to be true. Companies can find themselves in trouble with their consumers if they are not providing correct information.
• the right to privacy.
Next, companies need to be aware of consumer's right to privacy, which is a broad concept, but in this case refers to a consumer's right to be left alone by marketers. In order to send out marketing material through the mail or call potential consumers, companies need to obtain consumer information. Sometimes companies buy consumer information from a third party. This means that the consumers they are targeting did not request information about their product or service.

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