UNTIL mid eighties the sales function in Pakistan was not given its due importance and usually the Marketing Managers used to treat the salespeople as their subordinates and very little freedom was given to the salespeople to exercise. Resultantly the salespeople used to behave like soldiers and were to obey the orders. They lacked the enthusiasm and creativity.
On the other side the Marketing Managers and the Brand Managers had a typical mindset of working out of their offices. Now many decisions by Brand Managers used to bounce back because the they did not have exposure to the market.
Later in the mid eighties there was a realization that unless the marketing people do not have the first hand knowledge of the markets they cannot be good marketers.
Peter Drucker has suggested that the role of salespeople should be changed from personal selling to becoming a link between and consumer and the marketing department. When the frontline salespersons brings you the market intelligence directly from the consumers it will enable the markeing people to develop the product accordingly and then there will be hardly any need to push the product. It will rather sell due to the pull.
In Pakistan many companies have realized this and in order to implement this idea they have introduced the positions of Category Managers. This position is a link between the Sales function and the Marketing function and all the products/launches etc are implemented by marketing department in coordination with the Sales department through the Category Managers.
Another change which can be observed is that the Salespeople have re-designated in order to give the sense of participation in the bigger marketing role and they are now given the due respect which motivates them to work as a team player and they help the marketing team in achieving the corporate goals.
Monday, December 21, 2009
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4 comments:
i would agree that companies should realize the importance of salespeople as they are important in providing marketing intelligence but i don't think that a lot of companies in Pakistan do realize the importance of salespeople.
This is a good example of the motivation theory. All the employees of the company should be motivated enough to contribute to the success of the company. If the employees will be motivated, the customers will be satisfied which will lead to an increase in the profits of the company.
very rightly pointed out sale practices in pakistan have changed to a great extent over time and this is the main reason why some sort of sophiscation is there regarding sale practices nowadays.
you highlighted an important aspect Keep it up.
hmm..well thats one point of view..its argueable.but no doubt it has improved and companies are realising the importance of salespeople that is why "human resource mangement" is so importnant for companies to flourish and this is the reason why companies spend so much in training their employees!!
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