INCAE
Sistema Bibliotecas
Bases de Datos

Artículos - Publicaciones Periódicas - Casos

Hacer nueva búsqueda  


Título:
LA NUEVA CIENCIA DE LA PRODUCTIVIDAD DE LA FUERZA DE VENTAS

Title:
THE NEW SCIENCE OF SALES FORCE PRODUCTIVITY

Autor(es):
Para encontrar todos los artículos de un autor, haga clic sobre el nombre.

Autor(es): LEDINGHAM, DIANNE; KOVAC, MARK; SIMON, HEIDI LOCKE

Fuente del inglés:
HARVAD BUSINESS REVIEW, VOL.84, ISSUE 9, SEP., 2006, P.124-133

Fuente del español:
HARVARD BUSINESS REVIEW, OCT., 2006, P.92-100

País(es)
N/A

Materia(s):
VENTAS--ADMINISTRACION; ENTRENAMIENTO EN LOS NEGOCIOS; CONSUMIDORES--RELACIONES; CICLOS ECONOMICOS; PRODUCTIVIDAD

Resumen:
For years, sales managers at many companies have relied on top performers and sheer numbers of sales reps to stay competitive. But while they may have squeaked by on this wing-and-a-prayer technique, their sales teams haven't thrived the way they once did. Today's most successful sales leaders are taking a more scientific approach. Savvy managers are reshaping their tactics in response to changing markets. They are reaching out to new customers in innovative ways. And they are increasing productivity by helping the reps they already have make the most of their skills and resources. Leaders who take a scientific approach to sales force effectiveness have learned to use four levers to boost their reps' productivity in a predictable and manageable way. First, they systematically target their firms' offerings, matching the right products with the right customers. Second, they optimize the automation, tools, and procedures at their disposal, providing reps with the support they need to boost boost sales. Third, they analyze and manage their reps' performance, measuring both internal processes and results to determine where their teams' strengths and weaknesses are. Fourth, they pay close attention to salesforce deployment--how well sales, support, marketing, and delivery resources are matched to customers. These four levers can help sales leaders increase productivity across the board, the authors say, though they have the greatest impact on lower-ranked performers.

Hacer nueva búsqueda