Recommendation for Increasing Sales

SUBJECT: Recommendation for Increasing Sales

Research shows that the current day to day marketing and sales functions are proving inadequate I responding to the escalating demands of major customers and intensified competitive pressures. Market research suggests developing “a new sales role that links business and marketing strategy to customer markets” (Piercy, 2010, p. 349), thus creating a strategic sales organization. The findings suggest an increase in online customers relying on the information available online regarding products quality. The company’s website must meet the needs of current customers as well as potential customers, influence their perception of the company, positively impacting the business’ image, and increase net profits. Lastly, research indicates a drive for customer referral programs. A referral program should be implemented to encourage existing customers to generate referrals by offering them an attractive price break.

Strategic Sales

“The sales function must serve as a dynamic source of value creation and innovation” (Piercy, 2010, p. 351) within the company. The company must not ignore sales capabilities when discussing marketing strategies, especially when building strong customer relationships. Customer’s demands for superior seller relationships continue to escalate and are critical to selling organizations. Sales revenues are derived from finding new customers and sales channels as well as growing relationships with existing customers and sales channels. The company’s “sales people should demonstrate deep knowledge of the customer’s business, such that they can identify needs and opportunities before the buyer does” (Piercy, 2011, p. 353). The process of creating a salesforce to meet new strategies must focus on:

• Long-term customer relationships, the assessment of customer value, and prioritizing prospects.

• Creating sales structures that are adaptable to the needs of the customer.

• Gaining commitment from the company’s salespeople, focusing on team-based work.

• Shifting sales management to coaching and facilitation.

• Applying technologies and resources appropriately.

Creating a sales organization that focuses on customer knowledge both to inform decision makers and identifying areas of added value in working with customers will be the success of the strategic sales mandate.

Company Website

Websites are a medium for interactive communication with customers. The company’s web presence must be both convincing for those that visit the website as well as able to fulfill customer’s needs. “Customers rely on the information available regarding a product’s quality, performance, and functionality” (Thongpapanl & Ashraf, 2011, p. 3). Customers use the internet to locate opportunities for better prices and products. The internet is a key driver of business, and the company’s website must be re-vamped to positively reflect the company’s image, influence customer’s perceptions of product effectiveness. By focusing on the company’s