Sales Management Essay Example | Topics and Well Written Essays - 1500 words - 4

Sales Management - Essay Example Direct mail incorporating an 800 number can be used similarly to the Yellow Pages, as can advertising in many other media.  «Outbound telemarketing takes many forms, but it most resembles traditional, unsolicited door-to-door sales. Contacts are made through cold calls (random), warm calls (referrals) or hot calls (customer-initiated requests for information)†2. For example, manufacturers who were primarily communicating with customers through nonintegrated channels are now finding it is possible to reach them also through telemarketing efforts at a substantially lower cost than other integrated channel alternatives. In this case, manufacturers increase their channel control by adding an additional in-house channel (telemarketing) while keeping cost efficiency high through the application of information technology. At the same time, firms must move with caution as the increase in integration is likely to result in less flexibility. However, the net result is that new technolo gies allow firms to enter customer segments much more easily than before. In other words, market entry barriers are no longer so high, as new technologies enable firms to enhance market coverage while containing costs3. Both direct selling and direct marketing make wide use of telemarketing techniques. Studies noted earlier show that the public perceives some disadvantages in buying from a telemarketing firm. Evidence also exists that image questions still haunt the perceived legitimacy (e.g., pyramids) and ethical propriety of direct selling, as well of selling in general4. Major negative factors attributed to telemarketing by a cross section of consumers are high-pressure selling, unreliable salespeople, and loss of contact after the sale. While some instances of these behaviors undoubtedly exist, they are far from endemic to the industry. These image problems should be addressed and alleviated job satisfaction, commitment, and productivity and