The Importance of Sales Force for Promoting the Business Activities - Assignment Example

Business to Business Marketing Table of Contents Table of Contents 1 1.0 Introduction 2 2.0 Sales Force 3 2.1 Suitability for Employing Sales Force in SPSL 3 2.2 Organising the Sales Force of SPSL 5 3.0 Relationship Variables and Business Networks 7 3.1 Importance of Relationship Variables and Business Network for SPSL 7 3.2 Strategies that can be used by SPSL to Maintain Relationship in Order to Develop Customer Loyalty 8 4.0 B2B and B2C 9 4.1 Differences between B2B and B2C With Respect to 7Ps of Service Marketing 10 5.0 Conclusion 13 References 15 1.0 Introduction Saxon Plumbing Services London Ltd (SPSL) is a plumbing service providing company established in the year 2000. The business operations of the company are directed by two brothers who are Peter Blair and Harvey Blair. There are around 40 employees working for the company. It is located in South London offering plumbing services to small as well as medium sized retailers, insurance companies and manufacturers. The company possesses a better image and provides superior quality products or services in the market segments. In this respect, it has been observed that the gross profit of the company is around £1.2 million. SPSL with its new office in Manchester is required to adopt certain promotional techniques with the objective of executing its business activities in an efficient manner. Moreover, the company has adopted promotional tools such as website, newspaper and word-of-mouth communication. In this regard, the company has proposed to adopt business-to-business (B2B) marketing with the intention of developing healthier relationship with its customers. The report intends to discuss the importance of sales force for promoting the business activities in Manchester in a successful manner. Moreover, the two brothers should adopt certain promotional strategies with the objective of developing better image and awareness in the market segments. Moreover, the company has planned to acquire B2B with the aim of building better relationship with its clients and customers. In future, the company also might decide to acquire Business-to-Consumer (B2C) marketing with the intention of improving the effectiveness of their business activities. 2.0 Sales Force 2.1 Suitability for Employing Sales Force in SPSL Sales force is determined to be an effective technique of marketing in order to promote the company in the different market segments. SPSL with the utilisation of the sales force will be able to develop better relationship with clients or customers. The company with the assistance of sales force will be effective in conveying the message of the company as well as in building an enhanced image in the market segments. The incorporation of sales force will assist the company in communicating with customers as well as acquiring important information in relation to their attitude towards the products or services of the company (Davies & et. al., 2010). Sales force will enable SPSL in developing and maintaining a healthier relationship with customers. It will also enable the company to improve its customer base for enhanced performance of its business activities and better generation of profits. The major objective of sales force is to improve the sales figures which in return will assist the company to execute business activities in the market segments with greater profitability margin. Sales force is recognised as a two-way communication process as well as a procedure of social collaboration with consumers with the intention of determining the needs and the preferences of the customers. Moreover, the company on obtaining the valuable information in relation to the demand of consumers will be able to operate its business activities in accordance with the requirements for their satisfaction. In this respect, the company with the assistance of sales force will be able to improve its brand image as well as effectiveness in the market segments (Zoltners & et. al., 2004). SPSL may also acquire other promotional techniques with the aim of promoting or creating better awareness among consumers in the market segments. The company adopts advertisement tools in relation to website of the company and newspaper. The company with these advertisement techniques will be effective in creating better awareness among consumers which will improve the market share. The advertisement techniques will also assist the company in promoting its products or services to a larger market segments. Additionally, the company promotes its products or services through trade fairs. SPSL may also adopt sales promotion techniques with the intention of drawing new customers as well as developing better image in the market segments (The Chartered Institute of Marketing, 2009). SPSL utilises word-of-mouth communication as its major communication or promotional technique. Furthermore, the company on expanding its business operations to the market segments of Manchester is required to adopt effective marketing or promotional tools such as sales promotion for enhanced effectiveness. In this regard, the company should adopt a sales force with the objective of developing better effectiveness in the market segments of Manchester. The sales force will assist the company with better information of the demands and the preferences of consumers. Moreover, the company with the support of sales force will be able to meet the requirements of the consumers effectively and promptly. 2.2 Organising the Sales Force of SPSL The sales force of SPSL is required to be organised in an effective manner with the objective of developing better relationship with consumers. Moreover, the sales force should be managed efficiently by the directors of the company in order to enhance brand image in the market segments. The number of sales personnel should be ascertained for the sales force with the intention of identifying and balancing the amount of expenditure with forecasted revenue to be generated by the company. The sales forces are also required to be trained proficiently with the objective of improving the potentialities or capabilities of the sales personnel for better accomplishment of the goals or objectives of the company (Ferrell & Hartline, 2010). In this respect, the sales force of SPSL is required to be organised successfully with the objective of executing business operations effectively in the market segments. Moreover, the company should adopt customer-based sales force strategy with the intention of acquiring significant information in relation to preferences as well as the needs of consumers. Accordingly, the company will be able to provide services or products on the basis of the requirements of consumers. The company with the assistance of customer-based sales force will be able to serve its major clients or customers which include small as well as medium sized retailers, distributors, manufacturers and insurance companies. Furthermore, sales force of the company with better brand image of quality services will be successful in increasing customer base. Therefore, customer-based sales force will be the most appropriate option for the company to promote products or services in the market segments. Moreover, it will also assist it to develop a better image in the market segment of Manchester as well as to perform business operations effectively with more customer base (Egan, 2007). 3.0 Relationship Variables and Business Networks 3.1 Importance of Relationship Variables and Business Network for SPSL The directors of the company have adopted B2B marketing technique with the objective of enhancing relationship of the company with its clients or customers. In the plumbing business, the company is required to develop improved relationship with clients in order to operate effectively in the new market segments such as Manchester. The company with the assistance of B2B marketing is determined to establish social as well as technical bonding with its clients for executing business operations effectively with minimised total cost and increased value. The company with B2B relationship in its business network will be facilitated with the opportunity of offering better services or products to customers in a competitive manner. Moreover, with increased globalisation and competition in the market segments, the company with enhanced relationship with its clients will be able to develop competitive advantage in relation to meeting the requirements of its customers. It has been perceived that the business network changes in a continuous manner and respectively the relationship amid businesses is required to be modified accordingly for better sustainable development in the market segments (Snehota, 2011). In this regard, SPSL, in order to perform its business activities proficiently in the market segment of Manchester, is required to develop better relationship with retailers, distributors, manufacturers, insurance companies and customers with the intention of improving effectiveness to conduct its business activities successfully. Moreover, the company with better B2B relationship will be able to operate its business activities with enhanced resources in relation to material and knowledge. The company should create a better relationship within its business network in order to excel in terms of business operations. SPSL is required to develop healthy relationship with customers with the intention of understanding the needs as well as the preferences of customers so that it can serve the customers in accordance with their requirements. The company should develop a better relationship with suppliers in order to serve its customers with valuable products or services which may assist it to acquire competitive advantage. Additionally, SPSL with enhanced relationship with suppliers and quality services will be able to execute its business activities competitively and competently (Axelsson, 2010). Therefore, the company with better relationship in the business network will be facilitated with the opportunity of performing its business activities effectively in the market segment of Manchester. Furthermore, with better image as well as superior services, it will assist the company to enter the market segment of Manchester in an effective manner. 3.2 Strategies that can be used by SPSL to Maintain Relationship in Order to Develop Customer Loyalty SPSL has planned to enter the market segment of Manchester with a B2B relationship perspective with the intention of performing business operations in an effective manner. The company on developing long-term association with customers will be facilitated with the opportunity of executing its business activities in a more profitable manner. Moreover, the company is also required to maintain a healthy relationship with clients including retailers, distributors, manufacturers and insurance companies with the objective of improving customer base as well as ensuring sustainable development in the market segment of Manchester. The company may enter into relationship in the form of strategic alliance which includes merger and acquisition (M&A), joint venture, trade association and partnership among others. Furthermore, the relationship can also be enhanced in the business networks by total commitment of the directors of the company within the business network. The strategies which are adopted should be appropriate and complementary for better relationship. The employees should be provided with improved cultural environment so that the employees are able to work in a collaborative manner. The company along with the firms in the business network should share risk in order to improve effectiveness (Narayandas, 2005). The aforementioned factors will enable the company to obtain relevant information from customers about their needs as well as preferences. Respectively, the company on the basis of this information will be able to serve its customers with superior quality products or services in accordance with the requirement of the customers. Additionally, the company with healthier relationship with business networks will be able to meet the demands of the consumers in an appropriate manner. Consumers on acquiring enhanced products or services from the company’s end will be able to be contented with offerings which in turn will improve its image among customers as well as their loyalty towards the company (Narayandas, 2005). 4.0 B2B and B2C 4.1 Differences between B2B and B2C With Respect to 7Ps of Service Marketing SPSL operates as a B2B based business entity and in long-term the company may adopt B2C with the objective of serving customers in an effective manner. The notions of B2B and B2C will be differentiated with the use of 7Ps of service marketing (The Chartered Institute of Marketing, 2009). B2B implies that the company is performing its business operations in a collaborative manner with other firms with the intention of providing superior quality products or services for businesses. On the other hand, B2C signifies that the company will perform its business operations effectively by offering quality services or products to consumers. In relation to product, B2B marketing is conceived to be a complex process as the products or services are passed through various intermediaries before serving customers. The company is perceived to be offering products in relation to health as well as safety regulations. These products assist the company in accomplishing the objective of superior quality services. In B2C, the company will be able to serve its customers with consumable products or services (Wong, 2009; DiMauro, 2008). In B2B markets, the consumers are required to be convinced and the quantity of purchase is dependent on the price. The products or services are offered to consumers at a relative low price as these products or services are offered to consumers directly. The pricing policy of the company is perceived to be dependent on various factors which include size of clients’ organisation, sort of service required and number of callouts among others. On the other hand, in B2C, the products or services are offered through intermediaries such as wholesalers and retailers, which increase the prices of offered products or services (Barschel, 2007; Meyer, 2007). In relation to promotion, B2B marketing concept is required to adopt minimum promotional activities. The products are majorly promoted through journals as well as magazines. The company is majorly determined to adopt word-of-mouth communication, newspaper and trade fairs as promotional activities. Moreover, in case of B2B marketing, products or services use promotional tools which have minimum impact on the sales figures. In B2C, the company should adopt effective promotional techniques with the objective of creating better awareness in the market segments. These products or services are offered in market segments with specific promotional tools in order to provide information to the customers in relation to the offerings (Meyer, 2007). With regard to place, in relation to B2B marketing, a company provides products or services for businesses. In this respect, the market segments for B2B comprise on the basis of preferences as well as the requirements of businesses. SPSL may target the market segments where there is a scope of huge amount of potential customers. Moreover, the company has commercial vans equipped with tools along with equipment. On the other hand, B2C is the process of providing ultimate products or services to consumers in the varied market segments. The products or services are offered in accordance with the needs or demands of the consumers in the worldwide market segments (Morris & et. al., 2001). B2B marketing is perceived to be a complex process which requires the involvement of many people as the business is usually conducted amid firms. Moreover, the company is also required to maintain a healthy relationship among firms with the intention of executing business operations effectively in the market segments. B2B usually involves the decision of numerous stakeholders, engineers, managers of manufacturing, financial analysts, lawyers and purchasing agents among others. Whereas, in B2C marketing, the company will be able to provide its products or services through minimum intervention of people involved in the decision making process. The products or services will be offered in the market segments to the consumers by retailers or wholesalers or through direct marketing activities such as sales force (Lilien & Grewal, 2012). The business process of B2B marketing is determined to be a complex procedure as the buying decisions are required to be undertaken by various actors who are engaged with different departments and levels. The company is also required to perceive the requirements or needs of the various stakeholders of different firms in order to execute its business operations effectively in the diverse market segments. The business process of B2B is determined to be lengthy in relation to time factor. Moreover, the company is also required to adopt intensive investigation in order to acquire relevant information in relation to the quality of products or services as well as the loyalty of consumers. The company is also required to examine the risks which are attached in the business operations with the objective of enhancing business operations and profitability margin. On the other hand, the business process of B2C is determined to be simpler as compared to B2B. In B2C, the major objective of the business process is to offer quality products or services to consumers in the market segments. Additionally, the management of the company is required to formulate strategies and make decisions in relation to ensure efficient marketing and production functions. The main objective of the business process is to offer quality products or services to the consumers in accordance with their requirements for better satisfaction (Morris & et. al., 2001). In relations to physical evidence, the company with the assistance of B2B marketing has planned to provide superior quality of products or services to business clients including small as well as medium sized retailers, distributors, manufacturers and insurance companies. The superior quality products or services will assist the company in serving its clients with quality plumbing services which include leak detection, leak repair, toilet repair, general maintenance, drain cleaning and radiators. The plumbers who are involved with the company are provided with effective training facilities with the aim of executing business activities competently. The consumers should be satisfied with quality services or products on the basis of their requirements. On the other hand, the company with B2C will be able to provide superior quality services or products to the consumers on the basis of their demands in order to effectively perform its business operations (Morris & et. al., 2001). 5.0 Conclusion SPSL is a plumbing service rendering company which operates in South London. The company performs its business operations with clients comprising small as well as medium sized retailers, distributors, manufacturers and insurance companies. The company conducts its business activities with B2B marketing with the intention of executing business operations with firms in a profitable manner. Moreover, the company with B2B will be able to develop a better relationship with clients or business firms in order to increase effectiveness. SPSL with superior quality products or services has developed a better image in the market segments. The company is also determined to adopt promotional tools such as word-of-mouth communications, trade fairs and advertisements in newspaper with the objective of creating better awareness in the market segments. The company has devised plans to enter the market segment of Manchester with its developed brand image and quality services. SPSL with effective promotional as well as marketing strategies is determined to operate effectively in the market segment of Manchester. Moreover, the company has formulated plans to implement sales force to improve marketing operations. In the long-run, the company has devised plans to adopt B2C with the objective of serving the consumers proficiently with superior quality services or products. 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