Consumer Behavior and Sales Force Optimization

Posted on Apr 1, 2025 in Business Administration and Management (BAM)

Types of Consumer Behavior

Buyer Types

  1. Impulse Buying: Unplanned purchases.
  2. Value/Use-Based Buying: Rational purchases based on needs and benefits.
  3. Curiosity-Driven Buying: Purchases motivated by a desire for change or novelty.
  4. Fashion-Driven Buying: Purchases influenced by current trends, regardless of value or utility.
  5. Habitual Buying: Regular purchases driven by brand loyalty or routine.
  6. Pleasure-Driven Buying: Purchases made for enjoyment and satisfaction.
  7. Emotional Buying: Purchases influenced by feelings and emotions.
  8. Solution-Oriented Buying: Purchases made to solve a specific problem, often involving high involvement.

Sales Force Organization

Vendor Profile

Image: The Good Seller

  • Dress: Professional and appropriate attire.
  • Punctuality: Arriving on time for appointments and communicating changes promptly.
  • Courtesy: Polite and respectful interactions with clients.
  • Attentiveness: Active listening and a pleasant speaking voice.
  • Responsiveness: Addressing objections and claims effectively.

Qualities for Sales

  1. Entrepreneurial Spirit: High self-reliance and initiative.
  2. Initiative: Proactive and resourceful in sales activities.
  3. Work Habits: Organized and efficient time management.
  4. Self-Motivation: Ability to stay motivated and driven.
  5. Perseverance: Consistent effort and follow-up with customers.
  6. Critical Thinking: Discernment between good and bad business practices.
  7. Frustration Tolerance: Ability to handle setbacks and adversity.
  8. Adaptability: Versatility and flexibility in changing work environments.
  9. Flexibility: Adapting to various situations and challenges.
  10. Solid Training: Continuous learning and development.
  11. Company Identification: Alignment with company objectives and pride in the organization.

The Positive Psychological Attitude

  1. Emotional Control: Managing emotions effectively in sales situations.
  2. Self-Confidence: Belief in one’s own potential.
  3. Empathy: Understanding and relating to the customer’s perspective.
  4. Charisma: Inspiring and motivating others.
  5. Integrity: Honesty and ethical conduct.

Seller Types

  1. Dependent Sellers: Reliance on external factors or support.
  2. Cold Callers: Direct sales through unsolicited visits or calls.
  3. Traveling Sales Representatives: Covering large geographical areas.
  4. Customer Creators:
    1. Visitors: Targeting prescribers or influencers.
    2. Promoters: Generating leads and bringing customers to dealers.
    3. Pharmacies/Insurance Agents: Providing specialized products or services.
    4. Demonstrators: Showcasing product features and benefits.
  5. Service Sellers: Providing services in industries like travel or industrial supply.

Sales Force Targets

  • Maintain or increase market share.
  • Acquire new customers and markets.
  • Support distribution channels.
  • Expand sales geographically.

Sales Force Organization and Structure

  • Level 1: Commercial Director, Sales Director, Marketing Director.
  • Level 2: Product Manager, Sales Managers, Key Account Managers.
  • Level 3: Vendors, Dealers, Representatives.

Organizational Criteria for the Sales Force

  1. Geographic Area: Organizing by cities, regions, or territories.
  2. Product Lines: Specializing in different product categories.