Role of Sales Person in a Marketing Organization INTRODUCTION The purpose of this researc

The purpose of this research is to examine the contemporary role of the sales person in a marketing organization. Thefindings of this research are presented in discussions related to (1) the significance of the sales function, (2) the role of sales within the marketing function, (3) factors required for successful personal selling, and (4) effectively managing a sales force.

THE SIGNIFICANCE OF THE SALES FUNCTION

The sales function in profitoriented organizations provides one of the largest opportunities for employment in the economy. The sales function, thus, is of great significance to both the national economy, and the millions of individuals who depend upon their performance as sales persons to earn their living. Further, effective sales programs are as essential to the success of individual profitoriented organizations as they are to the economy and the individuals engaged in selling.

The importance of the sales effort to both the general economy and to profitoriented enterprises is well accepted. Further, it is obvious that the ability to conduct successfulselling activities determines, to a great extent, the career success of individuals engaging in sales as a vocation.

Nevertheless, a general knowledge of the elements which are essential for a successful sales call is not widely possessed by either sales persons or sales managers.1

THE ROLE OF SALES IN THE MARKETING FUNCTION

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rd, S. W. Hartley, Jr., and O. C. Walker, Jr., "The Determinants of Salesperson Performance: A Meta Analysis," Journal of Marketing Research, 22 (May1985): 103118. 10G. A. Churchill, and O. C. Walker, Jr., Sales Force Management: Planning, Implementation, and Control (Homewood, Illinois: Richard D. Irwin, Inc., 1985), 376. 11C. A. Pederson, M. D. Wright, and B. A. Weitz, Selling: Principles and Methods (Homewood, Illinois: Richard D. Irwin, Inc., 1984), 85. 6 2. The second universal factor is an understanding on the part of the sales person of the various aspects of buyer behavior.12 The sales person must be completly familiar with all aspects of buyer behavior. 3. The third universal factor is the need for sales persons to be familiar with buyer decisionmaking processes.13 The sales person must be completely familiar with all aspects of the buyer decisionmaking process. 4. The fourth and fifth universal factors are associated with the company and its products.14 The effective sales person will possess an exhaustive knowledge of the product being sold. The effective sales person will also be cognizant of the capacities of her or his company, and of how the company may best serve the customer. In this l

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