The Structure of a Customer Sales Force

Sales may be conducted over the phone.

A business organization needs to structure its sales force to meet the needs of its customers. Configuring the optimal structure of a company's sales force involves considerations, not only of the organization of the business, but also of the sales staff's knowledge and the nature of the sale itself.

Centralization

In a centralized sales force, a central location--usually the company headquarters--controls the everyday operations, recruiting, training and evaluating of the sales force. In decentralized organizations, the field sales managers conduct these operations and are responsible for the performance of their sales staff.

Specialization

A sales force may contain a mixture of generalist and specialist sales people. Generalist sales staff conduct all sales activities for all products to all customers. Sales specialists may focus on specific geographic areas, products, customers or functions within the sales process.

Sales Site

Not all sales are made in-person or by employees of the company. The structure of the sales force may include telemarketers who work from home using the telephone or the Internet to contact potential customers. Independent sales agents contract to a company and generally conduct sales in specific geographic areas.

References

• Winona State University: Module - Sales Force Organization
• California State University Bakersfield: Marketing 405 Course Pack

Resources

• Businessweek: How to Structure Your Sales Team