Question

What can you do with marketing to shorten the sales cycle of each group? How might your efforts affect the performance each group differently?

Assume you invented a new plastic-shaping technology that allows plastic products to be manufactured much more cheaply. When you talk to manufacturers, though, they are skeptical because the new method is so radically different from any technology they have ever used before.

Answer 1

What can you do with marketing to shorten the sales cycle of each group? How might your efforts affect the performance each group differently?

The first step I will take is to reduce sales men working at warehouse from three to two and have three personnels for client visits. This will enable a larger coverage of market and more visits to prospetive customer and companies. Marketing is all about making efforts as much as possible with uncertain returns. Hence the larger coverage, visits and penetration will create additional queries which may result in better footfall for the company. The conversion rate may increase due to increased queries.

The warehouse team will need to work a bit more hard due to its reduced work force from three to two. However, the customers at the warehouse would be willing to wait additional time as they know its not an FMCG outlet but an outlet from where they purchase products based on desired specifications. This takes time and customers are not likely to move out to another plumbing store in a huff.

The reduced manpower at the warehouse therefore will not have a significant impact on sales whereas an additional sales person visiting clients and generating more queries may increase the conversion rate.

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