Introduction To Organising A Sales Force Essay

819 Words May 2nd, 2016 4 Pages
3.1 Geographical Structure

The most classic form of organising a sales force is geographically, which involves assigning each salesperson to a specific region or territory and given sole responsibility for sales achievement (Jobber and Lancaster, 2015). An advantage of this structure is that it encourages strong relationships between salespeople and customers due to their close geographical proximity. A geographical structure can also optimise the time spent in the presence of customers as the salespeople retain local knowledge (Hardy & Fisher, 1977). Also, compared with other organisational forms e.g. Product specialisation or industry-based, salespeople do not travel as far, thus saving time and reducing their proneness to work-related stress (Singh, 2000).

A potential weakness of geographical structure is that salespeople may be required to sell the full range of both coffee and tea products. It may be unreasonable to expect the salesperson to have full technical knowledge of all products (Jobber and Lancaster, 2015). Likewise, a salesperson may struggle to cover all types of customer and interpret buyer behaviour patterns unlike a specialised salesperson, specifically trained and knowledgeable around a certain product or market (Moss, 1979).

This structure may be appropriate when applied to Taylors as independent coffee shops remains relatively undifferentiated in terms of their market. Taylors do however aim to sell Yorkshire Tea along with 10 variations of ground…

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