Using data from powerful laptop, handheld, or pen-based computers, salespeople often share with outlet managers information to help boost sales, such as who their customers are, what the average purchases are, and how to create the most effective product mix. Eliminating the inconvenience of trips to a central warehouse, Nabisco delivers products directly to its customers, a service that most of its competitors shun. When the cost of having sales representatives visit every small customer became prohibitive, the company designed a computer-based telemarketing network for these accounts. Customer representatives conduct transactions over the phone and send order information directly to Nabisco's distribution center using the company's mainframe computer. Nabisco's salespeople are deeply committed to their company, in part because their personal input and involvement are highly valued.
Communication is good between the decision makers in the marketing department and the sales reps.
By talking to one another, marketers get frequent feedback, and sales reps get the satisfaction of knowing that their ideas and suggestions carry weight. Instead, the company ties salaries and bonuses to personalized sales goals. Because the motivation to keep selling is self-directed, every Nabisco salesperson can be a winner. Nabisco sales personnel are proud of their jobs, their products, and their company. Copyright Houghton Mifflin Company .