A good PR program could be related to the growth of the industry, social commitment, non-business sponsorship etc. All the above promotional activities cannot replace the personalized form of selling that goes into industrial sales. However, promotional activities are necessary to enhance the productivity of the sales team. Based on the product or service to be marketed, the composition of the sales force can so be designed. It includes sales personnel and Managers, produce managers and technical specialists.
Product Managers play a very crucial dual role in the management of a product.
They have to ensure that complete and right product information is disseminated to the field staff, technical knowledge is updated, customer presentations are conducted, product marketing plan and product profit management are taken care of while reading the pulse of the customers, sales not withstanding. However as discussed earlier, in this era of customer orientation, every single department of a company plays a curtail role to achieve a genuine customer satisfaction. The partial list of the varied personnel that are a part of the customer contact other than the sales task force include people from telephone operators, account personnel, the dispatch department, the delivery boy, the customer support personnel and the purchase personnel. All activities should be geared for customer retention. It has been proved many a times that it is very expensive to loose a customer even if you have a replacement with a new customer.