Importance of the Sales Force for Effective Communication of SME in the B2B Sector

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Importance of the Sales Force for Effective Communication of SME in the B2B Sector

Popis výsledku v původním jazyce

SMEs today operate in an increasingly demanding environment. Societal and economic changes arecreating more dynamics, complexity and stronger competition. One cause is globalisation, which isgenerating increasing competitive pressure. Another reason is the new expectations that legislatorsand stakeholders are placing on companies. Small and medium-sized companies, in particular, are atrisk of being squeezed out by large market players. This forces SMEs to increase theircompetitiveness. In this context, the sales structure is of particular importance. On the one hand, itmust ensure that the market&apos;s potential is fully exploited. In doing so, all relevant customer groupsmust be developed and an economic margin must be achieved in the sale of products and services. Onthe other hand, it is important to make sales as efficient as possible by minimizing costs. In the courseof progressive digitalisation, SMEs are also increasingly relying on direct sales. Nevertheless, thereare still numerous companies, especially among family-run SMEs, which continue to rely on apersonal sales force. The present research study uses the example of a financial services provider toclarify whether significantly better sales figures can be achieved in the B2B sector with field salesrepresentatives. To this end, the sales successes intended by sales representatives are examined on athree-month basis with the help of a one-sided t-test. The method is based on the author&apos;s assumptionthat better sales results are achieved with field sales representatives than with mere direct sales.

Název v anglickém jazyce

Importance of the Sales Force for Effective Communication of SME in the B2B Sector

Popis výsledku anglicky

SMEs today operate in an increasingly demanding environment. Societal and economic changes arecreating more dynamics, complexity and stronger competition. One cause is globalisation, which isgenerating increasing competitive pressure. Another reason is the new expectations that legislatorsand stakeholders are placing on companies. Small and medium-sized companies, in particular, are atrisk of being squeezed out by large market players. This forces SMEs to increase theircompetitiveness. In this context, the sales structure is of particular importance. On the one hand, itmust ensure that the market&apos;s potential is fully exploited. In doing so, all relevant customer groupsmust be developed and an economic margin must be achieved in the sale of products and services. Onthe other hand, it is important to make sales as efficient as possible by minimizing costs. In the courseof progressive digitalisation, SMEs are also increasingly relying on direct sales. Nevertheless, thereare still numerous companies, especially among family-run SMEs, which continue to rely on apersonal sales force. The present research study uses the example of a financial services provider toclarify whether significantly better sales figures can be achieved in the B2B sector with field salesrepresentatives. To this end, the sales successes intended by sales representatives are examined on athree-month basis with the help of a one-sided t-test. The method is based on the author&apos;s assumptionthat better sales results are achieved with field sales representatives than with mere direct sales.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2020

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Education Excellence and Innovation Management: A 2025 Vision to Sustain Economic Development during Global Challenges

ISBN

978-0-9998551-4-0

ISSN

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e-ISSN

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Počet stran výsledku

17

Strana od-do

13113-13129

Název nakladatele

INT BUSINESS INFORMATION MANAGEMENT ASSOC-IBIMA

Místo vydání

NO. 327, NORRISTOWN, PA 19401 USA

Místo konání akce

Španělsko

Datum konání akce

1. 4. 2020

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000661489804001