LEADERSHIP OF INDUSTRIAL SALES FORCE WITH THE PURPOSE OF THEIR MARKETING PROFILING
Abstract: Current economic trends, particularly processes of re-industrialization in the global market environment, urge industrial companies to use intensively the conceptual and methodological principles of modern marketing concept in accordance with requirements and needs of organizational buyers, as a prerequisite for efficient business in an increasingly competitive market of production goods. Simultaneously, specific interorganizational relations in this area imply the crucial role of personal selling in marketing and corporate programs of industrial companies. Effective personal communication with organizational buyers is determined by designing the sales system which does not only include the planned arrangement of the sales force, but also include their appropriate leading as dominant factors of human capital in industrial organizations. Due to this reason, this study emphasizes the need for marketing profiling of sales force through complex models, selection, training, supervision, motivation and evaluation of sellers for the purpose of preparing an optimal communication process with organizational buyers and achieving successful sales results in the industrial market.
Keywords: marketing concept, industrial sales force, business-to-business market;
Sažetak: Aktuelni ekonomski tokovi, a posebno procesi reindustrijalizacije u globalnom tržišnom okruženju, zahtevaju od industrijskih kompanija intenzivnu primenu konceptualnih i metodoloških principa savremenog marketing koncepta u skladu sa zahtevima i potrebama organizacionih kupaca, kao preduslova efikasnog poslovanja na sve konkurentnijem tržištu proizvodnih dobara. Istovremeno, specifični interorganizacioni odnosi na ovom području impliciraju presudnu ulogu lične prodaje u marketinškim i korporativnim programima industrijskih subjekata. Efektivna personalna komunikacija sa organizacionim kupcima je umnogome determinisana izgradnjom sistema prodaje koji ne obuhvata samo plansko dizajniranje prodajnih snaga, već i njihova adekvatno vođenje kao dominantnih faktora humanog kapitala u industrijskim organizacijama. Upravo iz tog razloga, ovaj rad naglašava neophodnost marketinškog profilisanja prodajnih snaga kroz složene modele selektiranja, obuke, supervizije, motivacije i evaluacije prodavaca, u cilju pripreme optimalnog komunikacionog procesa sa organizacionim kupcima i maksimiziranja prodajnih rezultata na industrijskom tržištu.
Ključne reči: marketing koncept, industrijske prodajne snage, interorganizaciono tržište;