The Implementation Process of Segmentation in Sales Management

Maier, Jens; Saunders, John
January 1990
Journal of Personal Selling & Sales Management;Winter90, Vol. 10 Issue 1, p39
Academic Journal
The article presents a model for using segmentation to guide force allocation and selling tactics. Segmentation can increase the effectiveness of personal selling by overcoming the "atomistic" view that all sales contacts involve different human problems in which sales people have to match their sales approach to each situation they encounter. Segmentation has two elements: the theory of splitting markets into homogeneous groups, and resource allocation to these groups using the marking mix. A generalized model for the application of segmentation to sales management has been proposed and implemented. The theoretical benefits of using segmentation in a sales environment follow from the principles of the contingency approach to selling. This holds that improving the sophistication of the way sales people classify their customers and then choose appropriate sales tactics can increase sales effectiveness. The segmentation model goes a step further than the contingency approach in suggesting that the classes of customers can be used to direct sales effort or to prepare sales people for sales encounters.


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