Internal Marketing and Sales Team Management Strategies

Internal Marketing: Staff Development

Internal marketing involves the task of contracting, training, and motivating staff to properly serve customers. Key requirements include:

• Effective leaders
• Reasoned staff
• Appropriate communication

Internal Leadership

Leadership is the ability to influence others to voluntarily undertake actions. Key components include:

• Qualities of a leader: Enthusiasm, maturity, and integrity.
• Leading capabilities: Communication and cooperation.
• Styles of Leadership: Authoritarian, participatory, and permissive.

Theory X and Y

• Theory X: Employees dislike work and avoid responsibility (Authoritarian style).
• Theory Y: Employees work naturally and seek responsibility (Permissive style).

Motivation Theories

Motivation drives individuals to act, stemming from internal desires or external factors like salary.

• Maslow's Hierarchy: Physiological, security, social, and self-esteem needs.
• Herzberg's Two-Factor Theory: Hygiene factors (wages, holidays) vs. Motivating factors.
• ERG Theory: Categorizes needs into existence, relatedness, and growth.
• McClelland's Theory of Needs: Achievement, affiliation, and power.

Techniques of Motivation

• Threat-based methods: Relying on fear (often ineffective long-term).
• Reward-based methods: Incentives and recognition.
• Respect-based methods: Valuing the individual.

Managing the Sales Team

A successful marketing manager must:

• Comprehend commercial motivations.
• Adapt command styles and provide autonomy.
• Maintain a willingness to listen and collaborate.

The Four Roles of a Sales Manager

1. Communicator: Ensuring transparency.
2. Trainer: Overseeing selection and development.
3. Motivator: Providing recognition.
4. Coach: Facilitating the training process.

Sales Team Organization

Key decisions include team size, structure, selection, training, compensation, and supervision. The organizational phases for a sales team are:

1. Research
2. Selection
3. Training
4. Monitoring
5. Remuneration
6. Control

Consumer Behavior

The consumer is the final destination for products and services. Consumer behavior involves the mental and physical processes necessary for the acquisition of goods to satisfy needs.

Factors Influencing Consumer Behavior

• Cultural Factors: Culture and social class.
• Social Factors: Primary and secondary groups, aspiration, and dissociative groups.
• Personal Factors: Age, occupation, and lifestyle.
• Psychological Factors: Motivation, perception, learning, and attitude.