| | |
| Summary |
| Please note: The McKinsey Quarterly has agreed to a special arrangement for CEOExpress members that allows member access to their articles. Articles must be clicked on directly through the links below to gain access to this group of articles.
|
Spotlight On the Sales Force
A McKinsey survey on customer and channel management in the consumer goods industry—our sixth since 1978—examined how manufacturers engage their salespeople across a range of business activities, including pricing, sharing information, low-price guarantees, supply chain efficiency, charges for extra services, and trade spending. Using external data, we correlated each responding company's performance in the marketplace with its approach to these activities and found differences between top performers and the rest.
The take-away: Top performers in the consumer goods industry manage to raise their prices while increasing their market share, in part by sharing information on consumer spending habits with their salespeople. They also charge customers for extra services and manage their supply chains more efficiently.
Articles provided by The McKinsey Quarterly
© 1992-2003 McKinsey & Company, Inc
|
|
|
