More than just salesmen

Use your sales organization for market research. They're often one of your best sources if you involve them and listen carefully

• Set up sales panels. Hold regular sessions for market, product, and customer input . You ask the questions, let them do the talking.

• Use your sales organization as focus groups to evaluate new product concepts.

• Conduct pilot or test market projects in a single sales territory.

• Ask your sales organization about advertising messages. They know what turns the customer on.

• Ask them to help you define the customers most likely to buy.

• Round table discussions at sales meetings can generate new product ideas and improved marketing programs

Michael T. Brandt
April 2003

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Updated:
15-Jul-2003