STRATEGIC PRINCIPLES FOR OPTIMIZING OF SALES PERSONNEL ACTIVITIES DIRECTED TO DIFFERENT CATEGORIES OF CLIENTS

Abstract

Article contains new strategic optimization principles of sales personnel working with customer base. Based on analyzing of expert interviews results the authors highlighted factors needed to be taken into account when allocating sales force's working time between different customer groups, also factors influencing sales volume increasing to each customer. Significance of factors influencing on working time allocating was verified by a surveying respondents; significance of factors was estimated by scoring and then weight coefficients were calculated. Based on the results analyzing the authors suggested new indicators which could become a base of strategic principles of sales personnel working time allocating: attractiveness of customer's complex potential (ACCP); feasibility of customer's complex potential (FCCP); customer's readiness to cooperation index (CRCI). Formulas for each new index calculating are included. A new customer's categorization matrix (constituted by axes ACCP and FCCP is described as well as the principles of clients clustering based on FCCP index analyzing.