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In a typical FMCG companies, Marketing though plans all promotions, selecting Target Audience, Listing plans, Investment Plan do not go to Negotiation with 'Key Customer's, according to you should Marketer's should also be responsible to Negotiate terms with at least Key Accounts:
If Yes, Why?
If No,Why?
:-)
Why not. Marketing team should support sales team in negotiations with the key customers.
Gaining a direct experience and forming part of a Negotiation process will definitely add spices to their Marketing Acumen when they are in the field.
It is the duty of the sales team to negotiate and close the sale but if they need the support of the marketing personnel then there is nothing wrong in participating in a negotiation even if the client is a very small account. Remember every employee in an organisation has to contribute towards the sale of its product or services. The ultimate aim is to close the sale for the organisation.
Marketing actions must be in line with market situation. KA are main players on the market
participating of marketers will help to make proper and timely support to sales team.
Sales are for push and marketers are for pull-this two actions will be effective when properly coordinated
I believe, that they should participate in such negotiations. Before many decades Marketing was product-oriented and then became customer-oriented. But now, we should not forget that we are not talking about B2B or B2C anymore. We are talking about H2H (Human to Human).
Thank you.
I know, all will attack me on this, but I will say absolutely NOT.
Marketers are black-white thinkers. They set their plans and strategies upon their understanding of the market, the information they gather and their understanding of the company's objectives. They set these plans for the market in general (market-oriented) and would never be tolerant enough to handle customers individually.
Sales are more customer-oriented and therefore be able to handle the negotiation upon the instantaneous situation. In the negotiation process, sometimes, you, as sales, should be able to think black-grey-white and sometimes exceed your limits (policies, procedures, rules, authorities...) which a marketer will not do.
No. If the marketing team is not fully aware of ground realities as presented by sales team Leader.
yes. If sales team directly answers to the marketing team.
however, there's a tier missing in the middle, the key account managers/trade marketing team. So if it's a conglomerate, then all the teams have to be on board Each and every key account.
just adding here: trade marketing/key account management dept is a middle tier, just beside/below brand management, all below the marketing head. the ground level tier is sales, so don't be confused.
