Recent technological advances have given salespeople more ways than ever to improve sales and productivity. To make technology work, however, you have to control it instead of letting it control you. Start by learning to use everyday tools (computer, fax, and e-email) more efficiently and effectively. Once you know how to get the out of technology you can get more out of each workday.
Get a voice-mail advantage. You can avoid time-consuming two way phone conversations outlining detail in voice mail. Also, you need the person whom you're leaving the message to take some actions, say so in the message, then say there's no need to call you back unless they have questions or problems.
Improve your email habits. To avoid frequent interruptions to your workday, set aside specific, scheduled times during the day to answer your e-mail.
Fax casually. When you're flooded with faxes, forget about taking the time to send replies on new sheets of paper and fill out cover Instead, simply hand-write your replies at the bot of the fax you received and turn it around.
Get better acquainted with your PC. Take an hour or so before or after work a week to learn all of your computer's functions and how they can boost your productivity.
Make a sound investment. You rely on technology every day to do your job, so it pays to spend a little more for equipment that won't let you down. Carefully assess your technology needs, then shop around for equipment that meets those needs without a lot of bells and whistles.
Take a break. Overall increases in the speed of business can leave a salesperson feeling done in and turned out.
Sources: Robin Sharma. "A Technology Edge," Selling Power, January/Febru1998, pp. 37-38; Ginger Conlon, "How to Move Customers Online," Sales & Marketing Management, March 2000, pp. 27-28; Neil Rackman, "The Other Revolution in Sales," Sales & Marketing Management, March 2000, pp. 34-35.
THE WALL STREET JOURNAL
IN PRACTICE
Marketing communication must communicate an organization's ideas to its target audiences, compete consistently and effectively in the marketplace, and convince consumers to buy its products. To achieve these objectives, marketers design an integrated marketing communication plan using advertising, sales promotion, public relations, and personal selling.
Marketing communication is both internal and external in scope with an array of target audiences, some small, some large. Marketing communication is also both direct and indirect. Advertising and public relations are indirect, mass communication systems, while sales promotion and personal selling are direct, interpersonal and organizational systems.
The Marketplace section of the Interactive Journal is an invaluable source for articles related to marketing communication. With a section dedicated for Advertising news, the Journal keeps readers informed of the latest trends in the field.
Marketplace Columns are the main features in the Marketplace section. They are regular weekly columns, offering insight into a variety of topical issues such as E-business and work and family.
The Marketplace Extra section is the online companion to the print edition's supplement to the Weekend Journal. Here you'll fine' stories about broader market trends. Astute marketers can leverage this information to learn more about consumer behavior. In turn, they can develop marketing communication strategies with more relevant and convincing messages.
CAREERS
Many marketers get their start in advertising, sales, or public relations. The Interactive Journal offers job seekers advice about finding jobs and building careers. On the Front Section, click on the Careers link under Free WSJ.com Sites. You'll find negotiation strategies, a career Q& A, and interviewing tips. You can also find information about writing effective cover letters and resumes.
DELIVERABLE
Read one of the featured articles in today's Marketplace section of the Interactive Journal. Search the Interactive Journal and other relevant sites for additional information. Identify the marketing communication strategies the company uses and argue their effectiveness. Support your conclusions with facts and chapter concepts.
DISCUSSION QUESTIONS
Why are organizations shifting from specialized to integrated marketing communication strategies?
How can organizations design marketing communication programs that keep pace with rapid changes in technology?
What careers are available in advertising? Sales? Public relations? What skills are employers seeking for these positions?
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