Introduction

Peter Drucker has once said “The aim of marketing is to make selling superfluous. Ideally marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available”. Whether this statement is fully agreeable to the sales profession or fits the competitive market place remains another subject to be explored, e.g. emergence of shopper marketing. Yet, it is undeniably that a company with his own sales force equipped with marketing knowhow indeed creates an edge over its competitors, esp. in an era of consultative selling. Having marketing-oriented sales force is just like heading the marketing chariot with the “right fire”.

The salesteam, being the bridge between their marketing colleagues and the trade, interfacing with the competitors and consumers at the fire-front. Undoubtedly they play a critical role in contributing to a win-win-win situation. Actually, it is not uncommon for an experienced salesman being promoted to a marketing positions in many MNCs just because the marketing planning developed by the latter is rather practical and efficient for both the trade and end users..