A Process for Designing the Sales Force for Strategic Advantage

Sales forces play different roles in connecting companies with their customers. Consider the cosmetics industry. Avon has almost 4 million independent sales representatives selling its wide range of cosmetics, skin care, fragrance, and other personal care products directly to consumers in over 140 countries. Revlon, on the other hand, reaches its customers through partnerships with retail outlets around the world. Revlon’s salespeople work with buyers at retail chains on issues such as product mix, logistics, and pricing. Revlon’s consultants and merchandisers spend their time in retail outlets demonstrating products, restocking merchandise, rearranging shelves, and setting up displays.