E-Marketing Professionals

Sales Research

When a marketing research department conducts a sales analysis, it studies customer records and other available data to determine where marketing opportunities lie among potential target markets. Selling re¬search, on the other hand, analyzes the approach used by the person selling the product or service to determine whether the sales presentation is effectively piquing the interest of customers and allowing them to understand the product. The selling research can determine:

• The kinds of collateral materials (e.g., brochures, charts, lists) that work best to sell the product
• The percentage of sales that are closed in a sales call
• Other aspects of the selling process that show what methods have been most effective with the target market