Nation Branding And Place Marketing Vi The Sales Force And Marketing Implementation Oversight

Nation Branding and Place Marketing - VI .​
The Sales Force and Marketing Implementation Oversight
VI .​
The Sales Force and Marketing Implementation Oversight
How should a​ country translate its intangible assets into dollars and cents (or euros)?
Enter its Sales force and marketing intermediaries.
Even poor countries should allocate funds to​ train and maintain a​ skilled sales force and pay its wages,​ expenses,​ and perks .​
Salespeople are the​ human face of​ the​ country's promotion efforts .​
They tailor to​ individual listeners (potential customers) the​ message the​ country wishes to​ convey about itself,​ its advantages,​ and its prospects .​
As their title implies,​ salespersons personalize the​ sales pitch and enliven the​ sales process .​
They are as​ indispensable in​ mass-attendance road shows and in​ retail marketing (e.g.,​ of​ tourism packages) as​ they are in​ one-on-one meetings with important decision-makers and investors.
The country's sales force should be trained to​ make presentations,​ respond to​ queries and objections,​ close deals,​ and cope with account growth .​
Its work should be tightly integrated with other promotional efforts such as​ mass mailings,​ telemarketing,​ media releases,​ and direct offers .​
Sales personnel should work hand in​ hand with marketing intermediaries such as​ travel agents,​ financial firms,​ investment funds,​ and corporate buyers.
Marketing intermediaries are at​ least as​ crucial to​ the​ country's success as​ its sales force .​
They are trusted links to​ investors,​ tourists,​ businessmen,​ and other clients .​
They constitute repositories of​ expertise as​ well as​ venues of​ communication,​ both formal and informal .​
Though usually decried by populist and ignorant politicians,​ their role in​ smoothing the​ workings of​ the​ marketplace is​ crucial .​
Countries should nurture and cultivate brokers and go-betweens.
A marketing expert - preferably a​ former salesperson with relevant experience in​ the​ field - should head the​ country's marketing implementation oversight board or​ committee .​
The Marketing Implementation Oversight Board should include representatives of​ the​ various state bureaucracies,​ the​ country's branding and advertising consultants and agents,​ its sales force - and collaborating marketing intermediaries.
This body's task is​ to​ harmonize and coordinate the​ country's various efforts at​ branding,​ advertising,​ publicity,​ and promotion .​
It is​ the​ state's branding headquarters and should enjoy wide supervisory as​ well as​ executive powers.
In other words,​ marketing implementation is​ about ensuring that the​ country's message is​ both timely (synergetic) and coherent and,​ thus,​ both credible (consistent) and efficient .​
Scarce resources are better allocated and deployed if​ the​ left hand consults the​ right one before it​ moves.
But how can a​ country judge the​ efficacy of​ its attempts to​ brand or​ re-brand itself and,​ consequently,​ to​ attract customers?

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