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sales force’s involvement, report Enrico Senger and Hubert Österle,
“It was important to make it clear to 120 sales representatives that a reorganisation was also in their best interest. The project team was considering a special incentive system. As it turned out, equipping the sales force with laptops was already incentive enough. But it was even more essential to firmly root customer relationship management in their mentality.”
    The
core
of the new organisation is the newly created customer service centre,
“Instead of having to identifyand call the individual product group contacts, the customer may now contact us by calling a toll-free service number.”
However, a
prerequisite
for the successful restructuring was that the sales team acquire broad product knowledge. Another factor for success consisted in
recruiting
associates for the customer service centre who were already equipped with the necessary expertise, such as former dentist’s assistants.
     
Palabras para recordar
path: way, road, avenue, route
limited liability company: corporation, private limited company
to achieve: to accomplish, to pull off, to arrive at, to attain, to procure
a more customer-friendly approach: an extra client-responsive manner or style
due to: because of, owing to, by reason of, as a result of, caused by
merger: amalgamation, fusion, joining, combination, union
invoiced: billed, charged, debited
rallying cry: slogan, catchword, motto
to consolidate: to combine, to merge, to unite, to join, to fuse, to amalgamate
distribution channels: sales means, media, vehicles, or routes
previously: before, until that time, earlier on, in the past, formerly, until then
to oversee: to supervise, to run, to watch over, to manage, to direct
to share: to divide up, to split
range: assortment, variety, array, choice
to set up: to establish, to create, to get going, to start, to institute
behaviour: activities, conduct, manners
extensive: large-scale, substantial, considerable
wholesale: in bulk, in large quantities
buying syndicate: purchasing association or group
simplified: easier, simpler, streamlined, reduced to essentials
procurement: purchasing, resource acquisition
for the purpose of: as defined by, in the sense of
comprehensive: all-inclusive, all-embracing, wide-ranging, exhaustive
to consist of: to entail, to involve, to include, to comprise, to be composed of
to link: to connect, to bring together
various sources: a variety of, a range of, different, assorted, or mixed origins
to not be adding value: to not be increasing or augmenting worth
superfluous: unnecessary, needless, unneeded, not required, redundant
mainly: largely, chiefly, mostly, for the most part, primarily, chiefly, principally
abandoned: dropped, done without, given up, put aside, relinquished
inclusion: incorporation, integration
to consider: to think about, to give thought to, to contemplate
to equip: to provide, to furnish, to supply, to endow
to be even more essential: to be all the more important, crucial, or necessary
to firmly root: to securely anchor, to strongly embed
core: centre, focal point, central part
toll-free: free of charge, at no cost, without charge
prerequisite: requirement, necessity, precondition
to recruit: to hire, to sign up, to take on, to enlist, to enrol
     
Top or flop?
    In the introductory phase, it is often
determined
whether a product strategy is really competitive and marketable.
    The higher the degree of
newness
for a product – meaning a
genuine
innovation
instead of
a me-too-product – the better the chance for the company
to gain
an exclusive and monopolistic competitive advantage on the market. But this competitive lead will most likely
decrease
at some point. In most cases, the great white hope of future sales is being successfully imitated by the competition only after a short while or a similar product
undercuts
the price. So, what can you do?
    A great number of companies try
to ward off
imitators with the help of patents and