Page 150 - International Marketing

NPP

152 International Marketing BRILLIANT'S

2. Training of sales force: When a new salesperson is appointed, it
has to get familiarized with the company's environment. He is also given
training. Training can be either standardized or localized.
When a local or third-country salesperson is hired, sales training
must provide them with product knowledge, company information and
sales skills. For expatriates, who are selected to sell in an overseas
market, their training must focus on understanding culture and special
sale problem.
Training is not a one time affair. A company must arrange the
periodic training for its workers because it helps to increase the effi-
ciency of sales force. With the use of technology also, training has
become more efficient.
3. Motivating sales personnel: Global sales persons work hard,
experience frustrations while travelling and interacting with buyers from
other cultures and being away from their families. A global salesperson
must remain motivated for higher performance. Thus, a firm must design
an effective motivation system for the global sales force.
In US, firms motivate salespersons on their individual ability to work
hard and succeed. As a result, Western companies emphasizes on indi-
vidual pay systems and rewards to motivate their salesperson. In Asian
countries, group pay systems and reward play a major role.
Besides these, the opportunity for growth within the firm also moti-
vates the sales force. Another thing can be their participation in the
company's decisions.
4. Compensating sales personnel: Global firms operate in multiple
locations and thus, it is difficult to offer a single compensation plan for all.
Thus, compensation plans vary widely. Expatriates receive a higher sal-
ary as they operate in two locations, viz, home country and one location
abroad. They expect higher salary that allows their family to live comfort-
ably in a secure area of overseas country.
In addition, the firm incurs a number of expenses which includes
schools, annual vacations, added security, etc. Thus, the total pay pack-
age offered for a foreign assignment will cover the following incentives.
 Cost of living adjustment allowances or city compensatory al-
lowance.
 House rent or housing allowance.
 Children education or hostel expenses
 Leave travel assistance i.e. paid home trips.
 Relocation allowances