A Dynamic Sales Call Policy Model (Classic Reprint) - Hardcover

Leonard M. Lodish

9780331013153: A Dynamic Sales Call Policy Model (Classic Reprint)

Hardcover

ISBN 10: 0331013150 ISBN 13: 9780331013153

Publisher: Forgotten Books, 2018

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A practical guide to choosing how many sales calls to make. It shows how a dynamic model can maximize a firm's profit from customer relationships.

Based on a formal model, the book focuses on customers with recurring needs and translates selling effort into probabilities of ordering and order size. It also explains how the firm can structure call policies across many accounts by grouping similar customers and focusing on key drivers of success.

This work explains how history and remembered sales effort shape current results, and how to implement the model in real-world sales planning. It discusses current customers versus prospects, and how aging prospects affects win rates and strategy.

Key variables include the probability of ordering and the size of an order, influenced by history, remembered effort, and current calls.
The decision problem is framed as a Markov sequential decision process solved with Howard's algorithm.
Differences between handling current customers and prospects, plus aging of prospects, are explored.
Computational results from hypothetical data illustrate how policies differ across scenarios.

Ideal for readers of sales management, marketing science, and operations research who want a rigorous, applied approach.

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