Once the ideas for new products have been identified and vetted and the product development process is largely completed, the full attention of the company should be focused on the activities directly related to promoting and selling the products and tending to the post-sale needs of customers with respect to service and support. In the initial stages of the company's development reliance is often placed on one or more of the members of the founding group with significant experience in sales and marketing and, in fact, many companies are established to meet a need in a specific market where the founders have worked in the past. As time goes by, and the company matures and expands, experienced professionals will be brought in as senior managers of the sales and marketing functions. While their activities are often complimentary, sales personnel focus on the creation and development of sales channels for the company's products and marketing personnel concentrate on promotional messages to be delivered to prospective customers. In addition, marketing is the engine for identifying customers, ascertaining customer needs and requirements, selecting the proper mix of new products and services to create customer satisfaction, establishing pricing strategies, and building and maintaining a unique company identity ("branding"). This book is guide to key sales and distribution activities for sustainable entrepreneurs including organization and operation of the sales function, establishing, and managing distribution arrangements, providing effective customer support and services, and establishing and executing marketing strategy.
