ABSTRACT
Effective marketing will help design the most efficient use of sales time and talent. After a careful analysis, management needs to figure how its organization can capitalize on its strengths and how they will play best in certain markets. Market selection criteria will, of course, be swayed by the opportunity for an energy service company to make money. Many business decisions are fundamental to developing effective marketing strategies. The cost of customer acquisition requires the gathering of key data and effectively using that information to make critical marketing decisions. After establishing the criteria and providing some scale of time/customer, the committee should be charged with periodic reviews of the progress of individual sales people and the marketing strategies being used with particular customers. Marketing strategies should recognize the limits of various people in the firm to actually “make the sale”.
