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Coca-Cola’s E-Commerce Chief Sees Synergy Between Sales Reps, E-Tail

June 8, 2018: 12:00 AM EST

Sales reps at many companies see e-commerce as a threat to their sales and commissions But Coca-Cola’s system of training and customer segmentation makes e-commerce an asset to sales reps, according to Marta Dalton. For low-volume customers, online buying makes good sense because it only costs $3 to acquire a customer (compared to $50 to $80 to bring in a new customer through a sales call). The real value of e-commerce to a sales rep is the reduction in time wasted on grunt work, freeing the rep to focus on selling, rather than paperwork. E-commerce helps sales reps in areas such as: scheduling appointments; accessing support before, during and after sales calls; and tapping into communication channels that provide B2B services like print, e-mail, search, and social.

Mark Brohan , "Coca-Cola makes e-commerce work for sales reps", Digital Commerce 360, June 08, 2018, © Vertical Web Media LLC
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