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عمومی::
جنرالیست، کلی نگر
In the growth phase, it's not sufficient for many companies to main- tain a sales force of generalists who sell the entire product line to all markets.
Many companies therefore create hybrid structures that in- clude a mix of generalists as well as market, product, and activity specialists.
The com- pany's product specialists call on midsize clients that don't gener- ate enough business to warrant account managers, and its generalist salespeople cover small companies whose needs don't justify visits by several product specialists.
Companies must revisit sizing issues when they move from generalist sales forces to specialist ones.
On the one hand, spe- cialists will have to cover larger distances than generalists did in order to call on the same number of customers; this means they'll lose time in travel.،
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