Role of Personal Selling in B2B Marketing
INTRODUCTION 3
Industrial Selling Environment 3
Exogenous Variables: 3
Endogenous variables: 3
FOUNDATIONS OF PERSONAL SELLING: AN ORGANIZATION CUSTOMER FOCUS: 5
Promotion and role of personal selling: 7
Personal selling: the conceptual framework: 9
Stages of the selling process 9
Personal selling and Competition: 12
Scene 1: NEW FIRM, NEW PRODUCT LINE/MIX 13
Scene 2: NEW UNKNOWN FIRM AND OLD, ESTABLISHED PRODUCT CONCEPT 14
Scene 3: OLD FIRM, NEW PRODUCT-SERVICE 14
Scene 4: OLD FIRM, OLD PRODUCT/SERVICE 14
SALES PLANNING: 14
Sales force organization 15
Variable one: assignment of sales personal: 15
Variable two: Type of selling and relevant sales person profiles: 17
Variable three: time and territory management 17
Variable four: sales training needs 18
Variable five: Effective time management of all field sales personnel 18
Variable six: optimization of selling efforts in a branch level operation 18
Variable seven: Compensation package 19
SALES CONTROL 19
CHARACTERSTICS OF THE FOUR SALES CATEGORIES 20
A model for Industrial Sales Force Management : 21
CONCLUSION 24
BIBILIOGRAPHY 24
INTRODUCTION
The quality of personal selling is the most important variable in all types of complex industrial marketing. This is very important influencing factor for convincing identified decision making unit members, whose perceived risk in vendor and model selection is the highest for capital plant and equipment, a little lesser for fabricated industrial products and services, and the least for standard industrial products and services, that s standard routine purchase.
Personal selling is mainly important for coordinating with external distributors and retailers. Internal coordination is needed to ensure timely deliveries through the following distribution strategies:
• Direct distribution to institutional buyers
• Indirect distribution through channel members to end buyers who may be buying in smaller lots and more frequently.
Industrial Selling Environment
Industrial sales
Industrial Selling Environment 3
Exogenous Variables: 3
Endogenous variables: 3
FOUNDATIONS OF PERSONAL SELLING: AN ORGANIZATION CUSTOMER FOCUS: 5
Promotion and role of personal selling: 7
Personal selling: the conceptual framework: 9
Stages of the selling process 9
Personal selling and Competition: 12
Scene 1: NEW FIRM, NEW PRODUCT LINE/MIX 13
Scene 2: NEW UNKNOWN FIRM AND OLD, ESTABLISHED PRODUCT CONCEPT 14
Scene 3: OLD FIRM, NEW PRODUCT-SERVICE 14
Scene 4: OLD FIRM, OLD PRODUCT/SERVICE 14
SALES PLANNING: 14
Sales force organization 15
Variable one: assignment of sales personal: 15
Variable two: Type of selling and relevant sales person profiles: 17
Variable three: time and territory management 17
Variable four: sales training needs 18
Variable five: Effective time management of all field sales personnel 18
Variable six: optimization of selling efforts in a branch level operation 18
Variable seven: Compensation package 19
SALES CONTROL 19
CHARACTERSTICS OF THE FOUR SALES CATEGORIES 20
A model for Industrial Sales Force Management : 21
CONCLUSION 24
BIBILIOGRAPHY 24
INTRODUCTION
The quality of personal selling is the most important variable in all types of complex industrial marketing. This is very important influencing factor for convincing identified decision making unit members, whose perceived risk in vendor and model selection is the highest for capital plant and equipment, a little lesser for fabricated industrial products and services, and the least for standard industrial products and services, that s standard routine purchase.
Personal selling is mainly important for coordinating with external distributors and retailers. Internal coordination is needed to ensure timely deliveries through the following distribution strategies:
• Direct distribution to institutional buyers
• Indirect distribution through channel members to end buyers who may be buying in smaller lots and more frequently.
Industrial Selling Environment
Industrial sales