Professional Documents
Culture Documents
Customer Needs
Assumed to exist
Type of Market
Sellers
Nature/Intensity of Competition
None
Examples
Salespeople/drivers
Persuader
Prospector
Created, awakened
Considered but inferred Diagnosed; with attention to customer input Mutually defined; matched with tailored offering
Buyers
Segmented
Problem Solver
Participative
Procreator
Coactive
Salespeople who design & sell a system to fit a buyers manufacturing facility
Relationship Marketing
It is defined as an organizations effort to develop a longterm, cost-effective link with individual customers for mutual benefit. Rather than focusing on a short-term sale, the sales rep tries to establish a long-term bond. Customer Relationship Management (CRM) tools should be used.
1. Order Taking Once the initial sale has taken place, the creative seller may be replaced (not physically!) by an order taker, whose role is much more casual. 2. Creative Selling/ Order Getting Creative selling jobs may require the most skill and preparation. In addition to prospecting, the salesperson must assess the situation, determine the needs to be met, present the capabilities for satisfying these needs, and get an order.
The missionary reps introduces new products, new promotions and/or new programs, with the actual order to be taken by the companys order taker or by a distributor representing the companys goods. e.g. Medical Sales Representatives Technical Specialists assists the order-oriented salespeople in selling products by providing technical information about the product and technical assistance for installation, design of the product etc.
Energetic Honesty
Allowing for two-way interaction Tailoring of the message Lack of distraction Involvement in the decision-process Source of research information
Inconsistent messages Sales force/management conflict High cost Poor reach Potential ethical problems
Disadvantages: