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Managing the
Sales Force
Objectives
Deliverer Technician
Order taker Demand creator
Missionary Solution vendor
Designing the Sales Force
Sales-oriented
Major Aspects
approach
– Stresses high
Sales pressure techniques
professionalism Customer-oriented
approach
Negotiation – Stresses customer
problem solving
Relationship Steps in industrial
marketing selling process
Personal Selling Principles
Building long-term
Major Aspects
suppler-customer
relationships has
Sales grown in importance
professionalism Companies are
shifting focus away
Negotiation from transaction
marketing to
Relationship relationship
marketing marketing