Strategy for System Sellers: A Grid Approach

Dunn Jr., Dan T.; Thomas, Claude A.
August 1986
Journal of Personal Selling & Sales Management;Aug86, Vol. 6 Issue 2, p1
Academic Journal
A system selling provides a complete system of benefits necessary to carry out a complex function or a process for the buyer. Systems sellers often use team of sales and technical professionals who jointly diagnose customer problems, prepare proposals and demonstrations, close sales and assist in implementing and debugging purchased systems. Since the 1960s, systems selling have been endorsed in numerous books and articles as an appropriate strategy for selling complex products and services. Systems selling is a key industrial marketing strategy for winning and holding accounts. It has become part of everyday business vocabulary along with "synergy" and "cash cow." Systems selling potentially offered a similar benefit to industrial and high tech marketers. Moreover, "aggressive" salespeople would no longer represent the company. Rather, customers would directly interact with a supplier's "company-in-miniature" group of functional professionals. While systems selling is a highly appealing idea in theory, some companies have struggled trying to implement it.


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