Implementing New Business-to-Business Selling Methods

Cardozo, Richard N.; Shipp, Shannon H.; Roering, Kenneth J.
August 1987
Journal of Personal Selling & Sales Management;Aug87, Vol. 7 Issue 2, p17
Academic Journal
The article discusses the development of a selling mix designed to reach customers. As industrial firms increasingly experiment with and adopt new selling techniques such as national account management and telemarketing, they must find ways to integrate the new selling techniques with those already in use by the firm. The use of several personal selling techniques in a concerted effort to reach customers requires the development of a selling mix, which is an integrated, consistent combination of personal selling techniques, including face-to-face selling, telemarketing, national account management. National account management is a team approach to selling, usually combining sales and service or technical representation, used to provide high levels of customer service to large customers with complex service needs. Typically, national account teams are composed of a national account manager responsible for coordinating communication and service between the account and other members of the selling firm, including applications engineers and technicians required to provide necessary customer service. Managers seeking to install a new selling mix will find little published information on how to introduce several new selling methods simultaneously into an organization, although several authors have shown the effects of introducing a single new selling method into the organization.


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