TITLE

Implementing New Business-to-Business Selling Methods

AUTHOR(S)
Cardozo, Richard N.; Shipp, Shannon H.; Roering, Kenneth J.
PUB. DATE
August 1987
SOURCE
Journal of Personal Selling & Sales Management;Aug87, Vol. 7 Issue 2, p17
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
6652265

 

Related Articles

  • Telemarketing: Trends, Issues, and Opportunities. Johnson, Eugene M.; Meiners, William J. // Journal of Personal Selling & Sales Management;Nov87, Vol. 7 Issue 3, p65 

    The article presents information on telemarketing. Telemarketing has become a powerful marketing technique. Estimates show that total goods and services sold in the United States as a result of telemarketing amount to over $41 billion. Modern telemarketing is part of a broader range of marketing...

  • Personalisation key to response.  // Marketing (00253650);12/22/2004, p9 

    This article focuses on the direct marketing. Personalised direct mail is more likely to draw responses from British consumers, according to the Direct Marketing Association. A poll, conducted by the Future Foundation among more than 1000 consumers, found that printed media such as direct mail,...

  • Industries add telemarketing to fight the high cost of sales.  // Marketing News;8/15/88, Vol. 22 Issue 17, p8 

    The article presents information on a report, released by The Conference Board in New York in 1988, on the use of telephone as a major marketing tool by industrial companies. Different companies are using telemarketing as an alternative to face-to-face selling and as another tool in their...

  • Telemarketing--Life at the End of an 800 Line. Spiegel, Robert // Information Today;May1985, Vol. 2 Issue 5, p23 

    This article concentrates on how the telephone is being used as a tool to promote online usage in the U.S. Though phone conversations are limited in their ability to educate potential users, these conversations are important direct contact with potential and current customers. The simple 800...

  • Telemarketers need to learn how to make predictive dialling work. Smith, Guy // Precision Marketing;1/6/2006, Vol. 18 Issue 10, p12 

    The article comments on the need to learn on making predictive dialing work in Great Britain. Silent calls are hindering client companies' efforts to charm targets. By eliminating this, predictive dialing would then has a lot to offer telemarketers. Growth of backlash to cold calling methods...

  • THE CALL OF THE CHILL. Chandler, Douglas // Electrical Wholesaling;Feb2003, Vol. 84 Issue 2, p38 

    Provides tips to salesmen on how to make effective cold calls. Establishment of contacts at a customer; Use of contacts as introductions to other buying influences at a company; Drawing on one's competitive nature by turning the meeting into a game.

  • What Would Ben Franklin Think Of The Franklin Close? Gitomer, Jeffrey // Grand Rapids Business Journal;12/20/99, Vol. 17 Issue 51, p20 

    Focuses on the ineffectiveness of the Benjamin Franklin Close direct selling strategy in the United States. Buyer's unfavorable reaction to the strategy; Use of the strategy as a preparation for the sale; Listing of the benefits of the sale to the buyer.

  • AS TIMES CHANGE, SO MUST OUR STRATEGIES. McCarthy, Tom // Lodging Hospitality;7/15/2008, Vol. 64 Issue 10, p28 

    The article focuses on the marketing strategies of the salespeople to establish a good relationship with prospects during transactions on the phone. One of the most difficult question that a salesperson asks is how often one should call a prospect who does not answer telephone messages. The...

  • Sales Call Anxiety: Exploring What It Means When Fear Rules a Sales Encounter. Verbeke, Willem; Bagozzi, Richard P. // Journal of Marketing;Jul2000, Vol. 64 Issue 3, p88 

    The goal of this study is to develop and test a conceptualization of sales call anxiety (SCA) on the basis of current insights from the cognitive approach to social anxiety. Sales call anxiety is an irrepressible fear of being negatively evaluated and rejected by a customer, and it is coupled...

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sign out of this library

Other Topics