In industrial marketing, personal selling through company’s sales persons is a major toll of communication as compared to consumer marketing’s focus on advertising and sales promotion. The reasons for this is seen in the nature of cutomer’s buying decision process and also the buyer seller relationship.
An individual sales/marketing manger is responsible to achieve the short-term objective of achieving sales target/goal and a long-term objective of developing an effective sales organization that maximises the opportunities for profitable sales growth over a long period. The sales manger is required to make important decisions for developing and managing the industrial sales forces.
Role/characteristic of b2b/personal selling
In industrial marketing, personal selling through the company’s sales people plays a important role than consumer marketing. In other words, industrial marketing strategy is implemented mainly through the personal selling function. The ability of the selling firm to meet the needs of the buying firm is, to a large extent, communicated by the sales people. The sales person, with the help of technical persons, offers not just a physical product but also technical assistance, ideas, and suggestions to solve the industrial customer’s problems.
Thus, there are two major roles of personal selling.
1) As a part of problem solving capabilities, and
2) As a part of communication mix.
1) As a part of problem solving capabilities :-
A field sales person is considered as a part of a company’s problem-solving abilities. There are several dimensions or elements of this role.
First, the sales rep has an important job to help customer to define the buying problem. He must show the customer how the purchase of particular product or services will help in solving the problem or achieving the customer objective’s.
Second, important responsibility of a sales rep is to give an effective customer service....