Internal Selling: “Putting Theory Into Practice”

Topics: Sales, Selling, Selling technique Pages: 10 (3552 words) Published: January 18, 2012
Mental Model:

As mentioned by John Bradley Jackson, “internal selling can be the hardest sale”. A salesperson might feel that convincing the customers and winning the deal is the end to it, but that is not true. Convincing the people within the organization and specially the higher management is a tougher job to do. There is resistance and inflexibility to change. The internal sales cycle is almost similar to the process of selling to the end customers. A salesperson has to understand the process, his role in it and then communicate everything to everyone (From John Bradley Jackson). After studying the course “Internal Selling”, I have understood the importance of selling within the organization. Like a ray of white light consists of all the colors, behind any decision in a company, there are different persons involved. These people have different ideologies, mental models, constraints and resistances. To be a successful internal seller, one has to accept this fact and be adaptable to apply different approaches to convince these people with the help of three types of selling skills: strategic, tactical and self-management. Thus he will be able to network and effectively implement any idea or plan internally. Executive Summary:

This report talks about the Super-Ware case and tries to analyze how different internal selling concepts can be used in such a scenario in real life. There are two challenges here. The first one is to win over the customer Australian Home and the second one is to convince the people within the organization to agree to the demands of Australian Home. SPIN selling techniques can be used to convince Australian Home. For the second part, six stage internal sell process is explained. For each of the stages, relevant theories and concepts have been used. The final goal is to convince both the companies to strike a deal so that a long term good business relationship can be started. Putting Theory into Practice:

I will consider the “Super Ware” case and try to analyze it in the lights of the theories learnt in the course “Internal Selling”. First, I will describe the situation in brief. Then the two parts will be discussed separately. The first part, convincing the customer, Australian Home will have discussion on how SPIN selling technique can be used here. The second part, convincing the company people, will be dealt with the six stage internal sell process.

Situational Analysis:
Super-Ware is a cookware company. It designs products to simplify people’s lives. For more than 100 years, they are helping people to save money and time by keeping their food fresh for longer. Super-Ware offers a wide range of products for storing food, food preparation, cookware, storage and serving items. They have designed a new technology cookware. This is called Snap-Shut which has the patented Easy-Find technology. The first challenge of the sales representative is to win the deal from the most shopped general merchandise retailer of Australia, Australian Home. Then the second challenge is to convince the departments within the organization to agree to the needs of Australian Home. 1. Convincing the End Customer: Australian Home

1.1 SPIN selling technique:
First, I will try to apply the SPIN selling technique as proposed by Rackham, 1987 to be able to win over the customer, Australian Home. •Situation: Australian Home is one of the biggest retailers of Australia. It is part of Australian Home Corporation, Limited which operates in retail, financial services and petroleum. More than 25,000 Australians work across the company. It has 254 stores in a wide range of communities nationwide. Australian Home stores offer a unique mix of products and services through the leadership of three specialty stores under one roof- Automotive, Sports and Leisure and Home Products. The product in question, Snap-Shut is currently not listed in Australian Home but other products of Super-Ware are sold in Australian Home as well...

References: • John Bradley Jackson, “Internal Selling Can Be The Hardest Sale”
• Rackham, 1987, SPIN Selling Technique
• Spiro, & Weitz, 1990, Adaptive Selling
• Jennifer McFarland, 2001, “The Inside Sales Job”
• Friesen, M.E., 1998, “The Internal Sell Process”
• E. Berne, 1986, Transactional Analysis
• Peter Senge, Ladder of Inference
• Brandenburger and Barry, 1996, Co-opetition
• Argyris, 1976, Double Loop Learning
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