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Summary Changing role of sales (part 5)
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Changing role of sales (part 5)
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International sales & procurementPart 5: changing role of sales
The changing role of a salesman
From product provider To value creator
Sells price Sells “relevant” value
Takes orders Creates pro-active alternatives
Delivers goods Matches customer needs to firm
capabilities
“opportunist” “selective opportunist”
Traditional versus modern selling
Traditional selling Modern selling
1. role of salesperson “lone ranger” Team leader
Business consultant
Long-term relationship
2. involvement of customer Minimum customer Heavy involvement of
and salesperson involvement; maximum both customer and
salesperson salesperson
involvement
3. information flow One-way; salesperson two-way
to customer
4. focus on interaction product/service feature ability of the solution to
s and application address the need
behind the need – such
as the customer’s
financial performance
5. knowledge required own company’s own company +
- products and service customer’s company
- competitors - products and service
- applications - competitors
- account strategy - customers
- costs general business and
- opportunities industry trends
6. skills required face-to-face selling skills face-to-face selling
skills, including in-depth
search
strategic problem-
solving
demonstrating how
solutions meet strategic
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