Organizational purchasing analysis for sales management

Article Abstract:

The research reported in this paper investigates how the relative improtance of rational buying criteria changes under different "uncertainty" buying situations. A sample of eighty organizational buyers was used to test an overall proposition that the degree of perceived risk (uncertainty) existing in a buying situation affects the weight a purchaser places on each of the buying criteria: price, quality, technical service, delivery lead time, and delivery reliability. The purpose of the study was to generate a comprehensive picture of the relationship between uncertainty and the relative importance of purchasing criteria., and then use this knowledge to develop a basis for segmenting the industrial market. Suggestions are made for using the uncertainty buying situations in developing sales management strategies. (Reprinted by permission of the publisher.)

Purchasing

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Implementing new business-to-business selling methods

Article Abstract:

Telemarketing (TM), National Account Management (NAM), and other new selling techniques are increasingly being adopted by industrial marketers to replace or augment face-to-face sales forces. Adoption of any of these techniques requires the firm to adjust its selling mix, which is the combination of personal selling techniques used by the firm to reach its customers. Adoption of new selling mixes offers substantial payoffs, but involves risks and problems. This article proposes an analytical framework, based on the experiences of 40 business-to-business marketers, to guide managers in successfully adopting a new selling mix. The utility of this framework is demonstrated by applying it to two firms. From this analysis, management guidelines are developed for adopting new selling mixes. (Reprinted by permission of the publisher.)

Telemarketing

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Determining the value of an industrial prospect: a prospect preference index model

Article Abstract:

Deciding which prospects are the best customer candidates is usually done subjectively. A model is presented which facilitates this decision so the relative worth of prospects can be compared. Results permit salespeople to use their time wisely by concentrating on the prospects which are most likely to become customers. (Reprinted by permission of the publisher.)

Management, Sales personnel, Salespeople

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