Implementing new business-to-business selling methods

Richard N. Cardozo, Shannon H. Shipp, Kenneth J. Roering

Research output: Contribution to journalArticle

22 Citations (Scopus)

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.

Original languageEnglish (US)
Pages (from-to)17-26
Number of pages10
JournalJournal of Personal Selling and Sales Management
Volume7
Issue number2
DOIs
StatePublished - Jan 1 1987

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selling
Sales
Industry
firm
management
sales
Selling methods
New business
Business to business
customer
manager
Managers
experience
Marketers

Cite this

Implementing new business-to-business selling methods. / Cardozo, Richard N.; Shipp, Shannon H.; Roering, Kenneth J.

In: Journal of Personal Selling and Sales Management, Vol. 7, No. 2, 01.01.1987, p. 17-26.

Research output: Contribution to journalArticle

Cardozo, Richard N. ; Shipp, Shannon H. ; Roering, Kenneth J. / Implementing new business-to-business selling methods. In: Journal of Personal Selling and Sales Management. 1987 ; Vol. 7, No. 2. pp. 17-26.
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