Sales & Marketing Management

Scenario #3:

Salespeople may be very well versed on the features, benefits of their products,
and possess good selling skills but they sometimes lack a comprehensive
knowledge of the industry.

Problem

Salespeople have not usually grown-up in an industry. Good selling skills are
transportable and many times a good salesperson comes from a related field
and is successful by simply applying good selling techniques.

Possible solutions

Management should provide educating and training for the sales staff by:

Û Providing training on industry structure and background

Û Involving the salesperson with key customers and other business

associates who are very knowledgeable about their industry

Û Providing ongoing training on their market and their competitors

If salespeople have a good background and understanding of the industry, they
are better able to anticipate customers' needs and solve their problems.

These same salespeople will be able to gain more quickly the confidence and
trust of the customers.