Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e

15. Personal Selling Text © The McGraw−Hill
    Companies, 2002

Personal Selling 427

Producers sometimes aid in

the personal selling effort by

providing innovative displays that

communicate not only the

features but also the benefits

of their products. To help

salespeople explain the benefits

of its new Profile washer and

dryer, GE places this interactive

display in dealers’ stores.

Order Takers Nurture Relationships to Keep the Business Coming

Order takerssell to the regular or established customers, complete most sales

transactions, and maintain relationships with their customers. After a customer

becomes interested in a firm’s products through an order getter or supporting sales-

person or through advertising or sales promotion, an order taker usually answers any

final questions and completes the sale. Order-takingis the routine completion of

sales made regularly to the target customers. The routine completion of sales usu-

ally requires ongoing follow-up with the customer, to make certain that the customer

is totally satisfied and to be certain that the relationship will continue in the future.

Sometimes sales managers or customers use the term order takeras a put-down

when referring to salespeople who don’t take any initiative. While a particular sales-

person may perform poorly enough to justify criticism, it’s a mistake to downgrade

the function of order-taking. Order-taking is extremely important. Many firms lose

sales just because no one ever asks for the order and closes the sale. Moreover,

the order taker’s job is not just limited to placing orders. Even in e-commerce, where

customers place routine orders with computerized order systems and EDI, order tak-

ers do a variety of important jobs that are essential to the business relationship.

Once industrial, wholesale, or retail accounts are established, regular follow-up is

necessary. Order takers work on improving the whole relationship with the cus-

tomer, not just on completing a single sale. Even if computers handle routine

reorders, someone has to explain details, make adjustments, handle complaints,

explain or negotiate new prices and terms, place sales promotion materials, and keep

customers informed of new developments. Someone may have to train customers’

employees to use machines or products. In sales to middlemen, someone may have

to train wholesalers’ or retailers’ salespeople. All these activities are part of the order

taker’s job. And a failure in meeting a customer’s expectations on any of these activ-

ities might jeopardize the relationship and future sales.

Producers’ order

takers—train, explain,

and collaborate