Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e- Personal Selling Text © The McGraw−Hill
Companies, 2002
Producers’ order takers often have a regular route with many calls. To handle
these calls well, they must have energy, persistence, enthusiasm, and a friendly per-
sonality that wears well over time. They sometimes have to take the heat when
something goes wrong with some other element of the marketing mix.
Firms sometimes use order-taking jobs to train potential order getters and
managers. Such jobs give them an opportunity to meet key customers and to bet-
ter understand their needs. And frequently, they run into some order-getting
opportunities.
Order takers who are alert to order-getting opportunities can make the big dif-
ference in generating new sales. Bank of America recognizes the opportunities. At
most banks, tellers are basically order takers and service providers. When a customer
comes in to make a deposit or cash a check, the teller provides the needed service
and that’s it. In contrast, Bank of America encourages its tellers to help get new
business. Its tellers are trained to ask customers if they have ever considered invest-
ing in one of the bank’s certificates of deposit or if they would like to learn more
about a home equity loan. They give the interested customers sales literature about
various financial services and ask if the customer would like to speak with a cus-
tomer service representative.^6While producers’ order takers usually handle relatively few items—and some-
times even a single item—wholesalers’ order takers may sell 125,000 items or more.
They have so many items that they can’t possibly give aggressive sales effort to
many—except perhaps newer or more profitable items. There are just too many
items to single any out for special attention.
The wholesale order taker’s main job is to maintain close contact with customers,
perhaps once a week, and fill any needs that develop. Sometimes such order takers
almost become part of the organization of the producer or retailer customers they
serve. Some retailers leave it to the salesperson to decide how all of the brands in
a product category, including those of competing producers, should be promoted.
Obviously, this relationship of trust cannot be abused. The order taker normally
checks to be sure the company fills the order promptly and accurately. The order
taker also handles any adjustments or complaints and generally acts as a liaison
between the company and its customers.428 Chapter 15
Good retail order takers can play
an important role in building good
relations with customers.
Wholesalers’ order
takers—not getting
orders but keeping
them