The answer to Personal Selling and Customer Focus

Cavalier Products sells office equipment though out the state. Its many customers include government offices, non-profit institutions, schools and businesses. There is a lot of competition for copiers, printers, scanners, monitors and computer systems. Today, Cavalier employs 100+ people which include four sales teams of 10 salespeople each, service teams, several customer trainers, supply salespeople and office administrative support personnel. Some of the larger companies such as Nabisco, Best Buy, LandAmerica, Ameritrade, Exxon, and Ford are among their customers. At times some of the service support work is outsourced for geographically spread companies. Cavalier has been in business for over 10 years and is known for its expertise and good customer service.

Many times salespeople and act as equipment trainers and sell supplies, which may take them away from bringing in new business. This has been a frustration for the sales people. They are paid sales commissions, but are not paid for other activities. The trainers and supply people also get frustrated when this happens, because they end up receiving direction from a sales person instead of their manager.

To expand, the company's business, the owners decided to improve sales. You, as an experienced senior salesperson, will continue your duties of prospecting for new business and closing deals. More emphasis is to be put on keeping existing clients informed of new products and listening to their feedback--generating more repeat business. Company salespeople will also participate in cold-calling programs, including networking at business and trade events, to generate more prospects for new business opportunities. In addition, four new salespeople are going to be hired. As an experienced salesperson and long-time employee, you will provide some mentoring and training.

Problem:

Cavalier Product's sales force makes multiple calls on general business, small and large; to find new prospects, make presentations, even product demonstrations. B2B selling is a process rather than simply order-taking.

• What suggestions do you have to improve the selling process?
• How does the buying-decision process compare with the steps the seller goes through?