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Lesson 2: Overview of Personal Selling

A magnifying glass over the word TrendsCurrent Trends in Sales Professionalism

Ingram et al. (2015) indicate that the sales organization must successfully address the trends in complexity, collaboration, and accountability:

  • An increasingly complex business environment
  • A greater reliance on collaboration
  • Greater accountability for actions and results

Complexity

Here are some considerations regarding sales force response to complexity issues (Ingram et al., 2015): 

  • Sales must become more strategic
  • Sales organizations must become learning organizations—complement initial training with ongoing sales training
  • Sales specialists needed for specific customer types
  • Develop multiple sales channels for specific entities such as major accounts programs and electronic networks
  • Recruit and develop salespeople who understand diverse cultures, languages, and business practices (p.29)

Collaboration

Here are some considerations regarding sales force response to collaboration issues (Ingram et al., 2015):

  • Implement cross-functional programs to foster communication
  • Sales managers should build trust with salespeople; ensure that salespeople know how to manage themselves and play a leadership role when required
  • Focus on trust-based relationship selling; train salespeople in problem-solving, conflict resolution, and how to recover from service failures (p.29-30)

Accountability

Here are some considerations regarding sales force response to accountability issues (Ingram et al., 2015):

  • Appropriate use of sales technology
  • Lower-cost contact methods, e.g., telemarketing for some customers
  • Implementing more effective sales organization structure
  • Ensure that salespeople know the ethical and legal framework for their markets, including cultural and global market variation (p.31)
 

Reference

Ingram, T. N., LaForge, R. W., Avila, R. A., Schwepker, C. H., Jr., & Williams, M. R. (2015). Sales management: Analysis and decision making (9th ed.). New York, NY: Routledge.


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