Phase Four—Search for and Qualification
of Potential Sources
Next, buyers must locate and qualify potential suppliers capable of providing the preferred
solution. Although buyers certainly utilize information provided by salespeople
to identify qualified suppliers, there is an abundance of information available from
other sources such as trade associations, product source directories, trade shows,
the Internet, advertising, and word of mouth. Once identified, potential suppliers
are qualified on their ability to consistently perform and deliver at the level of quality
and quantity required. Due to the large number of information sources available to
buyers researching potential suppliers, one of the most important tasks in personal
selling is to win the position of one of those information sources and keep buyers
informed about the salesperson’s company, its new products, and solution capabilities