Straight rebuy decisions present a major challenge to the out-salesperson.
Buyers are satisfied with the products and services from current suppliers and see
no need to change. This is a classic case where the buyer perceives no difference
or needs gap between their actual and desired state. Consequently, there is no
active buying motive to which the out-salesperson can respond. In this case,
out-salespeople are typically presented with two strategy choices. First, they can
continue to make contact with the buyer so that when there is a change in the buying
situation or if the current supplier makes a mistake, they are there to respond.
Second, they can provide information and evidence relevant to either the desired or
actual states so that the buyer will perceive a needs gap. For example, Vuteq’s competitors
will find it most difficult to gain this portion of Mitsubishi’s business by
offering similar or equal products and systems. However, a competitor might
adopt future advances in technology that would enable them to offer significant
added value over and beyond that being offered by Vuteq. Effectively