reams of product brochures salespeople have traditionally had to carry with them.
The online catalogs can be easily updated without the expense of obsolete brochures
and can be selectively downloaded by salespeople to create customized presentations
and proposals.
Relationship Emphasis on Cooperation
and Collaboration
More than ever before, the business decisions made by one company directly affect
decisions in other companies. Business in today’s fast-paced and dynamic marketplace
demands continuous and increased levels of interactivity between salespeople
and buyers representing the customer organizations. This trend is further underscored
by more and more buying organizations emphasizing long-term relationships
with fewer suppliers so that they can forge stronger bonds and develop more efficient
purchasing processes. As illustrated in ‘‘An Ethical Dilemma,’’ this increasing level of
buyer–seller interaction and interdependence can create challenging ethical decisions
for the salesperson.
Rather than competing to win benefits at the expense of one another, leading
organizations are discovering that it is possible for all parties to reduce their risk
and increase the level of benefits each receives by sharing information and coordinating
activities, resources, and capabilities.8 These longer-term buyerseller relationships
are based on the mutual benefits received by and the interdependence
between all parties in this value network. In addition to being keenly aware of changing
customer needs, collaborative relationships require salespeople to work closely
with buyers to foster honest and open two-way communication and develop the
mutual understanding required to create the desired solutions. Further, salespeople
must consistently demonstrate that they are dependable and acting in the buyer’s
best interests.
Supply Chain Management
Having realized that their success or failure is inextricably linked to other firms in the
value network, many organizations are implementing supply chain management
across an extended network of suppliers and customers. Beyond a buyerseller
reams of product brochures salespeople have traditionally had to carry with them.
The online catalogs can be easily updated without the expense of obsolete brochures
and can be selectively downloaded by salespeople to create customized presentations
and proposals.
Relationship Emphasis on Cooperation
and Collaboration
More than ever before, the business decisions made by one company directly affect
decisions in other companies. Business in today’s fast-paced and dynamic marketplace
demands continuous and increased levels of interactivity between salespeople
and buyers representing the customer organizations. This trend is further underscored
by more and more buying organizations emphasizing long-term relationships
with fewer suppliers so that they can forge stronger bonds and develop more efficient
purchasing processes. As illustrated in ‘‘An Ethical Dilemma,’’ this increasing level of
buyer–seller interaction and interdependence can create challenging ethical decisions
for the salesperson.
Rather than competing to win benefits at the expense of one another, leading
organizations are discovering that it is possible for all parties to reduce their risk
and increase the level of benefits each receives by sharing information and coordinating
activities, resources, and capabilities.8 These longer-term buyerseller relationships
are based on the mutual benefits received by and the interdependence
between all parties in this value network. In addition to being keenly aware of changing
customer needs, collaborative relationships require salespeople to work closely
with buyers to foster honest and open two-way communication and develop the
mutual understanding required to create the desired solutions. Further, salespeople
must consistently demonstrate that they are dependable and acting in the buyer’s
best interests.
Supply Chain Management
Having realized that their success or failure is inextricably linked to other firms in the
value network, many organizations are implementing supply chain management
across an extended network of suppliers and customers. Beyond a buyerseller
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