Marketing and Sales

Aquí el artículo completo desde The Economist

El representante de ventas, el gerente de cuenta, el vendedor, ¡no ha muerto!

La venta personal desde siempre ha sido un componente vital del buen funcionamiento de la Distribución y de la Comunicación. Vitales éstos a su vez del buen marketing. Los medios electrónicos han amplificado su importancia. El buen vendedor sigue siendo apreciado en toda organización: esto es, aquel que es capaz de vencer los 4 No`s de camino hacia la transacción: No Trust ("no le creo, a su compañía"), No Need ("no necesito, su producto"), No Help ("ya lo tengo, y me funciona mejor que el suyo"), No Hurry ("tal vez sí, pero hoy no")

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Extracto introductorio:

"WÜRTH, a German family firm, makes the most basic products imaginable: screws, nuts and bolts. No need for fancy salesmanship here, you might think. In fact, Würth has 30,000 sales reps. It calls them its “beating heart” and strokes them deftly: when one performs exceptionally, the firm writes to congratulate his wife.

Reports of the death of the salesman have circulated since the first dotcom boom. Consumers are doing their own research. Businesses are opting for automated purchasing and reverse auctions where all that matters is price. Online comparisons, ratings and other unbiased information have made the tough task of selling tougher still. Customers have become warier of being sold to. Drug firms used to hire ex-cheerleaders to sway doctors into prescribing their pills. But doctors (many of whom are female these days) have grown less swayable. About a third of them are now considered “hard to see” by the drugs industry."