Implementing New Business-to-Business Selling Methods

Richard N. Cardozo Richard Cardozo holds The Curtis L. Carlson Chair in Entrepreneurial Studies, and is Professor of Marketing in the Carlson School of Management at the University of Minnesota. His teaching and research activities emphasize new business development, business-to-business marketing and product policy. He currently serves as Director of the Case Development Center of the Carlson School of Management. Professor Cardozo is the author of Product Policy: Cases and Concepts, and a co-author of New Product Forecasting and Problems in Marketing (4e). He has contributed articles to the Journal of Marketing, Journal of Marketing Research, Journal of Advertising Research, Journal of Retailing, Journal of Social Psychology, Industrial Marketing Management and other professional journals. He is a member of the Editorial Board of the Journal of Marketing. He has taught at The Harvard Business School and The Hebrew University of Jerusalem, and has served as chairman of the Department of Marketing at the University of Minnesota and as Director of the University's Center for Experimental Studies in Business. Professor Cardozo received his Ph.D. from the University of Minnesota in 1964. He has an MBA from the Harvard Business School and an AB from Carleton College.

Shannon H. Shipp Shannon H. Shipp (Doctoral Candidate, University of Minnesota) is Assistant Professor of Marketing at Texas Christian University. His current research interests include marketing strategy and sales management. His articles have appeared in Psychology and Marketing, Business Horizons, and the Journal of Business Ethics. He is active in and has published papers in Proceedings of the American Marketing Association and the Strategic Management Society.

Kenneth J. Roering Kenneth J. Roering is the Paul S. Gerot Chair in Marketing and Professor of Marketing in the School of Management at the University of Minnesota. He received his Ph.D. from the University of Iowa in 1972 and was on the faculty of the University of Missouri and the University of Iowa before assuming his current position in 1981. He has also served as a visiting professor or distinguished guest lecturer at Northwestern University, University of Michigan, University of Virginia, University of Texas, University of Illinois, University of Southern California, and the Marketing Science Institute. Professor Roering has been actively involved with various professional associations, particularly the American Marketing Association, the American Institute for Decision Sciences and the Association for Consumer Research. He is on several editorial boards, including the Journal of Marketing and the Journal of Marketing Research. Professor Roering has published in a number of professional journals and books including: Journal of Marketing, Journal of Advertising, Journal of Applied Psychology, Behavioral Science, Journal of Business Research, Journal of Conflict Resolution, Journal of Purchasing, International Journal of Urban Systems, Research Policy, Journal of the Academy of Marketing Science, Journal of Bank Research, and Middle Range Theory. He has also coauthored a widely adopted textbook entitled Essentials of Consumer Behavior (1979). Currently, he is writing a book entitled The Market Driven Company, and writing several research papers on various marketing management issues.

Abstract

Telemarketing (TM), National Account Management (NAM), and other new selling techniques are increasingly being adopted by industrial marketers to replace or augment face-to-face sales forces. Adoption of any of these techniques requires the firm to adjust its selling mix, which is the combination of personal selling techniques used by the firm to reach its customers. Adoption of new selling mixes offers substantial payoffs, but involves risks and problems. This article proposes an analytical framework, based on the experiences of 40 business-to-business marketers, to guide managers in successfully adopting a new selling mix. The utility of this framework is demonstrated by applying it to two firms. From this analysis, management guidelines are developed for adopting new selling mixes.

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Implementing New Business-to-Business Selling Methods

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