The primary role of professional salespeople is to create value. Salespeople add value by identifying customer needs and devising or delivering a solution for those needs. Adaptation is something that most other forms of marketing cannot do. I. Sales' role in the organization A. Managing relationships 1. The field sales force is responsible for managing the personal relationships between the company and the customers.
Salespeople often determine which customers to call on and which customers to bypass.
Salespeople often determine the specific account strategy to follow with respect to how a particular customer relationship will be maintained 5. Salespeople are also responsible for implementing this account strategy and ensuring customer satisfaction 6. Used in situations where customers needs do not vary from one customer to another 2. Involves using a script or memorized sales pitch from which the salesperson do not deviate to any great degree B. Needs satisfaction selling 1. Involves identifying the buyer's needs and tailoring the sales pitch to fit those needs.