文档介绍：Business Marketing Relationships 6
Business Marketing Relationships
61>. Strategizing: Tradeshows & Sales
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Outline
In business-to-business settings, salespeople continually interact with customers & clients
Interaction is vital – producing & acquiring resources
Professional marketing is often from a distance
Defining roles between sales & marketing is difficult
How can professional marketers acquire learning of their salespeople colleagues?
Qualitatively or quantitatively, if at all?.
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Trade shows
An event, Premier Vision, a trade show for fabrics producers to meet with fashion designers
A physical space that represents the otherwise ethereal idea of market
Organizers select the payers
Concertation mechanism: investing in forecasts & in meetings and processes that seek to make these ‘come true’.
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Teaching sales by formatting it
Cognitive selling paradigm
Schematic:
(a) Declarative knowledge of customer categories
Segmenting?
& (b) Procedural knowledge/scripts of how to proceed through sales encounters
Seems quantifiable because of its highly codified.
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Turley & Geiger (2006, p. 667)
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Learning & knowing, rather than gaining knowledge
Personal
About other people in their settings
Professional lives are inter-personal
teach this?
Transfer learning to another sales colleague?
when handing-on
Learning non-porta