Industriell försäljning fallstudier av personlig försäljning till strategiska kunder

Abstract: The traditional approach to selling was developed in a consumer context. Traditionally, selling has been about identifying prospects, making persuasive presentations and closing the deal. In this study it is argued that industrial selling is something quite different. Industrial selling takes place within long-term relationships. It is about adapting products to customer needs, and more individuals than salesmen are involved in the sales activities. Individuals involved in these sales activities are defined as internal sales actors. It is further argued that the activities of the seller are influenced by marketing strategy, the type of products offered, and the type of customer relationships. The aim of this study is to describe and explain the industrial selling of capital equipment to major customers by identifying and explaining the design of the sales process as a result of the seller's marketing strategy, and by identifying the seller's internal sales actors as well as the role of the industrial salesman with regards to different marketing strategies. The empirical material consists of three case studies and three shorter mini-ease studies. Data was collected via in-depth interviews and by investigation of various documents. It was found that the industrial selling of capital equipment integrates activities from different functional areas, including engineering, product development and marketing. The stages in the industrial sales process are divided into two phases, one being a follow-up and proposal phase, and the second an engineering and closing phase. The sales process is sequential, but there are also several loops within each phase. Several internal sales actors take part in the salesprocess activities. According to the findings, more internal sales actors are involved when the demands of adaptation to individual customer needs are increased. Thus, when the seller has a marketing strategy based on high adaptive problem-solving ability, then the selling is more complex and involves more internal sales actors. The largest and most formalized sales actors team was found in a selling company having a marketing strategy based on both high general and adaptive problem-solving ability. It was also found that the salesman in industrial selling has a combined role in which he carries out technical activities, selling activities, and the overall coordination of the sales process.