Will Your Salesforce Adapt to Reverse Marketing?

The Caribbean School of Sales Management

The traditional view of marketing is that suppliers will actively seek the requirements of customers and attempt to fill those needs better than the competition. This model places the initiative with the supplier. Purchasers can assume a passive role, relying on their suppliers’ sensibilities to their needs and technological capabilities to supply them with solutions to their problems.

But recently, buyers, sometimes dissatisfied with salespeople that create little value for them, have been taking a more affirmative stance in acquiring the products and services that they need to compete. This process whereby the buyer attempts to persuade the seller to provide exactly what the organization wants is called reverse marketing.

Implications of reverse marketing include serious threats to uncooperative in-suppliers but major opportunities to responsive in-suppliers and out-suppliers. While the potential benefits to buyers are obvious, some suppliers will have a monster in the room. Why? Because there are just…

View original post 59 more words

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s