Sales-oriented businesses differ significantly from market-oriented business. Bethe Hart, marketing professional and adjunct professor at both Rutgers University and Immaculata College, explains that a sales-oriented business approach has several defining characteristics that set it apart from a market-oriented business. These include the need for aggressive selling methods, a tendency to plan for the short-term rather than the long-term, the need for heavy promotion and the assumption that consumers will buy the product if the company makes it.
Internet Marketing
One example of a sales-oriented business is an online Internet marketing company that attempts to sell consumers any number of different products. This could be, for instance, a business that attempts to sell software to consumers and other businesses to meet their needs. These types of businesses create products that are based on the assumption that the product will meet the need of the business or individual, whether they have expressed a need for the product or not.
Business-to-Business Sales
Business-to-business sales also provide another example of a sales-oriented business approach. Companies develop products that may benefit a business and then rely heavily upon aggressive marketing tactics to sell them. Examples of products sold in this type of market can include advertising sales or technologies such as point-of-sale software and machinery that will allow the business to run more efficiently and profitably. Chances are the business owner was not initially looking for the product, but did so because the salesperson showed him some benefit to buying it.
Door-to-Door Sales
Another traditionally sales oriented-business model that is similar to the business-to-business model is the door-to-door sales method that some companies rely upon to sell their products. These companies will create a supposedly superior product that can be demonstrated in the home and try to show the potential consumer how it will benefit her in the long run. For example, a salesman selling the "world's greatest vacuum cleaner" may attempt to sell the product to the housewife who has a toddler crawling around on the dirty carpet.
Home Improvement
Various types of home improvement products can also provide the occasion for the establishment of sales-oriented business approach. These, too, are sometimes sold on a door-to-door basis, but they are often peddled over the phone first to get the interest of the homeowner and establish an appointment to show the product. While many consumers do have a need or even a desire for such products and may seek them out in a large retail home improvement store, some will inevitably buy products because aggressive sales and marketing professionals approached or contacted them.
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