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Selling to a business is more complex than selling to a customer. A customer can be easily persuaded based on the seller's personal appearance, their approach and their sales pitch, whereas a seller who is targeting a business must follow the proper procedures for pitching to the person responsible for listening to sales pitches within that organization. In most cases, if the seller is inquiring via telephone more than likely the sales pitch will never make it past the reception desk. For instance, in the world of telemarketing business-2-business (B2B) must contact the person responsible for making all of the key decisions and as a result of dealing with the volume of calls they receive each day a seller will more than likely get shut down before they even reach the person in charge.
The seller must have a sales pitch that stands out and is more competitive than all of the rest in order to successfully make a sale. According to Paul Christ (2010) selling to businesses requires a different marketing strategy than selling to consumers since these markets are fundamentally different and buyers in each market respond differently to the marketer's message.
A seller's success is measured in terms of products sold as a direct result of personal selling efforts. The selling process include; communicating with potential customers in an effort to persuade them to make the final buying decision; responding to customer initiated-inquiries; acting as a support system for the organizations sales team (Christ, 2010).
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