Selling Techniques for Industrial Products and Services: Are They Different?

Dubinsky, Alan J.; Rudelius, William
September 1980
Journal of Personal Selling & Sales Management;Fall/Winter80/81, Vol. 1 Issue 1, p65
Academic Journal
The article focuses on what selling techniques are considered to be important by salespeople. The objectives are, to identify the selling techniques judged important by those selling industrial products and services and to compare the selling techniques judged important in selling industrial products to those used for selling industrial services. The present study has presented a list of 84 selling techniques. This catalogue of techniques provides a useful checklist that sales executives can utilize in planning sales training programs. More specifically, by reviewing the techniques described in this study (especially those techniques salespeople judge to be important), a determination can be made about which sales methods should be taught in a sales training program. In addition, the checklist of techniques can be employed when designing training programs for both product and service and novice and veteran sales personnel. Also marketing a product can involve an emphasis on different selling techniques than when marketing a service. That is, because of the intangibility of a service, the same selling techniques used to sell a product are not always applicable when used to sell a service.


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