Trade Shows Mean Bigger Business

Authors: John F. Tanner, Jr.
Year Published: 1992
Topics: Marketing, Opportunities

The fundamental imbalances in the economy will be removed to the extent that we promote more investment in the education and training of our people, encourage more research and development in industry, generate more capital formation,and improve efficiency in the management of resources both in the public and private sectors. World trade needs to be recognized as part of a process that generates world prosperity and enables us to acquire products we value highly in exchange for products we value less.

GO TO ARTICLE

Keywords: Business, Expansion, Marketing, Trade Shows

The Role and Importance of the Salesperson in Creating a Competitive Advantage

Authors: John F. Tanner, Jr., Mary Anne Raymond
Year Published: 1994
Topics: Sales, Statistics

One of the key components of a firm’s strategy is how to achieve and maintain a competitive advantage. The role and importance of the salesperson in the distribution channel and salesperson access to the customer as a means of achieving competitive advantage is examined. Two direct selling firms who use or have used salespeople as their primary means of selling products are compared. Overall, 242 Mary Kay Cosmetics Inc. (MK) and 200 Fuller Brush Company (FB) sales representatives were surveyed. A total of 118 MK and 92 FB surveys were returned. Findings indicate that direct selling provides a competitive advantage when the salesperson helps customers try the product. Pushy salespeople, products that are not available and other problems may become competitive disadvantages. The product itself is an important part of the repeat purchase process but the salesperson is necessary because of access to the market.

GO TO ARTICLE

Keywords: Competitive advantage, Personal Selling, Roles, Salespeople, Statistical Analysis