The salesman's job in competitive bidding situations |
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Institution: | 1. Institute of Biomedicine, University of Turku, Turku, Finland;2. Turku University Hospital and University of Turku, Turku, Finland;3. Microbiology and Genetics Department, Turku University Hospital, Turku, Finland |
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Abstract: | The role of the salesperson in firms that obtain orders through competitive bidding is quite different from that in firms where the bidding process is absent. This article discusses the five major tasks that salespeople were observed to undertake in 16 firms in the construction industry. The five tasks are establishing the credibility of the salesman, undertaking market research, influencing design and specification, establishing the firm's credibility, and establishing a communication system. The five tasks are common to most salespeople, although the precise role played will be influenced by situational factors such as the purchasing practices of customers, the firm's marketing strategy, and competitors' selling activities. |
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