Business to Business Sales: A Method of Selling Products or Services to Other Business Organizations

Running head: SALES MANAGEMENT AND PERSONAL SELLING
SALES MANAGEMENT AND PERSONAL SELLING
Name of the Student
Name of the University
Author Note

SALES MANAGEMENT AND PERSONAL SELLING1
Introduction
Business to business or B2B sales is considered to be a method of selling
products or services to the other business organizations rather than the consumers.
This is based on more consultative and relational promotion of the sales process
along with the sales cycle that is longer in comparison to transactional process of
sales. Transactional process of sales is considered to be quite common in the B2C
sales process (Alasadi and Al Sabbagh 2015).
Proper management of the sales process is considered to be an important
part of the B2B sales based activities that are performed by the organizations. The
proper management of relationships with other organizations is considered to be an
important aspect that is able to influence the B2B sales process (Aydin, Koc and
Kaya 2017). The essay will be based on the analysis of long term and short term
process that is related to the sales goals that have been developed by an
organization. The effectiveness of long term planning will be a major part of the
analysis that will be made in essay.
Analysis of the topic
As discussed by Kaski et al. (2017), the business organizations in modern
environment require immediate results in order to face competition in the market.
However, the organizations take time to create a lasting impact on the business
environment. The gap that exists between the objectives set by an organization and
the actions that are implemented have an impact on the operations. The majority of
B2B marketers are a part of the classicists based group. The major drivers that are
related to the effectiveness of developing a target market include the value
proposition of the firm (Nunan et al. 2018). The B2B marketers however aim at

SALES MANAGEMENT AND PERSONAL SELLING2
setting the short term goals in order to gain their position in the industry and increase
the sales as well. The long term investments are however considered to be more
important for the development of an easy selling environment. Sales in B2B is
considered to be a long term game and the organizations need to develop the image
of the brand in an effective manner (LaPlaca and da Silva 2016). Marketing is
considered to be most effective when a long term based strategy is implemented by
the organization. The individuals who are a part of the B2B sales process are
motivated in a huge manner by the objectives that have been set by the business as
a whole. However, the personal and political goals of employees are able to
influence their motivation levels within the organization (Madhani 2016). The
researches that have been made by Google previously have suggested that
emotions have a greater impact on the decisions made as a part of B2B sales rather
than B2C sales based decisions. The two major uses of marketing within the
organization include making the sales easier in the future and unearthing the sales
opportunities as well. Long term planning is thereby required not only in the sales
decisions based on B2B operations, the communication processes also need to be
planned on a long term basis (Nunan et al. 2018).
According to Ortiz‐de‐Mandojana and Bansal (2016), the long term based
goals and investments are considered to be more important for the organizations
that are a part of the B2B industry. However, the development of a proper balance is
highly important for the purpose of proper development of a campaign that can
influence the operations. The failure of many campaigns are related to the lack of
proper balance that is developed between the long term goals and the short term
goals as well. The marketers thereby need to combine the preferences for the longer
programmes along with the short term goals (LaPlaca and da Silva 2016). The agility