Part A: “Conduct an in-depth analysis of how global organisations can leverage commercial success through the utilization of the characteristics of modern selling. Support each theory with relevant organisational examples. Where organisational examples are not available, you may hypothesise”.
Part B: “Select two (2) global organisations with different primary selling platforms. Assess the different sales platforms on the basis of their commercial success, effectiveness and reach.”
This part of the paper is to analyze how global organizations can leverage commercial success through the utilization of the characteristics of modern selling. The requirements for a salesforce have completely changed as only presentational and closing skills in the highly competitive world are not sufficient and salespeople have to possess a wide range of skills and be able to apply characteristics of modern selling. Nowadays consumers are better educated and more sophisticated. Salaries have increased continuously in the past years and therefore consumers are able to use their spending power to allocate between an increasingly wide range of product and services. Too many companies own a superior product and efficient production and extensive promotion so that they must be able to offer to customers more than this to increase their chance of success, customer needs must be placed at the very center of business planning (Jobber and Lancaster 2015).