Sales and sales management usually appear at the top of the market's preferred communication tools for B2B companies. This underlines the role of a direct sales force, which is to be not only a distribution channel, but also

Not important 1

Sales and sales management

Trade magazines Trade shows

Technical seminars/presentations

Sales promotional materials

Direct marketing

On-line marketing






Outdoor media

Very important

Not important

Figure 8.1 Importance of promotional tools used by high-tech firms.

a source of communication. Actually, for some small start-ups, sales representatives are the only communication tool. Consequently, it is of the utmost importance for the marketers to make sure that the representatives exactly know the positioning and the key benefits of the products they are selling. If they have not been trained correctly, there is a strong probability that they will not communicate the right message to the customers.

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