Selling Trends: Use of Customer Teams

As we noted in our discussion of technical specialists, salespeople may require the assistance of others in their organization in order to deal effectively with prospects. In fact, many companies are moving away from the traditional sales force arrangement, where a single salesperson handles nearly all communication with an account, in favor of a team approach where multiple personnel are involved.

Teams consist of individuals from several functional areas, such as marketing, manufacturing, distribution, and customer service. In some configurations, all members share bonuses if the team meets sales goals. Clearly to be effective a team approach will require the implementation of a strong customer relationship management (CRM) system.