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END-OF-CHAPTER SUPPORT
MARKETING DEBATE—Are Great Salespeople Born or Made?
One debate in sales is about the impact of training versus selection in developing an effective sales
force. Some observers maintain that the best salespeople are “born” that way and are effective due to
their personalities and all the interpersonal skills they have developed over a lifetime. Others contend
that application of leading-edge sales techniques can make virtually anyone a sales star.
Take a position: The key to developing an effective sales force is selection versus the key to
developing an effective sales force is training.
Pro: Selection is definitely the number one consideration in choosing salespeople in today's business.
There is an old adage: “hire for personality, train for skill.” Salespeople occupy a role in the marketing
mix called the “boundary spanner” that is they are the link between the company and the customer. In
these roles, the salesperson is subjected to enormous amount stress to please both the customer and be
fair to the company. In addition, salespeople must endure absence from family, travel difficulties, and
time management issues. Selecting a person based upon their ability to handle these stresses, and have
the personality skills of likability, resourcefulness, listening, and problem
handling/decision-making/solution providing included can only be accomplished by selecting the right
person from the start.
In addition, salespeople must communicate trust, be trustworthy, ethical, and honest because so much
of their dealing with customers/clients depends upon these characteristics. One cannot be expected to
“train” for honesty, nor can one be expected to train a person in his/her ethical behavior. These are
traits formed from birth and can only be found during the selection process.
Con: This is an old position, perhaps true when salespeople had only one function—to sell and the
selling process consisted mainly of convincing clients/customers of their products by the primary use
of personality, persistence, and patience. Today, the role of the salesperson is much more complex and
complicated. Selling skills today, involve problem identification, listening skills, and a host of other
“trainable” skill sets, more than they consist of being the “likable fellow” or “best joke teller” of the
past. All of the skills needed by successful salespeople can be taught, including persistence and
patience.
In today’s complicated business environment with salespeople assuming more and more of the role as
consultant and account manager, the attributes for success in these roles requires a different
combination of skills—skills that can be taught to anyone who is interested enough to learn and
become competent in their execution.
MARKETING DISCUSSION
Think about the last time you went to make a major purchase in a store. How important was the
salesperson in that decision? What did he or she do that you liked or didn’t like?
Suggested Response: Student answers will differ depending on their experiences. Students
should include a discussion of “best practices” as they compare notes.
Marketing Excellence: Progressive Corporation
1. What has Progressive done well over the years to attract new insurance customers?
2. Discuss Progressive’s direct marketing campaign, which primarily revolves around the
character Flo. Why does it resonate so well with consumers?
3. What else should Progressive be doing to ensure it stays top of mind in the competitive
industry of insurance?
Marketing Excellence: Victoria’s Secret
1. Why has Victoria’s Secret been so successful? How does the company reach its target
audience?
2. What do you think are Victoria’s Secret’s biggest challenges?
3. What’s next for Victoria’s Secret? How does the company grow?
