Personal Selling: Two Approaches


Personal Selling: Two Approaches

Many American companies do not put nearly enough effort into direct, personal communication. Japanese success in displacing the US as Saudi Arabia’s leading supplier is instructive. Japanese exporters and small teams to meet with Saudi importers: Japanese exporters; they go to Saudi workshops, travel to secondary towns, and meet with sub-agents. The Americans, on the other hand, invite all their Saudi agents together for a luncheon, do not have private meetings, do not get their hands dirty, and never travel to secondary towns—they tend to stick to the three market centers. Saudis complain that US effort is misdirected: American personnel devote infinitesimal detail to making advance arrangements for visiting executives, going so far as to specify rooms overlooking a certain view from the hotel.

Japanese firms supplement their direct, personal efforts with heavy local advertising. They use gifts generously in product introductions, and warrantees on Japanese consumer electronics range up to three years. To carry out this business, Japanese trading companies have large staffs of professional international marketers who have been cultivated since graduation from a Japanese international trading university, schooled in English and Arabic, and rotated worldwide as international trading specialists.

Compared to most other cultures, particularly non-Western. Americans are extraordinarily preoccupied with the tangible aspects of a product. They round up all their sales agents and give a product presentation instead of putting their energies into the more important component of international marketing—people. In American and only a few other countries it is normal to do business from a distance, between strangers, by mail or telephone.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

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Job Restructuring


Job restructuring comprises an important group of work organization methods which aim at increasing both productivity and job satisfaction. Increased job satisfaction itself can also result in higher productivity and better motivation. Many managers and workers feel that job restructuring , covering job enrichment and job enlargement, is a promising strategy for improved job satisfaction.

Job restructuring can build up the content of jobs, so as to enhance skills, interest, initiative and range of responsibility while reducing frustration and monotony. Job enrichment and job enlargement are concerned with job and work changes through modification of the workers’ tasks. Restructuring, the addition of further similar tasks, is often referred to as job enlargement and can be viewed as horizontal change. One variation of job enlargement is job rotation. Workers are “rotated” between various fragmented activities with some degree of choice. Vertical change involves increased individual involvement through the addition of different tasks and duties; such changes are generally referred to as job enrichment.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.