Just big caveat, the stuff that I’m talked about here is not going by any means into the enough detail about any of the things I’m going to talk about. So if you only read this article, that’s not going to be very good for you.
So what you should do to approach this topic is first read the articles read the articles not necessarily and not art in that order, for some people, that’s the easier way to do it. For me, I always when I was an undergrad found that I didn’t really understand anything that I was reading until I heard the lecture about it. So whatever order works for you, but just while you are do while you’re confused just keep doing that.
But, more importantly, don’t get stuck doing that because you need to just get started. You just need to start writing putting things on paper and get going the more time you give yourself writing the better and the more opportunities you have to put the the essay aside and come back to it, the better because then you’ll be seeing it with fresh Eyes, you’ll be kind of seeing it like another person would see it and that helps you catch mistakes.
Speaking of talking of other people, catching mistakes talking about it with someone a friend someone else in the class, even if you can corral a pet house plant or you know worst case scenario of roommate, you know buy him a six-pack of beer put them on the Couch tell them to remain quiet until you are done talking to them about the essay and then give them the beer do not give them their first. That will then they will want to help, and that will not be good anyways.
That’s all general advice. Let’s talk a little more about Holly, so for Holly. The thing that you need to remember at you know no matter what we’re talking about is that there’s sort of ultimate principle, the ultimate justifier for him. Is this idea of a I don’t know why I did it this way? It’s a mutually beneficial exchange. Right so remember the whole I dia also. He calls us a voluntary exchange, but the whole idea is that the market system is presumably justifiable because it can satisfy people’s needs, allow them to mutually benefit each other by engaging in market exchanges.
If a salesperson is engaging in activities that undermine the possibility of the thing that makes the whole system, okay, then that sales persons not doing the right thing. So this is the ultimate thing to think about when it comes to Holly right, all of the other stuff. The the three conditions, the the knowledge, condition, the non compulsion one and the rationality one all of those are just ways of him, trying to spell out how it is that we would go about ensuring that there’s a decent shot at a mutually beneficial exchange.
Okay, so when I ask you, how is it that selling to customers and selling to businesses differ? Your first thought should be well, maybe in some ways the sort of conditions of a mutually beneficial exchange could be different. If we’re talking about the business-to-business case or the selling direct to the consumer case right, so that’s where your thinking should be – and you know, but don’t just kind of stay there.
You want to move to thinking about in detail how that might be playing out here. So you want to make sure, of course, like everything you know that you’d come up with some examples right and really this actually might be a good thing to do up front because, like I said you know what they just start, writing advice. You also really don’t want to get yourself too wedded to a particular thesis at the beginning, because you know if you’re working on it and you think, oh okay, here’s how it’s going to go but then you’re like oh there’s, this huge problem.
Well, what you want to do that in that case is just keep what you have and just go back to beginning, say: instead of saying: I’m going to show this works, just say: I’m going to show doesn’t work totally fine, so you don’t want to. You know sort of nail yourself down at the beginning to like a particular answer, but you do want to commit yourself pretty early on. I think to a couple of examples, so just give yourself a good nice example that you can work with on the consumer side and a good nice example that you can work on the business side, because that’s going to sort of be, you know the way that You’re going to navigate this okay so come up with some examples.
Make sure you spell them out, don’t have to take a lot of words, but just make sure it’s clear to the reader. What’s going on all right, so then you want to think about the knowledge condition, each of the conditions and yeah sort of start thinking about how these things might be flexible. So remember that it, for example, with the knowledge condition right. He ends up saying that the information that you’re supposed to give as a sales person, you know kind of your general obligation to the ordinary to the consumer is to give sort of something like what a reasonable customer.
We need to know. Okay and remember he I mean he doesn’t say this, but this is kind of my gloss on it and I say it in the other lectures. You know it’s it’s the who counts, as the reasonable customer is going to depend. I hope this is going to be in frame slowly getting better at these articles, but, as you can see not quite great at it, yet the reasonable consumer is going to depend on the like the industry.
You know, and and just the sort of you know the average customer right, so you know the average person that walks in the door so to use an example of use use elsewhere. If your work, it like a specialist um, say computer store that sells to people who do computer game, you know computer gamers right they’re going to come in with a whole bunch of background knowledge that you can’t expect, if you’re just selling computers to somebody who walks In off the street, so again it’s going to depend on sort of who you’re dealing with, and I hope you can already start to see that the average customer right in the consumer case might be a bit broader.
So the things you’re going to have to tell them to make sure you’re doing your duty are going to be sort of. You know a lot bigger, there’s a lot more things, you’re going to need to make sure that the average consumer is aware of, but in a lot of cases when you’re selling to a business. If you’re dealing with like a purchasing agent there, the there are the people that wrote the spec, you know for the request, for you know, bids or and proposals, so they are likely to have a lot of background knowledge, they’re likely to probably even know more about Their needs and about the kind of product they need than you do as the sales person.
So in that case the realm of what you might what you need to make sure that they’re aware of could be different. Okay, just pointing to one possibility possible way. This could go again. What I want to see is you try to spell out the details of that and you know, as you go through, that I guarantee there are some possible problems that will probably come to mind. You try to say what they are. Try to solve them if you can’t solve them, that’s fine, too.
What I care is that you are thinking these things through and trying to be. You know as careful as you can and is open my news. You can to try to see like okay. Well, we could go this way, but this is going to have those problems or we could go that way. This is going to have those problems. That’s what I’m looking for! I’m not looking for you to be right or anything, because the more important skill here to build is the ability to think these kind of things through non compulsion condition.
You could come up with similar things where I remember a agent. You know in many cases, when you’re selling to a company right you’re dealing with a purchasing agent who themselves has a manager and they have a manager. There are all sorts of internal company policies. So what might count as compulsion? You know, like pressure sales tactics in the consumer case, that would not be okay, because you, you know, in that case you would be undermining the person who’s, basically, the only decision-maker, but if a company has all sorts of kind of internal checks and policies and a Manager that has to sort of sign off on things.
It might be more permissible to play a bit more hardball in in the selling of the company case. No, if you, if you’re, going the way that I’m suggesting you know where the need to avoid compulsion is sort of alleviated somewhat by the fact that they have. You know a manager and policies and also they’re not as susceptible to to pressure right. They’re working for a company, they have the entire company’s finances behind them.
They have a lot of other options in many cases, so those kind of things might diminish the amount of compulsion that or start diminish the. What would count as unacceptable compulsion and the selling to the business case, like I would say like I started to say, though, if you go this direction, you want to make sure that you say where the limits are still going to lie right. So, for example, it would not be okay to kidnap the purchasing manager or the purchasing agents cat and hold it hostage, and you know she signs off on the deal right.
It would not be okay to go after somebody personally or any of those kind of threats, but the ordinary sales tactics that we might think are not okay in the consumer case, because it’s just that one person making that decision right there on the spot. That might be different when it comes to this again. What I want you to do is think these kind of possibilities through and go with it all right same idea of with the rationality condition: you’re, not just dealing with one person again you’re dealing with multiple people.
So the sorts of things that might undermine a person’s rationality in the customer case. It’s where the ordinary consumer case might not be the same in the business case. So if you think of it as like, what do I, as a sales person need to make sure, is going on with my customer in order for me to be ethical? It’s you know it’s kind of like if, if you’re selling to you know, I could save an older person who might not be as cognitively able as a younger person right in if you’re selling to that kind of person, and you want to be ethical you’re going To have to really kind of make sure that you’re really careful not to be sort of pressuring them or doing things that cause them to be irrational, whereas maybe a younger person who has who you know hasn’t had sort of age-related cognitive degeneration.
That person, the younger person, you don’t need to be as careful and you could see that sort of same sort of thing applying in the business case. So those are the kinds of things that you want to think about. There’s I guarantee you a whole bunch of different things. You can come up with here be creative. If you want, you can use any of the ones I just mentioned, as I said in the prompt it’s best to you’re, going to, as I said, the prompt you’re going to need to make sure you cover all of these.
When you express a which is explain, you know sort of Holly’s view, but then, when you get to the pot to the interpreting part, you can talk about problems that arise from multiples of the multiple ones of these like these comprise seized some of the same kind Of things that came into mind for me as differences in for these two conditions, the knowledge non compulsion condition in the rationality condition.
Those might you know are close enough together that you might want to talk about the two conditions together, whereas some of the things that apply to the knowledge condition don’t might not translate as well as to as to those other two. And what you want is to be able to go into as much depth as possible, not cover just like here’s 20 different things. I don’t want 20 different things. One thing done really well is much better than five things done less well, so hopefully that helps this.
Should be interesting, there’s a lot of different ways to go. Just make sure you give yourself a really nice solid foundation. Explain what these things are. Upfront and you’ll be good to go when you turn and when you turn to working through some examples. As long as you make sure that you just explain all your all of the possible ways, this kid could play out all right hope that house
Websites help sell stuff! Do you have one?