Industrial salespeople include both technical salespeople (sales engineers or application engineers) and nontechnical salespeople. Sales engineers or technical salespeople sell heavy equipment, machinery, chemical products, aircraft, complex electronic equipment, and military equipment. Such salespeople must have a good technical understanding of their products and customer needs. Nontechnical salespeople generally sell office equipment; disposable goods such as adhesives, cleaners, and packaging; and office supplies.

Sales or applications engineers must possess a detailed and thorough technical knowledge of their products as well as competing products. These salespeople must be able to identify and analyze customer problems and develop solutions that meet the customer’s needs. These sales engineers must be technically proficient in all aspects of their products and in communicating the merits and advantages of the products to the customer.

Steve Tice, president of Sim Graphics Engineering Corporation, and Steve Glenn, vice president for new business development, are the primary sales engineers for the corporation.35 Sim Graphics develops automated graphic simulation systems for use in industries, hospitals, and educational institutions. Their company utilizes customized demonstration presentations for potential customers. Many potential customers fail to understand the complexity of the systems, so demonstrations are needed to show what actually is available. On some occasions, it is necessary to build and demonstrate a prototype or to make a full-blown presentation. Customers who do not understand the product will be reluctant to purchase something they don’t comprehend.

Field salespeople interact with new customers and current customers. They must be able to identify customer needs and requirements and to recommend the proper product or service to meet the customer’s needs. Field salespeople who provide excellent service to their customers often receive information from their satisfied customers on new leads. These customers often provide recommendations to other potential customers for the field salesperson.

Betty Robertson, president of Lyncole Industries, is also the field sales representative for her company. Lyncole sells piping and associated supplies to contractors. Robertson states that following up on the installation of the equipment is very important. The contractors she sells to are potential repeat customers; it is essential to follow up and make certain that the customer is satisfied.36

Missionary salespeople, also known as “detail salespeople,” serve to develop goodwill, provide information, and stimulate demand for the manufacturer’s products. A missionary salesperson does not sell the product but receives recognition for increasing the sale of products indirectly. Missionary salespeople must be able to provide technical product information and offer sound advice in areas including credit policies, pricing, display, layout, and storage.

Deborah Karish, a sales representative for Amgen, stresses relationship selling in her work with medical facilities while selling to both medical staff and physicians. She had to learn the technology of her products, how they were manufactured, and how the medicines could be utilized most effectively in treating patients. She went through a pairing program with physicians to learn how the products are used. Karish knows it is necessary to establish good relationships with the medical staff. Failing to establish good relationships generally means that the people will not work with the salesperson.