The importance of the industrial inside sales force: A case study

There is ample evidence that the relative roles of the inside and field sales force of industrial firms are changing. To cope with this change, this study investigates those traits which industrial customers desire from those in both inside and outside sales positions. To illustrate the strategic importance of the emerging inside selling position, a case study of a major U.S. tool and die manufacturer was conducted. Specifically, analysis connects the firm's inside and field rep performance to aspects of customer satisfaction. Findings indicate that for the focal firm it is as important, and in some cases more important, for inside reps to possess many similar traits as field reps. Results also show that the performance of the firm's inside sales force has a greater impact on customer satisfaction than that of its field sales force.