Changing the face of the sales force in the deregulated electric industry
As the electric utility industry marches toward restructuring and consumer choice, sales methods also must be restructured in ways that will shake the foundations of tradition. The new retail structure will likely replace the single electricity supplier with a traditional, competitive marketplace where multiple choices drive supply and demand for consumers. As existing utilities reshape their corporate structure and business practices in an attempt to retain and broaden their customer base, marketing departments will strive to build a saleable brand. The ultimate battles, however, will be fought in the trenches by the sales department. Very simply, success will depend on the ability of an individual to convince the decision-maker to stay with the incumbent supplier or to convert. In an industry that is converting from a seller's market to a buyer's market, this procedure will require skill, maturity, and experience. Decision-making for the buyer typically shifts from a facility manager, often an engineer, to an experienced purchasing manager who arrives on the scene infused with goals of reducing costs and consumption, and improving energy management. With each new professional purchasing manager, an unsuspecting utility can find itself facing an escalated battle in the new competitive war.
- Research Organization:
- TXU, TX (US)
- OSTI ID:
- 20006053
- Journal Information:
- Electricity Journal, Journal Name: Electricity Journal Journal Issue: 7 Vol. 12; ISSN ELEJE4; ISSN 1040-6190
- Country of Publication:
- United States
- Language:
- English
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