BT GROUP, SALES PROCESS AND ENVIRONMENT
For many corporations, the switch from a highly monopolistic environment to one that is competitive in nature can be a difficult one. It requires less of a focus on the bottom line, and a stronger focus on the customer. It also requires a sales process that puts sales as a strategic tool in the company’s overall planning. With sales process focusing more on customer relationships than sales quotas (or revenues), companies can do quite well.
In this paper, we’ll examine how the sales process has worked for BT Group plc, a holding company once known as British Telecommunication. We’ll investigate BT’s move from a highly monopolistic company to one that is competitive, and determine how sales process and a focus on customer, has aided this company in the difficult UK telecommunications market.
Because of competitive pressures, BT has been forced to move from a monopolistic, engineer-centric point of view to a more customer-centric point of view. In this paper, we’ll determine if that customer-centric method has provided positive benefits to this company, which is one of the world’s oldest corporations.
BT Group – Overview
BT is one of Europe’s leading providers of telecommunication services, with more than 20 million corporate and residential customers in the United Kingdom (Quader and Quader 2009; 190). The company’s main activities include local, national and international telecommunications services, broadband and Internet products/services and IT solutions (Quader and Quader 2009; 190). The company is also one of the world’s largest providers of communications services, operating in 172 countries (BT Group plc 2009). The main activities include IT services; local, national and international telecommunications services; higher-value broadband and Internet products and services (BT Group plc 2009). Because it’s been around for close to a century, the company enjoys strong brand...