One of the irreducible minimum requirements of business success is its ability to generate enough revenue from sales. Sufficient capital, good products and good business plan must be complemented by cash inflow from sales. Therefore, a strong sales force is an indispensable business resource.
Unfortunately, many small businesses have order takers rather than salespeople. To make matters worse, many of them are not aware that they don’t have salespeople who can effectively sell their products. Consequently, they survive on customers who already know what they want.
It is said that the difference between a salesperson and an order taker is similar to the difference between a vulture and an eagle. The eagles flies high in the sky and looks down for prey to devour while the vulture sits, perches on a tree and waits for animals to die or roams around looking for carcasses to scavenge.
In a similar manner, an order taker sits in the office and waits for a customer to come or call then processes the order according to the customer’s specification and delivers to get paid.