Order Takers v Order Creators

order taker vs order creator

It’s July. With the turbulance of CV-19 sales are down or behind on previous trading periods. Taking a forward view of sales & BD for the 2nd half of 2021 and there's little in the pipeline that convinces you that targets will be hit!

Sound familiar?

I suspect your business had previously been doing well. Those sales teams and business developers that were shooting the lights out of targets and being handsomely rewarded pre COVID, are now finding sales hard to come by! Ok, the market's tough your say, but the phones just aren’t ringing and sales are really, really slow… What’s happening? 

In this situation we find the sales diagnostic pretty straightforward. Sitting down with senior management the conversation goes a little like.. There’s no easy way to tell you this, but your sales team previously weren't selling – They were taking orders! They were simply being REACTIVE with no requirement to be really PROACTIVE. Even worse they weren’t “out there” networking and building relationships to increase their contact book and position your product/service with as wide a section of your client base as possible.

So, if you want to get back to being a “sales” successful business, it’s all change. Successful businesses have proactive sales & business development functions. You need Order Creators NOT Order Takers.

Do you recognise the difference?

who are order takers

Order takers

  • Sell today.
    • Reactive.
    • Listen to the customer and responds to requests.
    • Takes orders.
    • Use order pads.
    • Controlled by the customer.

Or perhaps something a bit more sales aggressive? Something where the proactive efforts of the Sales or BD person may actually reap some reward. Order Creators look a little like….

who are order creators

  • Engage the customer in business discussions.
  • Asks questions.
  • Aren’t controlled by the customer.
  • Don’t have order pads.
  • Focused on what the customer needs.
  • Look to build a long term relatioinship

Our Sales and BD training courses go into great detail about recognising the differences between the two. We warn against complacency and the need to constantly be prospecting and looking for new business. Our Consultancy clients are repeatedly advised on not allowing these mistakes to happen and importantly to ensure they employ the right type of sales and BD people.

Our Sales Audits are typically free. We come to you. These sessions last around 2 hours and are followed up with open, honest and frank overview of how we find your business in terms of Sales & Business Development positioning. In many cases we can turnaround situations where the business has become reactive to sales by changing mindsets and introducing good quality regular training that engages and motivates.

Interested in finding out more?

Get in touch. We’ll buy the coffee!

Order Takers v Order Creators


Mervyn continues to be great support to both myself and the business in achieving our growth ambitions. We have benefited hugely from his forward thinking, guidance and energy and look forward to continuing this in the future. I would have no hesitation in recommending Mervyn and Cameron Carnegie if you have plans to scale your business.

Ian Joy , Managing Director ERG Scotland Ltd

Once we decided to source training for our Business Development and Account Management teams, we turned to Cameron Carnegie for assistance. I was initially a little apprehensive about the training taking place digitally, but Merv delivered an excellent, engaging training course really ensuring that he took time to involve each member of our team, providing them with simple tools to use going forward. I was genuinely blown-away by the improvement across all of the team and I wouldn’t hesitate to recommend Cameron Carnegie if you are looking to improve the performance of your Sales Team.

Matt Nicoll , UK Commercial Manager Swire Energy Services

"We engaged Cameron Carnegie to undertake some bespoke training to upskill the team in the areas of Sales & Account Management. The solution was tailor-made to suit our business and we are all delighted with the results which have been easy to quantify and measure. We would definitely engage Cameron Carnegie on similar assignments and would have no hesitation on recommending them."

Scott McIlwraith , General Manager - Renewable Energy Kuiper

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