Selling Orientation and Customer Orientation at the Nextgen Technical Institute

Abstract

The SOCO framework—Selling Orientation–Customer Orientation—distinguishes between two key sales approaches. While selling orientation emphasizes aggressive persuasion and short-term gains, customer orientation focuses on understanding individual needs, building relationships, and delivering long-term value. This model guides sales professionals in aligning their strategies with modern expectations of empathy, personalization, and trust. The purpose of this report is to show how the SOCO model is practiced at the NextGen Technical Institute.

The Information Technology (IT) sector in Bangladesh has grown rapidly over the past decade and is considered one of the country’s most promising industries. Driven by a young, tech-savvy workforce and government support, the sector is contributing significantly to economic development and digital transformation.

The government’s “Digital Bangladesh” initiative, launched in 2009, has played a key role in expanding internet access, promoting e-governance, and encouraging ICT-based education and services. With the establishment of Hi-Tech Parks, incentives for startups, and support for outsourcing companies, Bangladesh is emerging as a competitive destination for software development, BPO (Business Process Outsourcing), and IT-enabled services. NextGen Technical Institute is one of the renowned IT companies in Bangladesh, which started its operations during the Covid-19 pandemic in the year 2021. In this report, it has been explained how this company’s sales representatives perform their activities. What methods have been applied to preserve sales reports in the office have also been discussed. This report focuses on several trade marketing activities that aim at achieving particular and significant influence on sales.

There are four parts in this report. In the first section, the report states the company’s objectives, scope, and limitations, which prepares the way for the whole analytical work. In the second section, the report states about the country’s industry analysis in Bangladesh, which includes aspects like industry specifications and size, industry trends, technology, regulation, and competition. It ends with an explanation of the opportunities and threats in the industry. The third component states about selling orientation and customer orientation. It covers the definitions, along with the key characteristics and also the key differences between these two marketing orientations.

Strategic actions are proposed based on existing problems and existing chances from the market to make the firm more prosperous. This is mentioned at the end of the SWOT analysis. Finally, the last section talks about my internship experience along with some recommendations and the conclusion part. It also contains the responsibilities I had at work along with the difficulties I faced at work.