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Industrial Economy
1860-1960
Information Economy
1960-2020
Definition
Personal Selling involves
person-to-person communication
with a customer, or prospect
Personal Selling
It is a process of developing
relationships, discovering needs,
matching appropriate products to
these needs, and communicating
benefits through informing,
persuading, and reminding
Middle 1950s-1960s
Selling Emphasis:
More
organizations
recognize that the
salesperson is in a
position to collect
product, market,
and service
information
regarding the
buyers needs.
Late 1960s-1970s
Selling Emphasis:
Buyer needs are
identified through
two-way
communication
Informationgiving and
negotiation tactics
replace
manipulation.
Consultative Selling
Extension of the marketing concept
Looks at a customer as a person to be
served
Need
Discovery
Selection
of Product
NeedSatisfaction
Presentation
Servicing
the sale
Strategic Selling
Era
The evolution of a
more complex
selling environment
and greater
emphasis on market
niches creates the
need for greater
structure and more
emphasis on
planning.
1980s
Selling
Emphasis:
Strategy is
given as much
attention as
selling tactics.
Product
positioning is
given more
attention.
Relationship Selling
Era
Salespeople are
encouraged to think of
everything they say or
do in the context of
their long-term, highquality partnership
with individual
customers. Sales force
automation provides
specific customer
information.
1990s-present
Selling Emphasis:
Customer
supplants the
product as the
driving force in
sales.
Greater emphasis
is placed on
strategies that
create customer
value.
Relationship Selling
Salespeople who have
adopted relationship selling
work hard to build and
nourish long term
partnerships
They rely on a personal,
customized approach to each
customer
Transactional Selling
A sales process that most effectively
matches the needs of the value-conscious
buyer, who is primarily interested in price
and convenience
Ethical Standards
Sales Force Automation
National Account Programs
Customer Relationship Management
Value Creation
New selling imperative
What value does the sales person offer
Step 2. Preapproach
Step 3. Approach
Step 6. Closing
Step 7. Follow-Up