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The Evolution of Personal Selling

The Evolution of Personal Selling

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The Evolution of Personal Selling

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  1. The Evolution of Personal Selling Holloway – EMCC BUA-263 Sales & Customer Relations

  2. Personal selling isn’t what it used to be...

  3. Production Era (Before 1930s) • Objective- Making Sales • Orientation- Short term seller needs • Role of Salesperson- Provide product • What do the salespeople do? • Take orders • Make deliveries

  4. Sales Era (1930s -1960s) • Objective- Making Sales (at any costs) • Orientation- Short term seller needs • Role of Salesperson- Persuasiveness • What do the salespeople do? • Be convincing • Aggressively persuade buyers to buy products

  5. Marketing Era (1960s - 1990s) • Objective-Satisfying customer needs • Orientation- Short term buyer needs • Role of Salesperson- Problem solving • What do the salespeople do? • Matching available offerings to the buyer’s needs

  6. Partnering Era (1990s – Present) • Objective-Build Relationships • Orientation- Long term customer & seller needs • Role of Salesperson- Create value • What do the salespeople do? • Create choices and alternatives • Match buyer needs with seller’s capabilities

  7. Selling Evolution All of these selling orientations still exist in selling today.