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2 Evolution of Sales PDF
2 Evolution of Sales PDF
Evolution of Selling and
Sales Management
by
Anoop Kumar Gupta
MAIT
1
2-2
► The selling function has been a part of ► Forward‐thinking companies such as NCR and
humankind since the beginning, perhaps when Singer Sewing Machines hired salespeople,
one person traded meat for wheat. called drummers or peddlers, and sent them
► With the arrival of the Industrial Revolution in across the country (U.S.) to sell.
the 1800s, companies began to make more ► Then the companies brought the most effective
goods more cheaply. salespeople back into the company office and
► Even so, demand outstripped supply, and for wrote down their sales pitches.
many companies, the key issue in selling was to ► These canned sales pitches were distributed to
make people aware of the product and what it all salespeople, who were expected to follow the
could do. scripts every time without deviation.
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Evolution of Personal Selling Evolution of Personal Selling
► Since that time things have changed greatly. The ► For example, inbound telephone salespeople working for a
retailer are providers with a production orientation. They
nature of business evolved, necessarily changing simply take orders over the telephone and arrange ordered
how people sell. items at your doorstep.
► Exhibit illustrates how the role of the salesperson ► Many outbound telephone, real estate, and insurance
has evolved from taking orders through salespeople are persuaders with a sales orientation.
persuading customers to building partnerships. ► Partnering‐oriented selling is becoming more common as
companies make strategic choices about the type of selling
► As Exhibit shows, the orientations of salespeople best suited to their situation, but recent research indicates
emerged in different periods. However, all these that even within partnerships, there are times when the
selling orientations still exist in business today. buyer needs to hear persuasive messages that might be
scripted.
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Evolution of Personal Selling: Evolution of Personal Selling:
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To address all of these concerns, companies ► It is a technique for building a mutually beneficial
partnership with a customer through regular contacts over
rely on three major personal selling an extended period.
approaches: ► Such buyer–seller bonds become increasingly important as
1. Relationship Selling companies cut back on the number of suppliers and look for
companies that provide high levels of customer service and
2. Consultative Selling satisfaction. Salespeople must also find ways to distinguish
3. Team Selling themselves and their products from competitors.
► To create strong, long‐lasting relationships with customers,
salespeople must meet buyers’ expectations. The success of
tomorrow’s marketers depends on the relationships they
build today in both the business‐to‐consumer and business‐
to‐business markets.
Buyers prefer to do business with salespeople
who: Consultative Selling
۞ Orchestrate events and bring to bear whatever resources
are necessary ► Consultative selling, involves meeting customer
to satisfy the customer needs by listening to customers, understanding—
۞ Provide counseling to the customer based on in‐depth and caring about—their problems, paying attention
knowledge of the product, the market, and the to details, and following through after the sale.
customer’s needs
۞ Solve problems extremely proficiently to ensure ► It works hand in hand with relationship selling in
satisfactory customer service over extended time building customer loyalty.
periods
۞ Demonstrate high ethical standards and communicate
► Cross‐selling—offering multiple goods or services to
honestly at all times the same customer—is another technique that
۞ Willingly advocate the customer’s cause within the capitalizes on a firm’s strengths.
selling organization
۞ Create imaginative arrangements to meet buyers’ needs
۞ Arrive well‐prepared for sales calls
► In team selling a salesperson joins with specialists from other ► In most computer software B2B departments, a third
functional areas of the firm to complete the selling process. of the sales force is made up of technically trained,
► Teams can be formal and ongoing or created for a specific, non‐marketing experts such as engineers or
short‐term selling situation. Although some salespeople have
programmers.
hesitated to embrace the idea of team selling, preferring to
work alone, a growing number believe team selling brings ► A salesperson continues to play the lead role in most
better results. sales situations, but technical experts bring added
► Another advantage of team selling is the formation of value to the sales process.
relationships between companies rather than between ► Some companies establish permanent sales‐and‐tech
individuals.
teams that conduct all sales presentations together;
► In sales situations that call for detailed knowledge of new,
others have a pool of engineers or other professionals
complex, and ever‐changing technologies, team selling offers
a distinct competitive edge in meeting customers’ needs. who are on call for different client visits.
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