UNIVERSITY OF GUJRAT

Assignment Title: Evolution of Professional Selling

Course Title: Sales Management

Course Code: MKT-433

Class: BBA 7 th (Marketing)

Submitted By: Zain Ali

Roll No: 17812120-002

Submitted to: Sir Yasir Zaman

Submission Date: October 30, 2020

Department of Management sciences,

University of Gujrat, City Campus.

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The Evolution of Professional Selling:

The Professional selling is existing in the market from the very start which is always done to
grab customers. Modern corporate selling began to take shape following World War II and in
the 1950s there were two forces that combined to forever change the sales industry; one was
psychology and the other was process methodology. These disciplines conjoined to manifest
in a five step method that worked when selling simple products or commodity services in
short sales cycle environments.

1. Transactional Selling-1950s:

Transactional selling comes in 1950s. In this method of selling, a sales person just attracts a
customer, sale the product and then its duty is done. Transactional selling is a common
method of sales in which a sales representative seeks out prospects, develops a relationship
and then tries to close a sale. The sales rep finds out what the customer needs and then tries
to provide it for that specific sale. The sales representative is not necessarily concerned
with the long-term relationship with the customer.

In the past, it was easy to identify which product or service called for a transactional
approach versus those that called for a consultative approach. AIDA model is used there.

AIDA Model:

 It is a model used in marketing that describes the steps a customer goes through in the
process of purchasing a product. The AIDA model has been in use since the late 19th century.
It has been reviewed and modified multiple times over the years, both in marketing and
public relations.

1. Attract attention: The product must attract the consumer's attention. This is done via
the advertising materials. It is a type of “eye catcher.”
2. Maintain interest: In the first phase, the attention of the potential customer is piqued;
their interest in the product or service should be aroused.
3. Create desire: If interest in the product is aroused, it is the seller’s task to persuade
the customer that they want to own this product. In the best-case scenario, the
advertisement or the product itself creates the desire to purchase.

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 4. Take action: As soon as the desire to buy is aroused, this must be transferred into an
action, that is, the purchase.
2. Tactical Selling-1970s:

During the 1970s and 1980s, large corporations made considerable advances in how they
managed the procurement process and devised buying techniques designed to foster
supplier competition and thwart clever and charismatic sales people. Sales techniques that
worked in the past increasingly became barriers to success, especially in more complex
environments. Professional buyers became better educated and more sophisticated and
did not respond favorably to clumsy or manipulative selling behaviours. Consider how
today’s prospective clients view outdated sales practices from last century:
• Assertive or persuasive is usually perceived as aggressive or pushy
• Persistent is often perceived as annoying and not listening
• ‘Positive questions’ are perceived as rhetorical and manipulative
• Positioning features and benefits equates to not understanding or being too expensive.

3. Solution Selling-1990s:

The most successful sales professionals see themselves as problem solvers with specific
domain expertise. They value their time and the time of others, so they don’t waste
valuable resources or emotional energy trying to convince people to buy something not
genuinely needed. This is because to do so, they would violate their personal values and
professional integrity. High achievers carefully invest their time with the right people and
ask the right questions. Consider the following summary of today’s values-based
approach which is predicated on trust, understanding and integrity expressed through:
• Genuine interest in the customer
• Thorough enquiry concerning their problems and opportunities
• Full understanding of the implications and needs
• Identifying specific benefits and priorities
• Negotiating how to proceed and implement

Values-based selling is in stark contrast to the AIDC and FAB methods from last century
and this modern and ethical approach is aligned with the customer. The best professional
buyers define their relationship with sales people as the process of reaching progressive
agreement concerning the purchase of something they need and can afford.

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 4. Value selling-2000s:

In this customer-centric model, the sales person’s role is to fully understand the customer’s
requirements and conditions for complete satisfaction. They then validate the suitability of
what can be supplied to exactly meet the customer’s needs.

Outdated or manipulative sales techniques should have no place in the life of today's sales
professional. Values-based selling instead adopts a customer-centric approach to define and
deliver genuine value based on understanding, solving problems and helping people make
mutually beneficial buying decisions.

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