CHAPTER

2
Evolution of
Selling Models
that Complement
the Marketing
Concept
 A philosophy that customers are unwilling to
buy and they must be pushed/coaxed into
buying with the use of extensive selling and
promotional effort.
 A principle that holds that achieving
organizational goals depends on:

• Knowing the needs and wants of target markets

• Delivering the desired product

 firms should dedicate all its policies, planning

and operation to the satisfaction of the
customer.
 Consultative selling era (late 1960s to early
1970s)

• Process that developed from the marketing

concept.
• Mass markets break into target markets
• Emphasis on need identification
• Information sharing and negotiation replace
manipulation
 Customer is a person to be served, not just a
prospect to be sold.

 Sales people assume the role of consultants.

 Two way communication between buyer and

seller.
 Emphasis on information giving ,problem
solving and negotiation instead of
manipulation

 Focus on building a trust relationship.

 Emphasis on service after the sales.

 Strategic selling era (early 1980s)

 Strategic selling is a value added form of

consultative selling that is
 More structured
 More focused
 More efficient

 It involves the preparation of a carefully

conceived plan to accomplish sales objective.
 The 70-30 rule.

 Product positioning vital

 Equal emphasis on strategy and tactics

 Strategy: Carefully conceived plan needed to

accomplish sales objectives
 Tactics: Specific techniques
practices and methods used in
customer interaction
FIGURE 1.7
 Adopt a win-win philosophy
 Project a professional image
 Maintain high ethical standards
“People don’t care how much you know
until they know how much you care.”
Harvey B. Mackay, founder of Mackay Envelope Corporation
 Become a product expert
 Sell benefits, not features
 Configure value-added solutions

“Diagnose before you prescribe.”

Stephen Covey, author of The 7 Habits of Highly Effective
People
 Understand the buying process
 Understand buyer behavior
 Develop prospect base
Patricia Seyold, best-
selling author of The
Customer Revolution
says, “We are in the
midst of a profound
revolution: the customer
revolution.”
 Prepare objectives
 Develop a presentation plan
 Provide outstanding service
 Buzzword of 1990s, became business reality
in 2000s.

 “Strategically developed, long-term

relationship that solves the customer’s
problems”.

 Relationship selling relies on a customized

approach to each client.
 Enhanced with high ethical standards and
Customer Relationship Management

 Customer, not product, as driving

force.

 Emphasis on strategies that create customer

value.
FIGURE 1.8
 Formed by companies that have similar
business interests and, thus, gain a mutual
competitive advantage.

 The goal is to achieve a marketplace

advantage by teaming up with another firm.

 Highest form of consultative selling required

to build win-win alliances.