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The Evolution of Personal Selling. Holloway – EMCC BUA-263 Sales & Customer Relations. Personal selling isn’t what it used to be. Production Era (Before 1930s). Objective- Making Sales Orientation- Short term seller needs Role of Salesperson- Provide product
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The Evolution of Personal Selling Holloway – EMCC BUA-263 Sales & Customer Relations
Personal selling isn’t what it used to be...
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
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
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
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
Selling Evolution All of these selling orientations still exist in selling today.