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THE CHANGING APPROACH TO PERSONAL
SELLING
1950’s 1970’s 1980’s` 1990’s
Marketing era X X X X
Consultative Selling Era
X X X
Strategic Selling Era
X X
Partnering Era X
The Evolution of Personal Selling
Prior to the 1950’s, peddling, or “pushing products” was the primary style of Personal Selling.
Why Personal Selling Has Evolved
• Increasing sophistication of products and services• Increased competition
• Increased customer demand for quality, value, and
service
Image from: http://search.creativecommons.org/?q=Personal+selling
A Shift in EmphasisIndustrial Economy 1860-1960
• Major advances occur in manufacturing and transportation.
• Strategic resources are capital and natural resources.
• Business is defined by its products and factories.
• Sales success depends on meeting sales quotas
Information economy 1960-2020• Major advances occur in
information technology.• Strategic resource is information.• Business is defined by customer
relationships.• Sales success depends on adding
value.
The Marketing Era• Marketing Concept introduced in the 1950s • Influenced by an evolution from the industrial economy
to the information economy• New emphasis is information exchange
rather than producing goods• Personal Selling -- the major promotional method
Image from:http://search.creativecommons.org/?q=marketing+concept
The Consultative Era
• Consultative selling focus (late 1960s to early 1970s)
• Major features of Consultative SellingMass markets break
into target marketsEmphasis on need
identification Information sharing
and negotiation replace manipulation
The Strategic Era
• Strategic selling focus (early 1980s)• Market niches require more planning• Equal emphasis on strategy and tactics • Product positioning vital
• Strategic selling is guided by: • The Strategic Market Plan • Coordination of all areas of business
The Partnering Era• The Partnering Concept
(1990 to present)Customer, not product, is
the driving forceEmphasizes strategies
that create customer value
Enhances with high ethical standards and Customer Relationship Management
Image from:
http://search.creativecommons.org/?q=marketing+concept
The Strategic/Consultative Model
• Based on the interrelationship of the Personal Selling Philosophy and the four broad strategic areas:
Relationship StrategyProduct StrategyCustomer StrategyPresentation Strategy