The evolution of personal selling 1950 to present

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The evolution of personal selling 1950 to present

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

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