The Evolution of Selling: Historic and Contemporary Sales Methods and Attitudes - Essay Example

? The Evolution of Selling: A Study of Historic and Contemporary Sales Methods and Attitudes Introduction Theprocess through which firms, salespersons and various organizations offer their products to potential customers has changed significantly due to evolution of selling (Hughes, 2011, 1). In fact, this change occurred in order to meet customers’ needs through application of various sales methods and attitudes. Apparently, the quantum leap in the process of selling evolution occurred after the Second World War, thereby continuing in the nineteenth century and into the industrial Revolution (Pierce, 2010, 1). Moreover, the change that took place during this period led to realization of different methods and attitudes by various firms and salespeople, that were applicable in the process of selling. This paper will focus on discussing the evolution of selling through a study of the historic and modern methods and attitudes. Evolution of selling is also attributed to the changes among customers, whereby they have increasingly become sophisticated; hence, making the process of closing sales very difficult (More, 2012, 1). Consequently, this led to a need for more intense training for salespeople in order for them to acquire substantial knowledge regarding product and services that they are offering. Since the nineteenth century up to date, there are numerous techniques and methods regarding sales and selling that has been established (Hughes, 2011, 1). Furthermore, this has led to realization by salespeople that the process of offering products and services to customers requires gathering of substantial knowledge regarding these commodities in order to convince the customers. In this case, salespeople were bound to gather relevant information regarding the product through market research and about customers’ needs and wants (Pierce, 2010, 1). In this case, advantages derived from these products and services to customers became significant information to be conveyed to other potential customers. Nearly everyone have had an experience of sales and selling along the centuries; in fact, these changes occurred after the Second World War (Manning, Ahearne & Reece, 2012, 10). For instance, there was a change in management approach to market, whereby firms producing products for consumption during the war or war material were meant for satisfying demand of various forms of consumer products. Due to these changes companies has managed to shift from strategies that are sales to market oriented (Sample, 2007, 1). Increased customer sophistication led to a need for identifying better positioning strategies, and this resulted to realization of the fact that sales does not depend on the sales force. In this case, markers realized that sales and selling depend on decisions of the customer, whereby they decide to buy or not. There were changes influenced by Industrial Revolution, where personal selling became more established compared to 1800s; in fact, it was commencing to develop in the United States (Manning, Ahearne & Reece, 2012, 10). There were other changes in the methods and attitudes of selling in nineteenth century; in fact, this was a period attributed to growth of modern corporate selling (More, 2012, 1). Furthermore, this change led to establishment of five steps, which contributed to selling in short sales cycle conditions. In fact, this process was referred to as Attention, Interest, Desire, Conviction, and Action (AIDCA), and it was established by Dale Carnegie (Hughes, 2011, 1). AIDCA method led to improved selling process of commodities through retail to consumers. Nonetheless, it failed to deal with the complexity and strategies that were involved (Hughes, 2005, 1). Later, the element C of this method, which stands for “Convictions”, was replaced by “Close”. On the other hand, this method gave an explanation of ways through which customers could be attracted by use of products and services. For instance, the method suggested that marketers should focus on acquiring consumers’ attention, through features of the products and services, and these customers realize that they need benefits derived from these commodities (Sample, 2007, 1). However, there are cases when customers identify limitations concerning these products; despite, these limitations salesperson was expected to succeed in closing these sales. Methods and attitude of selling continued to be complicated due to integration with psychological technique during the period between 1960s and 70s (Wotruba, 1991, 13). For example, there was an introduction of methods such as Features/Functions, Advantages, Benefits (FAB), which focused on selling that is focused on understanding the product, thereby seeking to know every single detail about the product. Moreover, they had to make sure that these products and services were attracting customers in the process of selling (Pierce, 2010, 1). They also had to emphasis on feature and benefits that were likely to be derived by customers, while consuming these products. Implementing this method required a focus on business to business sales; for instance marketers were expected to focus on influencing the recommenders and influencers, instead of decision makers (Hughes, 2005, 1). However, this led to increased difficulties in the process of selling given that this method involved indirect selling. By 1980s, numerous firms and corporations that had realized need for creativeness and charisma among salespeople, which contributed significantly to boosting the sales. Subsequently, the sales techniques that were applied earlier continue to become barriers of prosperity for conditions that were deemed more complex (Hughes, 2005, 2). During this period, there was increasing number of patterns leading to complex environment; in fact, these trends included global competition for a wide and diverse product line. There was involvement of decision makers for principal sales, and increased demand for certain solutions. During the period between 1980s and 90s, there was increased maturity of sales methodologies, which become highly applicable to even in the present day (Wotruba, 1991, 13). This period is attributed to realization by marketers that time is essential, whereby leading to increased valuing of time and time of other people (More, 2012, 1). Therefore, they commenced avoiding wasting significant resources and energy in the process of convincing potential customers (Manning, Ahearne & Reece, 2012, 10). During this period, salespersons were also facing difficulties in dealing with clever and sophisticated potential customers; in fact, some were losing interest due to a perception that personal selling was manipulative selling behaviors (Martin, 2013, 1). Focusing on the period between 2000s and present, sales, and selling approach had been based on values such as trust, understanding, and integrity. Salespeople have been focused on consumers, through genuine interest towards consumers (Sample, 2007, 1). Moreover, marketers have been focused on their challenges, problems, values, implications, and needs. In this case, they present and identify products that offer specific benefits and priorities, which are applicable to their knowledge for establishing substantial negotiations (Martin, 2013, 1). During this period, marketers have identified the need for strategic planning in marketing, since it has helped them in solving problems, whereby they focus on offering products that satisfy customers’ needs. The cases of bribery practices since the past have not changed; despite being deemed illegal in some countries. In fact, there are places where it is acceptable, even though it is wrong from ethical perspective (Manning, Ahearne & Reece, 2012, 10). On the other hand, illegal bribery cases occurs unexpectedly; for instance; there was a scandal involving Honda, whereby it was case of corruption in America involving Honda officials receiving more than fifty million dollars bribe in form of gifts and money from dealers in order to acquire fast-selling Honda cars (Manning, Ahearne & Reece, 2012, 10). Therefore, this is an indication that there is increasing involvement of large corporations in unethical methods of selling. Currently, the industrial salespeople operating in a given industry are likely to deal with few customers in a specific geographical location. Consequently, this makes it easier for these salespeople to conduct market researches in order to gather more information regarding their customers, in terms of their needs and wants (Manning, Ahearne & Reece, 2012, 10). Nevertheless, the salespeople apply a method that involve combining two different forms of production, while in the industrial sales there are different approaches employed for each product. For instance, selling products that are technically sophisticated, each sales team is expected to perform in order to work with the buying team. Conclusion The first section of this paper focused on discussing the contemporary methods and attitudes in the period after the Second World War. There has been an investigation aimed at unveiling application of qualitative evaluation for industrial firms, whereby they have identified that managers in small firms have qualitative perceptions, while those in large companies have quantitative perceptions. Therefore, this is an indication that these two distinct methods can be applied in large firms since they involve open minded salespeople (Manning, Ahearne & Reece, 2012, 10). In this case, these salespeople have ability to understand the needs that should be satisfied for customers. Therefore, these salespeople have identified that role of saving time and other resources other than wasting them while convincing people that are not willing to purchase their products. Moreover, salespeople were utilized in the process of gathering information concerning potential customers, and this was applied as a basis of delivering desired satisfaction. On the other hand, the small firms involve techniques that ignore the significance of communication and sharing of ideas regarding the standards that should be met in the selling process. Reflection The paper has explored the evolution of selling through a study of the historic and modern methods and attitudes; in fact, paper indicates that these methods are currently being use in firms. The paper began with an overview of historical methods and attitudes towards selling. The discussion began with an indication that firms were concentrating on the needs and wants identified in the target market. The argument presented in this paper indicates that evolution of selling has continued from 1950s to 90s, and some of the methods introduced during 2000s even to the present. In fact, these methods and attitudes were integrated in order to facilitate recognition of the most appropriate method of selling. The paper has indicated that customers were the priority of the salespeople, while long-term and high quality relationship has been identified to be essential in promoting sales. The paper has indicated that firms have been focused on creating value for customers and this commenced through strategies and adaptive selling. It has also indicated that since 2000s to the present day, methods, and attitudes of selling has been developed on the basis of prioritizing values of salespeople. In this case, they focus on the needs of the customers and expect them to respond to them appropriately. In addition, the paper has indicated that salesperson focus on presenting their products to the right people and time and this forms a basis of achieving a positive result. References Hughes, T., 2011, “The Evolution of Professional Selling”, CRM Outsiders and Sugar CRM, Retrieved from: http://infospectruminc.com/docs/Evolution_ofProfessional_Selling.pdf Hughes, T., 2012, “Everyone Represents the Brand: How to Create a Customer Centric Culture”. White Paper, Retrieved from: http://rsvpselling.com/sites/default/files/CustomerCentricCulture_0.pdf Manning, G., Ahearne, M. & Reece, B., 2012, Selling Today: Partnering to Create Value, Publisher, PH Professional Business More, M., 2012, “The Evolution of Marketing”, More Than Branding, Retrieved from: http://morethanbranding.com/2012/04/30/the-evolution-of-marketing/ Martin B., 2013, “Social Selling: The Evolution of a Salesperson”, Social Media Today, Retrieved from: http://socialmediatoday.com/socialben/1356351/social-selling-evolution-salesperson Pierce, G. 2010, “The Evolution of Selling”, Ezine articles, Retrieved from: http://ezinearticles.com/?The-Evolution-of-Selling&id=5426383 Sample, T., 2007, “The history and evolution of the advertising industry”, Ezine articles, Retrieved from http://ezinearticles.com/?The-History-and-Evolution-of-the-Advertising-Industry&id=457430 Wotruba, T., 1991, “The Evolution of Personal Selling”, The Journal of Personal Selling and Sales Management, Vol. 11, No. 3 pp. 1-12, Retrieved from: http://www.jstor.org/discover/10.2307/40471435?uid=2129&uid=2&uid=70&uid=4&sid=21102516348237 Read More