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The evolution of selling: a study of historic and contemporary sales methods and attitudes - Essay Example

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The evolution of selling: a study of historic and contemporary sales methods and attitudes

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). ...
nge 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 ...Show more

Summary

The Evolution of Selling: A Study of Historic and Contemporary Sales Methods and Attitudes Name: Tutor: Course: Institution: Date: Introduction The process through which firms, salespersons and various organizations offer their products to potential customers has changed significantly due to evolution of selling (Hughes, 2011, 1)…
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