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SALES MANAGEMENT
Chapter 3
‘Evolution of Professional Selling’
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The Early American Experience
Yankee Peddler: early American sellers, traditionally
based in New England, who sold to pioneers, in the
17th century.
Wagon peddlers: these were nineteen-century
salesperson, which covered their territories in covered
wagons carrying several tons of merchandize.
Credit investigators: supplier employed people who
evaluated retailers credit and developed relations.
Drummers: 19th century sales people who journeyed to
merchant’s places for business.
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Contribution of Early American Salespeople
1. The nation’s standard of living improved
2. Personal selling served as a vehicle of upward
economic and social mobility
3. Served as a rigorous training ground for future
entrepreneurs
4. Source of information, communication flow in
different parts of America
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To
SALES MANAGEMENT TRENDS
From
Transactions
Relationships
Local
Global
Management
Leadership
Individuals
Teams
Sales Volume
Sales Productivity
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Contributions of Personal Selling :
Salespeople and the Employing Firm
Salespeople as Revenue Producers
Market Research and Feedback
Salespeople as Future Managers
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Selling in the 20th Century
1) Production to Sales Era
3) Traditional Sales Approach
5) Emergence of Marketing Concept
7) Strategic Selling
9) Partnering / teamwork in Selling
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1. Production to Sales Era
Previously selling was overshadowed by tremendous
growth of manufacturing. Focus was on producing the
product rather then marketing it. Selling was regarded
as a secondary activity.
New manufacturing methods led to production surplus
and a buyer’s market.
College graduates were recruited for sales positions and
emphasis was placed on sales training and career
development.
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2. Traditional Sales Approach
Canned Sales presentation – structured sales script
memorized by the salesperson.
Stimulus response theory – sales approach that holds
that the prospect will buy upon hearing the right sales
message