The Evolution of Personal Selling Holloway – EMCC BUA-263 Sales & Customer Relations Production Era (Before 1930s) Objective- Making Sales Orientation- Short term seller needs Role of Salesperson- Provide product What do the salespeople do? Take orders Make deliveries Sales Era (1930s -1960s) Objective- Making Sales (at any costs) Orientation- Short term seller needs Role of Salesperson- Persuasiveness What do the salespeople do? Be convincing Aggressively persuade buyers to buy products Marketing Era (1960s - 1990s) Objective- Satisfying customer needs Orientation- Short term buyer needs Role of Salesperson- Problem solving What do the salespeople do? Matching available offerings to the buyer’s needs Partnering Era (1990s – Present) Objective- Build Relationships Orientation- Long term customer & seller needs Role of Salesperson- Create value What do the salespeople do? Create choices and alternatives Match buyer needs with seller’s capabilities Selling Evolution All of these selling orientations still exist in selling today.