Explain the evolution of selling according to the role of salesperson and their activities.
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In the past, the successful salesperson was a persuader, a features expert in a market where customers had little information, were eager to buy and had limited sources of supply.
The salesperson’s role has evolved from being a player in a numbers or relationship game to being a business consultant, providing maximum value to customers.
Added value today
Offering added value now means understanding the customer’s business, their industry and the competition. It means discovering how the salesperson can play a strategic role in the customer’s business.
Today, successful salespeople are experts in their customers’ businesses and function as consultants, promoting the business objectives of customers and providing innovative ideas and solutions. They are also strategists, providing opportunities for customers while demonstrating value.
It takes two dimensions of effectiveness for salespeople to achieve the roles of consultant and strategist:
- Personal effectiveness. This requires motivation, self-management, innovation, and the ability to handle stress, assess risks and generate creative solutions.
- Technical effectiveness. This requires high levels of product knowledge, applications, business processes and other factors that affect the purchase and use of products and services.