1. Learning Objectives
Distinguish between transaction-focused traditional selling and trust-based (modern) relationship selling, with the latter focusing on customer value and sales dialogue.

2. Key Thoughts Selling has been around since there were goods to trade.
The role of the salesperson has evolved becoming more professional.
Salespeople play an important role in creating and maintaining a strong economy.
Salespeople are solution providers.
Sales is a process focusing on initiating, developing, and enhancing customer relationships.

3. Personal Selling – Defined
An important part of marketing that relies heavily on interpersonal interactions between buyers and sellers to initiate, develop, and enhance customer relationships.

4. Trust-Based Relationship Selling
Requires that salespeople earn customer trust and that their selling strategy meets customer needs and contributes to the creation, communication, and delivery of customer value.

5. Customer Value
The customer’s perception of what they get for what they have to give up.

6. Transaction-Focused Selling vs. Trust-Based Relationship Selling

7. Transaction-Focused Selling vs. Trust-Based Relationship Selling

8. Ev Peddlers selling door to door . . . served as intermediaries
Selling function became more structured
1800s
1900s
2000s
Industrial Revolution
Post-Industrial Revolution
War and Depression
Modern Era
Business organizations employed salespeople
Selling function becoming more professional

9. Evolution of Personal Selling (The past several decades)
From reliance on
Canned Sales Presentation: sales presentations that include scripted sales calls, memorized presentations, and automated presentations.
To greater focus on
Sales Professionalism: a customer-oriented approach that uses truthful, non-manipulative tactics to satisfy the long-term needs of both the customer and the selling firm.

10. Continued Evolution of Personal Selling

11. Difference between Standardize vs
Difference between Standardize vs . Problem solution model also can be used to more elaborate the question