The number one question I am asked by those who learn that I am a sales trainer is “What are the primary differences between the consistent high performers and those who never hit it big?” I am convinced that the best sales professionals are those who do the many seemingly small things that enable them to compress more achievement into given measurable time frames. They push the envelope in looking for creative ways to advance relationships, stay in touch and bring cutting edge solutions to their clients. Their perspective on selling rejects the old ways and embraces the new ways!

Below is my take on the evolution of the selling process. This expose will give you quality input on what not to do and new approaches not to ignore to advance your success in the selling process.

The Evolution of Selling

Stage One in the evolution of selling was the “Product Pitch”. It way centered on a certain product and usually made many promises which many or may not have been valid. This is undoubtedly the genesis of the negative image of selling. This pitch was usually canned, seldom customer-centric, and often stretched the truth. I contend that any compromise in integrity was more about the deliverer than it was about selling itself.

Stage Two in the evolution of selling was the “Hard Sell”. It was somewhat more sophisticated than the product pitch, but now much better. It was still manipulative and often put people in the uncomfortable position of making a decision before they were ready. The hard sell was about pressure and getting a decision and was not very customer-centric either.

Stage Three in the evolution of selling was like a breath of spring! Selling finally began to get positive reviews in the early seventies when this methodology known as “Relationship Selling” came onto the scene. It was as if some bright sales professionals finally got the idea to be nice to people and develop positive relationships, and the dividends received were enormous. It is still a prime way to increase sales in any enterprise.

Stage Four in the evolution of selling was “Needs-Analysis Selling” which emerged in the early eighties. Customers appreciated this approach because it was about them, not about a product or service. As Cathcart says, “Prescription before diagnosis is malpractice!” Needs-analysis is the diagnosis stage where we devote sincere effort to the discovery process. It enables us to craft solutions which our prospects helped us design…a great formula for success.

Stage Five in the evolution of selling is “Symbiotic Selling”. The implication is that we have a symbiotic relationship with our customers, which is valued by both parties. It is the most authentic form of a win-win business relationship. For it to work, the vendor must devote much creative energy and thought to creative solutions that the customer will value greatly.

The first two stages mentioned are for historical perspective only and are to be avoided at all costs in today’s society. The three later stages work in concert with each other for superb results. All three are important and should be focused on for maximum results. Don Hutson Author, Sales Growth Specialist, CEO U.S. Learning, Inc.

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