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Contrasting Yesterday’s and Today’s Salespeople

Was product oriented Is customer oriented
Focused on selling to customers Focuses on serving customers
Did little sales call planning Develops sales call strategies to achieve specific objectives
Made sales pitches without listening much to customers Listens to and communicates meaningfully with customers
Stressed product features and price in sales presentations Stresses customer benefits and service in sales presentations
Often used manipulative selling techniques Tries to help customers solve their problems
Sought to make immediate sales and achieve quotas Seeks to develop long-term, mutually beneficial relationships with customers
Disappeared after the sale was made until the next sales call Follows up with customers to provide service and ensure satisfaction leading to customer loyalty
Worked largely alone and had little interest in understanding customers’ problems Works as a member of a team of specialists to serve customers

Table adapted from The Selling Process

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General Sales

Your Proof of


David L. Heiserman, Editor

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All Rights Reserved

Revised: June 06, 2015