Selling Today: Partnering to Create Value, 14/e

Evolution of Consultative Selling

1. 2.2 Describe the evolution of consultative selling from the marketing era to the present

Consultative selling, which emerged in the late 1960s and early 1970s, is an extension of the marketing concept (see Table 2.1). This approach emphasizes need identification, which is achieved through effective communication between the salesperson and the customer. The salesperson establishes two-way communication by asking appropriate questions and listening carefully to the customer’s responses. The salesperson assumes the role of consultant and offers well-considered recommendations. Negotiation replaces manipulation as the salesperson sets the stage for a long-term partnership. Salespeople who have adopted consultative ...