Evolution of Strategic Selling
2.3 Define strategic selling and name the four broad strategic areas in the Strategic/Consultative–Selling Model
Strategic selling began receiving considerable attention during the 1980s (see Table 2.1). During this period, we witnessed the beginning of several trends that resulted in a more complex selling environment. These trends, which include increased global competition, broader and more diverse product lines, more decision makers involved in major purchases, and greater demand for specific, custom-made solutions, continue to influence personal selling and sales training in the age of information.
As companies face increased levels of complexity in the marketplace, they must give more attention to strategic ...
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