Every decade brings a new focus to the noble and ancient art and science of selling.
In the 50's as post-war industry began pumping out mass consumer products for the mass market, selling was mostly about taking orders and 'Demonstrating' how all these new gadgets worked.
By the late 50's and throughout the 60's the focus shifted to 'Selling with Style'. Luxury, fashion and design began to replace mere functionality so the sales profession too adjusted and became as much about showmanship and flash as about substance. Herb Tarlek of WKRP fame, never did outgrow the 50's and you probably have come across a few Herb's in your time too.
On to the 70's and as competition heated up it was time to "Go for the Close" and so "High Pressure Selling" became all the rage. You had to learn to overcome objections and never take "NO" for an answer.
In the 80's it was time for the pendulum to swing back. Sales people and the profession as a whole were getting a very bad name indeed. So it was time to learn the "Human Relations Approach" to sales. People buy from people they like so it was time to make the sale by first being and friend and making a friend.
In the 90's the spotlight shifted to "Relationship Selling" and "Consultative Selling". This was the decade when the 'Customer Became King" and it was time for all of us to add value by understanding the 'buying styles' of our customers, recognizing that they had a need and that it was our job to find that need and fill it.
And now we are well into the 00's ( pronounced the oughts) and the emphasis has shifted to Partnership Selling. The ideal sales relationship is one in which your customer sees you as a Partner in his or her success. The customer must understand that you have knowledge and expertise which he/she needs and she should decide that it is far more efficient to include you in all levels of planning rather than go to the time and expense of learning all that you know.
I truly love Partnership Selling because it involves me in the all aspects of the business process of my customers. I happen to find this challenging and fun, and so I attempt to sell this kind of relationship at every opportunity.
As you look back over the decades do you notice anything in particular? Do you have a favorite sales model? Do any of your customers have a favorite model?
If your sales practice is like mine, you probably have people who prefer each of the styles and maybe you have one or two who are changing all the time.
To be a true sales champion, I think we need to study, practice and master each of the styles and as you do, I promise that you'll be rewarded with sales opportunities that are currently passing you by.