2 Evolution of Selling Models That Complement the Marketing Concept

A photo shows an agent in a discussion with a man in the office.

Source: Michael Ahearne

Learning Objectives

When you finish reading this chapter, you should be able to

  1. 2.1 Discuss the evolution of personal selling models as an extension of the marketing concept

  2. 2.2 Describe the evolution of consultative selling from the marketing era to the present

  3. 2.3 Define strategic selling and name the four broad strategic areas in the Strategic/Consultative–Selling Model

  4. 2.4 Describe the evolution of partnering and the nature of strategic account management

  5. 2.5 Explain how value-added selling strategies enhance personal selling

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