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The Best Sales People Do What The Best Brands Do.: Article Analysis

The document discusses the evolution of sales from traditional to modern approaches. It provides characteristics of traditional sales such as cold calling, product-centric focus, and information asymmetry compared to modern sales with a focus on technology, content, engagement and being customer-centric. It then discusses 7 effective ways for good salespeople to sell internally, create real value, cultivate connections, innovate and attract customers. It contrasts brand evangelism with customer centricity and provides examples of notable salespeople like Mary Kay Ash who fostered emotional connections and Erica Feidner who only sold when there was a best fit.

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Shaina Dewan
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55 views5 pages

The Best Sales People Do What The Best Brands Do.: Article Analysis

The document discusses the evolution of sales from traditional to modern approaches. It provides characteristics of traditional sales such as cold calling, product-centric focus, and information asymmetry compared to modern sales with a focus on technology, content, engagement and being customer-centric. It then discusses 7 effective ways for good salespeople to sell internally, create real value, cultivate connections, innovate and attract customers. It contrasts brand evangelism with customer centricity and provides examples of notable salespeople like Mary Kay Ash who fostered emotional connections and Erica Feidner who only sold when there was a best fit.

Uploaded by

Shaina Dewan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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The Best Sales People Do What the Best Brands Do.

Article Analysis

Avantika – DM21118 | Sai Rahul – DM21158 | Shruthi A – DM21172


Lakshit – DM21240 | Mahima – DM21242 | Shaina Dewan – DM21267
Evolution of Sales

Traditional Modern

High
Characterise Characterise Knowledgeable
d by
Focus Information d by
Focus on Consumers
Asymmetry

Canned
Product Consumer
Cold Calling Drop Ins Sales Technology Content Engagement
Centric Centric
Pitches
7 Effective Ways to be a Good Salesman

Sell
Internally
Create Cultivate
Real Connecti
Value ons
Good
Salesmen
Create
Extraordi
nary Innovate
Experien
ces Attract
Customer
s
Brand Evangelism vs Customer Centricity

Brand Evangelism Customer Centricity


• Using aggressive promotion • Focuses on providing a
simply because one believes positive customer experience
in the product/service to drive profit and gain
fervently. competitive advantage
• Engaging customers to • Increasing sales but by putting
produce stronger and the customers’ needs first.
valuable brands and long • Objective: Increasing Sales
term sustenance
Notable Salespeople

Mary Kay Ash Joe Girard Erica Feidner


• Fostering Emotional • Creating • Created real value
Connections Extraordinary • Only Sold when
• Treat customers the Experiences there was a BEST-
way you want to be • Selling ‘more than FIT
treated just a car’

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