The Dawn of the Sales Age: A First Basic Understanding

Abstract

Sales is the main turnover and value driver of any business. This is the “front line” where key business successes are prepared and put into practice. Having read this chapter, you should have a good understanding that “sales” is NOT a sub-function of marketing (known as “the 4Ps”) BUT the focal point of business management and that it determines the thinking and activities of an entire organization. Moreover, you will know the difference between B2B selling and B2B selling, the six factors of modern selling, and the mega-trends that—we believe—have an enormous impact on personal selling both today and for the foreseeable future. Finally, you will be introduced to the quintessential “Sales Arena” in which the sales process, the most relevant instruments and tools, and the way these elements interact are shown. With this map, it will be possible for any sales director or sales manager to fulfil his tasks more efficiently than before.