Types of Selling

  • Bill Donaldson
Part of the Studies in Marketing Management book series


The fundamental purpose for which salespeople are employed is to retain existing business and win new customers. This purpose involves more than mere order-taking and salespeople can be described and classified under a variety of job titles, for example technical adviser, sales engineer, marketing representative and consultant. Today, the trend in closer relationships between buyer and seller organisations in industrial, consumer and service firms relies, to a greater extent than hitherto, on the knowledge, skills and abilities of the salesperson to create and sustain these relationships. Therefore, the way in which the selling job is conducted can vary greatly and an evaluation of selling types will be studied in this chapter. The aim in this chapter is:
  • to classify the different types of selling

  • to understand how different skills and activities may be required for different circumstances

  • to examine the differences between service selling and new business selling

  • to monitor recent changes in sales jobs, in particular to appreciate the importance of merchandising, telesales, key account selling and relationship selling.


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© Bill Donaldson 1998

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  • Bill Donaldson

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