ABSTRACT
Sales, like a number of other marketing weapons, has undergone many changes as a result of technology, competition, and customer/ consumer demands. These changes have resulted in more strategy options, be it for direct sales to the end user of the product or service or intermediary sales. Technology and consumer trends have had an impact on personal selling in the retail and service sectors, on distribution systems, and on business-to-business sales. Although some key principles have remained intact, strategies, in general, have become more customized and the sales environment more competitive than ever. In this chapter, the focus is on sales strategy, understanding these changes, and providing tactical tools to both convert prospects to customers and obtain repeat business.
