The evolution of salespeople

The role of the salesperson has undergone significant changes over the course of the 20th century and into the 21st. In the early 20th century, salespeople were often thought of as "product pushers", traveling from door to door or making phone calls to try to persuade customers to buy their products. They were focused on selling as much as possible, and their success was often measured by the number of units they sold.

However, as the century progressed, the role of the salesperson began to evolve. One major change was the increasing availability of information to consumers. With the rise of the internet, customers were no longer reliant on salespeople to tell them about products and services. Instead, they could research options on their own and come to the salesperson with a better understanding of what they were looking for. This shift put more pressure on salespeople to be knowledgeable about the products they were selling, and to be able to provide value to customers beyond just the product itself.

Another key development was the rise of the consultative sales approach. Rather than just trying to sell products, salespeople began to focus on understanding the customer's needs and providing tailored solutions. This shift placed a greater emphasis on building trust and relationships with customers, and on becoming a "trusted advisor" rather than just a salesperson.

As technology continued to advance, the role of the salesperson has evolved even more, with the use of data and analytics, automation and digital tools, customer engagement has taken a more central role in the sales process. Most salespeople now use data to better target and segment customers, and to understand their needs more precisely. Automation and digital tools have made it easier to manage customer relationships, with salespeople using CRM systems to track customer interactions and social media to build relationships with prospects.

One of the newest trends in the sales process is the rise of the "customer advocate" role, this approach focuses on helping customers make informed purchasing decisions. Salespeople work closely with customers to understand their unique needs and goals, and to ensure that the products and services they are offering will meet those needs. This shift in the sales process is driven by the fact that customers today are more informed and empowered than ever before and have access to more information about products and services than ever before.

The role of the salesperson has gone through many changes over the past century. From a product-pusher, to a problem solver, a trusted advisor, and now a customer advocate. They are now taking a more central role in the sales process. 

This evolution of the role of the salesperson reflects the changing nature of the marketplace and the increasing importance of building trust and relationships with customers in today's world.