My already it releases experience in the commercial land, has demonstrated the great importance to me that stops the salesman must work with a work structure. By that reason, I have considered advisable to deepen, in some cases, even with examples, that I hope orient to the reader in the exciting world of the sale, whereas in the rest of the book it has been considered sufficient to indicate the instruments and present tools of work. In addition, I try that the reader knows to differentiate between selling and dispatching, since this last one is what still is being made, and only through the professional management of a salesman the “art will be positioned to sell” in the privileged place that corresponds to him within the enterprise and social world.

3.1. A retrospective glance in the history of the sale

It is possible to be affirmed that the sale exists from the origins of the life. One has said that, in fact, the first sale realized Eva, in the Paradise, when it persuaded Adam the apple helped so that it to eat. Although we would not go back so back, yes we can say that, probably, the world would not be the same if the commercial transactions had not taken place from the antiquity.

Thanks to the sale and to that they exerted so worthy profession technological advances have taken place and changes, caused by those salesmen have been facilitated who simultaneously were inventors until arriving at one from their better exponents as he were Henry Ford, who facilitated a great impulse to the economy of the countries.

The professional salesman still continues being in the 21st century the point of the spear of the future of the companies, and they determine part of their success. Century XX underwent deep changes within the world of the sale; more ago than 50 years it was not difficult to sell, since the majority of the countries had passed a war and a postwar period, the shortage of almost all the products, essentially of the basic ones, was almost the norm. In these conditions people bought what they offered to him without having to realize complicated processes of election. It is as of years 50, with the manufacture in chain and the product proliferation and services, when some techniques of sale begin in Europe to be used that, generally, came mattered from the USA.

The techniques are tools, instruments that are applied in the sale process to persuade to the client or possible client towards the proposal of the salesman. The majority is based on Psychology, Sociology and, essentially, in the observation of the work of the best professionals of the sale. But it is not sufficient with the knowledge of these tools. The salesmen must be, in addition, capable in its handling, reason why they will need training and experience to start up a sale process.

One of the most classic systems of sale than was great successful, and nowadays it even has use, is the sale through method AIDDA that, in year 1947, Percy H. Whaiting presented/displayed in its book the five great rules of the sale, whose importance has been transcendental in the history of the sale techniques.

In them it was followed, for the first time, a systematization of all the techniques elaborated previously from the important theories of Elmer Wheeler and Dale Carnegie. Method AIDDA continues having vigor nowadays, since he is compatible with other systems and techniques that have been put fashionable later.

AIDDA is the mnemonic word of:

A: Attention.

I: Interest.

D: Demonstration.

D: Desire.

A: Action.

Indicating in this way that the salesman in the beginning of the sale conversation must catch the attention of the client or possible client it stops in the second step to secure his interest. In the following stage, the salesman will demonstrate to the client how its product or service will satisfy the needs with this one, will even use tests, if outside necessary. Of that way he is going to let grow his desire of purchase and he will take in the last stage, denominated action to him, to the closing or ends of the sale.

3.2. To sell satisfying needs

More than 80 years later, the theory set out by psychologist E.K. Strong continues being totally effective, in a writing of the year 1925, in which it anticipated the system of satisfaction of needs or desires like a sale theory. Strong insisted on the importance of finding names or points of sale by means of the analysis of the product to sell, relating these to the needs of the possible client, in contrast to the systems of sale with answer to the stimulus and formulated sale, that tend to be situations controlled by the salesman.

When using the theory of sale referring to the pure satisfaction of the needs, the salesman must perfectly know the point of view of the client, orienting it towards him, and the best form for it is being interested in its needs or desires.

To sell satisfying needs with the client is the approach that must at present follow as much the professionals of marketing like those of sales, since it is not to make sporadic or precise a sale. More important that to make clients it is to conserve them and to assure its fidelity to us. That will be obtained solely with the philosophy of I gain-you you win. We see some definitions of what it is to sell cradles in that philosophy.

“To sell it is the process by means of which the salesman finds out and activates the needs and/or desires of the buyer and satisfies the same with mutual and continuous advantages or benefits for both parts.”

Or this other:

“To sell it is the process by means of which the salesman obtains that the client thinks or acts of a way nonanticipated by him. And to the benefit of both.”