Today the commercial companies are very susceptible to any novelties. With the big enthusiasm new systems of the account, new systems of the communications, the new vehicles, new techniques of the control of sales are bought and established. But, to regret, the majority of the companies use out-of-date methods of the organisation of sales, already inefficient experts use.

To understand about what is the speech let’s make small travel to history of sales. It is possible to allocate four era in them.

The first era is the Soviet trade. As in Soviet Union there was no sex so was not also an expert of sales. At general deficiency of it simply it was not required. Experts were required not to sell and to find what to sell. Sales as those went automatically, any efforts for them it was not required. And if to state an estimation to sellers of the first era, it is possible to tell that it – «the seller ignoring», at all ignoring the buyer. And in those days at our fellow citizens very serious negative to sellers was developed. There should be really revolutionary changes in the country that this situation has changed.

The second era is the beginning 1990, time of blossoming of co-operative societies, time of blossoming of private business and business. It is an era of saturation of the yearned market the goods and services. This time when in the country the large quantity of the every possible goods and products has rushed. Skills of sales here again have already started to be required. Though at the first stage of the requirement were minimum: a smile and the benevolent relation.

Never I will forget, as in 1990 year I have defended huge turn in McDonald’s on Pushkin. Before me there was a woman to whom the seller of restaurant, transferring a tray with its order, has affably smiled and has told: «Thanks for purchase, come still». The woman simply was dumbfounded. And has then asked the girl: «And tell, please, it once again». And at that time such situations was enough.

The quantity of the goods accrued, and the techniques, allowing to be allocated among the others were required. Everywhere the rigid method began to be used. All was equal to the seller of that time, as to whom to sell. At the time of the second era of sales skills of belief, rebelief, presentation and work with objections were the most important skills. Better to say, skills of the second era of sales practically entirely were under construction on a deceit of the buyer. In a prize there was only a seller.

But in the mid-nineties to the second era the end has come. At the buyer rigid immunity to persuasive sellers was developed. If remember, on streets people with badges «began to go If wish to receive in a muzzle – sell to me the Herbalife». It very much an immunity vivid example.

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