Modern Salespeople Seeking the Virtues of Ancient Tradesmen

Contrary to popular belief, the concept of sales didn’t emerge as a distinct profession until relatively recently. In ancient times, instead of dedicated salespeople, there were tradesmen who handled both the financing, purchasing, marketing, distribution and sales of goods. These tradesmen, predominantly men due to societal norms of the time, played a crucial role in commerce.

One significant factor that contributed to the success of ancient tradesmen was the safety of trade routes. In those days, the security of travel routes determined the feasibility of conducting trade, highlighting the intertwined nature of commerce and infrastructure development throughout history. And the city state that could establish this security thrived in commerce.

Additionally, the reputation of tradesmen played a pivotal role in their success. With limited mobility and communication channels, a tradesman’s reputation was his most valuable asset. A good reputation could propel a tradesman to prosperity, while a bad one could swiftly lead to business failure, because they had practically no place to hide. As a result, virtues such as trustworthiness, caring (about the customers), long term relationship building, learning from the market, realiability, notoriety and being customer conscious became key for their long term success.

However, the Industrial Revolution marked a pivotal turning point in the history of sales. Specialization introduced by industrial production lines is also applied to organizations in a similar fashion. With the advent of mass production, surplus goods flooded the market, creating a need for specialized sales roles. Suddenly, it wasn’t enough for producers to rely solely on the quality of their goods and their reputation; they needed dedicated salespeople to promote and distribute their products effectively. Since then, sales profession is considered as one way route…We sell! There is very little concern about people who buy. That created a class of Machiavellist salespeople, for whom any method is acceptable to sell.

As industries expanded and competition intensified, it become clear that this Machiavellist approach does not work anymore. Interestingly the virtues, mentioned above, embodied by ancient tradesmen became increasingly relevant in the realm of modern sales. Just as reputation and trust were paramount for tradesmen navigating ancient marketplaces, today’s salespeople must cultivate trust and credibility to succeed in a crowded marketplace inundated with choices.

Additionally, beyond the act of selling, there is a need for a more holistic approach, which includes being more customer conscious, more self aware and larger understanding of the company’s purpose and strategic goals as well as their social and environmental impact.

In conclusion, the evolution of sales from the era of ancient tradesmen to modern salespeople is a testament to the ever-changing dynamics of commerce and society. While the methods and mediums may have evolved over time, the fundamental principles of trust, reputation, and effective communication remain timeless pillars of success in the art of selling. By acknowledging and embracing the virtues of their predecessors, today’s sales professionals can chart a path to sustainable success in an ever-evolving business landscape.