The sales orientation strategy was particularly important during the Great Depression era in American history. The Great Depression, a profoundly severe global economic downturn, primarily unfolded throughout the 1930s, with its origins rooted in the United States. The onset of the Great Depression exhibited some variation in timing from one nation to another, with most countries experiencing its commencement in 1929 and its enduring impact extending into the late 1930s. Remarkably, it stands as the lengthiest, most profound, and most pervasive economic depression of the entire 20th century.
During the Great Depression, there was a high demand for goods and services, but people had less money to spend. Businesses needed to be aggressive in their sales efforts in order to survive. As a result, the sales orientation strategy became very popular.
Sales-oriented businesses focus on closing as many sales as possible within a short time. They use aggressive sales tactics and promotions to drive revenue. This type of strategy can be effective in the short term, but it can also lead to customer dissatisfaction and lost business in the long term.
Here are some examples of how the sales orientation strategy was used during the Great Depression:
- Door-to-door sales: Door-to-door salespeople were common during the Great Depression. They would sell a variety of products, including encyclopedias, vacuum cleaners, and cosmetics.
- Telemarketing: Telemarketing was also popular during the Great Depression. Businesses would use telemarketing to sell products and services to customers over the phone.
- Aggressive advertising: Businesses used aggressive advertising to convince people to buy their products and services. For example, some ads would use fear of missing out (FOMO) to pressure people to buy products.
The sales orientation strategy was not the only business strategy used during the Great Depression. Some businesses also adopted a more customer-centric approach. These businesses focused on understanding the needs of their customers and developing products and services that met those needs.
In the years since the Great Depression, the sales orientation strategy has become less popular. Businesses are now more likely to adopt a customer-centric approach. However, the sales orientation strategy can still be effective in certain situations, such as when businesses need to sell off excess inventory quickly.