First came Web 2.0 and then came the second generation of sales, or Sales 2.0, but maybe for the wrong reasons.  Here is some background. In 2004, experts perceived the usefulness of the World Wide Web to have increased to such a level to warrant branding it as a second generation solution or Web 2.0.  Some of the reasons given for this were its enhanced and easy to use communication (email), collaboration (social networking), and research (search engine) capabilities.  Not long after the introduction of Web 2.0, Sales 2.0 appeared largely due to its perceived step-increase in capability made possible by the Web.  Others attributed Sales 2.0 to the maturation and functionality of CRM (Customer Relationship Management) solutions, enhancing sales through improved sales opportunity management.  Another group announced that Sales 2.0 was due to the significant benefits resulting from the application and use of a standardized selling process.  That said, I have a yet a another perspective.

I agree that the Internet and the other factors noted above have had a positive impact on sales, but this is primarily due to emerging technology and the use of systems in selling.  I believe, though, that before we jump to the conclusion that these factors warrant bumping Sales to Sales 2.0, we owe it to ourselves to look at the evolution of sales over a longer period to time, say the last 50 years or so.  When we do this, one overriding factor emerges as the most significant impact on positively affecting the science of selling.  This factor is the selling approach or method used to sell products and services, not the technologies and systems that facilitate sales, which continue to evolve on a daily basis.

The selling approach or method is important because it is the key to effective selling and, as it has evolved over modern time, it has had a correspondingly significant direct impact on the effectiveness of selling.  I also contend that each of the major selling approaches that have been employed was significant in their own right, warranting recognition and a generational increment in Sales - Sales 1.0, 2.0 and so on.  To make my point, let's review the major sales approaches or methods used in modern times.

At what level are you selling?  If your product or service is hard to sell and you are not using the Sales 5.0 approach, you may not be as effective as you could be and are "leaving money on the table".