Question: Describe the major trends in personal selling. Companies are turning to relationship selling, consultative selling, and team selling. Relationship selling occurs when a salesperson builds a mutually beneficial relationship with a customer on a regular basis over an extended period. Consultative selling involves meeting customer needs by listening to customers, understanding and caring about their problems, paying attention to the details, and following through after the sale. Team selling occurs when the salesperson joins with specialists from other functional areas of the firm to complete the selling process.