FOR A SOCIOLOGY OF SALES - THE CUSTOMER-S ALESPERSON RELATIONSHIP IN A DISTRICT BANK

On the basis of two surveys in a district bank, the history of the sal es relationship in the banking sector during the past forty years and, in particular, the changes affecting the occupation of salesperson ar e described. In the 1950s and 1960s, the relationship with customers f it into the local setting, and the salesperson acquired qualifications within the local establishment. In the 1990s, ever more specialized s ales relations emerged as banks were modernized. Given the rules for s egmenting the market and the precise codification of customers, techni cal hierarchization has increased among salespersons, whose activities are more tightly controlled by the top. This modernization process ai ms at increasing the flexibility of sales qualifications; but it is de trimental to the quality of the sales relationship.