Chapter 1: Overview Of Personal Selling Flashcards
is a marketing strategy by which a salesman can sell his goods
or services to a person”
Salesmanship
He defined salesmanship as “an attempt to induce people to buy goods.”
W.G Carter
According to him, the job of salesman is also to create demand “by
demonstrating that the need does exist, although before his visit there was no consciousness of that need”
W. Major Scot
He added to the above by identifying salesmanship as “winning the buyer’s confidence for the seller’s house and goods thereby winning regular and permanent customers”.
G. Blake
also represents the seller-initiated efforts offered to prospective customers.
Salesmanship
is a dynamic element of economic strategy where selling plays a vital role in industrial profits.
Salesmanship
Salesmanship as an Art (4)
a. Salesmanship requires the NECESSARY SKILL SET to appeal to the customer.
b. The KNACK OF PERSUASION possessed by a salesman encourages the buyer to make the
purchase decision.
c. It requires the salesman to possess the ART OF COMMUNICATION to structure its interactions
with the customer.
d. The salesman must be able to INFLUENCE THE BUYER towards the directed product /
service.
Salesmanship may be described as a collection of different functionalities at different points of
time.
Scope of Salesmanship
Scope of Salesmanship
- Collection of more information regarding the market.
- Increasing economic power in various standardized sectors.
- Growth of technological progress.
- Enrichment of managerial efficiency.
- Extension effect on the economy.
Types of Salesmanship
Wholesaler’s Salesman
Manufacturer’s Salesman
Retailer Salesman
Specialty Salesman
4 Sub-categories of Manufacturer’s Salesman
Missionary Salesperson
Technical Salesperson
Merchandising Salesman
Sale Promotion Salesmen
2 sub categories of Retailer Salesman
Indoor Salesman
Outdoor Salesman
is concerned only with the wholesaler.
The PURPOSE of this
type of salesmanship is to market the product only to the wholesaler.
The role includes:
taking orders from wholesalers, guiding wholesalers to offer credit to retailers, assisting wholesalers in improving their sales, collect bills and to keep track of important marketing information.
Wholesaler’s Salesman
may be sub-divided into following sub-categories:
Missionary Salesperson,Technical Salesperson, Merchandising Salesman, Sale Promotion Salesmen
Manufacturer’s Salesman
works with the FINAL CONSUMER DIRECTLY. They can be subdivided into following categories:
Indoor Salesman &
Outdoor Salesman
Retailer Salesman
work for the retailer by VISITING CUSTOMERS AND TAKING ORDERS.
They also facilitate with LEAD GENERATION for the retailer. Impressions, interactions
with the customers may facilitate generation of lead as well as may evoke customers to take decision for buying the product.
Outdoor Salesman
WORKS INSIDE A STORE. These are hired by store owners to help
shoppers make buying decisions.
Indoor Salesman
sells products such as expensive durable goods, furniture, books,
house furnishings, washing machines, automobiles, refrigerators etc. Salespeople of this kind MUST MASTER THE ART OF SALESMANSHIP.
They are REPRESENTATIVES of manufacturers who produce special items.
Specialty Salesman
Significance of Salesmanship
a. Flexible Tool
b. Minimum Wasted Efforts
c. Results in Actual Sales
d. Offers Feedback
e. Advantageous to Consumers
The efforts of a salesman are directed only towards prospects.
Minimum Wasted Efforts
Salesmen present their ideas tailored to customer needs and desires.
Flexible TooL
Salesman is of great help to customer as well.
Advantageous to Consumers
A salesman is a medium for companies to engage in two-way
communication with the customer.
Offers Feedback
Salesmanship is a tool used by organizations to complement
their other promotional activities. However, while advertising and promotions can only
lead to demand creation, it is salesman who converts the demand into actual sales. By
clarifying consumer doubts, resolving their issues and making product presentations, it is
the sales person who convinces the customer to make the purchase.
Results in Actual Sales
forms an IMPORTANT COMPONENT of the MARKETING FUNCTION in organizations.
Selling
Role of a Salesman
a) Sales Lead Conversion
b) Business Growth
c) Customer Retention
QUALITIES OF A SALESMAN
Mayer & Greenberg (2006) in their article published in the Harvard Business Review identified
for a good salesman to be possessing the following qualities:
a. Ability to Feel
b. Need to Conquer
c. Need for Balance
Other qualities that describe a good salesman are:
• Good Listener
• Resilience
• Confidence
• A good salesperson must possess the ability to analyze customer motivation and
behavior.
• A good salesperson must possess complete information on the product, and should also
be able to demonstrate the product to prospects.
Functions and Duties of a Salesman
- Selling
- Guiding the buyers
- Attending to complaints
- Collection of bills
- Collection of credit information
- Reporting
- Organizing
- Attending sales meeting
- Touring
- Arranging for packing and delivery
- Window & counter displays
- Promotion of goodwill
- Recruitment and training
- Working with middlemen
is also known as FACE-TO-FACE SELLING in which one person who is the salesman tries to convince the customer in buying a product. It is a promotional method by which the
salesperson uses his or her skills and abilities in an attempt to make a sale
Personal Selling
Promotional technique of personal selling
• Uses person to person communication
• To sell an offering
• Using a personalized sales strategy
Objective of Personal Selling
- Build brand and product awareness.
- Increase sales
- Building close long-term relationships with the customers
- Supporting the customers of complex, technical, or high-priced items
- Stimulating the offering’s demand.
- Reinforcing the brand by building long term relationships with the customers over time
Features of Personal Selling
• Human contact
• Development of relationship
• Two-way flow of information
• Quick communication
• Flexibility
• Satisfaction
• Persuasion
is considered to be the oldest form of marketing activity (Beckman et al.,1957, p.427).
Personal Selling
earliest known form of personal selling
Peddler
encompassed the selling
and inventory-holding function of a modern merchant.
also referred to as an
“ITINERANT MERCHANT,” can be considered the originator of retail merchandising.
Peddler
A second type of salesperson appeared in the early half of the eighteenth century was employed by suppliers and manufacturers.
Greeter or drummer
were given this name
because of their use of drums to generate attention as they greeted arriving retail buyers at train
stations, ship docks, or hotels (Christ and Anderson, 2011).
Drummers
Other term for peddler
“itinerant merchant”
Evolution of personal selling
First - peddler
Second - greeter or drummer
So on and so forth
