Chapter 1: Overview Of Personal Selling

Question 1

is a marketing strategy by which a salesman can sell his goods
or services to a person”

Answer 1

Salesmanship

Question 2

He defined salesmanship as “an attempt to induce people to buy goods.”

Answer 2

W.G Carter

Question 3

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”

Answer 3

W. Major Scot

Question 4

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”.

Answer 4

G. Blake

Question 5

also represents the seller-initiated efforts offered to prospective customers.

Answer 5

Salesmanship

Question 6

is a dynamic element of economic strategy where selling plays a vital role in industrial profits.

Answer 6

Salesmanship

Question 7

Salesmanship as an Art (4)

Answer 7

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.

Question 8

Salesmanship may be described as a collection of different functionalities at different points of
time.

Answer 8

Scope of Salesmanship

Question 9

Scope of Salesmanship

Answer 9

1. Collection of more information regarding the market.
2. Increasing economic power in various standardized sectors.
3. Growth of technological progress.
4. Enrichment of managerial efficiency.
5. Extension effect on the economy.

Question 10

Types of Salesmanship

Answer 10

Wholesaler’s Salesman
Manufacturer’s Salesman
Retailer Salesman
Specialty Salesman

Question 11

4 Sub-categories of Manufacturer’s Salesman

Answer 11

Missionary Salesperson
Technical Salesperson
Merchandising Salesman
Sale Promotion Salesmen

Question 12

2 sub categories of Retailer Salesman

Answer 12

Indoor Salesman
Outdoor Salesman

Question 13

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.

Answer 13

Wholesaler’s Salesman

Question 14

may be sub-divided into following sub-categories:
Missionary Salesperson,Technical Salesperson, Merchandising Salesman, Sale Promotion Salesmen

Answer 14

Manufacturer’s Salesman

Question 15

works with the FINAL CONSUMER DIRECTLY. They can be subdivided into following categories:
Indoor Salesman &
Outdoor Salesman

Answer 15

Retailer Salesman

Question 16

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.

Answer 16

Outdoor Salesman

Question 17

WORKS INSIDE A STORE. These are hired by store owners to help
shoppers make buying decisions.

Answer 17

Indoor Salesman

Question 18

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.

Answer 18

Specialty Salesman

Question 19

Significance of Salesmanship

Answer 19

a. Flexible Tool
b. Minimum Wasted Efforts
c. Results in Actual Sales
d. Offers Feedback
e. Advantageous to Consumers

Question 20

The efforts of a salesman are directed only towards prospects.

Answer 20

Minimum Wasted Efforts

Question 21

Salesmen present their ideas tailored to customer needs and desires.

Answer 21

Flexible TooL

Question 22

Salesman is of great help to customer as well.

Answer 22

Advantageous to Consumers

Question 23

A salesman is a medium for companies to engage in two-way
communication with the customer.

Answer 23

Offers Feedback

Question 24

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.

Answer 24

Results in Actual Sales

Question 25

forms an IMPORTANT COMPONENT of the MARKETING FUNCTION in organizations.

Answer 25

Selling

Question 26

Role of a Salesman

Answer 26

a) Sales Lead Conversion
b) Business Growth
c) Customer Retention

Question 27

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:

Answer 27

a. Ability to Feel
b. Need to Conquer
c. Need for Balance

Question 28

Other qualities that describe a good salesman are:

Answer 28

• 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.

Question 29

Functions and Duties of a Salesman

Answer 29

1. Selling
2. Guiding the buyers
3. Attending to complaints
4. Collection of bills
5. Collection of credit information
6. Reporting
7. Organizing
8. Attending sales meeting
9. Touring
10. Arranging for packing and delivery
11. Window & counter displays
12. Promotion of goodwill
13. Recruitment and training
14. Working with middlemen

Question 30

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

Answer 30

Personal Selling

Question 31

Promotional technique of personal selling

Answer 31

• Uses person to person communication
• To sell an offering
• Using a personalized sales strategy

Question 32

Objective of Personal Selling

Answer 32

1. Build brand and product awareness.
2. Increase sales
3. Building close long-term relationships with the customers
4. Supporting the customers of complex, technical, or high-priced items
5. Stimulating the offering’s demand.
6. Reinforcing the brand by building long term relationships with the customers over time

Question 33

Features of Personal Selling

Answer 33

• Human contact
• Development of relationship
• Two-way flow of information
• Quick communication
• Flexibility
• Satisfaction
• Persuasion

Question 34

is considered to be the oldest form of marketing activity (Beckman et al.,1957, p.427).

Answer 34

Personal Selling

Question 35

earliest known form of personal selling

Answer 35

Peddler

Question 36

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.

Answer 36

Peddler

Question 37

A second type of salesperson appeared in the early half of the eighteenth century was employed by suppliers and manufacturers.

Answer 37

Greeter or drummer

Question 38

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).

Answer 38

Drummers

Question 39

Other term for peddler

Answer 39

“itinerant merchant”

Question 40

Evolution of personal selling

Answer 40

First - peddler
Second - greeter or drummer
So on and so forth