personal selling and salesmanship
DESCRIPTION
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PERSONAL SELLING AND SALESMANSHIP
PERSONAL SELLING
Personal selling is oral communication with potential buyers of a product with the intention of making a sale.
Personal selling is one of the oldest form of promotion.
“Personal Selling consists of contacting prospective buyers of product personally”- Richard Buskrik
When Is it More Useful ?
1.Company is small or has insufficient funds to carry on an advertising program.
2.When the market is concentrated
3.When the personality of the salesman is needed to establish rapport or create confidence
4.When the product has higher unit value
When Is it More Useful ?
5.Requires demonstration.
6.Must be fitted to the individual customer’s needs.
7.Is purchased frequently.
The Golden Rule of Personal Selling The Golden Rule is all about trying to keep
somebody else warm, even if it means that we get cold in the process
Salesperson Differences
Traditional Salesperson
Professional Salesperson
Golden Rule Salesperson
Guided by self-interests
Takes care of customers
Others interests most important
What Salespeople are Paid to Do
Salespeople are paid to sell – that is their job Performance goals are set for:
Themselves – In order to serve others and earn a living and keep their job
Their employers – So the companies will survive Their customers – To fulfill needs and help
organizations grow
Salesmanship Skills used in personal selling. It is an art of winning the heart of the
consumers to dispose the firms products. Ability to handle the people to pandle
the products.
Olden v/s Modern SALESMANSHIP
OLDEN SALESMANSHIP Manifestation of cheat Absence of a set price Low Grade activity Absence of publicity More an art
MODERN SALESMANSHIP Manifestation of commercial Honesty A respected Profession Heavy Reliance on Advertising One price policy Wider Assortments Sale of Services
Attributes Of Salesmanship
Face to face communication Activity of persuasion Creates the urge Message can be adjusted Universal Useful for Industrial products Works for mutual gain It prefers “service” to “greed”
Merits Flexibility and Adaptability Minimum Wastage Immediate feedback It creates lasting impression Customer satisfaction Demonstration Suitable for technical and industrial
products
Demerits Very costly Turnover of sales force Inefficient sales force Time consuming Busyness of customers Wrong tactics adopted by some
salesmen Not useful for cosumer goods
Scope Trade and salesmanship Service institutions and salesmanship Professional organisation and
salesmanship Non business organisation and
salesmanship
Types of Salesmen
MANUFACTURER’S SALESMEN1. Pioneer salesmen2. Re-sale salesmen3. Merchandising salesmen
Wholesaler’s salesmen Retailer’s salesmen1. Indoor or counter salesmen2. Outdoor or touring salesmen Speciality salesmen Industrial salesmen Exporter’s salesmen Service salesmen
Salesmen’s Responsibility ?
To Generate adequate sales To Avoid wasteful selling expenses To collect market information To develop good relation with customers To present his sales report To keep detailed knowledge of product
Qualities of a good salesmen
Physical Qualities
Sound health,Posing
posture,Alluring Appeara
nce,Plesant voice
Psycological Qualities
Alerness,
Imagination,
Confidenence
inciting initiativ
e,observa
tion
Character Qualities Social Qualities
Maturity,Lasting Loyality,Darting determination,
Extending extroversy,Built in Courtesy,Good manners
Other Qualities
Product knowledge Customer knowledge Effective communication skills Develop good customer relations
Personal Selling ProcessPre sale prepration
Prospecting the potential customers
Pre-approaching
Approaching
Presentation and Demonstration
Overcoming The Objections
Closing the sale
Follow Up