Product placement, or embedded marketing.

According to the European Union "any form of audiovisual commercial communication consisting of the inclusion of or reference to a product, a service or the trade mark thereof so that it is featured within a programme. Product placement stands out as a marketing strategy because it is imperative to attach the utmost importance to "the context and environment within which the product is displayed or used. Product Placement technique is a very effective technique for getting a message through. So itcan be effectively used for positioning and repositioning. Marketers can choose this medium forpositioning their product to larger target customer at a relatively lower cost.

There are three ways product placement can occur: The placement simply happens - This placement occurs without any type of formal contractual agreement to place aparticular product or brand. The likely scenario in this instance involves some member of the cast or crew selecting a product to use in a scene because it will enhance the scenethough the product itself may not be seen or presented in a favorable light. The placement is arranged and some of the product serves as compensation .This type of placement a particular product is shown in the Movie/ Serial and no extraamount is paid for that. The product itself serves as compensation The placement is arranged and there is financial compensation. - In this type of product placement the company has to pay for the placement apart fromthe product.

Product placement in movies Product placement is an investment for brands trying to reach a niche audience, and there are strong reasons for investors to expect that film product placement will increase consumer awareness of a particular brand. Eg The 1995 film GoldenEye was the focus of a highly successful BMW campaign. Through product placement, companies hope that movie watchers will take note of the products used by the characters, and therefore think more strongly about using the products themselves.

Types of Product Placement 1. Corporate placement - To improve company reputation. Ex Taj Hotels used for grandparties in movies, Lenovo used in game shows like KBC. 2. Generic Placement - To demonstrate the characteristics of a product without a particularbrand name . . Ex Sunglasses and Shades used in Men in Black.

3. Service placement -- To present public or private institution. Showing aparticular Bank (like ICICI in KBC) or a particularrestaurant in a particular movie 4. Idea placement -- To include facts, opinions or statements in a plot. Discussinga forthcoming movie like Kuch Toh Hai in a televisionserial etc. 5. Negative placement - To present a competitors product in a negative context. It isgenerally not intentional. For instance if a particular flight crashes ina particular plot in the movie, it is not intentional. 6. Innovation placement - To introduce a new product. Ex Swift Car was introducedin the movie Bunty Aur Babli Advantages 1. Product placement is advantageous to advertisers in several ways. Viewers cannot bypass the advertising if it is integrated into the media; they would have to skip the whole thing. 2. It provides a good return on investment. When compared to other types of advertising with broad reach and frequency, brand product placement delivers a goodreturn. For example, the cost to produce and buy media for a 30-second television spot far exceeds the cost of placing a product in a well-targeted film. 3. Products and services are perceived as having higher value. Consumers have indicated that they feel that products or services that are integrated into a film have a higher perceived value than similar products or services that are advertised in other media. 4. Theres a celebrity halo effect. When a star uses a branded product in a film, theres an implied celebrity endorsement of that product. This can create a high level of awareness and a strong emotional connection to that product. Product placement is being done successfully now in the Indian films and the small screen. Themarketers and brand endorsers are largely benefiting from this. The success of in-serial and filmproduct placement depends upon the involvement of consumers in the serial as well as itspopularity. From Georgio Armanis to Raymonds, ICICI Bank to Central Bank, BMW to Marutior Coke to Pepsi everybody has realized the need of harnessing the power of the Big and theSmall screen. Types of advertising agencies. Ad agencies come in all sizes , from small one- or two-person shops to largemultinational, multi-agency conglomerates such as Omnicom Group, WPP Group,Interpublic Group of Companies and Havas.Some agencies specialize in particular types of advertising, such as print adsor television commercials. Other agencies, especially larger ones, produce work for many types of media.

Following are major types of advertising agencies that are currently servingthe advertising industry. 1. Full Service Agencies A full service ad agency is one that provides a range of marketing services. Afull services agency provides services that are directly related to advertising such ascopywriting, artwork, production of ads, media planning etc. It also provides suchservices in respect of pricing, distribution, packaging, product design etc.

2. Modular agencies A modular agency is a full service agency that sells its services on a piecemeal basis. Thus an advertiser may commission an agencys creative department to develop an ad campaign while obtaining other agency services elsewhere. Or, anadvertiser may hire an agencies media department to plan and execute a program for advertising that another agency has developed. Fees are charged for actual work undertaken.

3. In House agencies Those companies, which prefer to have closer control over advertising, havetheir own inhouse agency. This type is owned completely by the advertiser. It performs almost all functions that an outside advertising agency would perform andthats why some people refer to it as full-service advertising department of theadvertiser. However, the difference between an in-house agency and an advertisingd epartment is that the in-house agency can undertake to serve several other clients, if the owner so desires, but an advertising department solely undertakes that work of itsowner and not of outside clients. Secondly an advertising department may not be equipped the personnel and facilities, which an inhouse agency would posses. In-house agency not only provides control over advertising schedule and costs, but also offers convenience for its owner, because it is just available in the same building as that of the head office of advertiser.

4. Creative Boutiques These are shop agencies that provides only creative functions and not full-service. The specialized creative functions include copy writing, artwork and production of ads, they charge a fee or percentage of full service agencies, and as such most of them convert into a full service agency or merge with other agencies to provide a wide range of services. 5. Mega agencies A significant of 1980s is the development of mega agency. Agenciesworldwide merge with each other to serve their clients in much better way. It was in1986, Saachi & Saachi, a London based agency who started the movement and at present it is the third largest agency network in the world. 6. The Specialists Agency

There are some agencies who undertake advertising work only in certain areas.there are agencies that specialize only in financial services or only in publicity or onlyin point-ofpurchase material etc. for instance Soubhagya advertising agency concentrate on specialized in financial advertising.

Advertisement Ethics Ethics means Good Conduct or Conduct which is right in view of the society and the time period. By common consent, various modes of behaviour and conduct are viewed as good or bad. Ethics means a set of moral principles which govern a person's behaviour or activities. Ethics in advertising means a set of well defined principles which govern the ways of communication taking place between the seller and buyer.

Positive and Negative Aspects of Advertising As like any other medium of mass communication, advertising also have positive as well as negative aspects. Advertising increases sales, advertising makes the product popular, advertising helps in brand formation, advertising makes the public aware with the available brands or products. Advertising is the largest financial source for mass media. Advertising is sometimes subjected to wide criticism. Many of the advertisements are criticised as deceptive or manipulative. Other criticism focus on the social or environmental impact of advertising, the effect of advertising on our value system, commercial clutter, stereotypes, and offensiveness.

Ethical and Moral principles of Advertising Advertisers must have sufficient knowledge of ethical norms and principles, so that they can understand and decide what is correct and what is wrong. Ethics in Advertising Apart from Act in force to govern the advertisers, some rules and regulations are formed by Government through setting of various committees on their recommendation. According to Verghese Committee Report (1978), the following are the general rules of conduct in advertising: 1- Advertising should be so designed as to confirm to the laws of the country and should not offend against any morality decency and religious susceptibilities of the people. 2- No advertisement should be permitted

(i) Which divides any race, caste, color, creed, nationality except wherein such usage would be for specific purpose of effective dramatization (ii) Which is against any of objectives, principles of provisions of the constitution of India; (iii) Which will tend to incite people to crime or to promote disorder, violence or breach of law, (iv) which presents criminality as desirable, or furnish details of crime or imitation thereof; (v) which would adversely affect friendly relations with foreign states; (vi) Which exploits the national emblem

For Broadcast Media (vii) No cigarettes and tobacco products; (viii) Advertisement wholly or mainly must not be directed towards any religious or political end and have any relation to any industrial dispute (ix) Advertisement for services concerned with following are not acceptable (a) Moneylenders; (b) Chit fund and saving schemes; (c) Unlicensed employment service; (d) Matrimonial agencies; (e) Fortune-tellers, etc. (x) Betting tips and guide books, etc., relating to horse racing or other games of chance shall not be accepted (xi) No advertisement shall contain references which are likely to lead public to infer that the product advertised or any of its gradients has some property or quality which is incapable of being established e.g. care for baldness. (xii) Scientific or statistical accepts from technical literature. (xiii) Advertisers or their agents must be prepared to produce evidence to substantiate any claims or illustrations. (xiv) Advertisement should not contain disparaging reference to another product or service. (xv) Imitation likely to mislead viewers (xvi) Visual and verbal representation of actual and comparative prices and costs must be accurate and should not mislead. (xvii) Testimonials must be genuine and must not be used in a manner likely to mislead the viewers.

There are sufficient number of laws which are very much concerned with advertising. 1. Advertisements (Hire Purchase) Act, 1967:, 2. Consumer Credit Act, 1974:, 3. Consumer Protect Act,1987, 4. Control of Misleading Advertisements Regulations, 1988:, 5. Copyright, Designs and Patents Act, 1988:, etc.

The Advertising Standards Council of India (ASCI), a body that brings together advertisers, ad agencies and the media, has drawn up a detailed and elaborate code. It has also established a Consumer Complaints Council (CCC) to examine the complaints received The following are excerpts from code of ethics for advertising issued by the Advertising Council of India. 1- Advertisement should be so designed as to confirm not only to the laws but also to the morals, aesthetic and religious sentiments of the country. 2- No advertisement likely to bring advertising into contempt or disrepute should be permitted. 3- No advertisement of talismans, charms and character reading from photographs. 4- Advertisement should be truthful avoid distorting facts and misleading the public by means of implications and omission. 5- No advertisement should be permitted to contain any claim so exaggerator as to lead inevitably to disappoint in the mind of public. Special care is called for in the advertisements related with illness, investment of money, invitation to lotteries, publication of employment notices requiring fees for application forms, prospects, etc. 6- Methods of advertising designed to create confusion in the mind of consumers as between goods of one make and another. 7- Advertising should endeavor to gain the goodwill of public on the basis of merits of good, or services advertised. 8- Indeed, vulgar, suggestive, repulsive or offensive theme or treatment should avoided in all advertisements. 9- No advertisement should offer to refund money paid. 10- the use of national emblem is prohibited by law in advertisements, trade marks, etc be

STEPS IN EFFECTIVE SELLING Most selling program view the selling process as consists of several steps that the sales person must master. These steps focus on the goals of getting the new customers and obtain orders from them. The process of personal selling consists of the following steps

1. Pre-Sale Preparation: The first step is the selection, training, and motivation of sales persons. The sales persons must be fully familiar with the product, the firm, the market and the selling techniques. They should be well informed about the competitors products and the degree of competition. They should also be acquainted with the techniques of effective selling and the policies of the firm. 2. Prospecting: It refers to searching out prospective buyers who have the need for the product and the ability to buy it. Social contacts, business associations and dealers can be helpful in the identification of potential buyers. 3. Approaching: Before calling on the prospects, the sales person should know their number, needs, habits, spending capacity, motives, etc. After this, the salesperson should approach the customer in a polite and dignified way. He should make the customer feel that he is getting proper attention of the salesperson. The salesperson should be very careful in his approach as the first impression lasts for long.

4. Presentation: The next step is to gain customers attention. For this purpose, the salesperson has to present the product and describe its features in brief. 5. Demonstration: In order to maintain customers interest and to arouse his desire, the salesperson must display and demonstrate the product. He has to explain the distinctive qualities of the product so that the prospect realizes the need for the product to satisfy his wants. 6. Handling objections: The salesperson should clear all doubts and objections without entering into controversy and without losing his temper. The salesperson should convince the customer that he is making the best use of his money by purchasing the product. For this purpose, the salesman should prove the superiority of his product over the competitors products. He should not lose patience if the prospect puts too many queries and takes time in arriving at any decision. 7. Closing the sale: The salesman should not force the customer but let him feel that he has made the final decision. He should guide the customer in making the choice without imposing his own view. He should assure the customer that he has made the right choice. Sales should be closed in a cordial manner so that the customer feels inclined to visit the shop again. In closing the sale, the article should be packed properly and handed over to the customer with speed and accuracy.

8. Post-sale follow-up: It refers to the activities undertaken to ensure that the customer is satisfied with the article and the firm. It helps to secure repeat sales, to identify additional prospects and to evaluate salesmans effectiveness.

REQUISITES OF EFFECTIVE SALESMANSHIP Success in personal selling depends u [pm the salesman and the framework in which he works. In order to practice effectively the highly skilled profession of salesmanship, wide knowledge and experience is necessary. To be effective, a salesman should have knowledge of the following types. 1. Knowledge of Self: The overall personality of the salesman is very important. To make the best use of his personality, a salesman must continuously assess himself and analyse his qualities in the light of the requirements of his job. Such assessment will make him fully aware of his strength and weaknesses. He should constantly try to overcome his weak points through training and experience.

2. Knowledge of firm: Salesman should be fully conversant with the history of the firm. He should have a thorough knowledge of the objectives, policies, standing and organizational structure of his firm. Such knowledge will help him to utilize the strong points of the firm in personal selling. 3. Knowledge of product: A salesman has also to convince customers about the features and utility of the product by removing their doubts and objections. Therefore, the salesman should have full knowledge about the nature of the product, manufacturing details, terms and conditions of sale, distribution channels used and promotional activities. 4. Knowledge of competitors: In order to prove the superiority of his product, a salesman must have full knowledge about the competitive products, their positive and negative features. Knowledge of competitors sales policies, their brands and prices, etc, is also helpful. 5. Knowledge of customers: In order to be successful, the salesman must use the right appeal and approach. He should be able to understand the prospects correctly and quickly and to motivate and win them permanently. He should, therefore, have complete knowledge of the nature and type of customers (their age, location, sex, income, education, etc.) and their buying motives (low price, convenience, prestige, fashion, etc).
5.

Knowledge of selling techniques: Above all, a salesman should be well-versed in the principles and techniques of salesmanship. He should pay undivided attention to the customer, be courteous and sympathetic towards customers, never loose

patience, consider customer as the king, serve the customer in the best possible manner, etc.

Training of Salesmen

The purpose of sales training is to achieve improved job performance. In the absence of training, job performance improves with experience. Training substitutes for, or supplements experience, so sales personnel given training reach high job performance levels earlier. In most, companies, the rate of sales personnel turnover is higher for new personnel than for experienced people- often new sales personnel find themselves unprepared to perform their jobs satisfactorily, become discouraged, and leave the company.

Content of training programme varies from company to company, because of differences in products, markets, company policies, trainees' ability and experience, organizational size, and training philosophies.

1. Product Data

Some product training is basic to any initial sales training program. Companies with technical products devote more than half their programs to product training. But in many situations, especially with standardized products sold routinely, new sales personnel require only minimal product training. In all cases, new salespeople must know enough about the products, their uses, and applications to serve customers' information needs. Product knowledge is basic to a salespersons self-confidence and enthusiastic job performance. Some training on competitors' products is desirable. Salespeople should know the important characteristics of competitors' products and their uses and applications. They should know the strengths and weaknesses of competitive products. Thus informed, salespersons gain a decided advantage.

2. Sales Technique.

Most new sales personnel need instruction in sales techniques. Some sales managers believe, however, that careful selection of sales personnel and product training are sufficient to ensure effective selling. They believe, in other words, that if an individual has an attractive personality, good appearance and voice, and reasonable intelligence and

knows the product, he or she will sell it easily. But the predominant view is that new sales personnel need basic instruction in how to sell.

3. Markets. The new salesperson must know who the customers are, their locations, the particular products in which they are interested, their buying habits and motives, and their financial condition. In other words, the salesperson needs to know not only who buys what but, more important, why and how they buy. Markets are always changing, so training in this area should be continuous, the content changing with market changes.

4. Company Information Certain items of company information are essential to the salesperson on the job; others, not absolutely essential, contribute to overall effectiveness. The training program should include coverage of all sales-related marketing policies and the reasoning behind them. The sales person must know company pricing policy, for instance, to answer customers' questions. The salesperson needs to be fully informed on other policies, such as those relating to product services, spare parts and repairs, credit extension, and customer relations.

Training Methods 1. The Lecture

This ancient instructional method, in use before the invention of printing, is used extensively in sales training. Trainees mainly watch and listen, although some versions of lecturing permit questions. The lecture features passive, rather than active, trainee participation. Its main weakness is that teaching is emphasized more than learning. But a lecture can be effective, provided that the lecturer is able and enthusiastic and uses examples, demonstrations, and visual aids. Compared with other training methods, the lecture is economical in terms of time required to cover a given topic.

2. Demonstrations

The demonstration is appropriate for conveying information on such topics as new products and selling techniques. Demonstrating how a new product works and its uses is effective, much more so than lecturing on the same material. In initial sales training, demonstrating techniques to use in "closing sales" is more effective than is lecturing. Effective sales trainers use demonstrations to the maximum extent-since the beginning of time, showing has been more effective than telling!

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3. Role Playing

This method has trainees acting out parts in contrived problem situations. The roleplaying session begins with the trainer describing the situation and the different personalities involved. The trainer provides needed props, then designates trainees to play the salesperson, prospect, and other characters. Each plays his or her assigned role, and afterward, they, together with other group members and the trainer, appraise each player's effectiveness and suggest how the performance of each might have been improved.

4. Case Discussion

This method, originated by business educators as a partial substitute for learning by experience, is widely used in sales training. Write-ups of selling and other problems encountered on the job provide the bases for group discussion. Trainees discussing a case should identify the issue(s), collect the relevant facts, devise specific alternatives, and choose the one most appropriate. Most trainers believe that securing a thorough grasp of the problem situation is more essential to learning than the rapid production of solutions.

5. On-the-Job Training

This method, combines telling, showing, practicing, and evaluating. The trainer, sometimes a professional sales trainer but more often a seasoned salesperson, begins by describing particular selling situations, explaining various techniques and approaches that might be used effectively. Next, accompanied by the pupil, the trainer makes actual sales calls, discussing each with the trainee afterward. Then, under the coach's supervision, the trainee makes sales calls, each one being followed by discussion and appraisal. Gradually, the trainee works more and more on his or her own, but with continuing, although less frequent, coaching.

6. Correspondence Courses

This method is used in both initial and continuing sales training. In the insurance field it is used to acquaint new salespeople with industry fundamentals and to instruct in basic sales techniques. Companies with highly technical products and small but widely deployed sales forces use correspondence courses to acquaint experienced salespeople with new product developments and applications. This method is used also to train non company sales personnel, such as distributors' salespersons, to improve their knowledge

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of the manufacturer's product line and selling techniques. Few companies use this training method exclusively.

AIDAS Theory of Selling. This theorypopularly known as the AIDAS theory, after the initials of the five words used to express it (attention, interest, desire, action, and satisfaction)is the basis for many sales and advertising texts and is the skeleton around which many sales training programs are organized. During the successful selling interview, according to this theory, the prospect's mind passes through five successive mental states: attention, interest, desire, action, and satisfaction. 1. Securing attention. The goal is to put the prospect into a receptive state of mind. The first few minutes of the interview are crucial. The salesperson must establish good rapport at once. Favorable first impressions are assured by, among other things, proper attire, neatness, friendliness, and a genuine smile. 2. Gaining interest. The second goal is to intensify the prospect's attention so that it evolves into strong interest. Many techniques are used to gain interest. Some salespeople develop a contagious enthusiasm for the product or a sample. When the product is bulky or technical, sales portfolios, flipcharts, or other visual aids serve the same purpose. 3. Generating desire. The third goal is to kindle the prospect's desire to the ready-tobuy point. The salesperson must keep the conversation running along the main line toward the sale. The development of sales obstacles, the prospect's objections, external interruptions, and digressive remarks can sidetrack the presentation during this phase. Obstacles must be faced and ways found to get around them. Objections need answering to the prospect's satisfaction. 4. Inducing actions. If the presentation has been perfect, the prospect is ready to actthat is, to buy. However, buying is not automatic and, as a rule, must be induced. Experienced sales personnel rarely try for a close until they are positive that the prospect is fully convinced of the merits of the proposition. Thus, it is up to the salesperson to sense when the time is right. 5. Building satisfaction. After the customer has given the order, the salesperson should reassure the customer that the decision was correct. The customer should be left with the impression that the salesperson merely helped in deciding. Building satisfaction means thanking the customer for the order, and attending to such matters as making certain that the order is filled as written, and following up on promises made. SALESMANSHIP Salesmanship is an art of influencing another person for the object of persuading him to buy specific product. It may be regarded as the process of winning the confidence of

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consumer. According to Whitehead. t is a method of arriving at a common point of view with the prospect in regard to the desirability of some article, service or idea. Salesmanship may also refer to convincing a customer by certain technique and he is really persuaded for buying the particular product.

Significance of Personal Selling or Salesmanship Personal selling is a promotional tool and an element of promotional mix which occupies a pivotal role in the distribution of goods and services to the existing and prospective buyer. A salesman is a friend and a guide of the consumer and a supporter and an aid to the producer. A salesman helps the producer and consumer in the following ways: It is a Flexible tool Personal selling is a flexible tool in promoting sales and can adopt to the need of specific buyer. Salesman can present his ideas or message to fit the needs of the buyer. His presentation is different in each case tailored to suit the buyer. He can observe the customer's reaction to a particular sales approach and makes necessary adjustment in his way of presentation right o the spot. It Involves Minimum Wasted Efforts In personal selling, the salesman directly attacks the target market and concentrate on the prospective customers. A salesman does not waste his efforts if he thinks that the person to whom he is talking is not a real prospect. It Results in Actual Sales Personal selling is complementary to advertising and promotion technique. Advertising and promotion techniques can only attract attention of the customers and arouse desire to purchase the goods. They simply create demand. Personal selling converts that demand into actual sale by persuading the people to buy the product. A salesman answers the doubts of the prospective buyer and convince aim to purchase the goods. It Provides Feedback Advertisement provides information about the product and the producer but does not provide any information about the tastes and mood of the consumers. The personal selling provides two way communication between the buyer and seller. Apart from providing information to the buyer about the product and producer, it provides knowledge about the tastes, habits, and attitudes of the prospective buyers. Any complaint about the firm or its product may be prospective buyers. Any complaint about

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the firm or its product may be registered with the salesman as the basis, the company can determine the strengths and weaknesses of the marketing programme.

Importance of Salesman Ship 1. Salesmanship helps to create demand for new products or new brands. It influences to change in patronage from one source of supply to another which results concentration of purchases of specific product. 2. As it wins the buyer's confidence so it helps to make regular and permanent customers. 3. The person who is engaged in convincing the public desirability of a specific product is called salesman. He informs the customers about the usefulness of commodity with a view to including him to buy the goods. 4. He establishes the goods will of firm in the market. So the sales volume may easily be increased. 5. He constantly observes the fashion, taste, like and dislike of customers and informs the producer about their choice. 6. He helps to establish close relationship between the manufacturer and consumer.

Knowledge, Skills and Qualities required in salesmanship 1. Personality

Personality refers to the dynamic force of a person which attracts and impresses others. Similarly, Sales Personality or Personality of Salesman includes his appearance, his characters, his mannerisms, his talk and the general impression which impresses and convinces the prospects. By using these qualities and abilities skillfully, the salesman is able to impress the customers favorably.

2.

Sound health

A salesman should posses a sound and physique in order to become efficient. A salesman who is not healthy cannot maintain a pleasing appearance. He will also not be able carry on his duties efficiently.

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2. Good posture Good posture enhances the appearance and personality of the salesman. A salesman should maintain an alluring posture, i.e. he should stand erect or sit erect while meeting a customer. It makes a good impression on the customer. 3. Pleasant voice Voice is the index of ones own feelings than the facial expression. The quality and the tone of the voice also have its influence on the hearer. The salesman should have pleasant, clear and forceful voice. 4. Good appearance A good physical appearance is a big asset for salesman. The first impression on the customer is created by the appearance of the salesman. A good appearance generally gives more confidence to a salesman and he is able to convince the customers more easily. 5. Cheerfulness Cheerfulness is the greatest virtue of a good salesman. Everyone wants to be with persons, who are cheerful. If the salesman is cheerful, possesses a good health, vigour and a rich sense of humor, then he can attract large number of customers. 6. Imagination It is an important consideration which detects the exact need of the customers. This quality helps the salesman to understand the problems of customers in his position. But it is depressing to see in India that many salesmen have absolutely no imagination. 7. Alertness Alertness refers to active sensitivity to the situation before oneself. It is nothing but presence of mind as to what to say, how to say and on what occasion. It consists of keen power of observation and common sense to take correct decisions quickly. 8. Resourcefulness It is a mental ability to think and find out alternatives. It includes devising new approaches to make people do what you want them to do. Resourcefulness has great role to play in salesmanship. 9. Initiative Initiative is the ability to work on his own without any guidance from anybody. It is very useful quality for success in dealing with customers. Of course, in early stages a salesman

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has to work under the supervision and guidance of senior salesman. But in course of time, he has to depend upon himself and take independent decisions. 10. Observation Power of observation is another important quality of a salesman. A good salesman must be a keen observer. He should observe the changes in style, fashion of people, activities of rivals, Government policies, general attitude of customers and other things. 11. Self-confidence Self-confidence is another important quality, which every salesman should possess. The salesman should keep Self-confidence both on himself and the goods he sells to the customers. A salesman lacking Self-confidence can not convince his customer properly or overcome his objections. 12. Memory Sharp memory is another important attribute of a salesman. Sharp memory refers to capacity to recognize this customer, recall his past interviews with them, recalling their requirements and suggestions. 13. Sociability It refers to ability of salesman to meet the public and make friends with them. A true salesman must be an extrovert, i.e., a man who likes mixing with people in every type of situation. 14. Enthusiasm A salesman should be enthusiastic; otherwise he will fail to create interest in the minds of the prospects. Enthusiasm creates assurance in the minds of the buyers for a salesmans products and services. 15. Tact A salesman should be a man of tact. Tact means doing the right thing at the right time, in the right way. It further includes mental awareness of the salesman to tackle all kinds of situations. However, tact should not mean cheating or cunningness. 16. Patience and tolerance Patience and tolerance take a very important place in the development of a salesman. A salesman to become successful must be extremely patient in dealing with a buyer. In no case he should lose his temper, but to show a spirit impatient and angry, but a salesman should remain calm and cool.

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17. Effective speech A salesman should be a good conversationalist. Ability to speak correctly and clearly impresses the customers favourably. The sales talk should be clear, pleasant and persuasive, but not like the situations; each situation may have to be treated in a special manner. 18. Honesty The salesman should be extremely and thoroughly honest. An honest salesman is liked by every customer. While dealing with a customer, the salesman must be true and frank about the products he wants to sell. He should not misrepresent or exaggerate facts. If a salesman cheats a customer, that customer is lost forever. 19. Integrity Integrity of a salesman is an important trait in his character. Integrity means uprightness of character, moral soundness, good behavior, honesty, fulfillment of promises, and strength of character. A salesman who does not have integrity of character will not be in a position to create good impression upon his employer, fellow salesman and customers. 20. Loyalty Loyalty means willingness of obey. Loyalty of a salesman can be classified into four groups :(i) loyalty to the organization, (ii) loyalty to the customers, (iii) loyalty to the fellow-workers. 21. Reliability A salesman should be trustworthy and reliable. He should take his work seriously and with responsibility. He should not give exaggerated promises. He must be truthful in his statements and honest in his dealings. 22. Sincerity Sincerity is another good quality of a successful salesman. A sincere salesman attends his customers sincerely and explains them all the merits and demerits of the product. He also attends to the customers promptly. A sincere salesman does not face any difficulty to achieve his target. 23. Maturity Maturity refers to balance of mind. A salesman should be matured. He should accept gracefully both criticisms and praises. Equal weight age should be given to both for and against. Maturity compels a salesman to think before he takes any action.

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REQUISITES OF EFFECTIVE SALESMANSHIP Success in personal selling depends u [pm the salesman and the framework in which he works. In order to practice effectively the highly skilled profession of salesmanship, wide knowledge and experience is necessary. To be effective, a salesman should have knowledge of the following types. 1. Knowledge of Self: The overall personality of the salesman is very important. To make the best use of his personality, a salesman must continuously assess himself and analyse his qualities in the light of the requirements of his job. Such assessment will make him fully aware of his strength and weaknesses. He should constantly try to overcome his weak points through training and experience. 2. Knowledge of firm: Salesman should be fully conversant with the history of the firm. He should have a thorough knowledge of the objectives, policies, standing and organizational structure of his firm. Such knowledge will help him to utilize the strong points of the firm in personal selling. 3. Knowledge of product: A salesman has also to convince customers about the features and utility of the product by removing their doubts and objections. Therefore, the salesman should have full knowledge about the nature of the product, manufacturing details, terms and conditions of sale, distribution channels used and promotional activities. 4. Knowledge of competitors: In order to prove the superiority of his product, a salesman must have full knowledge about the competitive products, their positive and negative features. Knowledge of competitors sales policies, their brands and prices, etc, is also helpful. 5. Knowledge of customers: In order to be successful, the salesman must use the right appeal and approach. He should be able to understand the prospects correctly and quickly and to motivate and win them permanently. He should, therefore, have complete knowledge of the nature and type of customers (their age, location, sex, income, education, etc.) and their buying motives (low price, convenience, prestige, fashion, etc). 6. Knowledge of selling techniques: Above all, a salesman should be well-versed in the principles and techniques of salesmanship. He should pay undivided attention to the customer, be courteous and sympathetic towards customers, never loose patience, consider customer as the king, serve the customer in the best possible manner, etc.

Training of Salesmen The purpose of sales training is to achieve improved job performance. In the absence of training, job performance improves with experience. Training substitutes for, or supplements experience, so sales personnel given training reach high job performance

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levels earlier. In most, companies, the rate of sales personnel turnover is higher for new personnel than for experienced people- often new sales personnel find themselves unprepared to perform their jobs satisfactorily, become discouraged, and leave the company. Content of training programme varies from company to company, because of differences in products, markets, company policies, trainees' ability and experience, organizational size, and training philosophies. 1. Product Data

Some product training is basic to any initial sales training program. Companies with technical products devote more than half their programs to product training. But in many situations, especially with standardized products sold routinely, new sales personnel require only minimal product training. In all cases, new salespeople must know enough about the products, their uses, and applications to serve customers' information needs. Product knowledge is basic to a salespersons self-confidence and enthusiastic job performance. Some training on competitors' products is desirable. Salespeople should know the important characteristics of competitors' products and their uses and applications. They should know the strengths and weaknesses of competitive products. Thus informed, salespersons gain a decided advantage. 2. Sales Technique. Most new sales personnel need instruction in sales techniques. Some sales managers believe, however, that careful selection of sales personnel and product training are sufficient to ensure effective selling. They believe, in other words, that if an individual has an attractive personality, good appearance and voice, and reasonable intelligence and knows the product, he or she will sell it easily. But the predominant view is that new sales personnel need basic instruction in how to sell. 3. Markets. The new salesperson must know who the customers are, their locations, the particular products in which they are interested, their buying habits and motives, and their financial condition. In other words, the salesperson needs to know not only who buys what but, more important, why and how they buy. Markets are always changing, so training in this area should be continuous, the content changing with market changes. 4. Company Information Certain items of company information are essential to the salesperson on the job; others, not absolutely essential, contribute to overall effectiveness. The training program should include coverage of all sales-related marketing policies and the reasoning behind them. The sales person must know company pricing policy, for instance, to answer customers' questions. The salesperson needs to be fully informed on other policies, such as those

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relating to product services, spare parts and repairs, credit extension, and customer relations. Training Methods 1. The Lecture This ancient instructional method, in use before the invention of printing, is used extensively in sales training. Trainees mainly watch and listen, although some versions of lecturing permit questions. The lecture features passive, rather than active, trainee participation. Its main weakness is that teaching is emphasized more than learning. But a lecture can be effective, provided that the lecturer is able and enthusiastic and uses examples, demonstrations, and visual aids. Compared with other training methods, the lecture is economical in terms of time required to cover a given topic. 2. Demonstrations The demonstration is appropriate for conveying information on such topics as new products and selling techniques. Demonstrating how a new product works and its uses is effective, much more so than lecturing on the same material. In initial sales training, demonstrating techniques to use in "closing sales" is more effective than is lecturing. Effective sales trainers use demonstrations to the maximum extent-since the beginning of time, showing has been more effective than telling! 3. Role Playing This method has trainees acting out parts in contrived problem situations. The roleplaying session begins with the trainer describing the situation and the different personalities involved. The trainer provides needed props, then designates trainees to play the salesperson, prospect, and other characters. Each plays his or her assigned role, and afterward, they, together with other group members and the trainer, appraise each player's effectiveness and suggest how the performance of each might have been improved. 4. Case Discussion This method, originated by business educators as a partial substitute for learning by experience, is widely used in sales training. Write-ups of selling and other problems encountered on the job provide the bases for group discussion. Trainees discussing a case should identify the issue(s), collect the relevant facts, devise specific alternatives, and choose the one most appropriate. Most trainers believe that securing a thorough grasp of the problem situation is more essential to learning than the rapid production of solutions.

5. On-the-Job Training This method, combines telling, showing, practicing, and evaluating. The trainer, sometimes a professional sales trainer but more often a seasoned salesperson, begins by describing particular selling situations, explaining various techniques and approaches that might be used effectively. Next, accompanied by the pupil, the trainer makes actual sales calls, discussing each with the trainee afterward. Then, under the coach's supervision, the

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trainee makes sales calls, each one being followed by discussion and appraisal. Gradually, the trainee works more and more on his or her own, but with continuing, although less frequent, coaching. 6. Correspondence Courses This method is used in both initial and continuing sales training. In the insurance field it is used to acquaint new salespeople with industry fundamentals and to instruct in basic sales techniques. Companies with highly technical products and small but widely deployed sales forces use correspondence courses to acquaint experienced salespeople with new product developments and applications. This method is used also to train non company sales personnel, such as distributors' salespersons, to improve their knowledge of the manufacturer's product line and selling techniques. Few companies use this training method exclusively. Motivating the salesman 1. 2. 3. 4. 5. 6. 7. 8. 9. Financial Incentives Straight or fixed salary, Bonus, Commission promotion recognition job security good working condition sales meetings Free or concesional travel sales contest supportive supervision

Direct marketing - Different Salesman ( refer marketing notes)

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