Q: What is the difference between selling and marketing?

ANS: According to Philip Kotler, Selling and advertising are only the tip of the
marketing iceberg.

Q: Explain the marketing concepts?

ANS: There are 6 different concepts of marketing, each of which vary in
the function that they deal with.
 1. Production concept:
The basic proposition of the production concept is that customers will
choose products and services that are widely available and are of low
cost. So business is mainly concerned with making as many units as
possible. By concentrating on producing maximum volumes, such a
business aims to maximize profitability by exploiting economies of scale.
When the production concept was found, a production orientation
business dominated the market from the beginning of Capitalism to the
mid 1950s. During the era of the Production concept, Business
concerned itself primarily with production, manufacturing, and efficiency
issues. This view point was encapsulated in Says Law which states
Supply creates its own demand (from the French economist Jean
Baptiste Say.) To put it another way, if a product is made, somebody will
want to buy it. The reason for the predominance of this orientation is
there was a shortage of manufactured goods (relative to demand) during
this period so goods sold easily.

2. Product concept:
The product concept proposes that consumers will prefer products that
have better quality, performance and features as opposed to a normal
product. One problem which has been associated with the product concept
is that it might also lead to marketing myopia. Thus companies need to take
innovations and features seriously and provide only those which the
customer needs. The customer needs should be given priority.
3. Selling concept:
The Selling Concept proposes that customers, be individual or
organizations will not buy enough of the organizations products unless
they are persuaded to do so through selling effort. This approach is
applicable in the cases of unsought (Unsought Goods are goods that the
consumer does not know about or does not normally think of buying) goods
like life insurance, vacuum cleaner, fire extinguishers. These industries are
seen having a strong network of sales force.

4. Marketing Concept:
The marketing concept proposes that the success of the firm depends on
the marketing efforts of the company and in delivering a better value
proposition as compared to its competitors in its own target market. The
marketing concept also demands that the strategic decisions made by the
company are taken keeping the customer in mind. Especially the needs
wants and demands of the customers. As we are ultimately satisfying the
customer, the marketing concept also demands that the organization
integrate all its different departments to give value to the customer. This
means that all the departments including Marketing, Finance, HR or
Operations should have an idea of the core objectives of the company as
well as the goal of the company. To summarize, the concept of
marketing relies on market research and determining needs of the
customer such that a better marketing strategy can be devised which
satisfies the needs of the customer.

5. Customer Concept:
The basis for customer concept is that we must have separate offers for
separate customers. For example, Banks give credit cards to only those
customers who have a specific amount of income.
6. Societal Marketing Concept:
The societal marketing concept was an offshoot of the marketing concept
wherein an organization believes in giving back to the society by producing
better products targeted towards society welfare. The societal marketing
concept calls upon marketers to build social and ethical considerations into
their marketing practices. They must balance and juggle the often
conflicting criteria of company profits, consumer want satisfaction, and
public interest.

Q: What do you mean by personal selling?

ANS: Personal Selling is a selling process where an individual salesperson
sells a product, service or solution to a client after meeting personally. Here
the salesperson uses his skills and techniques to sell a product and thus
both attain value in this transaction.
Kotler describes 6 roles for the sales force for personal selling:
1. Prospecting
2. Communicating
3. Selling
4. Servicing
5. Information gathering
6. Allocating
The selling which occurs face to face or door to door or it can be over the
phone is called personal selling. Personal selling is the broader concept
than salesmanship.

Q: What do you mean by salesmanship?

ANS: GI

Q: What is the personal selling/selling process?

ANS: Selling process involves six steps:
1. Pre-approach activities:
Before planning a sale, a salesperson conducts research to identify the
people or companies that might be interested in their product. For that he
has to perform various functions, such as:
a. Prospecting i.e identifying people who have a desire,tendency and
ability to buy our products.
b. To know the details about a product and a company i.e specifications.
c. Knowing about the details of the prospects.
d. Find the appropriate time to meet the prospects.
e. Finding the appropriate products to be communicated.

2. Approach activities:
Approach means coming to direct touch with the prospect. It is the
meeting of the salesman and the prospect in person.
There are several methods by which the prospect may be approached by a
salesman. Some of the important methods are narrated below:

(i) Introductory approach:

This is the most common method of approach followed by salesman. Here
the salesman must wish his prospect and behave properly like a
gentleman. This is the most suitable method for the salesman representing
big and prestigious organization, because most customers pay much
importance to well reputed firms. Such an approach fails to gain favorable
attention if the company is not known to the prospect.

(ii) Product Approach:

In general, many people like to see, smell, hear and touch the product
before giving any opinion. Therefore, this method consisting of handling
over the product to the prospect so that it will appeal to his senses. This will
enable the prospect to examine the product and its features correctly. Then
the salesman speaks out the selling points that suit to the buying motives of
the prospect. This method is more suitable where product intended for sale
is popular, eye-catching and attractive.

(iii) Curiosity Approach:

Here the salesman tries to make an appeal to the curiosity instinct of the
prospect and get immediate action. He writes curious sentences either on
the business card or on a slip to attract the prospects attention. However,
this approach sometimes annoys the prospect who may reject the appeal
out rightly.

(iv) Question approach:

The use of questions to open an interview is gaining importance nowadays.
In fact, it is art itself. In this method, the salesman asks certain questions to
get the permission for an interview with the prospect. The questions asked
by the salesman must be suitable and specific and also match the
requirements of the prospects.

(v) Premium approach:

Human psychology is such that if something is received for nothing, people
accept it gladly. Therefore, this salesman presents small gifts, like pencils,
ash trays, toys, calendars and diaries to prospects to impress them.
Moreover, these small gifts also create goodwill about the firm, the
salesman and his products. This is regarded as an effective method of
securing the confidence and interest of the prospect, because the
presentation of a gift creates an obligation on the part of the prospect to
have a whole hearted discussion.

(vi) Consumer-benefit approach:

As the very name implies, this method is the best one from the point of
view of the consumer or the prospect. In this method, the salesman points
out one or more advantages of the product that will benefit the prospect.

(vii) Survey approach:

Under this method, the salesman conducts a survey about a prospect
before approaching him. Thus, the salesman is able to pint out the real
needs of the prospect and creates interest in the sales talk. By knowing the
needs or the prospects before hand, he is able to present his sales talk in
an effective manner. However, survey must be proper and free from
business. Mere guesswork and imagination may prove unsatisfactory.

(viii) Shock Approach:

This is another method of approach where the salesman prefers to shock
the prospect by indicating the element of fear. It may be fear of old age,
death, sickness, fire, theft and the like that have deeper and greater
concern in ones life. This makes the prospect to think about reality and
take necessary action. The prospect being afraid of future, may take the
goods or services of salesman seriously. Insurance agents catch the
attention and create interest of a prospect by following this method.

(ix) Compliment approach:

Appreciations, praise, applause and compliments are good tools of the
opening interview. Therefore, some salesman uses these tools while
approaching the prospects if they deserve so. This is known as minimum
courtesy. However, too much compliments leads to flattery and salesmans
tricks may fail.

(x) Showmanship approach:

Under this method, the salesman presents his goods and sales talk in a
dramatic manner, because some prospects like it. However, this method is
applicable in selected cases only, particularly with women folk and rural
customers.

(xi) Reference approach:

In this method, the salesman opens the interview by referring to a friend of
a buyer. By naming the prospects friend, a salesman secures recognition
and prestige and is able to open the interview on a more personal and
friendly basis.

3. Presentation:
Theres a good deal of preparation involved before a salesperson ever
makes his pitch or presentation, but the presentation is where the
research pays off and his idea for the prospect comes alive. By the time
he presents his product, he will understand his customers needs well
enough to be sure hes offering a solution the customer could use.
Some of the steps followed generally for presentation are:
a. Know about every aspect of your product and be ready to answer
why your product is better.
b. Try to highlight the achievement of the company.
c. Create the atmosphere so that we are able to gain the attention of the
prospect.
d. Eye-to-eye contact with everyone so that everyone feels theyre being
addressed.
e. Be comprehensible so that every member is able to understand.
Highlight specifications with which customers are familiar with.

4. Objection handling:
After youve made your sales presentation, its natural for your customer
to have some hesitations or concerns called objections. Good
salespeople look at objections as opportunities to further understand
and respond to customers needs.
Types of objections can be:
a. The product/service were selling seems more expensive than
competitors product/service and there is no distinguishing feature.
b. The prospect may not be interested in a specific feature of our
product/service.
c. The prospective customer may not be able to understand some of the
benefits of our product/service.
d. Prospects might not be able to decide whether they should buy or
wait. Weve to convince the prospect that our product/service is the
best.
e. Queries can be raised by the buyers to test the knowledge or
convincing power or patience of the presenter.

5. Closing the deal:

Closing is a sales term which refers to the process of making a sale. The
term can also be used to refer to the achievement of a desired outcome,
such as the exchange of money or the acquiring of a signature.
There are some indications for closing the sale deal, such as:
 a. When the buyers are pointing towards the positives in the
product/service.
b. When the prospects enquire about other people having purchased
the same product/service.
c. When the prospects are willing to test the product.
d. When they discuss about the financial aspects such as payment
has to be made in full or in EMIs.
e. Enquiring about guarantee period, installation time etc.

Types of closing the deal:

a. Trial close:
A minor closing attempt made at an opportune time during the sales
presentation to encourage the customer to reveal readiness or
unwillingness to buy.
b. SUMMARY-OF-THE BENEFITS CLOSE:
A reemphasis of the benefits that will help bring about a favorable decision.
Summarizes the most important buyer benefits that will produce a favorable
decision.
c. ASSUMPTION CLOSE:
An assumption that the prospect is going to buy. An assumption that the
prospect has already bought the product. It comes near the end of the
planned presentation after a genuine need has been identified,
solutions/benefits have been presented, and objections have been handled
satisfactorily.

d. SPECIAL-CONCESSION CLOSE:

Offers the buyer something extra for acting immediately. Use carefully
because some buyers are skeptical of concessions.

e. DIRECT-APPEAL CLOSE:

Asking for the order in a straightforward manner. After all benefits have
been presented and agreed to. Dont use too early.
 6. Follow-up:
The follow-up is an important part of assuring customer satisfaction,
retaining customers, and prospecting for new customers. This might mean
sending a thank-you note, calling the customer to make sure a product was
received in satisfactory condition, or checking in to make sure a service is
meeting the customers expectations.