Origin of Selling

Origin of selling or trading went back into ancient times Before the introduction of money as a medium of exchange, barter system was prevalent

With the passage of time, exchange of goods and services started taking place among families and tribes
As families and tribes expanded into communities, the volume of transactions increased considerably Evolution of markets made transactions easier and saved time

Salesmanship is
The art of teaching or helping others to buy The persuasive learning that influences people to buy goods and services Learning the customers viewpoint and making him see yours by getting him to think or act It is interpersonal communication

Salesmanship is
The art of persuading somebody either to accept or to follow our ideas, and then lead them to the action we desire The knack of selling a product or service The ability to induce others to accept a benefit at a fair price, the benefit being the service rendered

Salesmanship is
The ability to persuade people to buy goods or services at a profit to the seller and benefit to the buyers National Association of
Marketing Teachers of America

A concise effort on the part of the seller to induce a prospective buyer to buy even if he had thought of it favourably Prof Stephenson

Salesmanship is
Salesmanship consists of persuading people to buy what you have for sale, in making them want it, in helping to make their minds- Gaus, Weightman and Bates The process effecting the transfer with a profit to buyer and seller of goods and services that give them lasting satisfaction that the buyer is predisposed to come back to the seller for more of the same- E.F.
Schumaker

Salesmanship is
The process whereby a seller ascertains and activates the needs or wants of the buyer and satisfies these needs and wants to the mutual continuous advantage of both the buyer and seller C.A. Paderson Is an oral presentation in a conversation with one or more prospective customers for the purpose of making sales American
Marketing Association

Features of Salesmanship
The ability to persuade Benefits both buyer and seller Stands for commercial honesty Aims at winning the buyers confidence

Features of Salesmanship
Aims at serving the producer, distributor and consumer Acts as a link between the seller and the consumer An educative process Creates satisfied customers

Classification of Salesmanship
(On the basis of Organization)

Creative Salesmanship
Competitive Salesmanship Counter Salesmanship

Creative Salesmanship
Creative Selling means to create a sale to bring about a purchase where no purchase would have taken place, to create the desire to buy and overcome buying resistance
Herbert M. Boldman

Not merely execution of customers orders but to create and sustain demand for products and services Emphasis given to ultimate satisfaction that the product or service would provide

Competitive Salesmanship
Aims at increasing sales of the existing products or services, no matter how Main motive is to clear the stocks of the manufacturer in the competitive market Adopts traditional methods and rarely uses new and innovative methods in the selling process

Counter Salesmanship
Passing on the goods in exchange for money Customers need to be assisted in selecting the right products in the right quantities Salesmen should have adequate knowledge of stock position, prices, introduction of new products etc

Classification of Salesman
Manufacturers Salesman - Pioneer Salesmen - Dealer Servicing Salesmen - Merchandise Salesmen Wholesalers Salesmen Retailers Salesmen - Counter Salesmen - Traveling Salesmen

Pioneer Salesmen
Usually undertake the responsibility of introducing new products or services in the market They have to be highly skilled and experienced With their imagination, aggression and self-confidence, such salesmen present the utility and usefulness of the product or service in an interesting and innovative manner before the dealers or the customers

Dealer Servicing Salesmen

Manufacturers employ salesmen to book orders, visit dealers at regular intervals and convince them about goods and services They provide information to the dealers about the selling points, salient features, product improvements etc. besides meeting queries They provide detailed information about the dealers attitude, market conditions and competitive position to the manufacturer

Merchandise Salesmen
Generally appointed to assist dealers to expand their sales volume Visit dealers at regular intervals and point out ways and means to increase sales Provide sound advice to dealers with regard to the arrangement of showrooms, choosing advertising media, interior decorations etc

They possess detailed information about the various features of the product and their utilities

Wholesalers Salesmen
Their main job is to inform the retailers about the various products or services They help retailers in selecting the products and show them ways and means to increase their sales volume

It is their duty to see that goods are supplied to the retailer regularly and in adequate quantities
They persuade retailers to stock any particular brands, collect information regarding dealers attitude, credit worthiness, market condition and competitive position of the product

Counter Salesmen
Pass on goods across the counter in exchange for money Insight and imagination helps them to find out the additional needs of the customers and make additional sales

It is their duty to assist the customers in purchasing the right products of their choice in right quantities to meet their requirements

Traveling Salesmen
Usually employed to contact prospective customers scattered in different areas of a country

These salesmen are required to sell high unit value and specialty goods
They are creative salesmen and sell commodities by approaching prospective buyers personally

Traveling Salesmen
They travel extensively in search of prospective customers, to introduce new products and popularize existing products in the market
They visit existing as well as prospective customers in order to make sales Requires high degree of initiative, persistence and motivation Need to possess a detailed knowledge of the product, its utility, price and stock

Classification of Salesmen
(On the basis of services they render) House-to-house Salesmen Missionary Salesmen

Service Salesmen
Exporter Salesmen Industrial Salesmen

House-to-house Salesmen
Independent Consumer Salesmen
(sell goods independently by moving from door-to-door, approaching each and every prospective buyer personally) e.g. peddlers and hawkers

Route salesmen
(they follow a specific route for selling their articles) e.g. newspaper-boy, milkman

Missionary Salesmen
Appointed by the manufacturers to propagate the merits of their goods They are responsible for promoting sales and creating additional demand, thereby developing new sales territories They help dealers in all types of sales promotion activities

They must be properly trained, well experienced and able to convince the dealers

Service Salesmen
They do not sell tangible goods but sell only services
(e.g. insurance agents, bank deposit collectors, stock exchange brokers, door-delivery services)

Usually they have to deal with educated and highly placed persons Should possess detailed knowledge of the services they are selling

Exporter Salesmen
They are the representatives of their organization in the overseas markets They supply goods to the foreign dealers and provide necessary information about the goods to the dealers They need to be well versed with the legal aspects in relation to import duties, custom duties, taxes and above all, the law of the country to which export is made

Industrial Salesmen
They sell industrial goods only They need high technical knowledge and training They must be capable of demonstrating and training the employees about the use of those products His job is more of problem solving in nature

After-sales service plays an important role in industrial selling

Analysis of salespersons role in securing orders

Choice of basic selling style: Trade selling: develops and maintains long-term relations with a stable group of customers. Missionary selling: persuade indirect customers to buy from the companys direct customers. Ex: pharmacists. Technical selling: provide technical advice and assistance to companies. New business selling: converting prospects into customers.

QUALITIES OF THE EFFECTIVE SALES EXECUTIVE

Ability to define the positions exact functions and duties in relation to the goals the company should expect to attain. Ability to select and train capable subordinates and willingness to delegate sufficient authority to enable them to carry out assigned tasks with minimum supervision.

 Ability to utilize time efficiently. Ability to allocate sufficient time for thinking and planning. Ability to exercise skilled leadership.

Time Management

Salesman Skills
Ability to operate all equipment necessary to perform the job. Ability to communicate with sales associates/co-workers and customers. Ability to read, count, write, and to accurately complete all documentation.

Salesman Skills
The Importance of Dress. Well Dressed vs. Overdressed. Cleanliness. Value of Cheerfulness. The Value of Enthusiasm. The Value of Determination. The Value of Hope.

The Wrong Way to Sell

Personal Selling

Personal Sellings Unique Role

1. High level of customer attention
4. Communicate more technical and complex information

2. Customize the message

5. Demonstrate a products functioning and characteristics

3. Yields immediate feedback

6. Develop long-term relationship

Personal Selling

Attractive Features

Job freedom
Variety and challenge Opportunities for advancement

Attractive compensation and non-financial rewards

Personal Selling

Selling Activities

Personal Selling

Salesperson Performance
Aptitude Includes interests, intelligence, and personality characteristics Some people better suit to one type of sales job than another All must be customer oriented and empathetic

Skill level

Motivational level

Role perceptions

Personal characteristics

Adaptability

Personal Selling

Salesperson Performance
Aptitude Includes selling, interpersonal, and technical skills Companies instill the skills needed for success One of the most important skillsClose a sale Getting along with immediate superior

Skill level

Motivational level

Role perceptions

Personal characteristics

Adaptability

Personal Selling

Salesperson Performance
Aptitude The amount of time and energy a person is willing to expend performing tasks Reciprocally related to performance People are driven in different ways

Skill level

Motivational level

Role perceptions

Personal characteristics

Adaptability

Personal Selling

Salespeople: Four General Personality Types Competitors Desire to win and to beat rivals Achievers Routinely set higher goals and like accomplishment Ego-driven
Desire to be the best, to win awards, and to be organized

Service-oriented

Good at building relationships with customers

Personal Selling

Salesperson Performance
Aptitude Accurate role perception is crucial Often they face role conflicts that diminish their sales performance Organizational citizenship behaviors (OCBs)

Skill level

Motivational level

Role perceptions

Personal characteristics

Adaptability

Personal Selling

Salesperson Performance
Aptitude Age, physical size, appearance, race, gender, etc. It doesnt ensure sales success or failure Successful salespeople are androgyny (possess both male and female traits)

Skill level

Motivational level

Role perceptions

Personal characteristics

Adaptability

Personal Selling

Salesperson Performance
Aptitude Ability to adapt to situational circumstances Due in part to personal aptitude but also includes learned skills Absolutely essential for success

Skill level

Motivational level

Role perceptions

Personal characteristics

Adaptability

Personal Selling

Excellence in Selling
First Impression Self-esteem

Depth of knowledge
Breadth of knowledge Adaptability

Extended focus
Sense of humor Creativity

Sensitivity
Enthusiasm

Taking risks
Honesty & ethics