Personal Selling and Salesmanship

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