Salesmanship is persuasive communication between a seller and a buyer. Explain.

The answer based on SALES & DISTRIBUTION MANAGEMENT (BBM 315).

 

The 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 to the consumer, and a supporter and an aid to the producer.

A salesman helps the producer and consumer in the following ways: 

1. 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 on the spot.

2. It involves minimum wasted efforts:

In personal selling, the salesman directly attacks the target market and concentrates 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.

3. 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 buyers and convinces them to purchase the goods.

4. It provides feedback:

Advertisement provides information about the product, but the pro­ducer but does not get to know any information about the tastes and mood of the consumers. The personal selling provides a two-way communication between the buyer and the seller.

A part 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 obtained from prospective buyers.

Any complaint about the firm or its product may be registered with the salesman; and based on this feedback the company can determine their strengths and weakness of the marketing programme as well as the product.

5. Advantages to consumers:

A salesman helps the consumers in many ways. He inform the cus­tomers about the new products introduced to the market, suggest them the use of a product that will best satisfy their as an purchasers think themselves an honourable person in whom the pro­ducer is interested. If consumers have any doubt about the product or its use, they can ask the seller and get solutions/clarifications to their satisfaction.

A salesman should have the following qualities to be called as an effective and efficient salesman:

1. Knowledge of sales promotion schemes

2. Ability to analyze customer motivation and behaviour

3. Ability to communicate effectively

4. Ability to listen and understand customers location and merchandise

5. Ability to demonstrate the practical use of products

6. Ability to explain and demonstrate the products

7. Skill in assessing customers’ preference

8. Skill of displaying goods

9. Skill in packing the products

 

 

Salesmanship or the personal selling is the oldest and most popular method of selling goods. It involves direct and personal contact of the seller or his representative with the prospective buyer. It means face-to-face persuasive communication between the buyer and the seller.Due to the booming market in our country, there is a great scope for making career in salesmanship.

Features of salesmanship

It involves direct and personal contact between the buyer and the seller. It is face to face and oral communication. It is the art of persuasion that involves converting human needs into demands. It is the science of winning the buyer's confident into the seller as well as his product. It is both an art as well as science as it can be practiced and not just learnt. Its real purpose is not to induce or trap people to buy goods which they do not need or cannot afford. It is rather to build up a mutually advantages and permanent relationship between the buyer and the seller. It involves contact between the buyer and the seller. It requires a lot of patient and flexible approach as different people react differently.

Objectives of salesmanship

Creation of demand: The basic objective of salesmanship is to create demand for a product or service. The salesman personally talk to the customers and explains the utility of the product. He tries to convince the buyers that the customer may buy the product. Handling objections: Customers express their doubts and objections about the quality of the product. The aim of salesman is to listen to the grievances of the buyers patiently and to solve them so as to retain existing customers while creating new ones. Exploring hidden wants: A salesman studies the hidden desires of the customers. He helps them appreciate their needs and take action to satisfy them. A salesman demonstrates the product and explain its uses to increase the sales. Educating customersA salesman informs and educates the customers about new products and explains their uses. He guides the customers in the selection of the suitable products. Building relationships: Salesman is developing permanent relationships with customers for the benefit of both the buyer and the seller.

Importance of salesmanship

Salesman offers a number of benefits to customers, businessman and society at large.

Benefits to consumers

it provides knowledge and education about new products and new uses of existing products.A salesman acts as guide and friend to customers. It helps consumers in selecting products best suited to their needs, tastes and preferences. It communicates the grievances and suggestions of consumers to traders and producers. It enables consumers to get quality products at fair prices.

Benefits to businessman

It helps to locate prospective buyers and create demand by winning the confidence of the customers. It helps in increasing the profits and the sales. It explores new markets and make new products available in the current market. It enables the businessman to secure the advantages of economies of scale and marketing. It creates continuous demand thereby reducing seasonal fluctuations in demand. It helps the businessman to face cut-throat competition in the market. It provides valuable feedback about the likes and dislikes of the customers on the basis of which producers can improve design, quality and package. It help0s to build a favorable image of the company and its products. We can say that the salesman acts as the 'eyes' and the 'ears' of producers.

Benefits to the society

It stimulates consumption and accelerates the rates of production. It creates employment opportunities for a large number of people. It increases the national income of the country. It generates revenue for the government. It is the basis of all trade activities.

Steps in personal selling

Prospecting: First of all, a salesman prepares a list of customers to be approaches either by name or the specific area. Potential customers may be identified through personal contacts, business publications, dealers, inquiry, area etc. The salesman should consider accessibility, needs, preferences, buying capacity, behavior etc, of the consumers. Pre-sale preparation: A salesman should acquire the necessary information and knowledge about the product, the company, the market, the competitors and the environment of the business. Sales presentation: The next step is to gain the attention of the consumers.The salesman demonstrates the product and describes its features and how to use them. He should be patient and friendly in his approach.His talk should be lively and he should try to arouse the interest of the consumers and create the desire to buy. Convincing the consumer: Once the interest and the desire is created, the customer will put forward questions and doubts. For this, he may hand over the booklet of frequently asked questions or demonstrate the product so as to clear all his doubts and objections without entering into any controversy. Closing the sale: Once the customer is convinced, the salesman helps in selecting the most suitable variety as per his tastes and needs. He accepts the payment from the customer, packs he product suitably and delivers it efficiently. The salesman should close the sales in a courteous manner. He should not force the deal but let the customer feel that he has made the final decision and the right choice. Post sales activity: A good salesman may show and suggest a related item either for current selling or future transaction. For example, he may persuade the buyer who buys a shirt to purchase socks, vests, ties etc.

Qualities of a good salesman

I have described some of the qualities of a good salesman that he must possess. In reality, theses are the qualities of a an idle salesman. Physical qualities: A successful salesman must have a sound health and pleasing personality. His job is arduous and his physique must be strong, sturdy, free from disease and disability of any type. Good personality consists of various qualities such as neat appearance, refined tastes, good habits, clear voice etc. A pleasing and charming personality boosts confidence and morale. Only a well groomed and cheerful salesman can create a good impression on the consumers. The Chinese proverb " one who runs the store must have a smiling face" indicates the significance of personality for a good salesman. Mental attributes: A good salesman must have a high degree of intelligence, initiative, flexibility and imagination. He needs to be intelligent and imaginative enough to understand the customer quickly and to read his mind accurately. Balanced judgement, self-confidence, tactfulness, poise and patience are needed to handle the customer according to requirements of the situation. Social attributes: A salesman has to deal with different types of customers and should therefore, have the ability to get along with all kinds of people. Sociability implies good manners, a liking for people, sense of humor and conversational ability. He should not be shy and reserves but an extrovert and a good listener. He needs to be a man of sound character, honest, courageous, ambitious, mature and loyal. He should be co-operative and helpful enough to assist the consumers in the proper selection of the goods. Vocational or professional attributes :Salesmanship is highly vocational job that requires ambition, aptitude and enthusiasm. A good salesman needs to have creative ability, leadership qualities, urge for excellence, optimism etc. Success in salesmanship requires sound education, wide knowledge and specialized training. A good salesman must be familiar with his firm, the product that he is selling, competitive firms ans their products, market condition, the mentality of the consumers, and selling techniques.  

I fully agree with Ms.Ghada answer. she gave a very detailed and fine answer.

Thanks for invitation

I am apologies to answer this question because it's not my specialist field

The question has been answered comprehensively by Mr.  Vinod Jetley . I couldn't agree more to it. 

Sales is only achievable when a dialogue of trust is established between the buyer and seller.

 

So yes, persuasion, passion, and empathy help with making good sales! 

full agree with mr. vinood & Mrs. Ghada

 

I agree with Mr. Vinod answer <<<<<<<<<<<<<<<<<<<<<<<<

Agree with the expert answers

Nothing more to add and the answers given by team here has already covered required information

                    Salesmanship is the tactical approach utilized by the Salesman in convincing the Costumer, to freely and satisfactory accept to buy a product or service readily or subsequently available to the Customer. Calling to mind and applying every demonstration as necessary to complete the transaction on a platform  that guarantees Customer willingness to do business with you again and the possibility to recommend you to others, by putting  all that it takes to make your product or service the best in the market. 

                     Carefully and smartly aligning your product  or service to Customer specifications, projecting every associated packages, e.g free deliveries, acquisition of points and after sales support. If what you offered the Customer turns out to be the best,  he or she will like to do business with you again. If there are any customer complaints at a latter date, addressing such complaints promptly and efficiently is a clear indication of reliability that enhances business continuity.