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INTRODUCTION TO SALESMANSHIP QUALITIES OF THE EFFECTIVE SALES EXECUTIVES PERSONAL SELLING SKILLS

Salesmanship

Responsibilities of a Salesman
Selling goods and attending to customers. Relies on instructions and pre-established guidelines to perform the functions of the job. May work under immediate supervision. Typically reports to a supervisor or manager.

Responsibilities of a Salesman
Ensure that each customer receives outstanding service by providing a friendly environment, which includes greeting and acknowledging every customer, maintaining solid product knowledge and all other aspects of customer service. Maintain an awareness of all promotions and advertisements May assist in processing and replenishing merchandise and monitoring stock.

Responsibilities of a Salesman
Help customers in locating merchandise. Communicate customer requests to management. Assist in completing price changes within the department. Participate in year-end inventory and cycle counts. Assist in ringing up sales at registers and/or bagging merchandise. Any other tasks as assigned from time to time by any manager.

Time Management

Customer Service
Customer service is providing service to customers before, during, and after a purchase.

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

Salesman and the Economy

Salespeople help stimulate the economy. Salespeople help with the diffusion of innovation.

Contributions of Personal Selling

Salespeople generate revenue. Salespeople provide market research and customer feedback. Salespeople become future leaders in the organization.

Contributions of Personal Selling

Salespeople provide solutions to problems Salespeople provide expertise and serve as information resources Salespeople serve as advocates for the customer when dealing with the selling organization

Relationship
Developing the relationship takes priority over getting the sale. A salesperson is customer-oriented.

The Sales Process

Developing Customers Relationships Initiating Customers

Selling Foundations
Possesses Good Communication Skills Understands Buyers Is Trustworthy and Behaves Ethically

Need Satisfaction Selling

Uncover and Confirm the Buyers Needs Present Offering to Satisfy Buyers Needs Continue Selling until Purchase Decision

Problem Solving Selling

Define the Problem Generate Alternatives Generate Solutions Evaluate Make a Decision

Be honest

Education, Experience and Training

Economics Math Finance Public Speaking

Qualities in a Salesperson Liked

Reliability/credibility Professionalism/ integrity Product knowledge Innovation in problem solving Presentation/ preparation

Disliked
Is difficult to communicate with Lacks knowledge of the customers company Is overly aggressive Makes promises that his or her company cannot deliver

Personal Selling

Overview
A form of person-to-person communication in which a salesperson works with prospective buyers and attempts to influence their purchase needs in the direction of his or her companys products or service

Personal Selling

Personal Sellings Primary Purposes

Enhancing brand equity Educating customers Providing product usage and marketing assistance Providing after-sale service and support to buyers

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

Modern Selling Philosophy

Based on trust and mutual agreement Customer-driven atmosphere Act as if on customers payroll After-sales service is key No one solution is appropriate for all customers Professionalism and integrity are essential

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