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 personallyRichard 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
customers 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
Guided by self-interests

Professional Salesperson
Takes care of customers

Golden Rule Salesperson

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


1.
2.
3.

Types of
Salesmen

MANUFACTURERS SALESMEN
Pioneer salesmen
Re-sale salesmen
Merchandising salesmen

Wholesalers salesmen
Retailers salesmen

1.
2.

.
.
.
.

Indoor or counter salesmen

Outdoor or touring salesmen

Speciality salesmen
Industrial salesmen
Exporters salesmen
Service salesmen

Salesmens Responsibility ?

To
To
To
To
To
To

Generate adequate sales

Avoid wasteful selling expenses
collect market information
develop good relation with customers
present his sales report
keep detailed knowledge of product

Qualities of a good
salesmen
Physical Qualities

Maturit
y,
Lasting
Loyality
,
Darting
determi
nation,

Extendi
ng
extrove
rsy,
Built in
Courtes
y,
Good
manner
s

Other Qualities

Product knowledge
Customer knowledge
Effective communication skills
Develop good customer relations

Personal Selling Process

Pre sale