Salesmanship

Session 2
Sales Management, Personal Selling, and
Salesmanship
Sales Management Personal Selling Salesmanship
Direct the personal selling
effort
Is a means for
implementing marketing
programs along with other
marketing elements
It is the art of successfully
persuading prospects or
customers to buy
products or service
-Management of personal
sales force
- Organizing the sales effort
- Controlling the sales
effort
Broader concept Salesmanship is one of the
skills used in personal
selling
Buyer Seller Dyad
Dyad is used to describe a situation in which two
people interact
Seller seek to motivate the prospective buyer to
behave favorably towards the seller
Nature of the interaction determines how buyers
react
The more alike sales persons and prospects were ,
the greater the likely hood that a sales would result
Buyer Seller Dyad
When the buyer perceived the salespersons
performance to be similar to his/ her concept
of ideal performance , the number of
sources from which purchases were made was
low.
The customers perception of what that
behavior should be is a necessary condition
for the continuation of dyadic interaction
Buyers initial conditioning with respect to
selling
Conceptual Model of Salesperson Buyer
Dyadic Relationships
Source : The personal Selling Process
Buyer and Seller Dyad
Personal Characteristics ( include personality,
values, attitudes, past experiences etc. )
Role requirements ( for example , formal
authority and organizational autonomy)
Need and expectations ( interaction between
role requirement and personal characteristics)
Choice of strategy ( persuasion, ingratiation ,
communication of facts or offers, friendship
and other elements

Diversity of Personal Selling Situations
Service selling aims to obtain sales from
existing customers whose habits and patterns
of thought are already conducive to such
sales.

Development selling aims to convert
prospects into customers

Service Selling
Inside Order Taker
Delivery Salesperson
Route or Merchandising Salesperson
Missionary
Technical Salesperson
Development Selling
Creative Salesperson of Tangibles

Creative Salesperson of Intangibles

Political, Indirect or BackDoor
Salesperson

Salesperson Engaged in Multiple Sales