Unit1:(5 Hours) Introduction to Sales: Role of selling in marketing, Personal

selling, Salesmanship and sales manager, Types of sales personnel,

Characteristics of a successful salesman, Theories of selling, Sales
management, Process of effective selling.

INTRODUCTION TO SALES

Sales: Basic function of sales is to generate revenue for the company. ...

Marketing: Marketing revolve around creating desire among customers to consume

your product and there are many ways.

The role of selling within the marketing concept is to help a customer make a
purchase, as opposed to persuading the customer to make a purchase.

A sale is a transaction between two or more parties in which the buyer receives
goods—either tangible or intangible—services, and/or assets in exchange for
money or in some cases, other assets paid to a seller.

ROLE OF SELLING IN MARKETING

The simplest way to think of the nature and role of selling (traditionally called
salesmanship) is that its function is to make a sale.

The term selling encompasses a variety of sales situations and activities. For
example, there are those sales positions where the sales representative is required
primarily to deliver the product to the customer on a regular or periodic basis. The
emphasis in this type of sales activity is very different from the sales position
where the sales representative is dealing with sales of capital equipment to
industrial purchasers.

https://www.aabu.edu.jo/tool/course_file/lec_notes/502311_Chapter%201.pdf
Strengths and weakness of personal selling

 Interactive: questions can be answered and objectives overcome

 Adaptive: presentations can be changed to meet customer needs
 Complex arguments can be developed
 Relationships can be built because of its personal nature
 Provides the opportunity to close the sale
 Sales calls are costly

PERSONAL SELLING

Personal selling is where businesses use people (the "sales force") to sell the
product after meeting face-to-face with the customer. The sellers promote the
product through their attitude, appearance and specialist product knowledge. They
aim to inform and encourage the customer to buy, or at least trial the product.

Advantages of Personal Selling

 It is a two-way communication. So the selling agent can get instant feedback

from the prospective buyer. If it is not according to plan he can even adjust his
approach accordingly.
 Since it is an interactive form of selling, it helps build trust with the customer.
When you are selling high-value products like cars, it is important that the
customer trusts not only the product but the seller also. This is possible in
personal selling.
 It also is a more persuasive form of marketing. Since the customer is face to
face with the salesperson it is not easy to dismiss them. The customer at least
makes an effort to listen.
 Finally, direct selling helps reach the audience that we cannot reach in any
other form. There are sometimes customers that cannot be reached by any other
method.

Disadvantages of Personal Selling

 It is a relatively expensive method of selling. High capital costs are required.

  Also, it is an extremely labour intensive method. A large sales force is required
to carry out personal selling successfully.
 The training of the salesperson is also a very time consuming and costly.
 And the method can only reach a limited number of people. Unlike TV or
Radio ads it does not cover s huge demographic.
https://www.toppr.com/guides/business-studies/marketing/personal-selling/
CHARACTERISTICS OF MODERN SELLING

1. Customer retention and deletion: many companies find that 80 per cent of their sales
come from 20 per cent of their customers. This means that it is vital to devote
considerable resources to retaining existing high volume, high potential and highly
profitable customers.
2. Database and knowledge management: the modern salesforce needs to be trained in
the use and creation of customer databases, and how to use the internet to aid the
sales task (e.g. finding customer and competitor information).
3. 3. Customer relationship management: customer relationship management requires
that the salesforce focuses on the long term and not simply on closing the next sale.1
The emphasis should be on creating win–win situations with customers so that both
parties to the interaction gain and want to continue the relationship. For major
customers, relationship management may involve setting up dedicated teams to
service the account and maintain all aspects of the business relationship.
4. Marketing the product- The role of the salesperson is expanding to participation in
marketing activities such as product development, market development and the
segmentation of markets, as well as other tasks that support or complement marketing
activities such as database management, provision and analysis of information, and
assessing market segments.
5. . Problem solving and system selling: much of modern selling, particularly in business to
business situations, is based upon the salesperson acting as a consultant working with
the customer to identify problems, determine needs and propose and implement
effective solutions.4for example, that to sell door handles to a company like Ford a
supplier must not only be able to sell a door system that includes door handles as well
as locking and opening devices but also have a thorough knowledge of door
technology, and the ability to suggest to Ford solutions to problems that may arise.

SALESMANSHIP AND SALES MANAGER,

Salesmanship- the skills and methods used in selling or promoting commercial

products.
“The personal selling” and “salesmanship” are often used interchangeably, but
there is an important difference. Personal selling is the broader concept.
Salesmanship may or may not be an important part of personal selling and it is
never ‘all of it.

Definition:
According to W.G Carter, “Salesmanship is in attempt to induce people to buy
goods.”

According to J.C. Jagasia, “It is an ability to remove ignorance, doubt, suspicion

and emotional objection concerning the usefulness of a product.”

Importance of Salesmanship:
6. Important to Producers: For pushing products into the competitive
market, salesmanship is necessary. Salesmen work as the “eye and
ear” for the manufacturers.
7. 2. Important to Consumers: Salesmanship increases the rate of
turnover, and hence reduces unsold stock. As such it minimizes the
economic stagnation. Consumers can select the best products
according to their requirements, taste and money.

Duties of a Salesman:
1. The principal duty is to make sales of products or services.

2. He has to do the assigned duty (travelling).

3. He has to make collection of bills relating to sale.

4. He has to make report-Sales made, Calls made, Services rendered, customers

lost, competition and any other matters, relating to firm.

5. All complainants must be satisfied peacefully.

Characteristics or the Qualities of a Successful Salesman:

Reid gives the following characteristics of a good salesman:
1. Establishing good relationship with a variety of people.

2. Learning quickly and adapting smoothly.

3. Planning ahead and efficiently managing his time and efforts.

4. Working hard to achieve his goals, dedicating himself to provide long-term

service, rather than having a get-rich-quick attitude.

5. Communicating clearly both in speech and in writing.

Type of Salesmen:
1. Manufacturer’s Salesmen:
(a) Missionary Salesmen: They are also known as Creative Salesmen or Pioneer
Salesmen. They call on distributors- wholesalers, retailers, customers, in order to
educate, train and induce them to promote the products.
b) Merchandising Salesmen:
They assist dealers by giving suggestions on display, store- layout, service facility
etc

(c) Dealer-Servicing Salesman:

These salesmen call on retailers in their territory and visit them often. They bring
samples of new products, take orders and make up window display.

(d) Sale Promotion Salesmen:

They are also known as Retail Salesman. They are specialised in promotional
work.

(e) Technical Salesmen:

They are trained technically. They provide technical assistance to company’s
customers on matter connected with the product, its quality, its design, its
installation etc.

2. Wholesaler’s Salesmen: These salesmen are mainly concerned with retailers

through whom the products are to be marketed.

3. Retail Salesmen:
They are of two types: 1. Indoor salesmen and 2. Outdoor Salesmen. Indoor
salesmen work within the store—counter sales over the counter.

Outdoor salesmen may also be called travelling salesmen. Their main job is to
make regular travels, visit customers, canvass orders etc.

4. Specialty Salesmen:
They are to sell specialty products-expensive durable goods, furniture, books,
house furnishings, washing machines, automobiles, refrigerators etc.

http://www.yourarticlelibrary.com/salesmanship/salesmanship-definition-
importance-duties-and-types/50988

SALES MANAGER

A sales manager is the person responsible for leading and coaching a team of
salespeople. A sales manager's tasks often include assigning salesterritories,
setting quotas, mentoring the members of her sales team, assigning sales training,
building asales plan, and hiring and firing salespeople.
 QUALITIES OF A SALES MANAGER

 1) Passion. This is also one of the top qualities of a master closer and the only one
that can't be taught. ...
 2) Integrity. Combined with passion, these are the two most important qualities for
a sales manager. ...
 3) Positive attitude. ...
 4) Coaching. ...
 5) Leadership by example. ..

THEORIES OF SELLING

The theories of selling emphasizes on “what to do” and “how to do” rather than
“why”. There are four theories of selling such as:

1. “AIDAS” theory - During the successful selling interview, according to this

theory, the prospects mind passes through five successive mental states: Attention,
Interest, Desire, Action and Satisfaction consciously, so the presentation must lead
the prospect through them in the right sequence if a sale is to result.

2. “Right set of circumstances” theory - This is a seller-oriented theory and stresses

upon the sales person controlling the situation.

3. “Buying-formula” theory - This is a buyer oriented theory and it emphasizes on

the buyer’s side of the buyer-seller dyad. The buyer’s needs or problems receive
major attention, and the sales person’s role is to help the buyer to find solutions.

4. “Behavioural equation” theory- Four essential elements of the learning process

included in the stimulus-response model are drive, cue, response and
reinforcement, described as follows: 1. Drives : are strong internal stimuli that
impel the buyer’s response, and are of two kinds: a) Innate drives: stem from the
physiological needs, such as hunger, thirst, pain, cold and sex. b) Learned drives:
such as striving for status or social approval, are acquired when paired with
satisfying of innate drives, in marketing the learned drives are dominant in
economically advanced societies.
“Right set of circumstances” theory is seller oriented. “Buying-formula” theory is
buyer oriented and “Behavioral equation” theory emphasizes the buyer’s decision
process but also takes the sales person’s influence process into account.
https://www.slideshare.net/TipsDwarka/theories-of-selling-53532883

SALES MANAGEMENT –

Sales management is a business discipline which is focused on the practical

application of sales techniques and the management of a firm's sales operations. It
is an important business function as net sales through the sale of products and
services and resulting profit drive most commercial business. ESSENTIALS OF S

http://www.easymbastudy.com/sales-management/

PROCESS- The sales management process monitors and measures each staff
member's ability to either support sales or do the actual selling to customers. An
effective sales management strategy includes setting goals, providing sales support
and training, creating or updating the sales strategy, and monitoring results.

FUNCTIONS OF SALES MANAGEMENT- 1) setting goals for a sales force;2)

planning, budgeting, and organizing a program to achieve those goals;3)
implementing the program; and4) controlling and evaluating the results.

OBJECTIVES- A sales manager has mainly three objectives: Increase sales

volume, Continuous growth, and Contribution to profit.

Importance of Sales Management

Sales Management plays a very important role in the success of business, because
sale is the single most important variable in appraising the performance of the
company. Sales management has three fundamental objectives. These three
objectives are closely inter related. These are maximization growth. In achieving
these three major goals, the sales management has a key role to play.

Sales maximization- It is not an easy task to get sales maximization. Sales

Management helps the business in fulfill the objective of sales management. In the
process of delegation, the top management fixes the sales volume more specifically
on the basis of market, territory, customer or on any other basis which it want to
achieve in a specific period. The sales executives, during the planning phase,
precedes potential, capabilities of sales force and the middlemen and the like,.
Once these goals are finalized, it is up to sales executives to guide and lead the
sales personnel and middlemen to implement the selling plans and achieve the
goals so finalized.

Profit maximization.- From the company point of view, profit maximization is the
general objective of sales Management. Top management is accountable for
maximum profit. But regarding profit maximization, it delegates powers and
function to marketing management, which then delegates it, to sales management
with sufficient authority to achieve this objective.

Growth and Development- Sales management is influential in the charting course

of future operations. It provides higher management with informed estimates. It
provides facts for making Marketing Decisions and for setting sales and profit
goals. It is on sales management’s appraisal of market opportunities that targets are
set for sales volume, gross margin, and net profit in units of products and in rupees,
with benchmarks of growth projected for sales and profits at specific future dates.
achievement of these targets are reached depending upon the performance of sales
and other marketing personnel.

Strong planning.- A plan is a blueprint for future action. The success of an action
depends on suitable planning. The sales management formulates concrete, useful
and effective plans, including objectives, forecasting, budgeting strategy,
programming and controlling. The plans should be specific and property classified
in relation to time, objectives and budget.

Formation of Organization. -The sales plan And its projections cannot be Realized
unless they move ahead with sales organization. The term organization has two
distinct meanings.

Advise to Top Management.- Planning of sales activities is not the responsibility of

sales management. sales management is accountable for the actual happening in
it’s department which are to be reported to the top management. sales management
advises on opening and closing of branches. Opening of new branches involve the
detailed study and sanction for branch location, layout, staff pattern and so on
including the strength and weakness of competitors.

Important for sales force management. sales management is very important for sale
force management. sales force management is a specialized type of personnel
management.

Optimum Relationship. The company maximizes its net profits if it obtains an

optimum relationship. Both in its planning and operating roles, sales management
aims for an optimum relationship among the three factors it can directly effect:
sales, gross margin and expenses. Sales Management works with the in charges of
production and advertising to assure that sales volume is sufficient to attain
targeted cost of sales the fourth factor.
https://professortoday.com/importance-sales-management/

PROCESS OF EFFECTIVE SELLING

https://2012books.lardbucket.org/books/powerful-selling/s10-01-it-s-a-process-seven-steps-to-.html