Psychology of salesmanship

Relationship between salesmanship and psychology:

A Niore dynamic approach in selling is necessary today to lace the marketing

problem ahead. A lack of understanding about salesmanship exists even among
salesmen themselves.
Salesmen generally ask for more information about their product and the
mechanical features of selling like appointments, use of business cards and
introductions.
They, however, do not place sufficient importance upon the psychological
phenomenon of persuasion. The whole concept of salesmanship therefore requires
to be revitalized.
Psychology is the science which analyses and classifies the varying states of the
human mind. It is a science which studies the human mind.
In his day- to-day contacts the salesman meets various types of persons with
different requirements and reactions and every time he approaches a prospect he
should size up or diagnose the prospect.
Psychology plays an important part in salesmanship whether salesmanship is
personal or impersonal (e.g., advertising – popularly described as ‘Salesmanship
on paper’).
In both these types of salesmanship, the final object is to induce the prospect to
make a purchase. Therefore knowledge of human psychology is a must for a
salesman.
The salesman’s best asset is knowledge of human nature as it is only through
adequate knowledge and appreciation of the role of psychology in selling that a
salesman can establish good human relations with his customers.

Sales Process: 8 Steps of Sales Process (With Diagram)

Steps in Sales Process:

Experts have suggested a five-staged formula known as A-l-D-A-S for effective

selling process. However, this formula is more closely related to sales presentation
(only one step in selling process), and not the entire selling process.

The formula has been briefly discussed here:

i. ‘A’ – Attention calls for drawing attention or attracting of prospect.

Salesman should try to adjust his talk with the needs of prospect or
should talk according to the interest of potential buyers.
ii. ‘I’ – Interest calls for making the customer interested in products.
Salesman should do all possible efforts to arouse customer’s interest in
product
iii. ‘D’ – Desire calls for arousing and increasing desire for product.
Customer can ask for more information. Salesman must handle problems,
doubts, and objections with patience. Here, buyer can be prepared to buy
the product.
iv. ‘A’ – Action calls for getting positive action of customer in terms of
placing order. Here, the prospect becomes the actual buyer.
v. ‘S’ – Satisfaction calls for taking necessary post-sales steps to satisfy the
buyer.

Taking clues form the formula, and ideas of other experts, we suggest a specific
practically applicable and logically consistent selling process. Normally, a
systematic selling process consists of eight steps as depicted in Figure 1.
1. Presales Preparations:
Presale (before sales) is the step of getting ready to serve customers. A wise
sales person must be well-prepared or well-equipped to treat the customers
effectively. He must be aware of prospects to be served in terms of their
buying motives and buying behaviour.
He must know about the company’s products, pricing policies, promotional
efforts, and distribution network. Similarly, he must have complete detail
about the company’s history, goodwill and reputation, achievements,
objectives, and general policies.
In the same way, he must be familiar with competitors’ offers and overall
marketing environment. In short, he must prepare himself to deal with
customers successfully. It is like the homework before the examination.
2. Prospecting:
Prospecting means finding or locating the potential customers. A prospect is
a probable buyer with unmet needs, ability to pay, and willingness to buy.
Sources:
There are a number of sources to locate prospects, such as:
i. Present customers
ii. Other salesmen
iii. Company’s present employees
iv. Use of telephone directories
v. Directories of professional and other associations
vi. Customer database prepared by companies or other professional agencies
vii. Other relevant sources.
Prospects must be qualified in terms of needs, purchasing power, and
motivation to buy.
3. Pre-approach:
Once the prospect is located, now, salesman has to collect necessary detail
about him. Such detail helps him prepare his plan for sales presentation.
Salesman collects adequate information about customer’s nature, needs,
problems, personal habits, preferences, and other aspects of behaviour.
Salesman’s sales talk and sales presentation must be consistent with the
nature of prospect. In brief, a salesman must know everything about the
potential buyer to whom he has to meet in the near future.
4. Approach:
Now, a sales representative has to seek advance appointment/permission for
personal meet. Sometimes, he can use phone or send business (visiting) card
to take advance appointment. In many cases, salesman can directly meet
prospect without advance permission. Approaching method depends on type
of prospects.
Anyway, this is the step where a salesman comes in a direct (and face-to
face) contact with potential customer. At the time of the first meet, he has to
greet him in an appropriate manner and has to briefly introduce himself.
Immediately, he must initiate brief talk and adjust with the situation. The
first contact is very critical. Salesman must be able to attract the prospect’s
attention and get him interested in the product. Note that he must not directly
jump to sales talk.
5. Sales Presentation:
This steps calls for a formal presentation of product. It includes sales talk
and demonstration. Salesman should describe the offer in a suitable
language, show the product, and, if needed, demonstrate it. In case of edible
product, he may offer sample to taste. Sales presentation is closely related to
buying process.
In this step, a salesman must get attention of customer and make him
interested in the product. Salesman can do it through a lively and interesting
sales talk as well as a systematic demonstration of product or offering
samples to use and taste. Visual device can be used for sales demonstration.
He can produce authentic evidences to prove the product’s superiority. All
queries must be adequately solved.
Qualities of a Good Presentation:
A wise salesman must observe following qualities to make sales
presentation effective:
i. Sales presentation must be complete. It must cover all aspects related to
company, product, competitive offers, etc.
ii. Sales presentation must be clear. He should explain every aspect clearly.
In case of technical product, important aspect should be clearly explained.
Talk must be free from confusion, misunderstanding, and vagueness.
iii. Sales presentation must be consistent. Salesman should present all things
relevant/ consistent with buyer’s needs and situation. Salesman must avoid
the matter inconsistent to customers and/or company.
iv. Sales presentations must be precise. He must avoid over explanation.
Easy aspects must not be repeated. Depending upon type of buyer, he must
present the sales talk.
v. Sales presentation must prove superiority of products. He highlights all
strong aspects of product to prove that the product is superior to that of
competitors. He should use comparison and test for the purpose.
vi. Sales presentation must be confidence winning. Prospect must believe
that statements of salesman are authentic and true.
vii. Sales presentation must be supported with evidences. A salesman must
produce testimonials, awards, and guarantees issued by government,
celebrities, and other reliable sources.
6. Handling Objections and Complaints:
Once a salesman completes his sales presentation, normally, customer raises
objections and place complaints. Salesman may confront objections during
his presentation, too. Objections and complaints show that customer is
interested in the products, and is more likely to place an order.
Salesman must always welcome objections, interpret them clearly, and
remove tactfully. Unless the objections and complains are satisfactorily
answered, the sales cannot take place. Genuine objections should be
interpreted correctly and removed tactfully.
Prospects must be convinced about benefits, superior performance, and
strong aspects of the product. A great deal of expertise, experience, skills,
and patience are important qualities to face buyer’s objections and
complaints successfully.
7. Closing Sales:
Closing of sales refers to completing sales procedure. It concerns with
purchase decision. The close can be defined as: An act of actually getting the
prospect’s assent. It is the climax, or the desired outcome of the entire sales
 process. Sales process ends with getting orders. A successful salesman must
close the sales. An alert salesman must find out the right moment to get
customer’s consent, it is called the reaction moment. Salesman must not wait
for customer to ask for product, initiative must come from salesman.
8. Post-sales Actions:
It is known as follow-up actions. Virtually, sales process ends with getting
the order from buyers. But, getting order is not the ultimate goal of
salesmanship, the transaction must take place. The step involves two actions
– one is, completing of selling formalities and, the second is, taking other
post-sales actions.
Salesman writes order, arranges for dispatch and delivery of the product, and
decides on the mode of payment. Sometimes, the product is handed over
immediately or is delivered thereafter. Bill and guarantee card are issued.
Sometimes, he provides extra guidance for proper and safe use of product. In
short, all selling formalities are completed.
Once product is delivered and sales formalities are completed, it doesn’t
mean that sales process has ended forever. Delivery of product to customer
is not the end, but an event. The event must be repeated. Salesman-customer
relationship doesn’t end with one transaction, but is the beginning of long-
term relationship.
Customers repeat orders only if they are satisfied with products and post-
sales services. Customers’ future response depends on salesman’s post-sales
behaviour and services. Therefore, salesman must undertake necessary
actions to ensure maximum customer satisfaction and to avoid unexpected
behaviour of buyers.
Salesman must remain in live contact with customer to know whether he is
satisfied. If customer is not fully satisfied, the salesman must find our
reasons or problems and must try to provide satisfactory solution. Even,
dissatisfied customers can be prepared to try/buy the product again with
suitable follow-up actions.

Footnotes

1. . THE PERSONALSELLING PROCESSCLAUDIOSALONGA

2. 2. 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 try the
product.INTRODUCTION
3. 3. Follow-up Gaining commitment Meeting objections
Presentation Need assessment Approach Preapproach
Prospecting8 STEPS OF THE SALESPROCESS
4. 4. 2 STEPS IN PROSPECTING: 1. Generating leads 2.
Qualifying leads It is the method or system by which
salespeople learn the names of people who need the
product and can afford it.PROSPECTING
5. 5. Cold canvassing Networking by the salesperson
Published directories Referrals from external referral
agencies Referrals from internal company sources
Referrals from customersIDENTIFYING LEADS
6. 6. The customer is receptive to being called upon by
the salesperson The customer can afford to buy the
products The customer has a need for the products
which are being soldQUALIFYING LEADS
7. 7. The preapproach step includes all the information-
gathering activities which salespeople perform to learn
relevant facts about the prospects and their needs and
situation.PREAPPROACH
8. 8. The sales rep should learn everything possible about
the business of the prospective client. A few examples
would be:1. It’s size2. Purchasing practices.3. Name of
executives4. Those who affects the buying
decisionCUSTOMER RESEARCH
9. 9. Planning the sales presentation is the analysis and
the interpretation of all the data gathered during the
customer research. Sales reps usually take a few calls
 in order to close a sale, but planning it creates an
effective strategy. This is also called adaptive
selling.PLANNING THE SALESPRESENTATION
10. 10. Once the sales rep has the name of a prospect and
adequate preapproach information, the next step is the
actual approach. It is important to make an
appointment to see the buyer. This increases the
chances that the salesperson will have the buyer’s
attention during the meeting.THE APPROACH
11. 11. Companies and consumers purchase products and
services to satisfy needs or to solve problems. In a
business situation, the company’s purchases are always
related to the need to improve performance. The
important points a salesperson must achieve would be
to discover, clarify, and understand a buyer’s
needs.NEED ASSESSMENT
12. 12. These are questions which ask forexample of
asituational factual information about thequestion and
buyer’s current situation.win a prize!:) Salespeople ask
these questions to get ideas about how the customers
might be able to use their products.SITUATIONAL
QUESTIONSGive an
13. 13. These are questions used toexample of aproblem
uncover potential problems,discovery difficulties, or
dissatisfaction that thequestion andwin a prize!
customer is experiencing that the:) salesperson’s
products and services can solve.PROBLEM
DISCOVERYQUESTIONSGive an
14. 14. These are questions about theexample of aproblem
impact that the buyer’s problem willimpact have on
various aspects of theirquestion andwin a prize!
operations. Salespeople ask these:) questions to make
the buyer think about the consequences of not solving
the problem.PROBLEM IMPACTQUESTIONSGive an
15. 15. These questions ask the value orexample of
asolution the importance of a solution to avalue
problem uncovered earlier in thequestion andwin a
prize! conversation. Salespeople use:) these to reinforce
the importance of the problem and to help the buyer
assess the value of a solution.SOLUTION
VALUEQUESTIONSGive an
16. 16. These questions ask forexample of aconfirmatory
confirmation from buyer that theyquestion and are
interested in hearing about howwin a prize!:) your
products will help them. Salespeople may use
confirmatory questions to make the transition into their
presentation of their products’ features and
benefits.CONFIRMATORYQUESTIONSGive an
17. 17. This is primarily the discussion of those product
and/or service features, advantages, and benefits which
the customers have indicated are important to them.
Most presentations are done oral; however, they also
include written and visual presentations to support the
statements done orally.THE PRESENTATION
18. 18. A good sales presentation is built around a forceful
product demonstration. Reps should demonstrate
everything possible during the presentation. Today there
are numerous softwares which can be used with
laptops to make product demonstrations
easier.PRODUCTDEMONSTRATIONS
19. 19. This is also called a canned sales talk, meaning
that the presentation is not as spontaneous as it would
be. As to its efficacy is still debatable, it has several
advantages like:1. It gives salespeople confidence2. It
can utilize testedPREPARED SALESPRESENTATION &
effective sales techniques3. It gives some assurance
that everything will be discussed4. It greatly simplifies
sales training
20. 20. Seek credibility at every turn Stress the
application of the product or service to the prospect’s
situation Talk the prospect’s language Keep the
presentation simpleDEVELOPING EFFECTIVESALES
PRESENTATIONS
21. 21. Objections are encountered in practically every
presentation. They should be welcomed because they
indicate that the prospect has some interest in the
proposition. There are several techniques that should
be used in responding to a buyer objection.MEETING
OBJECTIONS
22. 22. It is important that you listenquestioningbrings
actively. Do not assume that youinsight, whic know
what the buyer is going toh fuelscuriosity, whi say.
Encourage the buyer to talk.ch cultivateswisdom." This
helps to get the objection out in— Chip Bell the
open.LISTEN!"Effective
23. 23. Repeat and clarify the objection bythecounterbalan
asking for more information. Thece of buyer may
confirm that you areprofoundthoughts.” correct in your
understanding or — Luc deClapiers, Ma provide
additional information.rquis De Sometimes this step can
uncover aVauvenargues misunderstanding that the
buyer has about your product and/or
servicesCLARIFY!“Clarity is
24. 24. Acknowledge that you understandpeople donot
respect and appreciate the concerns.us we are
Remember that the buyer is notsharplyoffended; yet
attacking you personally, so youin his privateheart no
should not become defensive.man
muchrespectshimself.” — MarkTwainRESPECT!“When
25. 25. It is important that you respond toremind
yourselfabout what the buyer’s concern. The
specificyoure doingand why youre response to the
 objection dependsdoing it. Othertimes, you on the type
of objection it is.have a greatdesire for it,
butphysicallyyoure notresponding theway you want.That
presentsotherchallenges.Thensometimes it
allcomestogether.” —
AndreAgassiRESPOND!“Sometimes itsjust harder to
26. 26. Hidden objections Procrastinating objections
Product or service objections Price or value
objectionsTYPES OF OBJECTIONS
27. 27. At some point after the salesperson has convinced
they buyer that his or her products at least warrant
further attention, the salesperson must ask the buyer to
commit to some action which moves you further toward
the sale.GAINING COMMITMENT
28. 28. Reps must learn that the sale is not over when they
get the order. Good sales reps follow up in various ways.
They make certain that they have answered all the
buyer’s questions and that the buyer understands the
details of the contract.FOLLOW-UP