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