Knowledge of Industry

and Company
Session 1

UNIT II
 Introduction

The ‘art of salesmanship’depends upon personality and skills

of salesman.A well-groomed person equipped with ‘knowledge’:
the knowledge of product/ service, knowledge about the company,
knowledge about the competitors,knowledge of customers,sales
related marketing policiesand knowledge of selling techniques is
the pre-requisite of salesmanship.

UNIT II: Session 1

 Benefits of Product Knowledge to the Salesmen

Increases the self-confidence of the

01 salespersons

02 Satisfaction to customers

Increase in sales through better

03 services to the prospects

04 Better position over competitors

UNIT II: Session 1

 Knowledge of Industry

Knowledge about the history

of industry

Knowledge about other market

players in the industry

Knowledge about the

products of rival firms

Knowledge about the pricing

strategy of market leader
firm
Knowledge abouthe
promotional strategy of the
firm

UNIT II: Session 1

 Knowledge of Company

01 02 03
Knowledge about the key Knowledge about the policies Knowledge about the product-
personalities at his firm of the company lineof the company

06 05 04
Knowledge about the Knowledge about the Knowledge about the pricing
production process adopted by distribution policy of the policy and sales promotion
company company policy of the company

UNIT II: Session 1

 SESSION 3:

KNOWLEDGE OF CUSTOMERS
 The success of a salesman lies in creating
permanent customer for the product

The salesman must have a fair idea of existing and prospective

buyers, their needs and preferences.
 THREE CATEGORIES OF CONSUMER
1. INDUSTRIAL CONSUMER
2. INSTITUTIONAL CONSUMER
3. INDIVIDUAL CONSUMERS
Five Sales Oriented Type of Customer's in
the Process of Selling
1. Potential Customer
2. New Customer
3. Impulsive Customer
4. Discount Customer
5. Loyal Custumer
How do knowledge of customers benefit
the salesman and the firm?
1. It provides the salesman knowledge of different market
segments
2. It is helpful in targetting and identifying new prospects
3. It indicates customers' potential to purchase
4. It helps the firm for customization of products/ services according
to customers' choices
5. It helps in maximizing opportunities for cross-selling or up-selling
THANK YOU !