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 !