REGION IX

Zamboanga Peninsula
Aurora Pioneers Memorial College
(FORMERLY: Cebuano Barracks Institute)
Bonifacio St. Pob. Aurora Zamboanga Del Sur
Tel. No. : (062) 331-2332

PROFESSIONAL SALESMANSHIP

COURSE INFORMATION
Couse Course Title
Number PMC101/MM101 Professional Salesmanship
Course Code Joan Mae A. Villegas
Instructor
Course Credit Email Address Consultation Hours
3 units
School  Class Schedule
Year 2020-2021 Room
COURSE DESCRIPTION

This course provides an introduction to the principles and practices of ethical salesmanship. Topics

include industrial and retail selling, methods of market analysis, professional salesmanship and sales
methods, consumer types, attitudes, and behavior.

COURSE LEARNING OUTCOMES

At the end of the course, students will be able to:

1. Apply basic terminology and concepts in salesmanship.

2. Demonstrate an understanding of ethical principles in selling.
3. Learn the process of salesmanship and sales methods.
4. Identify basic principles of consumer behavior.
5. Explain basic principles of market analysis.

TEACHING STRATEGIES/DELIVERY MODES

Blended (Asynchronous
Online (Hybrid Model) Model) Offline (Flex Model)

Online teleconferencing There will be no classroom meet- Classroom lectures and

lecture/discussion is conducted ups. discussions meet-ups is
only once a week every Friday conducting only once a week
However, web content resources every Monday.
are provided at regular intervals.
Self-directed learning and/or
home assignments are to be spent A self-directed learning and/or
with allocated two (2) hours per Assessment and evaluation will home assignments are to be spent
week. be done at regular intervals with allocated two (2) hours per
 depending on the promptness of week.
the compliance of students to
every assignments given.
The remaining two (2) hours per
week is to be devoted in The remaining two (2) hours per
checking the materials week is to be devoted in checking
submitted/sent by the students the materials submitted/sent by
and giving feedbacks, the students and giving
discussions and clarifications. feedbacks, discussions and
clarifications.

GRADING SYSTEM
Blended Offline (Flex
Description Online (Hybrid Model) (Asynchronous Model)
Model)

Attendance/Class Participation
Quizzes/Assignments/Oral 10% 10% 10%
Presentation/Reporting
Projects/Portfolio/Reports/ 30% 30% 30%
Research/FS/etc.
Major Examinations 20% 20% 20%
Prelim
Midterm 10% 10% 10%
Semi-Final 10% 10% 10%
Final 10% 10% 10%
TOTAL 10% 10% 10%
100% 100% 100%
 COURSE OUTLINE
Preliminary Term Mid Term Semi-Final Term Final Term
(21 hours)
Week 4-5 Week 6-7 Week 8-9
Week 1
Knowing the Knowing the Prospect Sales Presentation and
Orientation/ Product Dramatization
Introduction of the Prospecting, Pre
course, source book, Knowing the Approach and approach Handling Objections
authors, methods, Company
requirements, schedules Closing the Sale and
of classes and Sales follow-Through
examination and
grading
system/Overview
Nature of
Salesmanship

Week 2

Developing a Sales
Personality

Week 3

The Use of Social

Responsibility in Selling

Book page: 1-56 Book page: 119-164

Professional Book page: 64-107 Professional Book page: 173-217
Salesmanship Professional Salesmanship Professional
Salesmanship Salesmanship
Alipio M. Gracia Alipio M. Gracia
Merla G. Villanueva Alipio M. Gracia Merla G. Villanueva Alipio M. Gracia
Merla G. Villanueva Merla G. Villanueva

PRELIMINARY

TOPIC (WEEK 1-3)

 Nature of Salesmanship
 Developing a Sales Personality
 The Use of Social Responsibility in Selling

Abstract:
 This chapter focus on the study of nature of salesmanship, developing a sales personality, and the
use of social responsibility in selling.

Lesson Objectives:

As a result of completing this learning module, students will be able to:

1. To create demand for a new product.

2. To maintain and also expand the demand for an existing product.

3. To guide the buyers in the proper selection of goods.

4. To build up goodwill or reputation for the seller.

5. To undertake to do the entire selling activity.

6. To serve the existing accounts in terms of their orders, stock position, requirement, schedule of supply,
level of performance and collection of payments.

7. To generate new enquiries and new prospects.

8. To convert some of the new prospects into long-term customers.

9. To regularly inform customers about product characteristics, technical upgradation and company’s
commitment to quality consciousness.

10. To coordinate with distribution channel members to improve sales and market-share.

11. To collect information from markets, customers, suppliers, distribution channel members and
consultants for use by company management.

Module Guide:

1. Study topic content presented below.

2. Answer the exercises presented after the topic content below.
3. Do not write anything on this module.
4. Write your answers on a separate sheets.
5. For online activities, send it to me through my gmail account: joanmaeangotvillegas@gmail.com
6. For questions or clarifications you can contact me through my messenger account or gmail
account: Joan Mae AngotVillegas

CHAPTER 1
 NATURE OF SALESMANSHIP

Everybody like to earn big income, but not everybody likes to sell. This is really a dilemma in
today’s struggle for decent living. We want to eat plenty of good and nutritious foods, we want to look
our best when we wear expensive clothes, shoes and accessories, we want to live in a completely
furnished home with all the conveniences, we want various forms of recreation and relaxation. In short,
we need a big sum of money to spend for all these. But we do not like to sell!

We really need a big sum of money especially during these days of economic crisis. The value of
our peso has gone so low compared to the dollar. We almost can not buy anythings with our meagre
budget. The price of gasoline has exorbitantly increased. The implementation of the EVAT law
(Expanded Value Added tax) has created a big slash on the budget of the ordinary Filipino household.
Can we still live a decent life? But we do not like to sell!

Yes people often belittle a salesman. They hate imagining themselves knocking at the doors of
homeowners to offer one product or another. They react negatively and think people will not buy their
wares. Finally, they pity themselves and come back to the office in the afternoon without any order or
remittance.

Meaning of Salesmanship

Some well-known authors define the word salesmanship as the act of persuading another to
respond favorably to a product, service or idea.

Others view salesmanship as the process of persuading and convincing a prospect to accept a
product or a service as one that offers satisfaction to human needs and wants.

Importance of Personal Selling

Salesmanship is also personal selling. It involves a face-to-face communication between a

prospect and a salesman. It is magnetizing and hypnotizing to be personally convincing a prospect to act
favorably to product, service or idea. At least, the human element is there to help the salesman take the
orders of his prospect. With personal selling, the salesman is at advantage over advertising and any other
forms of promotion. The following is a discussion of the importance of personal selling or salesmanship
to the salesman himself.

Advantages of Being a Salesman Over Being an Office Worker

 Students aspire to graduate from college to land a white-collar job. They believe and desire so
much to be an office worker resulting to high esteem and prestige attached to being so. The necktie, the
portfolio, the office desk with a glass top, the air-conditioned and carpeted office, the car all these add to
the dignity connected to being an office worker. Hence, many of them dream of these to culminate their
long years of study in college.

Generally, students do not realize that there is much, much more in store in selling than in a
routinary office work. Here is an enumeration of the advantages that may be experienced by a salesman
that the office worker may not possible encounter

1. Unlimited earning opportunities

2. More chances for promotion and growth
3. Less employment requirements
4. Less tensions and intrigues
5. More fun and adventures
6. More incentives and fringe benefits
7. Offers of awards and rewards
8. Opportunities to travel and meet people
9. Less working hours
10. Working without strict supervision

The following is a discussion of each of the above advantages to enable the students and the
beginners to understand and appreciate better that selling is fast becoming the profession of 20 th
century.

Unlimited Earning Opportunities

The ordinary office worker receives a minimum wage for working eight hours. With this salary,
his family is classified to be within the poverty line. This ordinary worker can barely provide the daily
basic necessities of his family. He lacks many things and is deprived of the many conveniences in life. He
is financially hard up. Can an ordinary office worker go along way with P9,000 or less a month?

Whereas, if you are in selling, you can get much more. Do you like to double your earnings in the
office, or even triple it? Or, you even like to receive a six digit pay?

The Prudential Life Group of Companies has four basic product lines to offer its prospective
clients. These are educational plan, pension plan, life plan, and travel plan. Assume that a sales advisor is
able to close a deal for an educational plan that requires the planholder an initial payment of P10,000 for a
four year course in a non-exclusive school. Since the company pays it sales advisors 45 percent of what is
paid by the plan-holder exclusive of income tax and fidelity bond, the sales advisor earns P4,500 on the
spot. This is only a oneshot deal that may have consummated after one or two hours. Compare it to the
monthly earnings of the ordinary office worker which is still subject to tax and other payroll deductions.

More Chances for Promotion and Growth

The next rank to a sales representative is the sales manager or the sales supervisor. A sales
manager has sales representatives to supervise. He also motivates his people to grow and multiply in
terms of sales and recruits. More recruits and higher sales volume of the group will be better for the sales
manager as he earns overrides from his people. Hence, the unlimited earning opportunities.

Gold shine Marketing, distributor of Jim’s Herbal and natural products, is successful in its use of
the network system of marketing. Under this system, the personal referrals of an entrepreneur help him
earn a bigger incentive plan, an entrepreneur earns P1,000 for every pair of direct and indirect referrals
placed in his sales network. His indirect referrals are the referrals of his referrals.

Less Employment Requirements

 In applying for office work, the job hunter has lot of requirements to fulfil. First, he has to be
interviewed and screened by his prospective employer. Written examinations to test his skills and ability
are also parts of the process. Aside from these, a medical examination, police and NBI clearances are
required from the applicant. The applicant may also need s padrino to facilitate his being taken in.
Imagine this tedious process!

However, in applying for a sales position, all that the applicant must possess is a genuine interest
for selling. With this asset, the applicant has to attend seminar-orientation for him to have the knowledge
of the product and the company and the effective selling strategies he needs for successful selling. The
applicant too has to pay a registration fee for membership to the company. Sometimes, the company gives
incentives by offering free registration.

Less Tensions and Intrigues

There are also deadlines to meet in selling because of the cut-off date of sales remittance. This is
scheduled every month for purposes of computing commissions and overrides. The Third Tuesday of the
month is the cut-off date in Prudential Group of Companies, while end of the month is the critical date in
Avon Cosmetics, Inc. With the cut-off date approaching, the sales advisors and dealers work overtime for
higher sales volume and higher commissions. There are times when prizes await them. Hence, the
deadlines motivate rather than pressure the salesman.

In an office, the workers are tensed every time a deadline is set for their work. They usually bet
the deadlines without expecting for any remuneration. Therefore, the motivation is less to complete the
task. In addition, your officemates will start talking about you, should you be able to get a reward for your
accomplishments the intrigues in the office will certainly affect you.

For Fun and Adventures

If there is a cut-off date in sales, there is also cut-off party when prizes and surprises await those
who will attend. The following usually take place during the cut-off party.

1. Raffle draws of stubs of participating dealers where valuable prizes are in store for the
winners.
2. Serving merienda or dinner catered by well-known restaurants or fastfood chains.
3. Film showing of newly launched products or improved existing products
4. Testimonial talks of outstanding dealers and top sales grosser.
5. Intermission numbers by celebrities and show business personalities.
6. Parlor games and amusements, plus a lot of fun, prizes and surprises.

It is really an enjoyable profession to be in sales. Imagine the huge earnings one can avail of.
There is even more fun and adventures as the dealers and sales representatives get together on a day of
socializing and fun.

Most of the time, sales contests are held for motivation and benefits of the sales staff.

Valuable prizes are in store for the dealers and distributors who will qualify to win such as
expensive appliances, brand new cars, house wares, and furnishings, bags of groceries and even free
travel. What an exciting adventure to be joining trips here and abroad.

A well-known insurance company had recently launched a WOW Manila and a WOW
Philippines trip for the company’s salespeople who qualified in terms of their total new business volume
all year round. What an excitement in store in selling aside from the earning opportunities and chances for
promotion and growth.

Many sales advisors and sales managers enjoy the sales conventions sponsored yearly by
Prudential Life Group of Companies as they launch the Prudentialakbay to different scenic spots of our
country. Likewise, the all-expense paid trips to Hong Kong sponsored by Avon Cosmetics, Inc are
considered big events for the Avon franchised dealers and their certified beauty consultants.
Awards and Rewards

Fun and adventures are not only the things that sales people experience in their career. Trophies,
plaques, and certificates of recognition await the dealers and distributors with outstanding sales
performances. The rewarding ceremonies which are usually held during the annual sales convention or
sometimes during the monthly sales meeting are aimed to encourage and inspire others to work harder.

Hard work by a successful Avon lady and consistent good sales performance is recognized. The
President’s Club Silver Circle is continuously expanding and growing bigger as more and more
franchised managers qualify to this prestigious organization. It is an elite and exclusive circle of achievers
who are rewarded trophy and pin as special recognition of their consistent sales performance and good
credit standing.

After seven Tupperware parties and reaching the required sales volume per party, the Tupperware
dealer becomes a full-fledged sales manager and is awarded a golden or silver pin.

The rewards in selling are certainly numerous. We enjoy unlimited earning opportunities, more
chances for promotion and growth, prizes, surprises, and awards which are rarely given to office workers,
who are almost always subjected to intrigues and tensions every day. In some instances, their income and
unsatisfactory working conditions are grounds for strikes and boycotts; while rewards are limited to a
chosen few.

Opportunities to Travel and Meet People

When you qualify to join a sales trip sponsored by your company, you get the chance to meet
other people. This is s rare opportunity to learn the customs, traditions and personal idiosyncrasies of
other people from other places. This is one of the reasons why selling has become an exciting profession.
And as we interact with other people, we are also establishing sales contacts.

We will surely meet the “big shots” or big-time businessmen as we join sales conventions and
conferences held in PICC, Mandarin Hotel, Manila Peninsula, Baguio City, Fort Ilocandia or even
Disneyland.

More Incentives and Fringe Benefits

If you are already a sales manager or a sales supervisor, you do not only earn your basic
commissions. Rebates, overrides, performance discounts and travel allowances may also be yours as you
grow and multiply in terms of sales and recruits.

Aside from earning a 25-percent commission from direct sales, a franchised dealer also earns a
maximum of 18.5 percent rebates on all paid up of Avon purchase orders. An additional 15 percent sales
commission from their down line is allowed to a Leonardo direct sales distributor with a total group sales
of P25,000 monthly.

A sales manager of Prudential life Group of Companies already earns 45 percent basic
commission from a direct client. Moreover, he still earns a maximum of 17 percent override
commissions.

Other incentives in kind, are also bountiful in sales. Cell phones, electric fans, calculators, rice
cookers, fruit blenders umbrellas, school bags, television sets, DVD players, washing machines, starter
sets, and many more are available to those attaining the monthly quotas. For a minimum required sales
volume, a handsome prize goes to the hardworking dealer or distributor.

For a minimum purchase order of P300 jockey once gave its sales dealers the privilege to avail a
beautiful school bag at half its commercial price. For every purchase of five bottles of Body Cologne,
Avon allowed its distributors one more bottle of the same product fee. When the distributor is able to sell
the extra bottle, he earns additional money.

Less Working Hours

An office worker abides by the eight-hour labor law just to earn the minimum wage. Should he
like to have additional earnings, he will work extra hours, till seven or eight in the evening. Hence, he has
to leave home very early in the morning and will arrive home late at night. Where is his time for his
family?

In sales, you can start seeing your prospects at 10:00am; take a long break from 11:30 am until
2:00 pm. You are then actually working for about four hours a day, four or five days a week. You can
take your own pace and mood as you call on your scheduled prospects each day.

When you are in sales, you are your own boss. Your own decision prevails regarding your work
schedule. If you want to take a break or rest, nobody will call your attention. For as long as you are able
to attain your daily sales target, you have the option to work, rest and relax any day you want.

Working Without Strict Supervision

Besides being your own boss working at your own time, pace and mood, your sales manager does
not check on your progress everytime. It is enough for him to meet you and your group once a week to
talk about your accomplishments or problems.

It is expected, however that you will be accompanied by your sales manager during your call on
your first prospects so he can teach you the secrets of the trade. After this, you are left alone to gain more
experiences and trainings. Fyrelyn Industries, Inc. does this to their new recruits for proper guidance and
assistance. Sales managers of Colliers Encyclopedia also follow this scheme to provide support to their
sales staff.

The weekly or monthly sales meetings conducted by sales managers are adequate to supervise the
sales performances of their subordinates.

Activity 1

1. Explain the nature of salesmanship.

2. State three definitions of salesmanship, compare one from the other, write a working
definition.
3. Discuss the importance of salesmanship both to prospect and salesman.
4. Write a comparative discussion of the status of the salesman and that of the office worker in
terms of the following:
a. Unlimited earning opportunities
b. More chances for promotion and growth
c. More fun and adventures
d. Offers of rewards and awards
e. More incentives and fringe benefits.
f. Would you like to try being a salesman? Explain your answer.

Activity 2

Conduct an interview online with only one leading direct-selling business sectors exclusively
here in Aurora (Example: Me Ai Collections and AB Gadgets). Ask the persons in authority about what
they offer their sales representative in terms of the following:

1. Earning opportunities
2. Chances for promotion and growth
3. Rewards and awards
4. Incentives and fringe benefits
5. Employment requirements
 Chapter 2
DEVELOPING A SALES PERSONALITY

First and foremost, a star salesman is one who has full knowledge of himself. By knowledge of
oneself means the sales man is concerned about the way he looks, how he behaves in front of his
prospect, how he mingles with people, how he react to difficult sales situation and how he performs and
speaks about his sales claims. The totality of all these is what we refer to as sales personality.
Meaning of Sales Personality

Sales personality can be defined as the sum of all the salesman’s physical, emotional,
psychological, social and intellectual traits needed to obtain a favourable response from prospects and
customers, in short, for effective salesmanship.

The definition states that the objective of the salesman in developing a pleasing sales personality
is to obtain a favourable response from prospects and customers. The ultimate goal of selling is an
important tool to closing the sale, having a pleasing sales personality.

By the word pleasing, we mean excelling in the PEPSI aspects as physical, emotional,
psychological, social and intellectual traits. Should the salesman be able to cultivate traits related to
PEPSI aspects, the salesman can surely have a pleasing sales personality.

Importance of Sales Personality

If the salesman already possesses a pleasing sales personality, he can now face bravely every kind
of prospects he may meet. The salesman must be able to adapt himself to various types of prospects
whom he may call to offer his product or service. An effective salesman understands that he has to be like
his prospects, so the prospect may feel they share similar vibrations. With this, there will be a common
understanding between them that will possibly lead to a sales transaction.

With understanding, it is easier for the salesman to befriend the prospect. The prospect will not be
afraid to deal with a horrible character. The first impression is lasting, and it all really starts with
familiarity with one another. With a pleasing sales personality, the prospects will feel at ease while
listening to the sales presentation.

Being friendly with prospect can enable the salesman to get his sympathy and attention. With the
sympathy and undivided attention of the prospects, the salesman can effectively present his product. The
listening activity in the part of the prospects is the chance of the salesman to clearly explain his sales
points. Eventually, an order may be obtained from the prospects.

The prospect feeling the concern of the salesman will get embarrassed should he not respond
favorably to the sales propositions. Remember that a pleasing sales personality is not only accounted for
by physical looks and appearances.

Important Aspects of Sales Personality

As mentioned in the definition, sales personality is the totality of the salesman’s physical,
emotional, psychological, social and intellectual traits. Hence, the PEPSI aspects of sales personality.

The following is a discussion of each of the five aspects including tips and certain reminders as to
how a salesman may develop them. Numerous traits essential to development of each aspects are
enumerated and explained to serve as guide to a salesman wishing to be a star in the profession.

Physical Traits Required of a Salesman

The physical and personal appearance of a salesman is a primary consideration in building a

pleasing sales personality. The favourable first impressions of the prospect depend upon your personal
appearance and the physical traits you possess.

The physical traits required of a salesman include appearance and grooming, clothing, poise and
posture, voice, language used, manners and mannerisms, facial expressions, and body movements.

Physical appearance and grooming is essentially important. They are reflections of the total being
of a person. If a salesman is neat and clean from his head to his feet, he can really win trust and
confidence of his prospect.

You should wash your face, brush your teeth, clean your ears and nose and comb your hair neatly.
 You should be properly groomed by wearing clean and well-pressed clothes. The Electrolux
Company does not allow their travelling salesman to go on house-to-house selling without wearing their
proper uniform. Uniform reflects the good reputation of a company. Unbuttoned and tucked out shirts,
rugged maong pants, unpolished shoes, and inappropriate neckties have no place in a scenario of
establishing friendship with the prospects. Even the attaché case or portfolio of the salesman must be
gleaming and shining.

Poise is different from posture. Posture refers to the way you sit, the way you stand, the way you
walk. On the other hand, poise is the way you carry yourself. With poor posture, for sure your poise is not
impressive. An important element of impressing prospects is for the salesman to develop correct posture
and good poise. This gives the salesman enough confidence to say and do his presentation in front of his
prospect. Hence, a showoff of a skilful salesman.

You can win the undivided attention of your prospect with you’re the undivided attention of your
prospect with your appearance and grooming. The prospect begins to entertain you and share his most
precious time with you. Should you want your prospect to hang on listening to your sales claims, he must
not turned off by the sight of your poise and posture.

Being friendly with the prospect is similarly very important. You can establish rapport with your
prospect by the kind of voice you have. A friendly voice, one that is sympathetic and reveals concern for
the welfare of the other fellow, the prospect, can win a thousand hearts. The prospects, can read between
the lines. As the salesman delivers his sales drama, he can express sympathy and concern for the needs
and problems of his prospects that his product can solve and eliminate. Just watch out for your kind of
voice.

To win friendship and understanding of your prospect, another important factor to consider is the
language you use in the sales presentation. Be sure to go down the level of understanding of your
prospect. Watch out for explanations that will not really explain. Distorted ideas will only create
confusions in the mind of the prospect thereby not comprehending how your product is useful to him.

They say that manners refer to a person’s etiquette. If a salesman wants to gain the respect of his
prospect, he must have good manners or proper etiquette. Greeting, smiling, offering the prospect a war,
handshake are only few of the ways by which a salesman can show good manners.

Lastly, your facial expressions and bodily movements are also vital to your possessing a likeable
physical personality. A prospect can interpret your facial expressions and bodily movements. In fact, they
may reveal certain mannerisms that may distract the prospect’s attention. Thus, he will not be able to
understand what you are saying about your product. Therefore, you have to watch out for your facial
expressions and bodily movements so as not to antagonize your prospect. Your bodily movements may
likewise affect your poise.

To sum up, your appearance and proper grooming are important factors that can help you become
a smart and skilful salesman. In addition, you must also possess good manners, and develop genuine
concern for the welfare of your clients, which can readily show through your facial expressions, bodily
movements, friendly voice, and the use of appropriate language.

Emotional Traits Required of a Salesman

A star salesman must cultivate and develop not only his physical traits. In like manner, a
salesman must also consider certain emotional traits for promoting better relationship with his prospect.

These emotional traits that the salesman must try to possess are self-control. Even temperament,
tact, optimism, and enthusiasm. It is truly a must on the part of a salesman to be emotionally stable so as
not to antagonize his prospect. He has to avoid anger, guilt or revenge.

In order to have self-control, the star salesman must not be provoked by any statement or
criticism of the prospect. Should the prospect have any sad experience in using the product, the salesman
must not show signs of irritations. All he has to do is re-educate the prospect regarding product uses and
benefits. Instead of getting angry, he must use the opportunity to explain more about the product.

As the salesman discusses the merits of his product, he has to be tactful and diplomatic. If the
salesman is tactful, he is very cautious not to hurt the prospect’s feelings by what he says and does. He
tries his best to maintain good relations with the client and at the same time preserving the reputable name
of his product and his company. A salesman must also possess an even-temperament so as not to prolong
a heated argument with the buyer-to-be.

An optimist is one who looks at the brighter side of things. He is not brooding about any negative
reactions his prospect may have for the product he has to offer. He believes he could convince and
persuade the buyer to place an order. In the long run, the salesman is given the chance to show off a
pleasant disposition that is vital to a conducive climate for a sales transaction. The salesman, in addition,
is highly careful of his criticisms to others, and of his prospect. As he protects his ego, he is also deeply
concerned of other’s ego.

With a pleasant disposition during the disposition during the sales interview, the salesman
becomes enthusiastic with his work. And enthusiasm is contagious. It is apparent from what he says and
does that he enjoys doing his job. He likes and he is not ashamed to be a salesman. After all, he considers
it to be a philanthropic act to be of help to other’s needs and problems. Above all, selling is a lucrative
profession---a good source of income.

Psychological Traits Required of a Salesman

Courtesy, humility, cheerfulness, dependability, initiative, determination to succeed, courage,

self-confidence, persistence, persuasiveness, reliability, adaptability, sincerity and a host of other
important traits are what a salesman must develop in him. If he wants every sales closed, the salesman has
to be psychologically liable. The prospect must be impressed favorably for his orders to come in.

A salesman is courteous when he is polite. He is polite when he can gain the respect of the other
fellow, the prospect.

If the salesman avoids boastfulness, he is humble. Humble words sound pleasant to the prospect’s
ears. In all respects, the salesman should place his prospect on a higher pedestal than where he actually is.

With courage and determination, the salesman gradually develops his self-confidence. He begins
to believe that like other salesmen, he too can reach the top of his sales career.

At first, a prospect may not be convinced to place an order. Through constant follow-ups, this
prospects may develop motivation to buy. In this way, the salesman has persistence. He at the same time
is persuasive since he is able to convert the “no” response of the prospects to an agreement to sign a
contract of sale,

The reliability of the salesman is expressed and revealed in a situation when he does not
exaggerate his claims regarding the product he offers for sale. This is similar to truthfulness when he
explains on how the product performs.

There are different kinds of prospects. We have intelligent prospects, open-minded prospects,
bargain-hunter prospects and others. The salesman possesses adaptability; if he can adjust to every type of
prospect he meets and deals with.

As a friend, the salesman is sincere. He is sincere, when he takes a genuine interest in the welfare
and feelings of his prospect. The salesman must take sure the prospect can benefit from the product.

Social Traits Required of a Salesman

The salesman should be aware of the magic of a smile. A smile can win a thousand hearts. If your
smile is sincere and warm, your prospect cannot resist you. A smile is contagious.
 Call your prospect by name. To a person his name is one of the most beautiful sounds on earth.
Use it often during the entire sales interview; be sure you are pronouncing his name correctly.

The salesman must take a sincere interest in his prospect. If you treat your prospect like your best
friend to whom you share secrets and problems, he will feel important. He will treat you in like manner,
hence, the start of the sales conversation.

As you take genuine interest in your prospect, you also have to be a good listener. By doing so,
you learn about his problems, his needs and his wants that you may be able to fulfil by the product you
offer for sale.

Sympathize with your prospect and his problems. A prospect like to feel that you agree that he
has problems. If taken off from his chest, it is a great relief for him.

Show respect. A person wants to be respected, not ignored. A salesman can show respect by
asking and considering the prospect’s opinions. It does not necessarily mean you agree with your
prospect, but by doing so, you make your prospect feel good.

The salesman can also do a good job by thanking the prospect for his valuable time and attention.
Give compliments to the prospects for the chance given to you in listening to your sales propositions.

These are laws of human nature. When used properly, appropriately and generously by
salesmen, they discover the magic attached to them. They find them essentially useful in producing
conviction for the prospect to close a sales deal with him.

Intellectual Traits Required of a Salesman

The salesman must not only be physically, emotionally, psychologically and socially fit. He,
likewise must be intellectually fit to become a star salesman. To be intellectually fit is to be mentally
healthy. Analytic ability, problem-solving ability, to learn quickly, originality, creativity and decisiveness
are some of the most important intellectual traits that a salesman must possess.

When faced with a difficult situation, that is, when you prospect asks a very difficult question, the
salesman can overcome this with his analytic and problem-solving abilities. If the salesman can diligently
satisfy the inquiry of the prospect and convince him of the merits of his product, it will be a very fine
performance. With the product knowledge of the salesman, he can take away the doubts in the prospect’s
mind against the product and the company. Thus, his analytic and problem solving abilities have helped
him a lot to win the trust and confidence of the buyer-to-be.

For a salesman to be successful and eventually become a star salesman, he has to be teachable---
he must have the ability to learn quickly. This is a very important asset of a salesman what then must he
do to learn quickly? The salesman should have a thorough knowledge of his product and his company so
he can intelligently deliver his sales dramatization.

Another important asset of the salesman is his originality and creativity. It takes an effective
strategy to win the “yes” answer of the prospect. A sales strategy is considered effective, if with
originality and creativity. There is originality and creativity, if the strategy used by the salesman is
adapted to a particular situation faced at a particular time and place.

If the salesman is decisive, he makes the right decision immediately. The salesman does not have
to go to the head office and consult with his sales manager to be able to provide answers to a prospect’s
questions and suggestions.

Ways of Improving Sales Personality

The following is a listing of the different ways of improving the personality of a salesman. It is
important that the salesman continually aspire to improve his sales personality for him to grow in the field
of selling.
 1. Self-introspection seems to be the least expensive way of improving one’s personality. All it
takes is an analysis of one’s strengths and weaknesses. If you can harness your strengths, it
will help you grow and develop yourself. On the other hand, you have to accept your
weaknesses and be willing to eradicate and improve on them.
2. Your company, at one time or another may be sponsoring seminars and workshops aimed at
sales personality development. What you may learn from these seminars and workshops may
be very useful towards improving your sales personality. Little it may be, it will surely effect
certain changes in you.
3. Reading pocketbooks and other literature on personality development can also be of help to
you. When you apply and imitate what you have read, certain improvements can likewise be
revealed in your own personality.
4. Tips and advice from your co-salesmen and sales manager express deep concern for you to
grow and succeed. Don’t react negatively on these tips and advice, instead, ponder on them
and use them for your own good.
5. As you interact with your prospect, you can also have the chance to improve your sales
personality. Of course, you have to be flexible to every type of prospect you will meet for you
to share similar vibrations. To be acceptable to each and every prospect, you have to keep
your personality attuned with theirs. Hence, a way to self-growth and development.

Activity 1

1. What are the five important tools and assets a salesman must possess to become a star in the
field?
2. Define sales personality. Analyze your definition.
3. List down the five personality traits a star salesman must cultivate. Under each, list down five
specific traits you think are important in conducting a sales interview.
4. What is self-introspection? How is the process useful to a salesman in improving his
personality?
5. Name and explain other ways by which a salesman can improve his personality.