MKTG 101 Sales Course Guide

MKTG 101
PROFESSIONAL SALESMANSHIP
JETHRU R. BOTANAS
Disclaimer Statement:
This Course Study Guide is not intended to be presented as the original work of the
module compiler. It is meant to be the primary reference material for the course
composed of the flexible learning syllabus, learning plans, course content, and
assessments compiled from various sources. Accordingly, the sale and distribution of such
outside the University of the Visayas is strictly prohibited.
WEEK No. MODULE TOPIC PAGE
MODULE 1: PERSONAL SELLING 5
Meaning and Definition of Personal Selling 6

1
Nature and the Need and Importance of Personal Selling 9
Approaches to Personal Selling 15
MODULE 2: SALESMANSHIP 26
Meaning and Definition of Salesmanship 27

2 Nature and Importance Salesmanship 29
Functions, Duties and Responsibilities, and the Types of Salesman 33
MODULE 3: PRESENTATION, DEMONSTRATION, AND HANDLING

41
OBJECTIONS
Presentation and Demonstration 42
Identification of Sales Presentation Methods 44
Types of Sales Presentation 48
Benefits of Sales Presentation 49
Essential Features of Good Presentation 49
3 Matching Presentation Methods with Situations 52
Significance of Demonstration 52
Essentials of a Good Demonstration 53
Types of Demonstration 54
Handling Objections 55
Procedure for Handling Objections 57
Methods in Objection Handling 58
MODULE 4: SALES PRESENTATION 64
Making Sales Presentation 65
4 Basic Steps to Take to Make Sales Presentation A Success 65
Eliminate objections 67
Close the sale 68

UNIVERSITY OF THE VISAYAS
College of Business Administration
Department : Marketing Management
FLEXIBLE COURSE SYLLABUS ON MKTG 101
Faculty Information :
Name of Faculty Jethru R. Botanas
Email Address jbotanas@uv.edu.ph Mobile No. 0956-907-3519
Consultation Schedule Thursdays (1:00pm-5:00pm) / Wednesdays (1:00pm-5:00pm)
Module Code MKTG 101
Module Name Professional Salesmanship
Units/Hours 3 units/ 54 hours
Duration 4 weeks
This course is intended to introduce students the concepts

of personal selling and practical approaches in
Course Description salesmanship as an art and science. It covers steps
involved in sale, customer psychology, and creative selling
techniques as applied to selling situations.
Upon the successful completion of this course, students will

Course Goal
understand the personal selling and salesmanship’s
meaning, definition, nature, and its importance. Students
will be able to demonstrate an ability in overcoming
objections and completely close a sale.
LO1. Explain the meaning, definition, nature, and

importance of personal selling and salesmanship.
Course Learning Objectives/

LO2. Identify the functions, duties and responsibilities,
Outcomes
and the types of salesmen.
LO3. Discuss the importance of product/service

presentation, demonstration, and handling objections.
LO4. Demonstrate an ability in overcoming objections and

completely close a sale.
Page 1 of 73 MKTG 101 - Professional Salesmanship

This module provides an in-depth study of personal selling
and salesmanship.
This module is divided into four (4) modules with a two (2)
to a maximum of three (3) topics per module.
Module 1 - Personal Selling
Course Content Module 2 - Salesmanship
Module 3 - Presentation, Demonstration, and Handling

Objections
Module 4 - Business Presentation
Category of Learners Description
Category 1 No gadget ; no internet connection : Asynchronous offline
Category 2 With gadget; unstable internet connection : Asynchronous /Synchronous
Category 3 With gadget; stable internet connection : Synchronous
Synchronous :
• Real time/virtual class
Teaching & Learning Methods • L2L audio chat/texting
Asynchronous on-line :
• group forum discussion using Open LMS
Asynchronous offline :
• Modular approach
Synchronous : 16 contact hours
Asynchronous online and offline : 38 hours
Contact Hours and Indicative Independent Study. Preparation for the course, reading of
Student Workload modules and completion of the end of topic self-check
activities, output to be compiled in e-portfolio. reviewing of
lecture and other instructional materials accessed through
the Open LMS and websites.
Preparation and completion of periodical assessments.
Provision of feedback and assistance through one-on-one

consultation with the learner via audio chat, messenger,
text, email and other available social media platform.

Assessment LO Week
Major Assessments Points
Component addressed Due
Completion of Module
1 coverage End of
LO1
Essay/ Discussion 40 Week
(2 hrs) 4 item essay on Case 1
Study of 100
Words / item
End of
2 coverage
Week
Essay/ Discussion LO2 40
2
(2 hrs) 4 items Reflective
essay/discussion of
100 words/ item
End of
Essay/ Discussion 3 coverage
Week
Assessment (2 hrs) LO3 40
3
4 items Reflective
essay/discussion of
100 words/ item
Completion of Module End of

4 coverage Week
LO4 40
Essay/ Discussion 4
(2 hrs) Sales Presentation
write out
End of
LO1 week 4
Completion of end of
E-Portfolio LO2 or
the topic/module 60
LO3 By the
self check activities
LO4 end of the
Semester
TOTAL POINTS 220
Points Earned Grade Points Earned Grade

211-220 1.0 141-150 2.1
201-210 1.1 131-140 2.2
196-200 1.2 121-130 2.3
191-195 1.3 111-120 2.4
Grading System 186-190 1.4 101-110 2.5
181-185 1.5 96-100 2.6
171-180 1.6 91-95 2.7
166-170 1.7 86-90 2.8
161-165 1.8 81-85 2.9
156-160 1.9 75-80 3.0
151-155 2.0 74 and below INC
An INC is given if the final grade is 2.5 or better but missing any two of the course requirements
listed above. INC should be complied within 365 days immediately after the close of the Semester.

To pass this module, the learner must obtain at least 75
points. Students who would fail to submit any of the periodical
assessment and the required e-portfolio will have until the
Reassessment Requirements end of the Semester within which to comply. Those who
cannot fully comply with the requirements will be given an
INC grade. The INC grade must be complied within one year
from the close of the semester. The INC grade will
automatically become 5.0 or failed immediately if not
complied.
Prescribed Learning Botanas, J. (2020). Module on Professional Salesmanship

Resources (in print copy or in digital form)
Print
Supplemental Readings
Digital
Reference Books
1. Marketing and Salesmanship – Philip Kotler, Pearson Publications
2. Sales Management – Belling G.L.
3. Marketing and Salesmanship – Sinha S.C., Himalaya Publishing house
4. Salesmanship, Sales Management and Administration –
Sathiyanarayanan
Prepared by : Date Approved: Approved by:

(Sgd,) (Sgd.)
Jethru R. Botanas Sept. 7, 2020 Rosemarie C. Español, CPA, DM
Faculty Dean
Reviewed by :
Cirilio A. Adorable, MBA Edward Villarante, MAEd Philip M. Almanon, MBA

Program Coordinator Language Expert Media Specialist
rce/3rdrevision/7-27-

MODULE 1
PERSONAL SELLING
Module Learning Objective/Outcome :
At the end of the module, the learners should be able to:
LO1. Explain the meaning, definition, nature, and importance of personal selling and salesmanship;
Topic Intended Learning Outcomes
1. Meaning and Definition of Personal Selling

Explain the meaning, definition and nature of
personal selling
2. Nature of Personal Selling
3. Approaches to Personal Selling Explain the approaches of personal selling
Learning Activities/ Resources

ILO Category 1 Category 2 Category 3
ILO1 Read module 1, topic 1, Access digital module 1, Access digital module 1,
4.5 hours pages 7-21 of the printed topic 1. Read pages 7-21 topic 1. Read pages 7-21
module of the module. of the module.
(4.5 hours
asynchronous for Answer self-check essay Answer the self-check Answer the self-check
category 1) type quiz on page 22. essay type quiz on page essay type quiz on page
Rate output using the 22 or log-in to the open 22 or log-in to the open
2 hours rubric provided. Compile LMS and access the quiz. LMS and access the quiz.
(synchronous/ to ePortfolio
2.5 hours
asynchronous for
category 2&3)
4.5 hours pages 7-21 of the printed topic 3. Read pages 7-21 topic 3. Read pages 7-21
module of the module. of the module.
(4.5 hours
2.5 hours
asynchronous for
category 2&3)

Introduction:
Change is law of nature and business environment in which organizations are existing today
keeps on changing. Every business as a part of turbulent business environment not only has to keep
profit motive in mind but also has to reduce the cost of doing business. The cost of doing business
reduces if effective selling efforts are put across by salesmen through salesmanship along with good
product. A transition from production to service driven organization can only take place by making
people driven organization. What is desired today is an organization of people (employees) and driven
by people (customers).
For Example: Think of a shop opened in a neighborhood, the window display was so attractive
that pulled you inside the shop, the products were also arranged in proper order. But there was nobody
to sell and guide you. When there was nobody to handle a customer like you? How would you feel?
Obviously, the impression that you carried from the window display and attractive display of products
couldn’t get converted to sales in absence of a salesperson.
For Example: Think of another situation where you are travelling and felt like eating something;
saw a bright logo in red and yellow from a distance, you stopped for eating out there. The moment
you reached the food outlet you found it was deserted; there was nobody to greet you at the entrance.
But you ignored and moved inside but after going inside too there was nobody. What came to your
mind? The impression you carried and decision you made to go to the restaurant all tend to change
as there was nobody to serve you and even no customer. How good the ambience might be but
product/ service would only be sold if there is somebody to serve.
These situations illustrate that a product and ambience can’t sell all by itself. Thus, the focus
of business must be towards customers and people to serve them and not merely products. If a firm
wants to earn desired profit, it has to make desired sales and missing on every sales opportunity has
a cost involved in it. As companies adopt marketing orientation, the role of salesperson and
salesmanship becomes more important. For a market-oriented firm, the focus should be to be
customer centric and establish its organization structure around customers, gone are the days when
being product focused above used to give business a success. Selling is an art and a business can only
succeed if it does it well.

Nowadays a business focusing on mere selling products and earning profits is ought to be
following marketing myopia (shortsightedness strategy). Any business that is merely concentrating
on products and profits can never be a long sighted strategy follower as these days if your business
believes “customer is king," the next most important person in the kingdom must be the one who
interacts with the king (customer) and understands requirement of customer. Obviously that person
is none other than the salesman. The sales men job doesn’t end by just understanding the need of
customer, satisfying the need but building a long term relationship is desired by lot of customers. Thus
personal selling involves a professional sales person who is a good listener and is oriented in building
a long term relationship with the customer. Personal Selling is a personal communication, through the
exercise of salesmanship, with the prospective customers where engaging customer is essential. The
cartoon Figure 1.1 represents the concept of engaging the client in humorous form.
Meaning and Definition of Personal Selling
Personal selling refers to the use of

speech and personal conviction to bring about
some action on the part of another.
Salesperson is a man who actually performs the
personal selling.
Personal selling is a means of
implementing marketing programs. It is
concerned with 'persuasive communication'. A
salesperson in personal selling tries to persuade
the prospect so that he can take a decision to
buy a product. It is a major factor in creating
sales volume. It is a direct presentation of a
product to a prospective customer by a salesman. It takes place face to face or over the telephone. It
may be directed to a middleman or a final consumer.
A few definitions of personal selling are quoted below:

According to William Stanton and Walker, "Personal selling is the personal communication of
information to persuade somebody to buy something."
In the words of Philip Kotler, "Personal selling is a face-to-face interaction with one or more
prospective purchasers for the purpose of making presentations answering questions, and procuring
orders."
In the words of Robinson and Stidsen, "Personal selling may be defined as interpersonal face-
to-face interaction for the purpose of creating, exploiting or maintaining a mutually beneficial
exchange relationship with others."
According to Mahoney and Slone, "Personal selling is the personal communication between a
salesperson and a potential customer or group of customers."

In the words of Richard Buskirk, "Personal selling consists of contacting prospective buyers of
product personally."
Marketing programs are designed around four elements of the “marketing mix”: (a) products
to be sold, (b) pricing, (c) promotion, (d) place. While promotion component includes advertising,
public relations, personal selling, and sales promotion there is relationship between personal selling
and other elements of marketing mix. A right product with right price & right place needs personal
selling efforts to sell. It should be noted that advertising and sales promotion are impersonal
communications, whereas salespeople (in personal selling) talk directly to customers.
Thus, personal selling involves two-way communication with prospects that allows the sales
message to be adapted to the special needs of the customer. Personal selling when combined with
other element of promotion mix can give excellent results. Personal selling is an extremely effective
but expensive form of promotion. In the promotion mix of an organization, personal selling plays a
dominant role. As sales is the lifeline of a business.
The ultimate object of all produced in factory is achieved through sale; and without sales, no
business would survive. An important element of the marketing mix of a business firm is promotion.
The function of promotion is concerned with the establishment of contact and communication with the
object of creating ‘customers’. But personal selling further enhances that to relationship building with
customer.

Let's look at some aspects of personal selling to understand its nature:
1. Part of Promotional Mix:

Every marketing-oriented
company has a marketing plan. -Personal
selling is a part of the promotion mix of
the company's marketing program. The
major elements in the promotion mix of a
company are advertising, sales
promotion, direct marketing, public
relations and personal selling efforts.
Personal selling when combined with
other elements of Promotion mix makes
it effective tool.
Figure 1: Combination of personal selling
with promotion mix
2. Understanding Needs:
Personal selling is purely need based and understanding needs is most important thing
for initiating the sales process. Personal selling involves an interactive relationship between
two or more persons. The seller observes the needs of the customer and makes immediate
adjustments.
3. Two Way Communication:

Personal selling is direct contact between seller and customer. It is the personal
communication of information between the seller and customer. Salesman first makes the
customer speak about his or her problem and identifies the need and offers various alternatives
to meet the need, he also provides information about each. Now the ball comes in customer’s
court of decision making and he can choose the right product/service from the choices offered
to him. It is face to face communication which is in contrast to the mass impersonal
communication of advertising, sales promotion, and other promotional tools.
4. Persuasive:
Personal selling is usually focused on prospective customers. The seller first considers
It is the art of persuasion by considering the needs, desires and buying problems of the
customers and then performs the art of persuasion. It is the art of winning customers
confidence. A salesperson in personal selling tries to persuade the prospect so that he can take
a decision to acquire the product which the salesperson is talking about.
5. Demand Creator:
Salesman is known for persuading the customer and creating demand for a product or
service. Salesmen in person talks to the customers about the product and benefits associated
with the product. He induces that immediate buying action and the demand for product is
generated. He creates an urge to buy the product.
6. Flexible Approach:
Personal selling is more flexible than other tools of promotional mix. Salespeople can
tailor their presentations to fit the needs and behavior of individual customers. Salespeople
can see their customer's reaction to a particular sales approach and make adjustments in
different situations. Sales talks and presentation can be adjusted according to situation to suit
individual nature, motives, and problems.
7. Relationship building:
It’s a misconception that selling is one-time sales. Personal selling is not just to sell a
product once rather it is establishing a relationship with the customer. It keeps customer's best
interests at heart. It maintains long-run relationships. It makes the buyer feel that he is
listened to, and his needs are considered.
8. Educating Customers:
Salesman through personal selling generates sales volume, by educating the customer.
He brings human element into marketing transactions and increases the customer's confidence
in the company by educating them. The customer is educated about product features, quality,
how to use and handle the product etc.
9. Broader Concept:
Personal selling is a broader concept than salesmanship. According to Cundiff and Still,
Personal selling, along with other marketing elements, is a means for implementing marketing
programs. Salesmanship is one aspect of personal selling it is never all of it. Personal selling
makes use of salesmanship techniques.
10. Service Element:

Personal selling is not getting rid of a thing or cheating the customers for short term
goal. Rather it is necessarily an act of assisting the customers to buy wisely. Today, it has
become a symbol for honesty and dependability. A product is tangible component when
attached to intangible component of service adds value and helps in personal selling.

NEED AND IMPORTANCE OF PERSONAL SELLING
In today’s highly competitive

world, personal selling has an important
role to play. Few products like home
appliances, cosmetics, pharmaceuticals,
and publications, etc., are not possible
to sell without the help of salesperson.
Personal selling though being expensive
form of promotion helps in generating
huge sales. Many companies enjoy a
strong position in market only due to effective personal selling. Salesman can personally attend each
customer to convince as well to solve problems. Personal selling in not only important to sell the
products, but also to create permanent customers. Salesman can renew customer relations each time.
People have more faith on salesman than exaggerated advertisement. In many companies, personal
selling is the largest single operating expense. It often equals 8 to 15 percent of sales, whereas
advertising costs average 1 to 3 percent of sales. This shows the importance of personal selling
element. Personal selling offers triple rewards. It benefits all parties, including businessman,
customer, and society.
Importance to Businessmen: It is helpful to businessmen as follows:
• Creates Demand:
With increasing competition, the companies believe in personal selling as an important
tool to push the product in the market. A salesman helps in creating demand of the product
by describing its functions and demonstrating the product. A good salesman not only has
knowledge of its own brand but also knowledge of competitors in the market. They act as
suggestion holders, create demand and generate sales.
• Minimizes Wastage of Efforts:

As advertising is a mass promotional and communication tool, things are exaggerated
through advertising on the other hand efforts may even go waste. Personal selling involves
minimum wastage of efforts as compared to other tools of promotion. It is directly
interacting with the prospect and saves time which leads to minimizing time and resources.
• Role in Introduction Stage:

A salesman describes the merits of a product and persuades the customer to purchase
it. Salesman helps in introducing a new product in the market. When we are suffering from
a disease, whom do we tend to visit?

Obviously, it’s the doctor. The doctor prescribes a medicine. Have you ever thought of
how come the doctor comes to know about new medicines? It is through the salesmen of
pharmaceutical company who approach the doctor. These salesmen are called medical
representatives by personal selling explain the salt in the medicine convince the doctors to
prescription of medicines.
• It Results in Actual Sale:

Advertising and sales promotion techniques can only attract attention and arouse
desire. By themselves they cannot create actual sale. Personal selling in most cases leads
to actual sale. A salesman can find prospective buyers, demonstrate the product, explain
its operation, and convince customers to buy it, install it at the customer's place and provide
after-sale service. No other method of promotion can perform all these functions. Therefore,
personal selling does the entire job of selling. Personal Selling is a complete promotional
technique of keeping customers satisfied
• Catch Customer’s Attention:

Personal selling is a tool in which the level of customer attention and interest can easily
be assessed. The magic phrase of ‘May I help you’ does wonder and is the way to make
customers speak about their needs. Thereafter, the presentation by the salesmen can be
modified as per the need of the customer.
• Clear picture of the Market:

Sale persons not only provide information to the customer about the product and the
company rather personal selling is a mirror of market as it gives clear picture of the market
back to the company. It supplies market information’s back to the firm. It keeps eye on
market nerve, fashion trends and consumer profile. It regularly assesses the competitive
forces of the market.
• Improving Image:
Salesmanship can improve image of the company by highlighting company’s
achievements and offers. The detailed explanation about company and its products
removes all doubts and misunderstandings. It helps in restoring company image and
reputation in market.
• Increase in Profitable Sales:

The goal of marketing activities is to increase profitable sales by satisfying the want of
consumers over the long run. Personal selling is by far the major promotional method used
to realize this goal. The number of people employed in personal selling are much more than
advertising.

Importance to Customers: It is important to customers as follow:
• Helps in Identifying Needs:

Customer being the king, identifying their needs and and satisfying them products and
services.
• Convincing and Creating Customers:

Salespersons identify the customers who are interested in the company products. They
transform prospects into buyers by understanding their needs. Personal selling provides
personal touch and can lead to ‘repeat purchases ' to the company.
• Detail Demonstration:
Personal selling is the only technique through which detail demonstration of product
takes place, which generates sales. For Example: Think of a situation when you go out for
buying fragrance, the salesperson demonstrates the fragrance on a paper strip and you
choose the brand. Television and internet these days also demonstrates products but touch
and feel factor is missing. For technical products, demonstration method has more
relevance.
• It Educates Customers:
Salesmanship is not merely a tool of convincing and persuading people to buy. Rather
a salesman not only provides information but also educates and guides the customers. He
handles their complaints and assists them in getting value for their money. He has complete
information about the product and can clear their doubts on the spot.
• Salesmanship Supports Advertising:

An advertisement can attract the customer, but the customer might have lots of doubts
about the product that remain unanswered. There might be need for explaining the quality
uses and price of the product.
Salesmen can answer unanswered doubts and can make a prospective customer to buy
a product. In this way personal selling supports advertising. Salesmen educates the
consumers about new products and about new uses of existing products.
• Personal Attention and Immediate Feedback:

Advertising and publicity are among mass communication tools. They do not focus on
individual needs and wants. Personal selling is the only tool of promotion mix that focuses
on personal problems of customers. It is comparatively more effective and result oriented.
This is the only market promotion technique that provides an immediate feedback. This is
the only technique that helps in judging the customer and actually telling whether customer
intended to buy the product or service.

Importance to Society: It is also important to society as follow:
• Assist the society:

Salesmen is one of the helps to increase aggregate sales and production in the country
thereby increasing employment opportunities. They help to maintain equilibrium between
demand and supply.
• Converts Latent Demand:

Personal selling helps in converting latent demand into effective demand. Latent
demand is the desire for a product that a consumer is unable to satisfy because he is himself
is unable to point it out. At times the customer doesn’t realize what is missing until pointed
out. This results in more production, and hence leads to increase in GDP of the country.
• Employment Opportunities:
It provides opportunity of employment and ensures attractive career in sales. There are
numerous positions from 10th, 12th pass to postgraduates are required. There is no dearth
of respect, variety, and security etc.
• Mobility of Salespeople:
Travel and tourism in the country get promoted by the mobility of the people from one
place to another.
• Product Standardization:
Personal selling ensures uniformity in consumption by selling standardized products.

Marketing of products to customers, companies use different approaches, depending on the
nature of product or services, resources of the organization, expertise or others. Initially there were
four approaches:
1. Stimulus Response Selling Approach
2. Mental State Approach
3. Need Satisfaction Approach
4. Problem Solving Approach
5. Consultative Selling Approach
Approach 1: Stimulus Response Selling
Figure 2: Stimulus Response Selling

Of the five approaches of selling, it is the simplest approach to selling. Salesman uses
structured questions and statements; these statements act as stimuli for the customer and
salesperson get the desired response in their favor. Words and statements of salesperson provide a
stimulus if they are well planned to convert prospect to a customer. A salesperson plans the desired
conversation. He prepares structured questions whose answer is most likely to be in; YES’ leading
towards the end of the sale in ‘YES’. Proper sales training by the company is given. In case of
telemarketing, in which one script is being memorized and then repeated on every call till the sale call
is closed. On the figure above, the salesperson makes regular attempts to customers by providing

stimuli or cues which help in influencing the buyer. Once the buyer is conditioned, the salesperson
tries to secure a positive response leading to purchase decision made by buyer. This approach involves
less contribution of the buyer, its one-sided conversation in favor of salesperson, who has the aim to
sell at any cost. So, it’s suitable in the situations when buyer is unprofessional and has less knowledge.
Approach 2: Mental State Selling
Mental state selling makes an assumption

that buying process for majority of buyers is
identical and they go through certain mental
states and these mental states i.e. Attention,
interest, Desire, and Action, makes AIDA model
that is formed by the first letters of Attention (A),
interest(I), Desire(D), and Action(A). It is used by
many organizations. It is described below:
(a) Attention Figure3 : AIDA Model

The first task in a sales presentation is to attract the prospect's attention and to create
curiosity. Some creativity is required to attract attention. Salesmen may suggest the product benefits
by making some startling statements for catching attention.
(b) Interest
The salesman needs to hold the interest and stimulate a desire for the product. For this
purpose, a product demonstration can be used to create interest in product.
(c) Desire
The third state is to create desire for the product or service. The salesmen must be trained in
such a way that he is already prepared with the anticipated questions that the prospect can raise. It
also consists of meeting customer's objections. Handling objections is an art that the salesmen must
smartly perform.
(d) Action
Desired action will generate sales. During trial close all objections of customers are handled
and customer just needs to perform an action of buying to close sales. William Stanton and others
write, "The toughest objections to answer are those that are unspoken. A salesperson must uncover
the real objections before being able to close a sale.
For Example:
Selling a water purifier is not easy and it can be sold by securing attention of customer by
telling about RO water purifier and its quality to purify. The customer gains interest if the salesman

engages him by showing flipcharts, presentations and brochures and also focusing on purity and health
of the family members. The desire can be generated by making them use the RO water purifier for
their use and a glass of water can be served (demonstrate). Further desire is generated by giving EMI
option for payment and consumer makes a purchase decision due to its effectiveness in providing pure
water which is germ free too.
Approach 3: Need Satisfaction Selling
Figure 4: Need Satisfaction Selling Model
In this approach, understanding the need of a customer is essential as a customer buys a

particular product to satisfy a particular set of needs. Salesperson first listens to customer and makes
an initial part of conversation to uncover the needs of buyer. Here the role is to probe the customer
to understand completely the set of needs of customer. When need is identified then salesperson tells
about his product/services and how can they benefit customers and tell the entire features. Then sale
is closed. The customers normally like this method as they are being heard.
For Example:
Set top box providers like Signal, GSAT, Skydirect, etc. follow need satisfaction selling. They
have different packages so as to meet the needs of different types of customers. They also have
special packages where the customer can choose the channels he or she wants based on their interest
and that particular package will be provided to the customer. This is where the need satisfaction selling
comes into picture.

Approach 4: Problem Solving Selling
Figure 5: Problem Solving Selling
Problem-solving selling is an extension of need satisfaction selling. It goes beyond identifying

needs to developing alternative solution for satisfying these needs. In this approach problem is already
identified by the customer, the customer clearly needs to state to the salesperson. Salesperson
understands the need of the customers. Then the salesperson presents all the alternatives available
and that too of competitors to solve the problem. The salesperson also explains his own company’s
product or service, this is followed by customer evaluating amongst the alternatives carefully; making
comparisons and finally making purchase decision.
For Example:
Insurance is a intangible product whose benefits come in future. The role of salesperson is very
important where a through interaction with customer the need of the product and its use in future can
be explained.

Approach 5: Consultative Selling
In this approach both buyer

and seller work in collaboration.
Salesperson by understanding
customers’ needs and works in the
direction of addressing those
needs. Salesperson works in
collaboration with customers to
achieve those goals. It involves
two-way interaction. Salesperson
sincerely tries to overcome the
objections of buyer and use all his
resources. It may take several days
for closing sales. It believes in long
term relationship building by
providing best of after sales
services so that the customer feels
satisfied and retains the brand.
Figure 6: Consultative Selling

Self-Check Activity
Activity 1
Directions: Answer each question with a minimum of ten (10) sentences. Kindly refer to the Short
Essay Rubric in the succeeding page for you to know and understand what the instructor‘s expectation
for the review and reflection is and how you will be graded.
1. In your past visit to a retail outlet and you: a. Already identified a product you are in need of;
and, b. Already identified the brand you want to purchase.
Please cite an instance wherein the salesman tried to change your decision of buying the brand.
State the reason/s why you did or did not change your decision in buying the brand.
2. Among the 5 approaches in Personal Selling, if you were a cellphone saleman/saleswoman assisting
a customer who inquires a gadget for online classes, which approach would be most appropriate and
effective?
Kindly cite an approach and discuss your answer.

RUBRIC FOR SHORT ESSAY
Your essay will be graded based on this rubric. Consequently, use this rubric as a guide when
answering the essay questions ad check it again before submitting your output.
Traits/Criteria 5 4 3 2
There is one clear, There is one clear, There is one topic. The topic and main
well-focused topic. well-focused topic. Main ideas are ideas are not clear.
Main ideas are clear Main ideas are clear somewhat clear.
Focus and details and are well but are not well-
supported by supported by
detailed and detailed
accurate information.
information.
The introduction is The introduction The introduction There is no clear
inviting, states the states the main states the main introduction,
main topic, and topic and provides topic. A conclusion structure or
provides an an overview of the is included. conclusion.
overview of the paper. A conclusion
Organization paper. Information is included.
is relevant and
presented in logical
order. The
conclusion is
strong.
Voice/Written The author’s The author’s The author’s The author’s purse
purpose of writing purpose of writing purpose of writing of writing is
is very clear, and is somewhat clear, is somewhat clear, unclear.
there is strong and there is some and there is
evidence of evidence of evidence of
attention to attention to attention to
audience. The audience. The audience. The
author’s extensive author’s knowledge author’s knowledge
knowledge and/or and/or experience and/or experience
experience with the with the topic is/are with the topic is/are
topic is/are evident. evident. limited.
Word Choice The author uses The author uses The author uses The writer uses a
vivid words and vivid words and words that limited vocabulary,
phrases. The choice phrases. The choice communicate jargon or clichés
and placement of ad placement of clearly, but the may be present and
words seems words is inaccurate writing lacks detract from the
accurate, natural, at times and/or variety. meaning.
and not forced. seems overdone.
Sentence All sentences are Most sentences are Most sentences are Sentences sound
Structure, well constructed well-constructed well-constructed, awkward, are
grammar, and have varied and have varied but they have a distractingly
mechanics and structure and structure and similar structure repetitive, or are
spelling length. The author length. The author and/or length. The difficult to
makes no errors in makes a few errors author makes understand. The
grammar, in grammar, several errors in author makes
mechanics and/or mechanics, and/or grammar, numerous errors in
spelling. spelling but they do mechanics, and/or grammar,
not interfere with spelling that mechanics, and/or
understanding interfere with spelling that
understanding. interfere with
understanding.

Directions:
• Kindly read and understand the case study below, then write your answers on the space
provided.
• For questions 1 and 2: Your essay will be graded based on Short Essay rubric.
Consequently, use this rubric as a guide when answering the essay questions ad check it
again before submitting your output.
• For questions 3 and 4: Your essay will be graded based on Reflective Essay rubric.
Consequently, use this rubric as a guide when answering the essay questions ad check it
again before submitting your output.
• The rubrics are in the succeeding pages for you to know and understand what the
instructor‘s expectation for the reflective essay is and how you will be graded.
Case Study: The Disgruntled Customer

It was 8:30 A.M. Friday morning when Brenda received the voice mail. It was Susan Swanson,
owner of a small architecture firm, who Brenda had acquired as a customer nearly three months ago.
“I’m finished with you all,” she barked. “Come get my copier, I want my money back! This blasted
machine you sold me keeps jamming. I was billed for extra toner that I never received. You promised
me training, and I have yet to see any. And, this machine is much slower than I thought it would be.
I don’t see how your company stays in business. I knew I should have gone with Xerox!”
It’s true, Brenda had told Susan that she would provide training on how to use some of the
new advanced features of the copier. She had neglected to get back to Susan and since she had not
heard from Susan she assumed Susan no longer desired the training. As for the paper jams, Brenda
found this to be unusual. NCC carried high-quality copiers and she could not imagine what might be
wrong. She was sure she had told Susan the specific type of paper to use for her application. However,
using the wrong paper could lead to more frequent paper jams. But why hadn’t Susan said anything
to her about this sooner? As for the extra toner, Brenda recalls that Susan did order it and later
contacted her to let her know that she did not receive it. Brenda then contacted NCC’s shipping
department who said they would ship Susan the product. Brenda just assumed that it was shipped.
As for the speed of the machine, Brenda was certain its output was per specifications as equipment
at NCC must pass strict quality-control measures. Perhaps Susan simply misunderstood the machine’s
capabilities. Wow, Brenda thought, now what am I going to do?
1. Considering the nature of personal selling, what could Brenda have done to avoid this incident?

2. In view of considering personal selling’s benefits to customers, how should Brenda go about
handling this complaint?
3. What is the relevance of this case study to you as student?
4. What have you learned from this case study?

information.
is relevant and
order. The
conclusion is
strong.
understanding.

RUBRIC FOR REFLECTIVE ESSAY
Your Reflective Essay will be graded based on this rubric. Consequently, use
this rubric as a guide when writing your reflective essay and check it again
before you submit your written output.
Unacceptable Acceptable Target Exemplary Score

1 2 3 4
Does not develop Develops and Develops unified and Develops ideas
ideas cogently, organizes ideas in coherent ideas within cogently, organizes
uneven and paragraphs that are paragraphs with them logically with
ineffective overall not necessarily generally adequate paragraphs and
organization, connected. Some transitions; clear connects them with
Logic and unclear introduction overall organization, overall organization effective transitions,
Organization or conclusion but some ideas seem relating most ideas Clear and specific
illogical and together, good introduction and
or/unrelated, introduction and conclusion.
unfocused conclusion.
introduction or
conclusions
Employs words that Word forms and Word forms are Employs words with
are unclear, sentence structures correct, sentence fluency, develop
sentence structures are adequate to structure is effective. concise standard
Language inadequate for convey basic Presence of a few English sentences,
clarity, errors are meaning. Errors errors is not and balances a
seriously distracting cause noticeable distracting. variety of sentence.
distraction
Writing contains Frequent errors in While there may be The writing is
numerous errors in spelling and grammar minor errors, the essential error-free
spelling and distract the reader writing follows in terms of spelling
Spelling and grammar which normal conventions and grammar.
Grammar interfere with of spelling and
comprehension grammar throughout
and has been
carefully proofread
Most ideas Presents ideas in Supports most ideas Explores ideas
unsupported, general terms, with effective vigorously, supports
confusion between support for ideas is examples, points fully using a
personal and inconsistent, some of references, and balance of
Development
external evidence, distinctions need details, makes key subjective and
of Ideas
reasoning flawed clarification, distinctions. objective evidence,
reasoning unclear. and reasons
effectively making
useful distinctions.
The purpose and The writer’s decisions The writer has made The writer’s
focus of the writing about focus, good decisions about decisions about
are not clear to the organization, style focus, organization, focus, organization,
reader and content style and content so style and content
Purpose sometimes interfere as to achieve the fully elucidate the
with the purpose of purpose of the purpose and keep
the writing. writing the purpose at the
center of the piece.

MODULE 2
SALESMANSHIP
LO1. Explain the meaning, definition, nature, and importance of salesmanship;

LO2. Identify the functions, duties and responsibilities, and the types of salesmen;

4. Meaning and definition of salesmanship
Explain the meaning, definition, nature, and
5. Nature and importance of salesmanship importance of salesmanship.
6. Functions, Duties and Responsibilities, and Identify the functions, duties and responsibilities, and
the types of Salesmen the types of salesmen
Learning Activities/ Resources

ILO Category 1 Category 2 Category 3
4.5 hours pages 28 - 38 of the topic 1. Read pages 28 - topic 1. Read pages 28 -
printed module 38 of the module. 38 of the module.
(4.5 hours
2.5 hours
asynchronous for
category 2&3)
pages 28 - 38 of the topic 1. Read pages 28 - topic 1. Read pages 28 -
(4.5 hours printed module 38 of the module. 38 of the module.
asynchronous for
category 1) Answer self-check essay Answer the self-check Answer the self-check
type quiz on page 11. essay type quiz on page essay type quiz on page
2 hours Rate output using the 11 or log-in to the open 11 or log-in to the open
(synchronous/ rubric provided. Compile LMS and access the quiz. LMS and access the quiz.
2.5 hours to ePortfolio
asynchronous for
category 2&3)

Introduction:
The first clear examples of salesmen, in the sense we think of today, would be in the nineteenth
century across much of Europe. At this time, peddler men and women would travel around different
areas selling their goods. These goods could be anything from fresh fruit and vegetables to leather
goods and woven baskets. This is quite possibly the earliest example of cold calling and door to door
sales.
These traveling salespeople were often reliant upon their ability to sell a large quantity of items
and a large variety of goods in order to make enough money for food and shelter. Haggling/bartering
was commonplace in this type of sales and often people would exchange their goods rather than pay
money.
Moving on from this, the first examples of a more organized and recognized sales movement
was in the USA during the early twentieth century. This developed due to a number of factors including
a more stable economy, the introduction of credit as well as a new set of laws to protect buyers and
sellers in the marketplace.
During this time there were many hundreds of large companies which developed in the USA
which focused highly on selling. The economic situation and the newly imposed laws prompted this
development and the huge growth of such companies continued through the coming years.
Moving on to more recent developments, we have the actual recognition of the salesman as a
very difficult and specific role. There are many courses in sales now and big companies will send their
employees on such sales courses to ensure they maximize their ability. Indeed, a good salesman is
worth their weight in gold and companies will pay top salaries to their top sellers.
This topic discusses the meaning and definition of salesmanship.
The Meaning
"The personal selling" and "salesmanship" are often

used interchangeably, but there is an important difference.
Personal selling is the broader concept. Salesmanship may
or may not be an important part of personal selling and it is
never all of it. Along with other key marketing elements, such
as pricing, advertising, product development and research,
marketing channels and physical distribution, the personal
selling is a means through which marketing programs are
implemented.

The broad purpose of marketing is to bring a firm's products into contact with markets and to
effect profitable exchanges of products for money. The purpose of personal selling is to bring the right
products into contact with the right customers and make ownership transfer.
Salesmanship is one of the skills used in personal selling, as defined by Stroh, "it is a direct,
face-to-face, seller-to-buyer influence which can communicate the facts necessary for marketing a
buying decision; or it can utilize the psychology of persuasion to encourage the formation of a buying
decision".
Salesmanship is seller-initiated effort that provides prospective buyers with information and
motivates or persuades them to make favorable buying decisions concerning the seller's products or
service. The salesman of today has to react and interact in any different ways to many different
people.
Apart from the knowledge of the product, a salesperson has to be a psychologist with one
prospect, a human computer with another, an adviser with another, and at the same time a friend
with some buyers. Salespersons must adjust their personalities on every call. Salesmanship may be
implemented not only through personal selling but through advertising. Thus, advertising has been
described as "salesmanship in print".
Some definitions emphasize that salesmanship is the art of influencing or persuading people to
do what sales representative wants them to do. For instance, contractors, teachers, ministers, authors,
politicians, industrial engineers etc., practice the art of influencing others to do what they want them
to do. Every man is a salesman in his own walks of life.
"He who works with his hands is a laborer."
"He who works with his hands and his head is a craftsman."
"He who works with his hands, HEAD and heart is an artist."
"He who works with hands, his head, his heart and his feet is a salesman."
Salesmanship is the ability to persuade people to want the things which they already need.
Salesmanship is the ability to convert human needs into wants. The work of salesman is a service i.e.,
helping the consumer. The salesman gives a solution to the customer's problems. Salesmanship is the
ability to handle the people and to handle the products.
The Definition
According to W.G Carter, "Salesmanship is in attempt to induce people to buy goods."
According to the National Association of Marketing Teachers of America, "It is the ability to
persuade people to buy goods or services at a profit to the seller and benefit to the buyer."

According to Knox, "Salesmanship is the power or ability to influence people to buy at a mutual
profit, that which we have to sell, but which they may not have thought of buying until call their
attention to it. Salesmanship is the ability to persuade people to want they already need."
According to Prof Stephenson, "Salesmanship refers to conscious efforts on the part of the seller
to induce a prospective buyer to purchase something that he had not really decided to buy, even if he
had thought of it favorably. It consists of persuading people to buy what you have for sale in making
them want it, in helping to make up their minds."
According to J.C. Jagasia, "It is an ability to remove ignorance, doubt, suspicion and motional
objection concerning the usefulness of a product."
According to Holtzclaw, "Salesmanship is the power to persuade plenty of people to

pleasurably and permanently purchase your product at a profit."
According to Carfield Blake, "Salesmanship consists of winning the buyers‘ confidence for the
sellers‘ house and goods, thereby winning regular and permanent customers."
According to Sefred Gross, "Salesmanship is the art of increasing satisfaction by persuading

those people who should do so to buy specific goods or service."
Thus, salesmanship is the process

of persuading a person to buy goods or
services. It does not mean that
salesmanship is applied only to
personal selling; it can also be applied
to advertising- printed salesmanship.
Salesmanship in its broader meaning,
includes all types of persuasion means,
by a seller, viz., advertising, personal
selling and other methods.
Salesmanship: A Profession
According to the Concise Oxford Dictionary, a profession is a “vocation, especially one that
involves any branch of learning or science”. Profession may be defined as an employment mechanical
but requiring some degree of skill.
Most often the question is raised whether salesmanship is a profession or not. In order to
ascertain the same, the basic characteristics of profession should be discussed in detail. A profession
has the following characteristics:
➢ It is an organized body of knowledge.

➢ It must possess a formal structure of specialized knowledge.
➢ It must possess an organized plan of individual training for the people who prefer to
enter the profession.
➢ It must possess an established and accepted code of ethics.
➢ It must possess a set of standards for admission and disqualification.
➢ Service to others before self-interest must be the prime motto. In other words, principle
of service first and profit last, must exist.
If the above characteristics of profession are examined for salesmanship, it can be seen that it
has yet to become a true profession like law, medicine, etc. Salesmanship, like other professions, is
yet to have a ready-made knowledge for application in each and every situation. Skill and technique
applied by a salesman to clinch a sale varies from person to person and with place and time. A
particular selling method and technique cannot claim to have a command over all possible selling
methods and techniques. Therefore, salesmanship cannot immediately be called a profession.
A great deal of effort and perfection is needed before salesmanship achieves the status of true
profession. It is, however, capable of growing into a profession with substantial development of
knowledge.
Additional note on Salesmanship:
Salesmanship as a science:
Science is a systematized body of knowledge. Salesmanship is a science because it satisfies all

the essential conditions of science. Salesmanship is not an exact science comparable to a Physics,
Chemistry or Mathematics. Rather it is a science based on human psychology. It can be considered a
‘social science’ a kin to sociology or economics.
Salesmanship as an art:
Art refers to the way of doing a specific work or operation. It requires application of human skill,
knowledge, imagination, and practice. Salesmanship is an art, because it requires a certain aptitude
or talent, a certain types of personality. To be a successful salesman, one must not only be conversant
with fundamental knowledge and principles, but practical application of those principles is highly
essential. For instance, five students from equal background taught by the same teacher of
salesmanship knowing all the principles of salesmanship will not achieve similar success in their life
as salesman. Therefore, we can conclude that salesmanship is both an art and a science.
Salesmanship as a profession?
Profession is an employment requiring some degree of skill, but it is not mechanical by nature.
Salesmanship cannot be regarded as a profession, although it has achieved the professional status in
advanced countries like United States of America. The road of professional list at the area of
salesmanship is in the progressing stage and it is hoped that it will achieve the dignified status very
soon.

Nature of salesmanship
Salesmanship is not just selling i.e., transferring the ownership of goods in exchange for money.
It is the process of persuading the prospective customers to buy the goods or services which they
really need. In other words, salesmanship is not just the act of satisfying the demand for a product
that exists already. It is the process of creating a demand by guiding the consumers in the proper
selection of goods.
Again, true salesmanship is not creating demand for a product by high-pressure tactics or by
playing on the innocence or weakness of the customers. Such an act is not only unethical, but also
harmful to the concern in the long run. True salesmanship is the act of creating demand by convincing
the people, through factual arguments and making them buy what they really need.
The basic features of salesmanship are as follows:
a. Salesmanship involves persuasion of customers

A salesman has the ability to convince the people to buy his product. It essentially involves the
ability to influence or persuade people to buy a product or service. In fact, persuasion is the soul of
modern salesmanship. Gone are the days when a sale was forced on the customers. Modern
salesmanship does not rely on pressure tactics or compulsion to clinch a sale. The customer is led to
a favorable buying decision through careful and imaginative handling. The salesman necessarily
creates a favorable impression on the prospective buyer’s mind by presenting the benefits associated
with the product or service being offered for sale.
b. Salesmanship involves winning buyer’s confidence

Modern salesmanship aims at educating the customer and providing a solution to his problems.
This helps in winning his confidence. It aims at winning the confidence of the buyers by persuading
and educating them about the availability of products and services, their special features and their
utility in satisfying their respective needs.
c. Salesmanship involves providing information

Salesmanship is an educative process. It tells customer the ways in which they can satisfy their
needs. Salesman provides information about products available, their broad features and their uses
and utility to the customers.

d. Salesmanship aims at mutual benefit
Salesmanship is a two-way process. It results in benefits not only to the sellers but also to the
buyers. It helps in solving the problems of the buyers and satisfying their needs. Customer satisfaction
leads to increase in profitable sales volume for the salesman.
e. Salesmanship creates satisfied customers

Salesmanship in modern days aims at creating satisfied customers, rather than just profit-
generating sales. In any marketing transaction, a sale once made would indicate the end of the
process. However, once there is a satisfied customer, it is the beginning of long-lasting relationship
which can create man more sales in future. Therefore, modern salesmanship always aims at creating
satisfied customers who will most likely purchase his goods and services as and when necessary.
Importance of Salesmanship
In the present day, salesmanship plays an important part. Salesman is the connecting link
between sellers and buyers at every step. i.e.‖ from the collection of raw materials to the finished
products. Of all, customers are the most benefited by salesmen. Present era is of large-scale
production, which is in anticipation of demand. The market expands along with competition. This
makes distribution a difficult and a complex factor in the face of still competition. The expansion of
the market, growing competition etc., invite a better salesmanship.
1. Important to Producers:
Salesmanship is important to producers and manufacturers. For pushing products into the
competitive market, salesmanship is necessary. To capture new markets also salesmanship is very
important. Salesmen increase the sales volume. It brings larger profits to the manufacturers.
Salesmen work as the "eye and ear" for the manufacturers.
They improve their products according to the taste of the consumers. They improve their sales
policies by keeping in mind the suggestions, impressions and complaints of the consumers. He is the
creator of demand. Hence it leads to increased production and increased business activity. As such it
increases employment opportunity as well as personal incomes.
2. Important to Consumers:
Salesman educates and guides the consumers. He gives them more satisfaction. "Consumers
are right" in the marketing. As such, he gives more importance to them.
Salesman helps the consumers in making the right decision and proper selection of the products
which they want to buy. Salesmanship increases the rate of turnover, and hence reduces unsold stock.
As such it minimizes the economic stagnation. Consumers can select the best products according to
their requirements, taste and money.

Functions, Duties and Responsibilities of Salesman
a) Selling
The fundamental duty of a salesman is selling. This duty includes meeting the
prospects, presenting and demonstrating the products, inducing the prospects to buy, taking
orders and effecting sales.
b) Guiding the buyers
A salesman should guide the buyers in buying the goods they want.
c) Attending to complaints
A salesman should attend to the complaints of the customers immediately and try to
settle their grievances quickly and sincerely.
d) Collection of bills
Sometimes, a salesman may be required to collect the outstanding bills relating to

the goods sold by him. In such a case, he has to collect the bills and remit the amount to his
firm.
e) Collection of credit information
A salesman may, sometimes, be required to collect information about the

creditworthiness of the customers. In such a case, he has to collect detailed information and
submit it to his firm in time.
f) Reporting
A salesman, especially a traveling salesman, is required to send daily, weekly or

monthly reports to his firm, providing information about the calls made, sales effected,
services rendered, route schedule, expenses incurred, business conditions, competition, if any,
etc.
g) Organizing
A salesman, i.e., a traveling salesman, is required to organize his tour program. He

has to prepare the route and time schedules for his tour so as to systematize his sales efforts.
h) Attending sales meetings
A salesman is required to attend the sales meetings convened by his employer at periodical
intervals to discuss the marketing problems, sales promotion activities, sales policies, etc.

i) Touring
A traveling salesman has to undertake touring regularly to cover the sales territories
assigned to him.
j) Arranging for packing and delivery
A salesman, i.e., a counter salesman, has to arrange for the packing of the goods
sold and the delivery of the packages to the buyers.
k) Window and counter displays
A salesman, i.e., an indoor or counter salesman, has to arrange for the window and
counter displays of the products in an attractive manner so as to attract or induce the
prospects to buy.
l) Promotion of goodwill
Every salesman has to build up satisfied clientele (i.e., customers) for his employer
and thereby promote the goodwill of his firm.
m) Recruiting and Training
Recruiting new salesmen, imparting training, by accompanying them while making

sales calls.
n) Working with Middlemen
Salesmen establish direct relations with middlemen — distributors, wholesalers, etc.,

and collect market information and pass it on to their firm.
TYPE OF SALESMEN
1. Manufacturer’s Salesmen
(a) Missionary Salesmen:
They are also known as Creative Salesmen or Pioneer Salesmen. They are employed
by manufacturers and do the work, of missionary nature. They create demand for the products.
They usually develop goodwill. They call on distributors- wholesalers, retailers, customers, in
order to educate, train and induce them to promote the products. Manufacturers of medical
supplies use this type of salesmen to promote their products.
(b) Merchandising Salesmen:
They assist dealers by giving suggestions on display, store- layout, service facility etc.
They arrange wide publicity and conduct demonstration for dealer salesmen, by even working
along with them. They are largely involved in drugs, medicines, grocery etc. There is a wide
scope for this category
(c) Dealer-Servicing Salesman:

These salesmen call on retailers in their territory and visit them often. They bring
samples of new products, take orders and make up window display.
(d) Sale Promotion Salesmen:
They are also known as Retail Salesman. They are specialised in promotional work.
They are representatives of medical firms or publishers. They may not take spot orders but they
try to convince people like doctors about the new drug, research work, testing, result etc. They
create demand by calling on customers.
(e) Technical Salesmen:
They are trained technically. They provide technical assistance to company‘s customers
on matter connected with the product, its quality, its design, its installation etc. Generally these
types of salesmen deal with computers, equipment‘s, machinery items,
chemical products etc.
2. Wholesaler’s Salesmen
Products reach the hands of customers through a number of channels, the main channel being
wholesalers. They are the nerve-centers of distribution between manufacturers and retailers. These
salesmen are mainly concerned with retailers through whom the products are to be marketed.
Their main concerns are:
1. To guide the wholesalers in giving credit transaction to retailers,
2. To collect bills from retailers and customers,
3. To collect information of the market trend,
4. To help retailers to improve sales and
5. To take orders from retailers.
3. Retail Salesmen
They are of two types: Indoor salesmen and Outdoor Salesmen.
a) Indoor salesmen work within the store counter sales over the counter. They do not need
training as they have to face only customers and not the prospects. They deal with regular
buyers. They are order filling salesmen. They receive orders and execute them. They must
have good manners and a helpful attitude. They must be able to guide the customers and help
them to make quick decisions. They must also be knowledgeable and honest. Above all, they
must maintain products in the shelves in an attractive manner.
(b) Outdoor salesmen may also be called travelling salesmen. Their main job is to make
regular travels, visit customers, canvass orders etc. They must possess all the qualities of ideal
salesmen.
4. Specialty Salesmen

They are to sell specialty products-expensive durable goods, furniture, books, house furnishings,
washing machines, automobiles, refrigerators etc. People purchase these products only after a
personal and careful selection, because they do not buy them frequently. Salesmen of this kind must
be masters of the art of salesmanship. They are representatives of manufacturers, who produce special
items.

Self-Check Activity
Activity 2
1. Do you think salesmanship is a profession? Why?
2. When can we say that salesmanship as an art? Please provide example/s.

Essay Rubric in the succeeding page for you to know and understand what the instructor‘s
expectation for the review and reflection is and how you will be graded
1. Among the 5 basic features of salesmanship, which one you think is the most important that
can bring more income/revenue to a business or company?
2. If you were given the chance to choose at least one (1) of the functions, duties and responsibilities
of a salesman, which one you think you can do best? And how will you make your customer satisfied?
3. As discussed on the nature of salesmanship, what is the best approach a salesman can do to
create a favorable impression on the prospective buyer’s mind? Do you think such approach such
approach is necessary?

4. What are the advantages of being a pioneer salesman? Would that benefit turn to positive
return/s on investment?

information.
is relevant and
order. The
conclusion is
strong.
understanding.

MODULE 3
PRESENTATION, DEMONSTRATION, and OBJECTION HANDLING
LO3. Discuss the importance of product/service presentation, demonstration, and handling objections;
1. Presentation
2. Demonstration
Discuss the importance of product/service
presentation, demonstration, and handling objections
3. Handling Objections
ILO Learning Activities/ Resources

Category 1 Category 2 Category 3
ILO1 Read module 3, all topics, Access digital module 3, Access digital module 3,
4.5 hours pages 44 - 63 of the all topics. Read pages 44 all topics. Read pages 44
printed module – 63 of the module. – 63 of the module.
(4.5 hours
2.5 hours
asynchronous for
category 2&3)

Introduction:
Without doubt, it is the most important part of the sale which provides an opening to the
salesman to present his product physically before the potential buyers. The previous stages of sales
process like prospecting, pre-approach and approach are necessarily intellectual processes through
which the buyer is made to pass by the salesman. At the stage of presentation and demonstration,
the prospective buyers are presented with the products physically and demonstrated with the functions
of the product and how it would be helpful for them.
I - PRESENTATION
Presentation means appropriate collection and decoration of the products so as to enhance the
number of prospective buyers to the shop. It also includes the interior decoration of the shop, an eye-
catching display and the proper placing of the products on the counter. Effective presentation is vital
in selling goods because customers generally visit a counter attracted by the goods displayed in the
shelves of the shop. Proper presentation of the goods is important for creating and holding the interest
of the consumer for the products. Effective presentation attracts customers to come into the store,
just to have a look at the goods attractively displayed, even without the intention of purchasing.
Sometimes, a well-planned presentation compels such customers to take a favorable decision in favor
of the purchase.
Some people who are aware of their needs and effective presentation helps such people to
become aware of their needs in specific terms and precise manner. If goods are properly arranged
and displayed in the shop, the customers are automatically attracted towards the products and their
latent needs are activated. Usually customers compare various articles and their respective features
before they actually buy the product. In fact presentation provides them an opportunity to compare
and choose the best product to suit their specific need. Hence it is essential for a salesperson to
understand customer needs first and thereby identify the methods of sales presentation that can be
employed effectively. The factors to be considered include:
(a) Knowing the buyer’s needs,

(b) Identification of sales presentation methods (or strategies), and
(c) Developing an effective presentation.

Knowing the Buyer’s Needs
The best way to recognize the prospect’s needs is by asking as many questions as possible.
According to Neil Rackham salespeople must ask questions in a logical order and they should
comprise of:
Situational questions
These questions are about the prospect’s present situation or any other additional
information the salesperson desires.
For example, who are the influencers in buying decision making for this product/service?
Or are you buying this product/service for the first time or changing the existing brand?
Problem identification questions

Salespeople ask these questions to discover the customer problems, difficulties, or
needs.
For instance, have you experienced any problems related to price or delivery from the
existing retailers? Or which parts of existing system are non-functional?
Problem impact questions

Salespeople pose these questions to make the buyer understand the impact or
consequences of the problem and the need to address the problem. These are main questions
and the salesperson should ask as many as needed.
To illustrate: What impact the delivery problems will have on cost and customer
satisfaction? Or what impact a faulty system will have on customers?
Solution value questions

Salespeople ask these questions to help the buyer evaluate the significance or utility
of a solution.
For example, if the product is purchased, how much time and effort can be saved? Or
how is that time can be put to best use?
Confirmations questions
Salespeople pose these queries and provide the requisite evidence to prove the worth
of their products.
For instance, it has been certified by competent agency that the power consumption
of this refrigerator is far low in comparison to other brands.
It is recommended that salespeople put fewer situational questions and more questions
on problem identification, its impact, and offer better solutions to the prevailing problems for
effective handling of prospects.
IDENTIFICATION OF SALES PRESENTATION METHODS
Salespeople must know the various methods (or strategies) used for making a sales
presentation. These are:
• Stimulus response method,

• Formula method,
• Need – Satisfaction method,
• Features Advantages Benefits Selling (FABS),
• Team selling method, and
• Relationship Selling
Stimulus response method
It is also called as canned approach, a memorized sales presentation, or a prepared

sales presentation. This method believes that if a salesperson makes the right sales
presentation ie stimuli, he can obtain a positive response from the prospect. In this method
the salesperson does most of the talking. Without enquiring the needs of the prospect, the
salesperson lists out all the features of the product and asks the prospect to purchase the
product. If the prospect fails to buy, repeated attempts are made to sell the product. This
method is predominantly used by telemarketing people, door-to-door salesperson. It is also
employed to train new salespeople, when the time for sales presentation is short, and the
product is non-technical. However, this process is ineffective for complicated or urbane
prospects. The major error in this method is that the salesperson does not understand the
needs of the prospect by asking him questions and listening but rather provides information
about the product features and benefits, which may not be important to the buyer.
Formula method
This method is also based on stimulus response thinking and is also known as
‘formulated approach’ or ‘mental states selling’. The salesperson believes that most buyers can
be led through mental states or steps in the buying process and hence uses a well-known
formula. It has four stages: Attention, Interest, Desires, and Action (AIDA)
Attention. The sales agent plans the sales talk by first securing the attention of the
prospect by making positive comments about the prospect or the prospect’s business.
Favorable first impression is also created by attire and cheerful disposition. The
objective of initial meeting is to put the prospect in a open state of mind. It is always
advisable for a salesperson to take a prior appointment with the prospect and devote
the first few minutes to make the prospect comfortable
by choosing the right opening lines.

Interest. The salesperson leads the prospect’s mind to the next stage of securing the
interest. In other words, the salesperson identifies the features of the product or
services that appeal or attract the prospect the most. Different methods are used to
unearth the prospect’s interest or appeal. On certain occasions salespeople may also
carry a sample of the product, or the product, if it is not bulky, for showing or
demonstrating to a customer. Some might send mailers; carry visual aids like CD, the
product leaflet, or the product photographs. Successful salespeople ask related
questions to understand the buyer’s needs or problems as well as to identify the
strongest appeal or interest.
Desire: The objective in this phase is to awaken feelings in the prospect of wanting to
experience the product or the service. The salesperson carries on with the sales
presentation and demonstrates to the prospect how his/her product or service can solve
the buyer’s problem. In this process, the buyer may raise some objections, which need
to be addressed appropriately. At certain times, salespeople face the problem of
external interruptions like prospects getting busy on phone calls. In such cases, it is
advisable that the salesperson recapitulates what has been said
earlier and goes on to continue the sales presentation.
Action: The action, in this stage, means buying the product/service. Some salespeople
use trial close to test whether the prospect is ready to buy. If the prospect agrees to
purchase, then the salesperson invites for the order. If the prospect disagrees, the
salesperson continues with the presentation to convince the prospect about his/her
proposal.
The advantage of this method is that the salesperson has to plan the sales presentation
and understand the customer’s mental stages. The disadvantage is that if the
customer’s needs are not understood and the method is less effective.
Need-satisfaction method
This method is most challenging and a creative form of selling. It is an interactive sales
presentation, and different from the previous two methods. The salesperson starts with
understanding the buyer’s (or the prospects’) needs’ by asking situational, problem recognition,
problem impact, solution value, and confirmation questions. After thoroughly understanding or
investigating the needs/problems of the buyer, the salesperson gives a written proposal or
gives a sales presentation to depict how his/her product or service can provide solution to the
buyer’s problem better than that of a competitor.

The diagram below shows the step by step process of need satisfaction selling:
1. Open: At this stage the salesperson opens his presentation to the prospect to begin
the selling process.
2. Probe: In this stage the salesperson invites questions from the prospect and
understands his needs completely.
3. Support: The salesperson supports the needs of the prospect and further tries to
identify unstated needs too.
4. Close: The salesperson offers a value proposition to the prospect which might satisfy
his needs and closes the transaction.
The method is beneficial when the salesperson convinces the prospect effectively and it
results in the prospect buying the product. This approach can also help in building
customer trust and loyalty.
For Example: GSAT Satellite Cable TV provider follows the need satisfaction approach.
They have various packages so as to meet the needs of varied customers. The packages
can be obtained through recharge on a daily, monthly or annual basis. The customers
also have a choice in selecting the channels they intend to view and pay accordingly.
Features Advantages Benefits selling (FABs):
The salesperson tries to integrate all the features of the product/service to an advantage
or a benefit which in turn are considered important by the customer. The prospects normally
ignore about the products or services offered to them even when the product or service might
be the best match to their needs. They keep ignoring the product or service till the time they
find one with explicitly known benefits or advantages to themselves. Thus, FABS also assists
in increasing the effectiveness of the advertising message. The three important components of
this selling technique are:
• Features: The salesperson describes the features or characteristics of the product,
service, or market offering.
For example: An important feature of a sleeping bag is – 2 inch insulation layer

• Advantages: The salesperson describes how the feature can help or give advantage
to the prospect.
For example: The 2-inch insulation layer helps in retaining the body heat during
nights an advantage of the sleeping bag.
• Benefits: The salesman then describes how the feature or advantage meets a clear
and detailed need expressed by the prospect. When a prospect states the benefit, it
becomes a powerful statement that can be used by the salesperson effectively for
making a sale
For example: The sleeping bag’s 2-inch insulation layer will help a customer to sleep
comfortably at night, when the he/she goes on camping. Thus, they can have a
sound sleep and be ready for fun activities everyday.
Team Selling Method:

Team selling involves using multi-person sales teams to deal with multi-person buying
centers of their customers. A team approach permits for continuous learning as the members
can work together and identify the flaws during the presentation process. They can also identify
the features that can be added to the sales pitch.
For example: A software company X, has to sell software to a bank, in this the team
will involve people responsible for installation, automation, technical support for customers etc.
Relationship Selling Method:

Relationship Selling is about building a friendship or relationship with the prospects and
listening to their needs. It is built when the salesperson shows care, earns their trust and
confidence. Knowing the needs and finding out their secret fears can assist in finding solutions
for them that are exactly on-target with their needs and build an even stronger relationship.
With a relationship in place, working out details is easy while they may turn into obstacles if
one does not share a cordial relationship.
In relationship selling, the salesperson becomes a form of support for the clients. The
services or products become something they depend on, and if the products of the company
suit their needs they respond with additional offers. It is a boon to the companies who operate
in competitive markets.

TYPES OF SALES PRESENTATION
1. CANNED PRESENTATION:
It is a presentation where the presentation script is written after thoroughly
understanding the product and the requirements of the customer. It is also tested before finally
rolling it out. Every salesperson must memorize it and follow the script of the presentation in
the prescribed order. This is most often used in non-technical products like pharmaceuticals,
telephonic selling and door to door selling of products.
The common problem with this technique is that the prospect views it as high pressure
selling as he has limited participation and therefore postpones taking a purchase decision.
2. PLANNED PRESENTATION:
The presentation is carefully planned and organized and has a personal touch while the
individual is making the presentation. The organization provides a basic format or procedure
for making the presentation and the individual salesperson then writes the script which includes
description and illustrations.
This method includes more conversational form and every salesperson adds creativity
to make it less monotonous. It also provides an opportunity to interact with the prospect and
clear his doubts.
3. AUDIO-VISUAL PRESENTATIONS:
The presentations are made with the help of audio-visual aids like charts, slides, video
films, computer-based presentations which depict the actual use of the product. It is felt that
people understand the concept/ product better and retain information when they see and hear
in comparison to just listening or seeing the product. Hence the audio-visual tools are more
popular. The salesperson takes a back seat and prospect’s attention is focused on the
information provided through these audio-visual aids. They are widely used by advertising
firms, software companies,
real estate companies to name a few.
4. PROBLEM SOLVING PRESENTATION:

This type of presentation includes two stages. The first stag is to understand the needs
of the individual prospect and the second includes offering a solution. Commonly used in the
insurance sector where based on the requirements or needs of the prospect a specific policy is
suggested. The same can be seen in the case of automobile purchase too. Salespersons employ
this method for high technology products. The salesperson selects the appropriate method
based on the customer and product requirements.

BENEFITS OF SALES PRESENTATION
1. FACE-TO-FACE:
It provides an opportunity to interact with the customers/prospects in person. It helps
in building trust and strengthens bond between the salesperson/organization and the
customer/prospect.
2. ENGAGEMENT:
It aids in engaging the audience. The audio-visual aids can help in gaining the attention
of the audience and create a larger impact than just speaking, enhancing the level of
engagement.
3. FLEXIBILITY:
The presentation provides an opportunity to alter the content and customize it for
different audiences. The requirements of the client can be taken note of and the presentation
can be modified accordingly.
4. CONSISTENCY:
It helps in ensuring consistency even when different salespersons communicate
information to the customers/prospects. The presentation provides a basic structured
framework for interacting with customers regarding products or services. It also helps the
presenter in emphasizing on the essential features/points.
5. VERSATILITY:
The presentation can be used in various types of presentation be it in the face-to-face
meeting, large meeting or Webinars. The content can be the same, but it can be delivered at
various platforms either to individuals or in a group
ESSENTIAL FEATURES OF GOOD PRESENTATION
There are certain essential features of good presentation. They are:

1. Arousing interest
2. Prompt presentation
3. Clarity presentation
4. Displaying approvals and quantity and quality
5. Demonstration
6. Appealing to Senses
7. Conducting Tests
8. Handling goods

1. Arousing Interests
At the start the salesman must arouse the interest of the customer. He can describe
the special features of the products i.e. durability, composition, etc. so as to arouse the interest
of the customer about the product. Generally, articles in vibrant colors and attractive shapes
and sizes attract customers more. However, to arouse the interest of the customers, the
salesman should emphasize on the distinct features of the products called unique sales
propositions (USP).
2. Prompt Presentation
The salesman should always be prompt and alert. He should be prompt in presenting
the goods to the customers who indicate his eagerness and willingness to serve. Such an
attitude of the salesman creates a positive impression in the minds of the customers and their
response is instant and favorable. The salesman can be quick and smart, provided, he has
complete product knowledge.
3. Clarity Presentation
The salesman’s presentation should be clear and complete in all aspects so as to win
the confidence of the customers. A high level of clarity in the sales presentation removes all
possible doubts about the product from the minds of the prospects. A lucid and elaborate
presentation does not allow the prospect to think about the competitive products. The
salesman, therefore, should explain the use and operation of the product along with its price,
durability, benefit and special features, if any.
In case of bulky articles, presentation can be done through models and pictures. At
times, the customers should be allowed to touch and feel the product themselves. This
enhances the confidence of prospects. For example, in case of eatable like fruits, sweets,
biscuits, etc. small portions or free samples are given to the prospects for taste so that they
can satisfy themselves about the quality of these products.
4. Displaying Appropriate Quality and Quantity

The salesman must show the appropriate goods of exact size and quality as desired by
the customers. Sometimes, customers ask about a particular brand or quality of an article. An
efficient salesman always displays the brand or quality of an article the consumer wants.
Sufficient variety of goods when shown to customer will enable him to make his choice out of
them. It should be noted that showing too many varieties can create confusion and showing
too few varieties may not be sufficient to convince the customers.
5. Demonstration
The salesman can attract the interest and arouse the desire of the customer in a better
manner if he demonstrates or shows the features of the product to the customers. Proper
demonstration definitely creates a favorable impression in the minds of the customers because

demonstration is an important feature of a good presentation. By demonstration, the interests
of the customer increase considerably because oral presentation at times fails to convince the
prospect properly.
Therefore, to convince the customer effectively the salesperson can effectively,

dramatize the demonstration of the product. The dramatic demonstration of the product or
service remains very effective and impressive and the customer remembers and understands
such messages for a long time.
6. Appealing to Senses
It is essential on the part of the salesman to see that the way he presents should be
appealing to any one or more of the five senses i.e., sight, touch hearing, smell and taste. A
demonstration should appeal directly to all or some of these senses of the customers and
ultimately creates a desire to possess them. In case of consumables, it can be seen, touched,
smelt and tasted. Once the product is found to be appealing to one or more senses of the
customers, it can easily be sold.
7. Conducting Tests
Tests conducting on the products increase the confidence level of the prospects
considerably. The salesman can suggest various common tests of the product to prove its claim
and superiority.
8. Handling Goods
Action speaks more than words. Therefore, the salesman should handle the product
himself as well as allow the prospects to handle the product. Prospective buyers may have a
strong desire to handle the product before the actual purchase is made. This is universally true.
By handling the product himself, the prospect ensures that the product is worth processing and
worth in price and claims. By allowing the customer to handle the product, the salesman
appeals to the sense of touch and sight.
Matching presentation methods with situations
The salesperson should understand the sales situation and then use a suitable method of
presentation. This makes the sales presentation more effective, resulting in better sales performance.
Different methods of sales presentations and appropriate situations are shown in the table below.

Matching Sales Presentation Methods with Sales Situations
Sales Presentation Methods Suitable Sales Situations
Stimulus - response method, canned approach, Suitable when selling time is less and product
or memorized sales presentation is simple or non-technical. The method is used
by salespeople with less experience as it gives
them more confidence. Used for door-to-door
or telephonic selling.
Formula method, formulated approach, or In straight rebuy or repeat purchase situation,
mental states selling when the customer is familiar with the
products or services of the salesperson’s
company or when the salesperson is aware of
the buyer’s needs, this method is appropriate.
Need – satisfaction method It is a creative form of selling, suitable for
selling industrial products, or consumer
durable products, where the salesperson has to
understand the prospect’s needs first.
Team selling - Problem solving method For selling high-cost technical products or
services like computer hardware and software,
power transformer and furnace, this
presentation method is used to present to a
group of individuals, using team selling
approach.
II - DEMONSTRATION
Demonstration includes the pointing out of quality and features of the product and providing
them with certainty though display, trial or test. By demonstration, the customer observes functioning
details of the product himself. The salesman through sales presentation provides the requisite
information regarding the product and its features to the customers, while the demonstration helps
him convince the customer practically as he goes through the operations of the product and the service
it renders. This act might help in strengthening the customer take a decision in buying the product.
Significance of Demonstration
A good demonstration provides several advantages. Some of the important aspects of

demonstration are as follows:
1. Demonstration gives the salesman a chance to show specific features of the product or service
more clearly. For example, in case of a vegetable chopper, demonstration is more effective
than the description.
2. It creates a lasting impression in the minds of the prospective customers as they see the
functions of the product or handle them personally.
3. Demonstration provides an opportunity of proving the product claims. The salesman can
provide proof for the claim through a series of tests, experiments and operations.

4. Thus, increasing the confidence of the prospective buyers.
5. By proper demonstration, the customer’s sense of inquisitiveness about the product is

considerably satisfied. As a result, the salesman can also complete his task more effectively.
6. It helps in focusing attention of customers on the satisfaction and utility that they will be
deriving out of the ownership of such products, rather than on sales resistance.
7. It also provides a chance to the prospects for making comparisons with the competitor
products.
Essentials of a Good Demonstration
There are certain essential elements which help to make the demonstration more effective.
Important elements of a good demonstration:
1. The product to be demonstrated should be available for displaying its features. The
demonstration should be easy and clear to understand. If possible, the salesman should use
the local / regional language to make the prospects comfortable during the sales talk.
2. Demonstration of the product is highly effective for pointing out special or specific features.
For example, when a person wants to purchase a TV, the salesman operates all the functions
by himself or allows the customer to operate and verify the essential functions. This helps the
salesman in proving the claims made during the process.
3. When the demonstration of the product is not possible, testimonials or lab reports are shown
to the prospect. This method is used in case of industrial products/bulky articles for which live
demonstration is not possible
4. Demonstration facilitates comparison of various features and advantages of products thereby

enhancing the superiority of a particular product over others easily.
5. A clear and detailed demonstration displaces possible doubts from the minds of the customers.
Nothing should be hidden from the prospective customers, so as to build relationship. The
precautions (if any) to be taken should be explained. In fact, clear demonstration enables the
salesman to win the confidence and ultimately the conviction of the prospects.

Types of Demonstration
There are two types of demonstration, namely:
(i) Demonstration in use and

(ii) Demonstration of a specific feature.
(i) Demonstration in use
The most effective form of demonstration is to show the product while in use. In fact, customers
usually like this form of demonstration so, in order to win the confidence, the salesman can allow the
customers to personally examine and use the product. For example, while selling readymade
garments, footwear, jewellery, etc, the salesman may ask the customers to try the product and look
for themselves and be satisfied, before actually selecting one because if the customers find the product
meeting to their choice and requirements, they may intend to purchase the product immediately.
(ii) Demonstration of Specific Features

There are certain products which have special features while for some products a full-fledged
demonstration is not possible. In such cases, their special features and additional advantages can be
demonstrated. For example, un-breakability, leak-proof, waterproof, fire-resistant, shock absorbent,
wrinkle free, microwaveable and other such features of products can easily be demonstrated with
special emphasis on the specific aspects. Such specific features of the product go a long way in
convincing the prospects.

INTRODUCTION
The process of selling consumers is considered challenging only when the prospect raises
objections. If objections are not raised, the salesman ends up being an order taker. Experts opine that
objections give rise to the selling process, thereby testing the effectiveness of salesperson & also
enable the salesman to prove his point and amongst the customers without taking the buying decision.
It has been rightly pointed out that without handling objections the salesman cannot sell anything to
the prospects. Therefore, the success of a salesman depends on how well he handles objections
efficiently and tactfully. Hence, raising of objections are normal and common from the point of view
of the salesman.
Definition
An objection is the expression of disapproval of an action taken by the salesman. In other

words, objections are the feelings of disapproval or dissent raised by the prospects, suggesting the
dilemma of the prospect regarding the purchase. It also points out that the prospective customer is
in need of additional information to convince and persuade him to take a decision. It is the duty of the
salesman to remove all possible doubt and confusion from the mind of the prospects which gives rise
to objections. This objection is also being termed as sales resistance.
Reasons for Objection
There are several reasons put forth by the prospects behind objections. Some of the important ones
are:
• People normally display resistance to new and unfamiliar ideas and goods. Therefore, many
consumers raise objections in the normal course.
• Certain prospects raise objections as they are not 100% sure about the product or service
offered, i.e, they are only partially satisfied and are waiting for more explanation,
classifications, additional features about the sales proposition.
• Some prospects also raise objections to test the salesman’s knowledge and patience.
• Under certain instances the prospects raise objections either to postpone buying or because
the prospects lack the required purchasing power.
• Prospects raise objections if the salesman is unable to identify their need or if they come
across the salesman pressurizing them or using unfair means to sell the product.
• Some prospects find objections as a means to avoid salesman.
Objections and Excuses
Objections can be real concerns or in-genuine ones only to use them as an excuse for not
making the purchase. Genuine objections are usually expressed after listening to the sales
presentation. In case of real objections, the prospect seeks answers to his objections from the
salesman and it is not done to offend the salesman or to defer purchase. Rather, prospects raise
objections to better comprehend the sales proposition. Prospect puts a query to seek answer & identify
if the product / service suits to his requirement. The objections may be regarding the
quality/price/after sales service of the product/insufficient information provided by the salesperson.
In the case of false objections often termed as ‘excuses’ are raised just to evade, defer and
avoid the purchase. Suspects or on-lookers usually raise excuses because they do not intend to
purchase. Such excuses are raised usually during the course of the sales talk and might end up with
a promise of getting back for the purchase after discussion with family /friends or with colleagues etc.
Handling Objections
Salesmen sometimes get discouraged when the prospects raise objections because they
consider objections as "refusal" to buy. They feel that the negative attitude is exhibited through
objections and the prospects are not going to purchase or they would avoid the sale. But this inference
on the part of the salesman is unfounded. It should be understood that unless the prospects are
interested in the product / service they hardly bother to raise genuine objections. In fact, they are an
integral part of the selling process and should welcome objections and take them positively. The
salesman should never shy away or avoid abjections.
Objections should be considered as an opportunity to the salesman to explain more clearly

and describe in detail, removing all possible doubts arising in the minds of the prospects regarding
the benefits and advantages of a product or service. It also helps the salesman understand the
prospect more clearly. Raising of objections makes the salesman pitch for his product in a more
systematic manner and in the way that suits the prospect.
Meeting objections are not easy as it needs vast experience, high intelligence, and
immense patience on the part of the salesman to successfully clear the objections of prospects. But
if an objection can be anticipated beforehand, the salesman can easily clarify the same.

Procedure for Handling Objections
Overcoming objections is one of the crucial and delicate stages in the selling process. The
success of a salesman depends to a great extent on the successful handling of objections raised by
prospects. There are certain techniques which are helpful in successful handling of objections.
Following are some of the important techniques:
Listening Intently
Handling Softly
Foreseeing objections
Agreeing on valid objections
Preventing objections
1. Listening Intently
In the initial stages, the salesman should listen to the prospect attentively. It is quite
important for the salesman to carefully follow what the prospect states without any interruption. A
patient hearing proves to be of great help to the salesman. This may bring down the necessity to raise
objections. The salesman is also able to understand the objections in their right perspective. In
addition, sufficient time to raise objections must be allowed and direct confrontation with the prospect
during this talk should be avoided.
2. Handling Softly
This technique works as shock absorber and lessens the intensity of objection. The
salesman reduces the force of the objection considerably, by making it light. For example, he can
invite a third party to act as the neutral judge and seek his unbiased opinion. This soothes the objection
of the prospect and helps the salesman to establish his views before the prospect. Sometimes, it might
become essential for the salesman to agree with the prospect’s objection, to a certain limit.
3. Foreseeing objections
One of the most effective methods of meeting objections is to anticipate them in advance
and answer them before they are raised by the prospect. An intelligent salesman usually takes care
of all possible objection points to be raised by the prospect and their possible answers during his sales
talk thereby leaving no room for any ambiguity.

4. Agreeing on valid objections
A good salesman always welcomes valid objections and accepts them. However, valid
objections are overcome intelligently by the salesman so that the prospect is completely convinced.
For example, when a prospect complaint about the high price, the salesperson may admit it. But he
can overcome by pointing out that good quality and durable articles are always high priced. Thus, the
salesman requires a lot of skill and tact to answer such objections.
5. Preventing objections
All objections should be met with tact and in defensive manner. In some cases, where the
salesman cannot meet the objections reasonably, he can humbly seek the permission of the prospect
to clarify his doubts another day. He can praise the prospect for raising a valid point and make the
prospect gratified. But all possible efforts should be made to take care of the objections. Usually this
leaves little doubt in the minds of the prospect about the salesman’s honesty regarding the sales
proposition. While overcoming objections, the salesman should never be annoyed and must be very
tactful to handle the objections.
Methods in Objection Handling
Despite all the care, caution and adoption of all precautionary measures during the sales
talk, the salesman can never ensure that prospects will not raise objections at all. Raising of objections
by the prospects is an integral part of the sales process. The salesman should always treat objections
as an opportunity to present his sales propositions in a refined manner. Sometimes, the prospect
raises some unexpected objections that even the most intelligent salesman fails to anticipate.
However, once objections are raised, they ought to be clarified. A salesman in fact, cannot escape the
responsibility of meeting or handling objections raised by the prospects, since it has to be done for
mutual benefits.
There are several methods of handling objections. A few important methods are discussed below:
1. Direct Denial Method

Normally a salesman should avoid confrontation or contradiction with the prospects. However,
at times, it is essential to do the same while meeting objections. As the name implies, in this method
the prospect is told that he is mistaken. This method is an offensive form of handling objections.
Therefore, there remains a greater possibility of offending or hurting the feelings of the prospects.
This is particularly true when the customers are sensitive and belong to the fairer sex i.e. ladies.
Therefore, this method can be used only in select cases while meeting objections. This method can be
used successfully only when the prospects are broad minded and frank.

2. Indirect Denial or Yes…. But Method
This is one of the most popular and widely used methods of overcoming objections raised by
the prospects. It is also often termed as side-stepping method. Under this method, initially the
salesman agrees with the objections raised by the prospect but subsequently differs in a humble and
polite manner. No doubt, most people hate to be contradicted or denied on their faces but can be
conquered through convincing. This method suits such situations. This method is popularly known as
‘Yes……but method‘ or ‘you are right but,. Method’ or ‘I agree but ….method’.
3. Reverse Position Method

This is also known as ‘why method’ or ‘question method’. Under this method, the salesman
asks the prospect questions relating to the objections raised such as ‘why’ and ‘what do you really
mean, madam?’ In other words, the prospect is asked to elaborate why he thinks so. The prospect
when confronted with such a question not only hesitates to raise further objections but is also
compelled to answer the objection raised by himself. He then tries to justify or accepts the proposal
of the salesman.
4. Boomerang Method
In this method, the objection of the prospect is converted into a reason favorable for purchase.
This method is also known as ‘translation method’ because it converts the objection in the minds of
prospects into a reason for making a purchase. In other words, when the prospect raises an objection,
the salesman pitches and converts the objection into a strong reason for making the purchase. For
example, the prospect may raise an objection about the price of the product saying price is too high.
The salesman can counter saying, the manufacturer provides a three-year extended warranty along
with after sales services. He can inform about the discount and other related services associated with
the purchase. It requires accurate and through knowledge of the product and its selling points. Only
skilled and experienced salesmen normally employ this method successfully in meeting objections.
5. Superior Point or Compensation Method
In this method, the salesman frankly admits the validity of the objection raised by the
prospect, but simultaneously, offsets the objection by a superior point of greater advantage. In other
words, the salesman points out an advantage which is supposed to compensate the objection. For
instance, when the prospect raises an objection that, the shirt does not seem to be of high quality the
salesman agrees with the prospect but also adds that if the product was of high quality, the price
would have been considerably higher thereby justifying low price compensating the low quality.
6. Interrogation Method
This method has similarity with the reverse method. Under this method, the prospects are
asked questions tactfully so that their objections are answered by themselves. For example, a prospect

may say that he wants to buy a low-priced pen. In this case the salesman can put a question to him
asking whether he would like to buy a use and throw away pen or wants a pen that lasts longer.
7. Pass up Method
Under this method, the salesman clearly passes up most of the objections. The salesman
just smiles or merely shrugs his shoulder or uses any other method to avoid answers to objections
raised.
Some Common Objections
There are certain common objections which are usually raised by the prospects. These
common objections are as follows:
1. Price objections
It is the most common objection raised by the prospects in a country like India. It is an
economic excuse. Objections based on price may be of two types, one the prospect may state that he
feels that he cannot afford or that the price is too high. However, this objection differs from person to
person. Some prospects may object that the price of the product is not on par with that of the
neighboring shops in the market.
a. Offer substitute
The salesman can offer substitutes that are comparatively cheaper. For example,
Santoor soap can be suggested in case of Dove or Pears.
b. Justify the price

The price can be justified by the salesman by explaining about the quality,
utility and durability of the product and also can be compared with competitor
products to justify the price charged.
C. Offer discount
When some prospects raise objections about the price, the salesman offers
discount to them so that they buy the product or service.
d. Offer installment payment

The salesman can also offer installment payment facility to the customer who
plans to pay the price in EMI’S.
e. Price factor can be avoided
Sometimes the salesman can avoid talking about the price when the customer
raises objection instead focus on the benefits no product offers vis-à-vis the price
paid.

f. Display evidence
In the form of Certificates, authentications, laboratory reports, research findings,

expert opinions, etc. to meet objections. Sometimes, the quality objections of the
product can be met through ‘NO QUESTIONS’ asked, return policy, if product found
unsatisfactory or unsuitable.
2. Payment Objection
At times, customer may object to buying because of inadequate cash to pay the full price of
the product. It may be genuine or sometimes used as an excuse. In genuine cases salesman can offer
credit through EMI’S. The product can be taken while the payment can be made later through Equated
Monthly Installments.
3. Service Objections
The salesman while meeting objections related to service has to emphasize the service facilities
offered by the organizations are 24x7x365 call centers to register complaints, prompt service by
expert service personnel, immediate delivery at doorstep, prompt attendance of service or repair calls
within 24 hours etc. and pleasant service experience.
4. Time to Buy Objection
This is another important objection. Some prospects may postpone the time of purchase by
citing the reasons of arrival of new models, waiting for festive occasions or waiting for prices to drop.
In such objections, the salesman tries to emphasize on the value of time and induce them to purchase
immediately, by stating that the prices would increase in the near future or the model would arrive
after a considerable time.
Identifying the reasons for raising objections and ensuring that the appropriate method is
selected will enable the salesman & prospect to achieve their objectives. Thus, while applying a
particular method of overcoming objections, the nature of the objection as well as the prospect and
the experience and intelligence of the salesman handling the same are extremely important.
Therefore, no method can be considered comprehensive and all pervasive. The success of a particular
method of meeting objections depends to a large extent on the apt handling of the situation by the
salesman.

Self-Check Activity
Activity 4
1. In sales presentation, how would you eliminate objections?
2. What do we mean by “good product presentation”?

Essay Rubric in the succeeding page for you to know and understand what the instructor‘s
expectation for the review and reflection is and how you will be graded
1. On product presentation, how can we best do it?
2. A salesperson who strictly follows "canned presentation" will sound like a robot. What is then the
best presentation approach??
3. What would a good product/service demonstration look like?
4. In handling objections, what is the impact if the salesman listens intently?

MODULE 4
SALES PRESENTATION
LO4. Demonstrate the ability in overcoming objections and completely close a sale.
Sales Presentation
Discuss sales presentation process

Basic Steps to Take To Make Sales
Presentation A Success
Close a sale Demonstrate sales closing
ILO Learning Activities/ Resources

Category 1 Category 2 Category 3
ILO1 Read module 4, all topics, Access digital module 4, Access digital module 4,
4.5 hours pages 67 - 71 of the all topics. Read pages 67 all topics. Read pages 67
printed module - 71 of the module. - 71 of the module.
(4.5 hours
2.5 hours
asynchronous for
category 2&3)

Making Sales Presentation
How can you make sure it's a success?
Four elements determine whether or not a sale will be made:

Rapport: putting yourself on the same side of the fence as the prospect
Need: determining what factors will motivate the prospect to listen with the intent to purchase
Importance: the weight the prospect assigns to a product, feature, benefit, price or time frame
Confidence: your ability to project credibility, to remove doubt, and to gain the prospect's belief that
the risk of purchase will be less than the reward of ownership
Basic Steps You Can Take To Make Your Sales Presentation A Success
Before the Presentation:
You must know your customer's business.

Potential clients expect you to know their business, customers and competition as well as you
know your own product or service. Study your customer's industry. Know its problems and trends.
Find out who the company's biggest competitors are. Some research tools include the company's
annual report, brochures, catalogs, and newsletters; trade publications; chamber of commerce
directories; and the internet.
Write out your sales presentation.

Making a sales presentation isn't something you do on the fly. Always use a written
presentation. The basic structure of any sales presentation includes five key points: Build rapport
with your prospect, introduce the business topic, ask questions to better understand your prospect's
needs, summarize your key selling points, and close the sale. Think about the three major selling
points of your product or service. Develop leading questions to probe your customer's reactions and
needs.
Make sure you are talking to the right person.

This seems elementary, but many salespeople neglect to do it. Then, at the last minute, the
buyer wriggles off the hook by saying he or she needs a boss's, spouse's or partner's approval.
When you are setting the appointment, always ask "Are you the one I should be talking to, or are
there others who will be making the buying decision?"
In the Customer's Office:
Build rapport.
Before you start discussing business, build rapport with your prospect. To accomplish this, do
some homework. Find out if you have a colleague in common. Has the prospect's company been in
the news lately? Is he or she interested in sports? Get a little insight into the company and the
individual so you can make the rapport genuine.
Ask questions.
Don't jump into a canned sales spiel. The most effective way to sell is to ask the prospect
questions and see where he or she leads you. (Of course, your questions are carefully structured to
elicit the prospect's needs -- ones that your product just happens to be able to fill.)
Ask questions that require more than a yes or no response, and that deal with more than just
costs, price, procedures and the technical aspects of the prospect's business. Most important, ask
questions that will reveal the prospect's motivation to purchase, his or her problems and needs, and
the prospect's decision-making processes. Don't be afraid to ask a client why he or she feels a
certain way. That's how you'll get to understand your customers.
Take notes.
Don't rely on your memory to remind you of what's important to your prospect. Ask upfront if it's all
right for you to take notes during your sales presentation. (Prospects will be flattered.) Write down
key points you can refer to later during your presentation.
Be sure to write down objections.

This shows your prospect you are truly listening to what he or she is saying. In this way, you can
specifically answer objections by showing how the customer will benefit from your product or
service. It could be, for instance, by saving money, raising productivity, increasing employee
motivation, or increasing his or her company's name recognition.
Learn to listen.
Salespeople who do all the talking during a presentation not only bore the prospect, but also
generally lose the sale. A good rule of thumb is to listen 70 percent of the time and talk 30 percent
of the time. Don't interrupt. It's tempting to step in and tell the prospect something you think is
vitally important. Before you speak, ask yourself if what you're about to say is really necessary.
When you do speak, focus on asking questions.

Pretend you are Barbara Walters interviewing a movie star: Ask questions; then shut up. You can
improve your listening skills by taking notes and observing your prospect's body language, not
jumping to conclusions.

Answer objections with "feel," "felt" and "found."
Don't argue when a prospect says "I'm not interested," "I just bought one," or "I don't have time
right now." Simply say "I understand how you feel. A lot of my present customers felt the same
way. But when they found out how much time they saved by using our product, they were amazed."
Then ask for an appointment. Prospects like to hear about other people who have been in a similar
situation
Probe deeper.
If a prospect tells you "We're looking for cost savings and efficiency," will you immediately tell him
how your product meets his need for cost savings and efficiency? A really smart salesperson won't --
he or she will ask more questions and probe deeper: "I understand why that is important. Can you
give me a specific example?" Asking for more information -- and listening to the answers -- enables
you to better position your product and show you understand the client's needs.
Find the "hot button."

A customer may have a long list of needs, but there is usually one "hot button" that will get the
person to buy. The key to the hot button is that it is an emotional, not practical, need -- a need for
recognition, love or reinforcement. Suppose you are selling health-club memberships. For a prospect
who is planning a trip to Hawaii in two months, the hot button is likely to be losing a few pounds and
looking good in a bikini. For a prospect who just found out he has high blood pressure, the hot
button could be the health benefits of exercise. For a busy young mother, the hot button may be the
chance to get away from the kids for a few hours a week and reduce stress.
Eliminate objections.
When a prospect raises an objection, don't immediately jump in with a response. Instead, show
empathy by saying "Let's explore your concerns." Ask for more details about the objection. You need
to isolate the true objection so you can handle it. Here are some ways to do that:
1. Offer a choice.
"Is it the delivery time or the financing you are concerned about?"
2. Get to the heart of the matter.

"When you say you want to think about it, what specifically did you want to think about?"
3. Work toward a solution.

Every sale should be a win-win deal, so you may need to compromise to close the deal: "I'll
waive the delivery charge if you agree to the purchase." As you get more experience making
sales calls, you'll become familiar with different objections. Maintain a list of common
objections and ways you have successfully dealt with them.

Close the sale.
There is no magic to closing the sale. If you have followed all the previous steps, all you
should have to do is ask for the customer's order. However, some salespeople make the mistake of
simply not asking for the final decision. It's as if they forget what their goal is.
For some, "closing" sounds too negative. If you're one of them, try changing your thinking to
something more positive, such as "deciding." As you talk with the customer, build in the close by
having fun with it. Say something like "So how many do you want? We have it in a rainbow of colors;
do you want them all?" Make sure to ask them several times in a fun, nonthreatening way; you're
leading them to make the decision.

Self-Check Activity
Activity 4
2. In sales presentation, how would you eliminate objections?
2. Do we really need to make a closing pitch or attempt to close a sale? Please discuss your answers.

information.
is relevant and
order. The
conclusion is
strong.
understanding.

Your Sales Presentation write out will be graded based on this rubric. Consequently, use this rubric
as a guide when answering before submitting your output.
Please prepare a Sales Presentation write out for selling of Insurance Policy, detailing the five key
points: Build rapport with your prospect, introduce the business topic, ask questions to better
understand your prospect's needs, summarize your key selling points, and attempt to ultimately close
the sale.

RUBRIC FOR SALES PRESENTATION WRITE OUT
Your Sales Presentation write out will be graded based on this

rubric. Consequently, use this rubric as a guide when answering
the case study analysis and check it again before you submit your
sales presentation write out.
Critical Exemplary Proficient Needs Not Evident Value

Elements Improvement
Main Elements Includes all of the Includes most of Includes some of Does not 25
main elements and the main the main include any of
requirements and elements and elements and the main
cites multiple requirements requirements elements and
examples to and cites many requirements
illustrate each examples to
element illustrate each
element
(23-25) (20-22) (18-19) (0-17)

Inquiry and Provides in-depth Provides in-depth Provides in-depth Does not 20
Analysis analysis that analysis that analysis that provide in-
demonstrates demonstrates demonstrates depth analysis
complete complete complete
understanding of understanding of understanding of
multiple concepts some concepts minimal concepts
(18-20) (16-17) (14-15) (0-13)

Integration and All of the course Most of the Some of the Does not 10
Application concepts are course concepts course concepts correctly apply
correctly applied are correctly are correctly any of the
applied applied course concepts
(9-10) (8) (7) (0-6)

Critical Thinking Draws insightful Draws informed Draws logical Does not draw 20
conclusions that conclusions that conclusions, but logical
are thoroughly are justified with does not defend conclusions
defended with evidence with evidence
evidence and
examples
(18-20) (16-17) (14-15) (0-13)
Research Incorporates many Incorporates Incorporates very Does not 15
scholarly resources some scholarly few scholarly incorporate
effectively that resources resources that scholarly
reflect depth and effectively that reflect depth and resources that
breadth of reflect depth and breadth of reflect depth
research breadth of research and breadth of
research research
(14-15) (12-13) (11) (0-10)

Writing No errors related to Minor errors Some errors Major errors 10
(Mechanics/ organization, related to related to related to
Citations) grammar and style, organization, organization, organization,
and citations grammar and grammar and grammar and
style, and style, and style, and
citations citations citations
(9-10) (8) (7) (0-6)
Earned Total 100%
Comments:

Futrell, Charles M. (2008), Fundamentals of Selling, New Yok: The McGraw-Hill Companies.
Futrell, Charles M. (2005) The ABC’s of Relationship Selling, 9th ed., New York: McGraw-Hill Irwin.
Marketing and Salesmanship – Philip Kotler, Pearson Publications
Sales Management – Belling G.L.
Marketing and Salesmanship – Sinha S.C., Himalaya Publishing house, Mumbai Salesmanship, Sales
Management and Administration – Sathiyanarayanans

MKTG 101 Sales Course Guide

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MKTG 101

WEEK No. MODULE TOPIC PAGE

MODULE 1: PERSONAL SELLING 5

Meaning and Definition of Personal Selling 6

Approaches to Personal Selling 15

Meaning and Definition of Salesmanship 27

Functions, Duties and Responsibilities, and the Types of Salesman 33

MODULE 3: PRESENTATION, DEMONSTRATION, AND HANDLING

Identification of Sales Presentation Methods 44

Types of Sales Presentation 48

Benefits of Sales Presentation 49

Essential Features of Good Presentation 49

3 Matching Presentation Methods with Situations 52

Essentials of a Good Demonstration 53

Procedure for Handling Objections 57

Methods in Objection Handling 58

MODULE 4: SALES PRESENTATION 64

Making Sales Presentation 65

4 Basic Steps to Take to Make Sales Presentation A Success 65

Close the sale 68

FLEXIBLE COURSE SYLLABUS ON MKTG 101

Module Code MKTG 101

Module Name Professional Salesmanship

Units/Hours 3 units/ 54 hours

This course is intended to introduce students the concepts

Upon the successful completion of this course, students will

LO1. Explain the meaning, definition, nature, and

Course Learning Objectives/

LO3. Discuss the importance of product/service

LO4. Demonstrate an ability in overcoming objections and

Page 1 of 73 MKTG 101 - Professional Salesmanship

Module 1 - Personal Selling

Course Content Module 2 - Salesmanship

Module 3 - Presentation, Demonstration, and Handling

Module 4 - Business Presentation

Category of Learners Description

Category 1 No gadget ; no internet connection : Asynchronous offline

Category 2 With gadget; unstable internet connection : Asynchronous /Synchronous

Category 3 With gadget; stable internet connection : Synchronous

Synchronous : 16 contact hours

Asynchronous online and offline : 38 hours

Preparation and completion of periodical assessments.

Provision of feedback and assistance through one-on-one

Page 2 of 73 MKTG 101 - Professional Salesmanship

Completion of Module End of

TOTAL POINTS 220

Points Earned Grade Points Earned Grade

Page 3 of 73 MKTG 101 - Professional Salesmanship

Prescribed Learning Botanas, J. (2020). Module on Professional Salesmanship

Prepared by : Date Approved: Approved by:

Cirilio A. Adorable, MBA Edward Villarante, MAEd Philip M. Almanon, MBA

Page 4 of 73 MKTG 101 - Professional Salesmanship

Module Learning Objective/Outcome :

At the end of the module, the learners should be able to:

Topic Intended Learning Outcomes

1. Meaning and Definition of Personal Selling

3. Approaches to Personal Selling Explain the approaches of personal selling

Learning Activities/ Resources

Page 5 of 73 MKTG 101 - Professional Salesmanship

Page 6 of 73 MKTG 101 - Professional Salesmanship

Meaning and Definition of Personal Selling

Personal selling refers to the use of