-

Introduction to Personal Selling

0
and Salesmanship

learning Outcomes ___________________,

Meaning of Personal Selling
Some Standard Definitions of Personal
Selling
The Evolution of Personal Selling
Features of Personal Selling
Objectives of Personal Selling
Benefits of Personal Selling
Types of Selling Situations and
Salespersons
Relationship Marketing and the Role
of Personal Selling in the Relationship
Marketing
Criticism of Personal Selling
Special Characteristics of the Selling Jobs
Selling Philosophy of Good Salespeople
Characteristics of a Good Salesperson
Career Opportunities in Selling
Measures for Making Selling an
Attractive Careers
Conclusion

"'Jhe b~t wa~ to sell yourself to others is fi rst to sell the others to yourself."

Introduction
The marketing concept focuses first on fulfi~ling ~onsumer needs and wants as
0

fonn« appwach of developing p,odu,ts and ,mpo,mg them on the buye,s. ppo,ed to th,
 d Salesmansh1iiJp~- - - - - - - - - - - -
rsonal Selling an
11-4 II Advertising, Pe . are product pri~e, ~lace, and pro~otion 1lnd
. marketing mIX 1he marketing ts concerned With Prod

thr
ee
;o:
1h ti ur tools of marketing asd physical evidence. ualities and characteristics that satUctfy
are - process, pe?ple anproduct must have quch money will be asked for a prod: t
d design Every 1· ing how m d t ul . c.
development an .ts .Pricing is determ n t of products fro~ pro uce~s o . tunate Users.
consumers in all ~sP':' 110 ·. . enriches movemen tin Mix as it 1s the only P' which makes the
~•!trti:
The channels of
producers interact an. c~ . of Advertising, Person e
.ts
:rongest •p• of the mar~j !orld. lhe marketing communication lllb:
Toe promotional P •~ •~municate with the outs lling Sales Promotion, Public Relations to
' '
. cl d . any combmatton . .
can m u e . d vices. .. h I th b ,
ote the sale of goods an ser . d I ategic implications. It e ps e usmes& finn
pro~ . keting concept has philosophic~~ s :Oge objectives like sustained interaction With
. et~ts3:ctivities towards the broader an thong rgh customer satisfaction. And the promotional
to di rec i . . d wth of the firm rou
the customers, stabihty an .gro 1· hment of this
mix plays an im:n;iense role m accomp is d h t eemed to be more profitable and gainful to

the firm. The customers did not hav~ 1~Y

knowledge based society, the firms m(ffi.e w a 1 c
:~;e
Business firm, in good old days, produ~e . w bat : buy it. But in today's competitive era and
0
anusell to give utmost satisfaction to its customers.
. ·r
The focus is now on customers' needs and market opportun1 tes.
Undetmarketconceptthereisshift-
1. From product/ business to the customer.
2. From production to market.
3. Form supply to demand.
4. From sales volume to profit.
5. From selling to customer satisfactions.
6. Fr.om internal orientation to external orientations.
7. From supply to desired demands. .
And the promotional mix of the marketing function stimulates these demands. As Tom Hopkins
spelled "Begin by always expecting good things to happen:' As the promotional mix in today era is
· basically a communication process. So its importance cannot be overlooked, as the process of selling
is more complex today because the products are more technical, the buyers are more aware and
smart, competition is ~o~e and also very intense and brutal. Without proper flow of Jnforma~on
and effective commumcation from the producer to the consumer and vice versa, no sale is poSSible.
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¼""~ :•, J', 'w . '·
.Perso.nal Selling . ,;1 '-ilWart1ness . Competition
Advertising :, : Awaren••• ,, · Memory Lapse
Sale~ PromotiQn L - - - - -~ ; C::gmprehena(qn L.i...- - - --i Sales Resistance
Product Design ·r,;_' tq11vic;tlon Traditional
' ActiQl'l ·,. Sentiments

Operailon of Communication Process

 Introducti
on to Personal S 1r
positively towards the th . e ang and Salesmanship II 11.7
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Personal selling can take place via two diffi
direct-to-consumer channel. erent means through retail and through

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11.2 Some Standard Definitions of Personal Selling

1. Personal selling basically is the art of persuading somebody either to accept or to follow our
ideas, and thus lead them to the action we desire. -Cyril Hudson
2. Personal selling is the science of creating in the mind of your prospective customers a
desire that only possession of your product will satisfy. -D. D, Couch
3. Personal selling is the ability to persuade people to' buy goods or services at profit to the
seller and benefit to the buyer. -National Association ofMarketing Teachers ofAmerica
4. Personal selling is the process whereby the seller ascertains and activates the needs or wants
of the buyer and satisfies the needs and wants to the mutual continuous advantage of both
the buyer and the seller. -C.A. Pederson and M.D. Wright
5. Personal selling consists of wining the buyees confidence for the seller's house and gooq.s,
thereby winning a regular and permanent customer. -Garfield Blake
11.8 II Advertising, Personal Selling and Salesmanship

6 . is
Personal sellmg • the art of so presenting an offering that the prospect
h ·1 appreciates
d D]. the
D need
· for it and that a mu Y s
tuall atisfactory sale follows. -C.F. P I ips an . . uncan
7 Personal se11mg • refe rs to· conscious effort on the part of the seller to induce ifa prospective
h ha
· buyer to pu•rchase · something that he had not really decided to buy even . e hen
d not.
thought of it favorably. -James Step son
8
. Personal selling is the oral presentation in a conversation with one or more prospective
purchasers for the purpose of making sales; it is the ability to persuade the people to buy
goods and services at a profit to the seller and benefit to the buyer.
-American Marketing Association
9. Successful selling is "the art of inducing conscious, willing agreement, resulting in a sale
mutually beneficial to buyer and seller,,. -Sheldon (1924)

11.3 The Evolution of Personal Selling

The Evolution of Personal Selling has been philosophical In good old times, trading was limited
to local towns and was for long a neglected tool of marketing. After the industrial revolution,
the first salesperson appeared in the late 18th century. These salespersons were called bagmen as
what initially was produced by various industries, they started selling those things. The first textile
industry came in Manchester. So they are also known as manchesterman.
Then came pack peddlers in New Yorl<, New Jersey and other parts of USA. They were selling
candies, fruits, burgers, hot-dogs, ice-creams etc. Some of these pack peddlers were using hone-
d.riven wagons, they began to be called as wagon peddlers.

With coming up of licensing regulations, these various kinds of peddler, opened their retail
shops. They were also known as commercial travellers.

Selling in the 20th century brought modernization and professionalism in selling, Introduction
of the marketing and customer orientation approach became the need of the hour.
Today sales persons help customers to buy rather than only trying to sell them something. The
modern view of selling considers selling as interpersonal communication process with a fi:edback
mechanism which is Personal Selling Even centuries ago Penonal Selling was practiced in Greece
and Rome. of
techniques According
selling. to Peter Drucker, Cyrus Mccormic was the first man to adopt modern

Now personal selling is very successful tool of marketing as the salesperson act as a friend, guide
while selling by understanding the customer and the customer knows about the salesperson and the
firm. The Introduction of consumer research, motivation research etc. are based on philosophy and
Psychology which are termed as social sciences. In today's time, these weapons of social science is
ensuring effective selling. That's why personal selling today is viewed as both an art and science. As
selling is an art which requires patient practice and use of correct techniques. As science, it requires
mastery over certain fundamentals that are essential for success in selling.
 Introduction to Personal Selling and Salesmanship 11 11.9

"\~
11.4 features of Personal Selling
There are three specific purposes of promotions:
1. To communication
2. To convince
3. To compete
It is not enough merely to communicate. Ideas must be convincing so that action would follow or
disseminating of information should be capable of accomplishing marketing.results. The following
features of personal selling definitely ensures that personal selling in true sense communicates,
convinces and competes to provide the right product at right time, right in the hands of ultimate
customers. The features are:

1. It is face-to-face: It is the only concept which targets the specific prospect. It is the face-to-
face interaction between the salesperson and the prospect. It is like a hunter which shoots
. the particular consumer.
2. Goal-oriented: Personal selling is very much goal-oriented as it converts demands into
sales. The salesperson ascertains the needs and wants of the buyers and satisfies the same
for the mutual benefit of both the buyers and the sellers.
3. Development of ~el~tionships: It helps to establish a cordial and abiding relationship
be~ee~ the organizations and the buyers via the salesperson. This relationship ultimately
bnngs immense benefit to the organization, morale of salesperson and also to the
consumers.
11.1 0 11 Advertising, Personal Selling and Salesmanship
-
4 Receipt of Additional Information: Personal selling is that platform which ensures that the
· salesperson gives all extra and additional information to the buyer. Though ~e salesperson
is able to judge the preference, taste and likings of t~e buyer._ Nev~rtheless dunn~ the c~urse
of personal selling he tries to provide. additional. information bke h~w to avoid untimely
disposal of the product, details of repairs, how to mcrease the useful life of the product etc.
to gain confidence of the buyer and excite them to buy
s. Oral Conversation: Oral conversation is more imposing, forceful; motivating between the
salesperson and the buyer regarding the features of the product i.e. price, color, design,
packaging etc.
6. Means of Two-way Communications: It is the only promotional tool which en~ches
healthy two way dialogue and communication between the personal seller and the buyer.
This two way healthy communication does not lead to anything implied or build up in
misunderstandings rather overcomes barriers to communication.
7. It is Both an Art and Science: It is a creative art. Creativity only sells the product The
needs might be existing but it is the job of salesman to convert these needs into wants and
then into demands. It is the art of motivation that converts human needs into demands and
seek a sale. The different salesperson use different selling techniques in different situations
for different buyers to seek a sale. It is a science also as «one human mind influences another
human mind". And for this certain techniques are used by every salesperson as they believe
these are the best practices and principles of selling.
8. Quick Solutions to Objections/Queries: Objections/queries are part and parcel of every
deal. As the buyer always want the satisfaction that what he is spending every worth of it is
coining to him. An objection is not a rejection, it is simply a request for more information
and if this request for more information and handling of objection is immediate that is
the beauty provided ·to pure sale by the personal seller. When the prospects doubts and
objections are settled on the spot, his motivation to purchase the product is also immediate
9. Flexibility: The salesperson are awared that different persons react differently; Different
situations are preface of life so his approach is flexible according to nature, temperament
and situations of the buyer
10. Real Sale: Personal selling is not only the concept of informing, communicating, convincing
but the actual real sale is also initiated. The most pure and real sale is because of personal
selling ~s it ~reaches 5 mantras of the marketing concept: Know your product, plan your
moves, identify ~e market, listen and learn and follow-ups by the seller~ ·
l 1. Truthful, Non-Manipulative: It always ensures on truthful, non-manipulative healthy oral
conversation, use of tactics and techniques for customer orientation approach to selling is
used.
12
· After sale se~ces: lnfact it is the most practical tool to provide truthful information
before sale, dunng the sale, but also information on after sale services. And practicing of
after sale services is initiated by the salespersons only.
 Introduction to ersona
· l Selling
• and Salesmanship 11 11.11

13. ~ound-'the-clock: It is that selling conce t and itn .. .

m all types of organizations at all tim p It i . portant marketing tool which is workable
continuous form of selling also. es. s never end ing form of selling. It is the most

11.5 0~;7Personal Selling

Before each grand prix the objective is to win 1't. The ob'Jectives
. of personal selling
. are:

I ~ reatlon of demands

I • ~Increase in sales volume

I ~Imparting information .

I ~ Handling obj~ctions

I ~Searching/exploring hidden needs :r ·

I ~ Building healthy and permanent relation;~,i ~; ·

I ~Arrangement of training and dev~l~p~~rit piograms for sales personal '.

I ~ Elimination of the middlemen.'

I ~ M a k i n g shopping more enjoyable kno~_

ledge~~~-e convenient

I of new products

1. Creation of demands: The needs might be existing in the prospects but it is the job of
salesman to convert these needs into wants. Personal selling is the art of motivating and
converting these human wants into demands. And in the course enriches, the stability of
production also. So it maintains regular and steady demand which every business firm
seeks for production, soundness·, stability, survival and perceptual profits.
2. Iner.ease in sales volume: The salesperson not only efficiently presents and demonstrates
the products, they are also very good in handling objections also as this motivates the
buyer's and they become eager to buy immediately. Interest creates more demands resulting
in increased fales.
3. Imparting informations: Its aim is to impart information and knowledge about the
product to the consumer. He helps them in choosing products which match their needs
and incomes. Personal selling implications of educating and influencing the immediate
behavior of the prospect, is the beauty of the process.
4. Handling objections; Personal selling creates a satisfied customers and not just cash
producing sales. It also guides the customer in buying right products to provide maximum
satisfactions. As it is face-to-face communication. So in fact the most feasible concept of
not only matching the wants with product but handles the buyer objections and enriches
the psychological confidence in the product.
 • nd Salesmanship
. • Personal Selling a
11.12 II AdvertiSlllB, mmunication, only one can judge
. 'th two way co . . h
. bidden needs: It is WI • becomes a subJectiVe p enomenon of
5. Searching/ Explon:em of others. Personal Se~g this wa bidden needs are converted

searching hid en n . d mands, one buys w

J
the feeling~ ndeed peeds by face-to-face conversation. In hich the purpose of person selling.
. to demands And for satisfaction to e p nal selling awes the marketers the
m . . l ti nsbips: erso tr. fr
6 Building healthy and permanent re a o . b 's information needs. And om the
· greatest freedom to adjust a message to sa~:fy i"~:nships of trust and faith between the
buyer side adequate fe~back- naturally buil s :uahave to sell. And also convert a 'Suspe~
...r0 Selling is persuading people to want wha~ Y ,, And 1·t is this healthy and cordial
""' · " ,, · t a' Customer
into a "'Prospect'' and then Prospect m o all al<, h lders Organizations are realizing
relationship only which provides benefits to I s~ e :urre~t customers than spending
that they earn higher return form repeat sa es om
money to attract new customers. l Th gh. th
7. Arrangement of training and development programmes or
£ sales personne
. . . orrect: butou truthe
belief goes on that a good salesman is born and cannot be made. This ~s ~c d ' t
is that a good salesman can sell anything but in hi-tech age of globahzation, a vancen_ien
in technology, fluctuations in market conditions, changing patte~~ of consumer behaVIour
etc requires best salesman to sell anything in above ~dverse ~ond1tions. ~e need o~ always
keeping sales forces updated requires them to be eqwpped with the changmg s~enano. And
for this arrangement of training and development programmes for sales force 1s necess~
Toe need of the hour is not only to build healthy relationship with the customers but with
the workforce also. And this only builds the self-motivation of sales force which paves
way to motivate buyers to buy Training .program reduces the time to be spent by a sales
man with each customer in convincing him about the product. Also enrichment in sales
volume, also reduce the cost of production. Buyer's demand for a better knowledge and
informations of the product could be satisfied only by a trained personnel.
8. Elimination of the middleman: Elimination of the middleman in the course of personal
selling does not mean eliminating the functions performed by the middleman. And these
functions are effectively discharged by the personal seller, as the existence of the middleman
is practically not acceptable by the producers/ marketers or the buyers also.
Laundi of new products: It is by personal touch via personal seller to provide first hand
9.
infonnation about the products which builds acceptability of the product in the market.
Effective personal selling helps in overcoming customees hesitations to new products. It creates
awareness, acceptability, recognition of the product and makes the prospect try the new product.
10. Making shopping more enjoyable knowledgeable and convenient: Presentation and
demonstrations make personal selling so interesting, people enjoy when salesperson is
draping a saree to attract their attention and create interest. The salesperson act as a guide,
friend of the buyer. Guiding them for utmost satisfaction is the backbone of personal
selling by matching their needs with the product. Handling their objections in humorous,
practical and informative way is the aim of personal selling. Their belief of entertaining
being truthful, imparting knowledge projects their interest and convenience.
 Introduction to Personal Selling and Salesmanship II 11.13

11.6 Benefits of Personal Selling ( I~~ta.)

Personal selling is the most oldest and economical means of selling. Personal selling is a personal
form of communication so it is not without personal touch which is good for perpetual flow of profit
and enrichment of customers confidence in the product. It is no doubt the most flexible means of
I promotion as it can be well adjusted according to the needs of customer. It is the most interactive
method to attract, stimulate, convince the prospect, it cultivates long term, relationship And long
term commitments are also promised, In fact the relationship marketing is rooted because of
Personal Selling. It provides direct and immediate feedback. The need is felt to elaborate its benefits
towards the various stakeholders.

11.6.1 Beneftts of Consumers

1. Convenience: The salesman always acts as a guide and friend of the buyer. He helps in
matching their desires/needs with the available product. People enjoy when salesperson
c.onsider them as the king and bows to his every wish. By presentations and demonstrations
creates attraction and interest in the product. It helps consumers in selecting products best
suited to their needs, tastes and preferences.
2. Education of Consumers: It educates the consumers by imparting various informations
and descriptions of the product like price, quality, packaging etc. Personal Selling is the
most activating means of dissemination ·o f informations about how to increase the useful
life of the product, how to avoid early disposal of the product etc. Gives information about
the new products and also highlights new uses of existing products
3. Better Quality: The salesperson puts himself in the shoes of the buyer and then goes
ahead to sell. It is the process of enriching permanent relationship with the buyer. And
for that paramounting thing is that via personal selling quality goods flow to the buyers.
The salesman act as the "eyes» and ''ears,, of businessmen and for this there is a necessity
that only standard quality products should be sold. Moreover during presentation, and
demonstration the buyers can see, know the product which they will be buying, so quality
should be good, then only the buyer will buy.
 11.14 II Advertising, Personal Selling and Salesmanship
-
4. Elimination of Middlemen: Personal selling has promoted direct marketing thereby
eliminating unnecessary middlemen. So unnecessary hike in prices is also avoided.
s.Immediate Feedback: 1he base for cordial relations with the buyer is their feedback which
is very particular and immediate and this enhances relationship of confidence, trust and
faith. 1he organizations have also realised that they want higher profit from repeat sales
than from the new buyers.
6. Handling objections: When the prospect's doubts, objections, queries are settled on the
spot in humorous, informative and interesting way this paves for immediate and more
sales.
7. Providing after sale services: In today's competitive world, the organization are not only
providing quality goods at fair prices. But are initiating after-sale service also. It is through
experienced and skilled personnel only, after sale services can be provided and ensurernent
of its benefits flow to the buyers.
8. Product improvements: Personal Selling is the most result oriented, customer-oriented
concept of promotion. 1he two-way communication between the personal seller and the
buyer not only ensures larger sales volume, utmost satisfactions to the customers but also
sets the platform where the marketer is inspired to experiment, and continuously work
on how to improve his products so that repeat sales are there and is able to edge over the
competitions also. So they continuously incorporate some better improvements in their
products.

11.6.2 Benefits to Producer/Businessman

I
~ "Increase In sales ·volume
I - ~Exploratlo~ ot''new markets
Im: - - ~Launch of new products
I - ~ Hlghllght1 new, \ISes of ex1$tlng product• -.-l

I ~~ Ste•dv demJnd l

1:-a. . , : 1r~~ 1

M•etln9 c;o111ptttltlon
1...--'
. 1il'/litll~
111
. ...-•_b r1n d equ Ity
.,...,.
1;:''.y- 0 : ;m_: ~ valuable t01m•clh1t-, feedback
Imai lllll'I of profit•

l = ~Employe4 morale
lf/!W.(i!j 'B!' fj
1 1 1111
~ of Scale

I
UJ~li! ! 11 ·~ ~ .............
'll!lmrnm . , ,-.u ~ ~ Dlrect contact
 Introduction to Personal Selling and Salesmanship 11 11.15

1. Guide in ~rosp~cting: A salesman helps to locate prospective consumers. Prospecting is a

process of 1dent1fying and anticipating who can be the prospect:
(a) One who has a need for the product.
(b) One is able to pay.
(c) Willing to pay.
(d) Authority to buy. This all enriches increase in sales.
2. Increase in Sales Volume: During the course of personal selling search for prospective ·
consumers is there. They are approached in planned way making interesting, informative
presentations and demonstrations and the most important handling of their objections
ensures that they will buy and ensurement of repeat sales is also there, as ~eir interest creates
demands. So this all increases the sales volume for the business-man. The continuously in
corporating better improvements in the products also adds to increased sales
3. Exploration of New Markets: It helps in creation of demand for new products and in the
extension of marketing for existing ones. Once the corporate image of the firm and its
product becomes household name, the firms tries to capture new markets by using their
brand equity.
4. Launch of New Products: One of the most important element of Personal Selling is
handling objections which requires patient listening, skillful techniques, experience to
overcome this resistance of .refusal, it can be best done by personal touch. And for that
purpose if the firms has to launch its new product, the best approach is via personal selling,
this can only overcome any barrier/ hesitation towards acceptability of the product. A
success launch of new product is best done by the salespersons.
5. Highlights New uses of Product: To have edge over his competitors every producer/
marketer is on his toes and keeping hard eyes on their rivals and market conditions. That's
why they are for incorporating new uses of existing p~oducts to build branding, loyalty,
acceptability and seek repeat sales.
6. Steady Demand: Every producer wants stability, hike in production and no un-sold stock.
Personal selling enhances regular demands by overcoming seasonal and other fluctuations.
7. Meeting Competition: Personal Selling is that versatile tool which helps in having edge over
competitors and because of this product enjoys branding, loyalty, makes recall easy, offers
sustainable advantage, gives hope of increasing acceptability of the product. Marketing is
n~t the game of 4Ps, it is the game of 4As also- awareness, affordability, availability and
acceptability.
8. Enhances Brand Equity: Proper personal selling and its methods, techniques enhance
corporate image, brand equity of the product and its firm is protected. It is personal selling
only which portrays the product as more than just a bundle of attributes.
9• Valuable Immediate Feedback: Feedback is the soul in the steps of personal selling.
Healthy two-way communication avoids all barriers of communication. With this efficient
and effective system there is no backing from the prospect side.
11. 16 II Advertising, Personal Selling and Salesmanship

1o o
tim · tion of Profits~ When increase in sales, stability, soundness are served to the
· fi!ns b;ersonal selling. The surety of optimizati.on and perpetuality of profits will always
be there.
11. Employee Morale: A satisfied employee is the biggest asset of the firm, If the workforce
morale is high, they will show and come out with their best potentialities to increase
quantity and quality of production.
12. Economies of Scale: When the sales volume keep on increasing continuously because of
personal selling, the cost of productions will be decreased bringing economies of scale.
13. Direct Contact: Personal Selling is a good example of direct marketing. There is direct
contact between the producer/ his representative and the consumer face-to-face. With
facial communication only things can turn out to be best for both the parties.

11.6.3 Benefits to the Society

I ~Employment generatior,
I m r ~stimulates consumptio1i ·:
I ~Increase in standard of livi~~.·_
I ~ -Incentive to progress
I ~Stimulates research and _dev~lopment
I ~ Awakening to socia·I problems
I ~Quality products -
I ~ Performance of non-selling function~ '. , ".:J
, . , .-'• ~· ~-,,h,,'>..;~

1. Employment Generations: Personal Selling has become very specialized and professional-
ized -discipline. It helps to expand employment and income of a country through large and
rapid turnover.
2. Stimulates Consumption: The salesman help minimize price fluctuations and trade cycles
by matching supply and demand. It is that force which helps in smooth and steady rwming
of the wheels of production, distribution and consumption in the economy.
3. Increase in Standard of Living: It is in fact so pure and real concept which enriches the
spread of true education and knowledge of the product and every attribute that encircles
it. It creates lifestyle. It moves markets and minds. It enhances the standard ofliving of the
people by promoting variety and quality in consumption.
4. Incentive to Progress: It serves as an accelerator of economic progress. By fuller utilization of
resources, promoting savings and investments. The concept scopes globalization leading to
better enterprise, leadership, governance and participatory democracy. Internationalization
impairs better quality products, better life styles. It is much more flexible and effective that
 Introduction to Personal Selling and Salesmanship 11 11.17

the message and sales presentation can be adjusted on the spot, to suit individual needs,
motives and expectations of customers. Reaction and objection to sales approach can be
known and used for maximum effectiveness.
s. Stimulates Research and Development: Research and development have became inevitable
part of our life. Personal selling is the most smart personal means of communication and
persuasion. That,s why the need and necessity is that it should be backed by new and
better products. For stability, soundness and survival every producer/marketers tries to
incorporate continuous improvements in the product. And it is personal seller, salesperson
only who guide when, how and in what aspects to incorporate changes and improvements
in the product. To create distinctness and preference research and development becomes
continuous feature in the process of production, distribution and consumption.
6. Awakening to Social Problems: Personal selling does not only promotes products but
ideas of social concern like guiding about buying environmental friendly products. Eroding
social norms is the biggest mistake which is-not acceptable ethically by the society. So via
personal selling the message of being socially and ethically, acceptable is the core theme of
relationship marketing.
7. Quality Products: Personal selling pinpoints prospects that quality product can only give
utmost satisfactions to the buyers. Many quality and useful products may be due to high
prices may not see the light of the day but still with untiring efforts of salesmen these
products acceptability and sale increase is therf
8. Performance of Non-selling Functions: The salesmen also perform several non-selling
functions e.g. after sale service, meeting complaints, conducting marketing research,
providing credit facilities informations, delivery of goods, collecting payments etc. The
curriculum of marketing is incomplete without personal selling.

11.6.4 Benefits to Employees/Sales Personnel

ment~,n,,
• • ;,-·.,:,<

,;il ,

lfr_ JJJ~tra,tlgn V4lth'PeQp!•' ·

1. Employment Generation: Salesmanship helps to expand employment opportunities. It has

become so exc1tmg,
·· adventurous, compensating,· professionalized
· means that the experts
and the marketing gurus have also gracefully accepted that the best option to ensure rapid
 11.18 11 Advertising, Personal Selling and Salesmanship

• · ersonal selling So they are advising to create more employments in

sales turn over 1s via P st effective means
· . mcrease
of having . m. sales volume, perpetualJ
. •
the fi eId because the mo . . .
high profits, soundness, stability, steady demand 1s ro~ted m ~s concept only. . _ ,
Employee Morale: Growth is the only evidence of bfe. A Sattsfied workforce IS a soundl
2· investment with assured returns. If the salespersons are compensated fairly well they wil11
repay in many welcoming ways to the firm. High ~elf-esteem of the work f~rce like dr~g
through life, by maintaining the speed by changing of gears as per the s1tuat1ons. Making
your team-mates feel special is job number one.
3. Training and Development Programmes: Success comes from simplicity and maintaining
this success is being in tune with the changing times. The mantra of todays hi-tech age,i
is changing your centre of gravity according to situations, environment. And for that
arranging for training and development programmes for the work force is needed So that
they have that centre of gravity which balances them with the changing times.
4. Interactions with People: Personal selling provides that platform to the salesperson where
they are continuously in touch with people, understand them psychologically. They learn
many new ideas, things ways to have stable and satisfied life. How to give happiness to
others and be happy themselves also. Everyone has a voice. And each of us craves to have
recognition, if we recognize others also. No matter how much work a man can do, no
matter how engaging his personality maybe, he will not. advance for in life if he cannot
work along with others.
~ccor~~ to Houghton, "Personal selling is the basis of all commerce, its primary objective
is to distribute goods and services for the mutual profit and lasting satis+actions t0 th lier
and the buyer." 'J' e se

~on between Personal Selling, Salesmanship ond Soles Management

I. Meaning Personal selling is the ~t _;~ .!!! an~ s~; o; It .· is . \ 1a: :•i/
concept of enriching imtlatmg selling efforts. controlling, irecting
persuasion to customer
to 6u the rodu t. • and co-coorainatlnB
the sales rocess .
2. Nature Modernized view of the It is very old and tradi- It is very organized
selling. It is concerned tional type of selling. It and systematic type
with the creation of de- .forms only a part of the oTTelling. It is a broaa
mand by personal and sales management. It is term and includes all
direct methods. an art or technique of the selling techniques
selling an idea or onls adopted.
point of view.
 Introduction to Personal Selling and Salesmanship 11 11.19

·s~1s.o~• Personal Selling. Salesmanship

' ·Distinctions
' .
\.,
,;. ;:,- o?,,,,

3. Coverage It takes long time to It takes less time to cover It !akes very reasonable
•
cover the market. the 'market than personal
selling. -
time to coyer the market.

-
4. Reach It is the concept where Only very limited per-
only one/two buyers are sons can be contacted.
dealt at a time.
It reaches to masses in
the (orm of adve"rtisin~
and other marketing
techniques of communi-
r
cat1o_n.

-
5. Cost per_eerson As one/two persons are Somewhat the c~st per The cost per person is
to be approached, so cost person is lower than veryless. -
-
per perso.q tends to be personal sellin~
hii!h. -
6. Flexibility
-
It is .tllQ!!_flexible as the It is somewhat less flexi- When universal prin-
dissemination of infor- ble than personal selling. ciples and policies are
mations are according to framed. They are meant
profile of different cus- to be implemented so it
tomers. is least flexible.

-
7. Media
-
It is personal face-to- Moderate, use of mass It makes ~se of mass
face communication. It media is undertaken. media. '
is personal conversation.
So it does not make use
of mass media.
8. Role of the The Prospect is very The prospect is,eassi~e. . The prospect is very
Prospect · active. awared and also ~ ell
informed.
--
9. Selling formula Personal Selling is t~e
concept · which und~r-
The basis of AIDAS
--
appro!.fh is followed-
securing a_!tention, gain-
It sets the basis for effec-
tive and efficient selling
by following app~opri-
--
stands the buye~ eds
and . match it witb. the
product.
ing ~ ~st, cr~
defil_fJ!, inducing acyon
g ate rules, principles and
pol~_....... - • -
IO. Object~
---
It tries to win pe~ ,nt
and buildinl! satisfaction.
Ensures continuous flow It wins the confidence,
customers.
_.. So th-e repeat of commodities fr; m trust and faith of- the
sales may be accE,m- producer to consumerit buyers Ensures the
plished. widens the home mru-&:t favorable
--· ----
corporate
and international mar-
kets. -
image.
 ' :i-a "" "'' - · -- -

11.20 11 Advertising, Personal Selling and Salesmanship

Though the three terms are used inter changeably, but in fact th~ ~hove points of di~tinction
highlight they are different from each other. The s~es ma~agement 1s m fa~t much broader th~n
ersonal selling and salesmanship. The nature and scenario of personal selling and salesmanship
is narrow to the sales lnanagement According 'to the American Marketing Associatio~. Sales
management ~ he planning, direction and .control of personal selling including recf'lriting,
selecting, equipping, assigning, rating, supervising, paying and motivating as these tasks apply to
the personal sales fore~

11.7 Ty~s of Selling Situations and Salespersons

The goal of selling is to build long term relationships and to create customers who will be encouraged
to provide repeat sales, rather than one time sales it requires ability to adopt sales styles from
situation to situation. Of course every current situation gives an opportunity to re-evaluate what
you want. Accept it that you cant change your situation the only thing you can change is how you
chose to deal with it.
Lets analyse that selling is essentially a communication process and the most powerful than all
other methods of demand creation in the following selling situations:
~ ufacturer's Salesman: )They are directly appointed, controlled and paid by the
manufacturer. This is to supplement the selling activities of wholesalers and retailers and
has firsthand knowledge about the markets. They carry on with one line of products. They
are of the following types:
(a) Pioneer or Creative Salesman: They are the one who focus on the creation of demand

p for the market. They are pioneers of the market. They are engaged in developing
customers and sales territories. In a sense they are missionary salesman, on account of
the missionary nature of his work. Its best features are:
(i) It mainly focuses on educating, training, demonstrating and merchandising the
benefit features of the products, rather than on keep on taking orders.
(ii) It is applicable to all the levels of the distribution system- wholesalers, retailers
and final customers.
(iii) Since the aim is to create demand without regard for an immediate order for the
manufacmrer.
Though jt is expensive as it requires a highly educated, specially trained salesperson
with technical knowledge. ·
(b) Detail Sale~m.an: Su~h type of selling is mainly for pharmaceutical companies, medical
rerresentahve, chem~~, hospitals, drqg companies. Such a salesman deals not directly
with consumers but with some agency which is instrumental in selling the product.
(c) Specialty Salesman: Specialty ~rticles are generally high priced and purchases are
made only after a personal selechon by the buyers. These items are not bought regularly
and are durable products e.g. car, refrigerator etc. So the specially salesman should be
 Introduction to Personal Selling and Salesmanship 11 11.21

equipped with considerable technical knowledge regatding the product. He should be

well-trained in the art of salesmanship.
. Wbolesaler,s Salesman: A wholesalers is an intermediary and holds a dominant position
2
in the distribution channel. He pushes the goods to the retailers. They render immense
services like:
(a) Meeting retailers for the distribution of goods, receiving complaints and forwarding
these information to the manufacturers.
(b) Establishing contacts between retailers and consumers.
(c) Guiding the wholesaler in extending credit to the retailer.
(d) Helping retailers to arrange displays and demonstrations.
3. Retailer's Salesman: The salesman employed by retailers who are in direct contact with
consumers. They are of two types of retailer's salesmen. They are :
(a) Indoor Salesman: He is a counter salesman. His main task is to sell the items to the
customers over the counter. He is cemented within the four walls of the shop. The
following features are there in indoor selling:
(i) They need not be elaborately trained, since he has to meet only customers and not
prospects.
(ii) He deals with regular customers only.
(iii) He is only an "Order-filling salesman.
(iv) He has to guide the customer to match their choices with the products.
(v) He should be pro~pt to attend to the needs of the customers.
(b) Outdoor Salesman: The nature of work of an outdoor salesman requires him to move
about places. He is also called a Travelling salesman. His job is to create customers and
act as an order taker too. The following features are there in outdoor salesman:
(i) His main job is to convert a prospect into a customer. That's why he is basically a
creative salesman.
(ii) He has to travel regularly so should have sound health.
(iii) He should be good at planning and organizing his work carefully.
(iv) He should be sufficiently persuasive in nature.
(v) As he has to meet different people with different temperaments, so should be
A properly skilled and trained.
0rd
creato:: ing to David Jobber, there are mainly three types of personal selling- order takers, order
and order getters.
Which McMurray and Arnold classification of selling types lights that the fundamental purpose 1or
c.
.1t requir 1
-~~l . new customers. And
P e are employed is to retain existing customers and also win
es more than order- taking and salespeople need to be shape d to create and sustain
· th ese
-·
.. rsonal Selling and Salesmanship
11.22 11 AdverttSJnS, e
- · e selling and developmental selling should be initiated.
And for such a move serVIC . . b . h .c II .
relationships. •fi d service and developmental selling JO s mto t e 10 owing
McMurray and Arnold have c1ass1 e
subheads.

Groups A: (Service Selling)

. . bles targeted service and customer oriented selling. To dress up for success sale, it
Semce se11mg ena . h. th .
. •a1 t derstand the customer needs and find an optimal way to mate e1r needs to offers.
1s essenti o un . .
Such salesman specializes in selling intangibles like insurance pohcy, tours and travel service etc. No
doubt it is evitable, that service se~ling requires planning, imagination and varied approaches by the
salesman. The following types of salesman are active here.
L Inside order taker: "Waits on customers,, In other words it means waiting to serve the
needs of someone or something e.g. the clerk waited on a customer. It is transactional
selling only.
2. Delivery salesperson: They are primarily concerned will deliver the product e.g. delivery
vegetables, milk, dry-cleaned clothes etc. Though delivery salespeople do not try to
influence demand. But winning or losing an order can be based on reliability and timings
of delivery.
3. Route or merchandising salesman: Merchandising means the process of leading a
customer to a sale. They operate as an order-taker, that is who collect orders but does not
make any attempt to increase existing sales.
4. Missionary salesperson: They operate with a mission to enhance the corporate reputation
of the firm and its -products. Such selling emphasis on educating, training, demonstrating
and merchandising the best features of the products to enrich the corporate image of the
product rather than on taking orders. It is known as «Selling in depth"
5. Technical salesman: Such salesman need to be equipped with technical knowledge. They
mainly sell technology-based or scientific products and services.

Group B: (Creative or Developmental Selling)

Creative selling requires imagination and resourcefulness. It is the task of inducing stimulating
demands.
1. Creative salesperson to tangibles: Example- refrigerator, washing machines etc.
2. Creative salesperson of intangibles: Intangibles are difficult to demonstrate. to display in
stores. So selling of services is based on imagination e.g. insurance, bank services etc.

Group C: (Basically Developmental Selling but of the same time creative also)
1. Political/Indirect/Back-Door Salesperson; It involves asking questions to acquire
information that the buyer wants to protect or that competitors lack. It can also refer to the
 Introduction to Perso na l Selhng
. and Salesmanship 11 11.23

selling of goods to a consumer outside the normal . h

directly to consumers contrary to existing agreem en
putrc
s wit:18hing r~les e.g. wholesalers selling
retailers
Sa)esperson Engaged In Multiple Sales: When th 1 ·
2· several individuals
"N ,,
in the customers organization : :a eslperson make presentations to
' u on y one or two go for "Yes' but
others say o •
'fhe selling is, thus, an important activity of marketing it is immense to say that "Nothing
happens un~ someb~dy sells someth~g; Selling has been the major contributor behind all human
progress- It is profession, an art, a serv1ce. A salesman is really an artist who paints mental pictures
with a verbal brush, The more developmental selling required in a particnlar sales job, the more
complex it is and harder to sell also.

J1.8 Relationship Marketing and the Role of Personal Selling in the Relationship
Marketing ''Marketing is Enthusiasm Transferred to the Customer"
Rdationship Marketing: According to the American marketing Association, "Relationship
marketing is marketing with the conscious aim to develop and manage long term and trusting
relationship with customers, distributol'S, suppliers or other parties iil the marketing environment'
According to Philip Kotler, "Relationship marketing is the process of building long term trusting
win- win relationship with customers, distributors, dealers and supplier."
The relationship marketing is the concept designed to foster customer loyalty interaction and
the repeal sales. Definitely it is the strategy of developing strong connections with customers for
future. The organizations have learnt that they can earn a higher return from repeat sales from
':"'ent customers than from spending money to attract new customers. And the organizations
thhich can manage strong relationships with key customers can secure plenty of future sale from
ese customers.

"

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Relatlonshlp Marketing
 .. nal Selling and Salesmanship
1 1.24 11 Advertising, Perso

11.8.1 Benefits of Relationship Marketing .

, se the benefits of relationship marketing. .
Lets analy . d etition varied behaviour pattern of the buyers creating new
In the age of increase comp , th fi th b 1· f tha
I. . h t k. But relationship marketing protects e rms as e e te t
customers is a toug
. the existing as
. • customers, being connected wt 'th th · f
em ts more nut· ful th ·
an creatmg
keeping
w customers by spending extra money.
. :eenriches the corporate image and reputation of the firm and because of this, add on of
2
branding, equity and loyalty follows.
3. It reduces the cost and time involved heading for new customer's creations.
4. The surety of repeat sales is enhanced
s. The appropriate feedback, follow ups helps to generate better ideas, innovations,
improvements for new products.
6. The relationship marketing ensures growth and boost up in service sector

.fa2 The Role of Personal Selling in Relationship Marketing

Today Personal Selling involves the development of longstanding client relationship. It creates
product awareness, stimulates interest, develops brand preference, negotiates price etc. It increases
product standardization and uniformity in consumption patterns in a diverse society.
Personal Selling is most persuasive function and it is because of face-to-face communication
which ensures built in of relationship marketing. Marketing today via personal selling is focusing
on relationships and values which is providing h,eart to heartless mar~et.
The integrated marketing communica~ion (IMC) approach seeks to have all of a company's
marketing and promotional activities, project a consistent unified image to the market.
Let's analyse the role of personal selling in relationship marketing.
1. The prospect is waiting for informations, knowledge about the product and its attributes.
Here the personal seller is the most important means of direct and close contact for
providing informations about the product.
2. The personal seller is promoting for repeat sales by building relationships with the customer
by being their friend and guide in every sense-matching their .purchasing desires and
powers with the product
3. The personal selling works round-the-dock. It is continuous · function of enduring
strengthening relationship connections with the customers.
4. The personal selling is most beneficial for relationship marketing as its inherent feature of
versatility and flexibility to adapt itself according to different customers and situations.
If we analyse personal selling in microscopically way, it plays very immense role in promotion
of marketing mix strategies. Let's discuss.
 Introduction t0 Pi • ·
~ - - - - - - - - - - -- -..:....::.::..:...:erso:::::~na~l~S~e~Um~g~an~d~Sa~
lesm
~ ~ans~h~ip~ll~l~l~-~2~5

1 1he Role of Personal Selling in Product Stratecnr• A d .

· ed Of tan ·bl ll · -e, · pro uct 18 a bundle of benefits.
It is_ co~pos gi e as we as intangible features. The sales person highlights the
disttngwshed features of th e product And of course tries to match with demands of buyers
with the product features.
2. 1he Role of Personal Selling in Pricing Strategy: When pricing, it should ensure that
every worth goes to the buyer. The price is for delivery of utilities, product differentiations.
Proper packaging, labelling etc.
3. 1he Role of Personal Selling in Place/Channels of Distribution: Personal selling builds
the importance of the product as it ensures that the product is available at right place and
at the right time.

4. 1be Role of Personal Selling in Promotional Strategy: The main theme of promotion
mix is to enthuse, entertain, inform and induce people to buy the product. And to get these
accomplishments. Personal selling is at forefront in ensuring enduring relationships and
connections with the buyers.

11.9 Criticism of Personal Selling

Though personal selling is very essential in the present day context The personal selling is not
denounced because of contents or because of.conceptually but because of man-made problems.
Like:

High P ~ r e Selling

""--------Ex-pe_n_s_iv_e______.,_c<-_ _ _
•
,·;?'(
'_A ,-~-' .-·
d@:i n~erior Q=:ality Products
;:-- --:;; - _, - - - ~-
~clm_inistrative Problems
>
"'-._ _ _u_l_t_in_M
____Deta __eth_o_ds_ _ _- - ~ ~ of Interest by the Salespersons)

1. High Pressure Selling: Sometimes the salesperson adopts the methods of high-pressure
selling or in other words the customers are pressurized to buy things which they do not
desire nor they have the means to buy.
2
· Expensive: It tends to be expensive, in case the salesperson efforts fail to achieve a large
sales volume
3
· Default in Methods: Most criticisms are against the methods adopted in personal selling
Practiced .in the past. In the past the firms used dishonest and manipulative means to,earn
high profits. e.g. often there was no fixed price for anything. They use to charge <lifter prices
from different buyers.
4
· Interior Quality Products: The salesperson along with quality products. would sell the
products of inferior quality or expired products also.
5
· Administrative Problems: The administrative problems would often be obstacle to
accomplish the targets.
1 t.26 II ,4dverfising, Personal Selling and Salesmanship
. It is difficult to be sure that the salesperson will work
ck 0 f Interest by the Salesperson. .
6. La . • t/ norms required for successful personal selling.
as per the reqwremen

l 1.1 o Special Characteristics of the Selling Jobs

. • persuading people to want what you have to sell. It is apt to say that "Nothing happens
Se11mgis · 'b b h. dallh
until somebody sells something:' Selling has been the maJor contrt utor e m uman progress.
It is the «thing" which has given the highest level of comforts in the world. Let's see how:
1. A salesman is an ambassador of his company and its products to the external world.
Therefore he leaves a very lasting impression in those with whom he interacts and forms an 1

opinion about the company from his behavior. It is reality that, by no stretch of imagination,.
we can consider the production staff or, for that matter any other staff of the organization
leaving the same influence as the salesman does.
2. A Salesman is out in the field, with no direct or little direct imprecision, whereas other
employees_have to work under close supervision. Field . duties involve hard physicaf
labor.. Se~g demand creativity and initiative. So a successful salesman should have a
combmation. of mental and physical abilities s<:, he needs to introspect to be self-directed
and self-motivated. ·
3. S~g job is the .stu~y of human relation psychology. And for this one interacts with a
vanety of people m diverse situation, he must show diplomatic skill d
shows
. tact and intelligence while dealm' "th
g WI h"
is customers s an composure. He
4. Selling job gives salesman authority to spend com y': . .
travelling. So here they need to be economical andpan s m~ney for his lodging boarding,
5. Selling job is full of adventure as one often needs t:nsure a e:ua~e returns are there.
pressure job and full of stress. One often cannot . be travelling m his territory. It is high .
to brave all kinds of adverse situations. enJoy good and full family life Thus he has

!.:n~n;11.Selling Phdosophy of Good Salespeople

J·
IS the art of Persuasion. The effect of successful .
. e .needs to follow the following track for it persuasion fetches profit from th llin
1 Sellin . • e se g.
· g 1s assisting activity.
!·
.
Selling is pr~blem solving concept.
A customer is a person to be s d
4 11 erve , not a prosp t b
. reat people as you will like b ec , to e sold.
· · to e treated.
5. Focus on custom
. . " d
er nee s, so be customer-oriented
6. Selhng is Win-Win activity». . rather than product-oriented.
7. A commitment to self-improvement d
8. Be ethical, trustful and hones·t· an scope for further enrichment for long t erm success.