PERSONAL SELLING Introduction Personal selling is one of the major components of promotion mix. It is a form of Person-to-person communication in which a seller attempts to assist and/or persuade Prospective buyers to purchase the company’s product or service. Unlike advertising, personal selling involves direct contact between buyer and seller, either face-to-face or through some form of media like telephone or on-line. While interacting with buyer, the seller can see or hear buyer's reactions and modify the message according to customer's needs. It can minimize wasted effort as it focuses on Properly targeted, individual customers. It can provide all the required product information to the customer and can effectively convince him. Definitions According to American Marketing Association, “Personal selling is the oral presentation in a conversation with one or more prospective purchasers for the purpose of making sale : it is the abilly fo persuade the people to buy goods and services at a proft to the seller and benefit to the buyer.” 4 In the words of William J, Stanton, “Personal selling consists in individual; personal communication, in contrast to mass relatively impersonal communication of advertising; sales promoiion and other promotional tools", Nature and Significance of Personal Selling It is often said that ‘Getting Customers’ and ‘Keeping Customer’ is the task of personal selling. But personal selling encompasses a variety of tasks. As a business world is going through a very rapid transition, the role of tine sales force has also significantly changed. 1. Focus on Actual Sale :- Unlike other promotional tools, focus of personal selling is on actual sale. Advertising and sales promotional techniques attract attention, createinterest of potential customers, provide information but personal selling is actually stimulating the buying action. i 2. Multiple Tasking :- In addition to being information providers, influencers (through personal contact) and demonstrators, salespeople are performing multiple tasks like Surveying (cducating themselves more about their customers businesses Mapmaking (outlining account strategy and solution strategy for customer) Guiding Qringing incremental value to the customer by offering alternative options and solutions). (3) Serves as a Competitive Advantage :- Sometimes companies are threatened more by competitors’ efficient and better sales force rather than their hetter quality products. Hence, it is obvious that a superior position in personal selling is viewed as a competitive advantage by many firms. (4) Relationship Marketing + Rather than focusing on a short-term sale, the modern salesperson is attempting to establish a long-term, symbiotic relationship with clients. Personal selling followed by personal service helps build long term relations between the business and customer. (5) Enhances the Customer's Confidence : Through personal selling, a prospective customer is provided with a better understanding of the product and an interactive opportunity to liaise with the sales personnel. Thus, it enhances the customer's confidence in the seller. Personal Selling Process Following 7 steps are followed by salesperson in personal selling process. Determining Customers’ needs and wants ¥ “Approach ané Recommending a way to satisfy customers’ needs x Presentation and Demonstration | x Handling objections | Closing the sale I Follow up a Personal Selling Processs in selling depends on approaching yers or prospects is known prospects to get just a few become customers). He good ones and screening are (1) Locating Prospective Customers :- Succes: the right potential buyers. The process of locating potential bu: as prospecting. The sales person may have to approach many sales. Sales person must follow up on leads (those who may should also know how to qualify the leads, ie. identifying the out the unwanted ones. He should also determine whether these identified prospects qualified prospects i.e. whether they are able to make buying decision or not. (2) Determining Customers: Needs and Wants :- This stage is also known as pre- approach stage where salesperson gathers more information on the prospect from various d from websites. Then, the salesperson sources like from industry, acquaintances an decides the best way to approach his prospect. A tailor-made sales strategy 18 prepared for each prospect. In some instances, the salesperson may have to assist the customer In determining what he or she needs. (3) Approach and Recommending a way to Satisfy Customers’ Needs :- In this stage salesperson tries to get the relationship off to a good start by récommending a possible solution to the problem and/or needs of the potential customers. This may entail providing information the customer had not considered or identifying alternative solutions that might work. (4) Presentation and Demonstration the product to the buyer, explaining capabil that customer can derive from the product choice for the buyer. This need-satisfaction appro: problem-solving skills. (5) Handling Objections :- sales presentations or while placing an or psychological. In order to have a success! objections very smartly, and in a positive way. He should be intelligent enough to convert objections into opportunities to explain more about the product and its benefits and turn objections into reasons for buying. At this stage, the sales person presents ies of the firm, product's attributes, benefits and shows that why this product is the right ach requires excellent listening and Customers often come up with objections during the der. These objections can be either logical or ful sales deal, sales person should handle (6) Closing the Sale + Once the objections are handled intelligently, the sales person tries to get the prospect's commitment ie. prospect takes buying decision and finally closing the sale. For many salespersons, this is the most difficult task some skilled and trained sales persons do this well whereas some others do not handle this well. Many times managers work with their sales force to close the sale and help reluctant or uncertain buyer make a decision. (7) Follow-up :- The responsibilities of the salespeople do not end once the sale has been made. They need to follow-up actions to ensure customer satisfaction, to maintain customer loyalty, to generate repeat sales and getting the opportunity to cross sell. Example : Eureka Forbes Eurcka Forbes is a good example of a company which has successfully operated the direct selling technique for its vacuum cleaner and water purifiers (Aquaguard). The sales are done by personal selling and salesmen go from house to house to promote the products and sell them. They do not have any intermediaries like those for othersales force management have Pe vn. contributed to its success in direct selling-sales force compensation and sales force training and development. They have a salary-cum-commission system of compensation. In addition, salesmen get yehicle and house rent allowance. The company ensures that its sales team stays highly motivated. ‘Achievers are rewarded with a mention in the company’s records. A brass plaque displays their names at the entrance of the main office. Such rewards and recognitions help to build the morale of salesmen and win their commitment. durables. Two elements in Eureka Forbes, Source : Karunakaran, K. (2013) Marketing Management”, Himalaya Publishing house, New Delhi PP. 301. Advantages of Personal Selling Following are the advantages of personal selling + (1) Flexibility and Adaptability + Personal selling is more flexible than other promotional tools like advertising and sales promotion. While interacting with a customer, sales person can modify the conversation according to needs and wants of customers. This is one of the greatest strengths of personal selling. (2) Minimum Wastage :- It can minimise wasted effort as it focuses on properly targeted, individual customers or a small group of customers. (3) Influence Customer's Mind :- In personal selling, salesperson tries to talk in the point of view of customers and engage their mind to his point of view. That is, he influences customer's mind. (4) Lack of Distraction :- In many personal selling situations, one-to-one presentation is conducted. The likelihood of distractions is minimized and the buyer is generally paying close attention to the sales message. (5) Source of Research Information :- Sales force can be considered as “eyes and ears” of the firm. Sales representatives can collect first hand information on competitor's products and services, promotions, pricing and customers’ view points. In addition, they can learn about the buying needs and wants of the customers and potential customers. (6) Provides Feedback As there is direct face to face communication in personal selling, customer can be provided with a better understanding of the product and salesperson can take a direct feedback from the customer. Disadvantages of Personal Sellin, Despite having many advantages, personal selling has many disadvantages also: (1) Expensive :- It is the most expensive technique of promotion. High cost is nvolved in recruiting, training and retaining the salespeople. In some industries, sersonal selling constitutes a substantial portion of the communications effort and may iccount for most of the promotional budget. (2) Inconsistent Messages :- No doubt flexibility and adaptability of the message is | distinctive advantage of personal selling but lack of a standardized message can ‘ecome a disadvantage. The message to be communicated is generally designed by themarketing staff with certain objectives in mind, But salesperson may alter this message in ways the marketer did not intend. (3) Sales Force/Management Conflict Because of faulty internal communication, sales force and marketing people may not be working as a team. The marketing staff may not understand the problems faced by the sales staff, or the salespeople may not understand why marketing people do things the way they do. (4) Poor Reach : Personal selling cannot reach as many members of the target audience as other promotion elements can because of paucity of time. : i (5) Ethical Problems :- Because the manager docs not h4ve complete control over the messages the salespeople communicate and because incentives are often directly tied to sales, sometimes, salespersons indulge in unethical practices like bribing the clients. PUBLIC RELATIONS Public Relations is the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in. After that, a programme of action is executed to earn public understanding and acceptance. Public relations helps an organization communicate with its customers, suppliers, stockholders, govt. officials, employees and the community in which it operates. Marketers use public relations not only to maintain positive image but also to educate the public about the company's goals and objectives, introduce new products and support the sales effort. A public relations programme can generate favourable publicity-information about a company, product, service or issue appearing in the mass media as a news item. THE ROLE OF PUBLIC RELATIONS Public relations involve a variety of programmes designed to maintain or enhance a company’s image and the products and services it offers. A public relations strategy may play a key role in an organizations promotional strategy. A planned approach to leveraging public relations opportunities can be just as important as advertising and sales promotion. Public relations is one of the most effective methods to communicate with the masses. It is powerful and most cost effective of all promotional activities. Effective public relations seeks to communicate information to « Launch new products and services «Reposition a product or service( relevant example is repositioning of Horlicks) * Create or increase interest in product, service or brand e Influence specific target groups ¢ Defend product or services that have suffered from negative press or perception « Enhance the firm's overall image The result of an effective public relations strategy to generate additional revenue through greater awareness and information for the products and services an organisaiton offers. In short, the goals of public relations are to favorably influence public opinion, build goodwill and establish and maintain a satisfactory reputation for the organization. Public relations effort may rally public support, obtain public understanding or simply respond to enquiries. Well executed public relations is an ongoing process that moulds good long term relationships and plays an important role in relationship marketing and integrated communication.PUBLIC RELATIONS TOOLS Popular public relations tools are:- 1. News releases and media kits- a news release or press release, the most widely used PR tool consist of one or more typed sheets of information issucd to generate publicity or shed light on a subject of interest. News releases cover time sensitive hard news. Announcement of new product, promotion of an executive and unusual contests are done through news releases. A press kit or media kit supports the publicity gained at staged events such as press conference or open houses. The kit also contains news story about the event for the broadcast media, news and feature stories for the print media and photos and brouchers. 2. Photos- photos of events, products in use, new equipments or newly promoted executives can create interest to a dull news story. A photo tells the story faster. Photo should be of good quality and need little or no explanation. 3. Feature Articles- many publications particularly trade publications, run feature articles about companies, products or services. They may be written by a PR person, the publications staff or a third party. Feature article give the company or the product credibility. 4, Printed Materials- printed materials are the most popular tools used by the public relations professionals. They may be brochures or pamphlets about the company or its products, letters to customers, the annual report to stockholders and other reports. 5. Posters, exhibits and bulletin boards- posters can be used internally to stress safety, security, reduction of waste and courtesy. Externally they can impart product information, corporate philosophy or other news of interest to customers. Companies use exhibits to describe the organizations history, present new products, or explain future plans. Exhibits are often prepared for local fares, colleges and universities and trade shows. Internally the public relations slaff often uses bulletin boards to annowuee new equipment, meetings, promotion, new products and recreation news to cmpioyces. 6. Audio Visual Material- audio visual materials include slides, films and CDs which are used for training sales or public relations. Many public relations departments provide news releases news or feature stories prepared by company and offered free to TV stations. SALESMANSHIP Introduction The goal of all marketing efforts is to increase profitable sales by offering want satisfaction to consumers over the long run. Salesmanship is one of the major tools used to reach this goal. No other tool of promotion/communication is so strong as personal selling when it comes to convincing the buyers securing feedback and profitably using it to close to a sale. But, obviously it must be supported by other components of promotion such as advertising and sales promotion. Meaning and Definitions Salesmanship is the ability to persuade and influence people to buy goods andtial buyers with t is an art of so d for it and that cervices, Salesmanship is seller initiate effort that provides poter information and stimulate them to purchase his product or service. I preciates the nee presenting an offering that the prospective customer ap] a mutually satisfactory sale follows. ed salesmanship in different ways. Another definition say: the customer's viewpoint al Some authors say it s, it is a persuasive nd making him Different authors have defin is an art of teaching or helping others to buy. leadership whereas others say it is learning see yours by getting him to think or act. From the following definitions we can understan \d the meaning of salesmanship ina better way. “Salesmanship refers to the conscious efforts on the part of seller to induce a prospective buyer to purchase something that he has not really decided to buy, even if ho had thought of it favourably. tt consists of persuading people to buy what you have for salo in marketing them want it, in helping fo make up their minds”. 7 -Stephenson *Salesmanship is the process whereby soller asce' buyer and satisfies these needs or wants to the mutui buyers and seller’. “Salesmanship is a personal service rent marketing of goods.” “itis the ability to persuade people to buy goods or service: ‘-National Association of tains and activates the need or want of the fal, continuous and advantages to both the Pederson and Wright ion with the -Houghton .5 at a profit to the seller and benefit Marketing Teachers of America dered to the community in connecti to the buyer". *Salesmanship consists of winning the buyer's confidence for the seller's house and goods, thereby winning regular and permanent customers”. 3 —Carheld Blake sonal persuasion through It can be concluded that salesmanship is the art of per: tomers and retaining which people are induced to buy. It also aims at attracting new cus the existing one. Features of Salesmanship ‘An analysis of the above definitions reveal following features of salesmanship = (1) It is concerned with winning the buyers’ confidence. (2) It isa persuasion which influences and induces the people to buy the product. (3) Salesmanship provides solutions to the customer problems. (4) Salesmanship helps in bringing the right product into contact with the right person. (5) Salesmanship is flexible in its operation as.the salesmen have to adjust their presentation and efforts as per the needs of the buyers. (6) Salesmanship is beneficial for both the buyer and the seller. (7) It is a creative process because salesman is responsible for creation of demand by knowing the customers’ needs and view point. Modern Concept of Salesmanship The modern concept of salesmanship is entirely different from the earlier concept. Barlier concept ivas sales-oriented but modern concept is customer-oriented. According to old concept, salesman was merely an order-taker. He was not at all creative. His job me nore or lesé mechanical in nature i.e. showing goods to customers and wait for an order. But the modern concept is creative in approach. It is based on the idea of service. According to modern coneept, salesmanship involves not only in selling the products and services but also provide the knowledge, technical assistance and the counsel of thesalesmaa which satisfies the needs of the buyer. The fundamental things is that in order to sell products, salesmen need to sell ideas : ideas of beauty, of health, of economy, of prosperity, of service. Modern concept of salesmanship uses problem solving approach to ensure customer satisfaction, Classification of Salesmanship Salesmanship can be classified into three categories according to Canfield. 1, Demand filling Salesmanship/Order taling Salesmanship : In this type of salesmanship, sale is initiated by the buyer. Buyer awares about his needs and knows very well that which product will satisfy his needs best and from where he can buy the product. In this case salesman need not to show his special skills. He has just to sell a product which is asked by buyer. Articles of daily routine and cheap articles are generally bought and sold in this case. 2% Creative Salesmanship : In creative salesmanship, salesman searches out the customers, recognizes their needs and tries to persuade/convince the buyer that the product will satisfy their needs. Through his convincing ability, salesman creates demand for products. Such type of selling is popular in consumer specialities and intangible services like insurance, entertainment investment and information services. ___ 3. Professional Salesmanship : Such type of salesmanship is highly developed and Zollowing set standards and code of ethics. Service to others come before self interest in shis type of salesmanship. Sellers offer benefits in the form to comfort, convenience, safety, protection, profit and satisfaction to buyers. This type of salesmanship is practiced for the sale of industrial, specialties and intangible services. Personal Selling and Salesmanship These two terms ‘personal selling’ and ‘salesmanship’ are generally used interchangeably, but there is a difference between these two terms. Personal selling is the broader concept whereas salesmanship is one of the skills used in personal selling. Stroh said, “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”. It mainly relates to sell the goods and services to the buyers. It is an art of influencing and persuading people and converting their desires and feelings into their needs. Therefore, it is a personal service rendered by salesman who has to react and interact in many different ways to many different people. On the other hand, personal selling includes salesmanship and many more things. It is the most effective communication tool between buyers and sellers. Through this tool, sellers come to know about the problems and services of customers. It provides and opportunity to sellers to know the defects of the products and to improve product specifications. Personal selling is helpful in so many non-selling activities also like marketing research, sales forecasting, after sales-service to the consumers and removal of grievances. Besides this, it also includes activities like maintenance of sales records, training of sales force of the enterprise. Advertising and Salesmanship: Advertising and salesmanship both are essential parts of marketing and go side by side. They are complementary to each other. Their ultimate goal is same but they are different from each other.ADVERTISING SALESMANSHIP 1. There is no direct contact between producer, salesman and customer. 2. It is a message to large group or it persuades the general public to purchase the goods and services. 3. It is done at the initial stage when seeds are sown. . It is . There exists direct contact between salesman and consumer. concerned with specific individuals, . It starts when advertising ends ie., harvesting is done through salesman. / 4. Ibis less costly. 4. Ibis costly. 4 5. Its is not flexible. 5. Itis flexible in nature. 6. Being non-personal presentation,| 6. It creates an interest in buyers interest in buyers is created in a general way. according to their individual needs. Importance of Salesmanship Personal selling is the most widely used means by which organizations communicate with their customers. Almost every marketing organization deals with clients/customers through some kind of personal contact and sales effort. Salesmanship is the most important skill used in personal selling. Following are some of its advantages : 1 Personal interviews done by salesman assures attention and interest of a prospect. Sales talk and sales presentation can be adjusted and changed according to individual needs and motives of a prospect. Advertisements attract attention and interest of people but actual sale is made possible through salesmanship. Salesmen’s services can be utilized by marketers as “problem solvers and consultants for their accounts — providers of advice and services”.E.g. Salesmen serving retailers may guide them in store location, product planning and sales promotion etc. . Volume of sales and goodwill largely depend upon the characters of salesmanship offered. Hayward said, “advertising policy may be excellent, and the price and quality of the merchandise beyond criticism but if the manner of effecting the direct contact between the store and consumer is poor, the store will never attain the measure of success to which other factors may entitle it”, . Through salesmanship, industries can easily anticipate demand and future sales. Therefore, mass production can be possible. Actual demonstration of the product or its use is recognized as the most powerful means of convincing. This is possible only through salesmanship. With the changing marketing technology, the role of salesman and his responsibility has increased tremendously. Besides selling he performs so many other functions also like co-ordinating various marketing activities to achieve customer's satisfaction. In marketing of services especially hotels and tourism, it has a unique role.Qualities of A Good Salesman Salesman occupies 40 important position business whose main function is to make awar products and persuade them to buy those products. He acts, asa pet and consumer. Therefore, 2 salesman should possess certain best qualitie: heart to perform successfully. in a firm. He is a representative of a e the general public about the company’s link between producer 3 of head and alities and capabilities that iven different categories of qui Russel have highlighted Different authors have 8 J. W. Windate and salesman must possess. R- G. Walters, three main qualities : (ii) Knowledge of the product (iti) Knowledge of the (i) Personality of a salesman customers and their buying motives. ‘QUALITIES OF A GOOD SALESMAN t t Knowledge Knowledge of Personality of Salesman of goods customers and buying motives -——7—_1 v Mental Qualities Social Qualities Moral Qualities 4.Alertness 1.Good manners nati 2. Imagination 2. Courtesy Zecny 3.Self confidence 3.Tactfulness 3. integrity a Soe 4. Helpfulness: 4, Loyalty 5. Initiative/Resource 5. Politeness 5. Courage i hess 6.Co-operation 6. tndisiey Observation 7-Friendly 7. Self Manas 8.Ego-Drive : on Y Physical Qualities 1. Good appearance (Height, dress, facial expression) 2. Sound Health 3. Pleasing voice PHYSICAL QUALITIES Through physical qualities (like good a, ; i pearance, 7 voice) one makes the impression on other people. eee ee a very bigr r i allows him to asset for a salesman, Whether a customer takes interest in the salesman, listen to depends upon the favourable first impression which depends upon good physical appearance. A good looking salesman with properly trimmed hair and shaved in neat and ironed clothes will always be welcomed by people. People may not like to deal with or make purchases from a salesman who is not dressed properly, whose hands and nails are dirty. Grooming of hair, appropriate dress, clean shave, shining teeth and a pleasant breath are the assets of a good salesman. He also displays a good posture while standing or sitting. Good physical appearance also gives the salesman self-confidence. Sound health and good physique are very essential for salesman since his work involves long standing and frequent travelling, There is a very close relationship between physical health and mental health. It is a very popular saying, that “A sound mind lives only in a sound body”. ‘A salesman must have a cheerful smile on his face. His voice always should be pleasant, clear, well modulated with a variety of pitch and volume and of requisite speed. ‘The voice is the index of one’s feelings so it must be attractive and should not irritate customers. Mental Qua The mental make-up of a salesman must be conducive to success. There are certain mental traits which need to be developed by a salesman in order to be successful. A salesman must be alert and quick in action. He should always be ready to find ways and means of satisfying the customers without loss of time. Absent — minded person cannot be a good salesman. ies He must be imaginative. Imagination is the ability to visualize ideas and imagine things from the point of view of customers. E.g., an insurance agent gives the picture of the retired life and impress the customer. He must have confidence in himself. Confidence makes him optimistic and enthusiastic. Self confidence springs from knowledge about one’s profession, Resourcefulness is the ability to face and tackle difficult situations intelligently. He must be able to think and decide for himself without being asked to do everything. He must observe surroundings carefully. He must have upto date knowledge of his products, changes in fashions, attitude of customers and competitors. Social Qualities A salesman is required to move in different circles, meet many customers. Therefore, he must develop a good social behaviour. Good manners and etiquettes are the signs of refinement. He must always be well mannered and polite. He should learn basic mannerism also which are different from manners. These are such peculiar habits, actions of people which they themselves don’t realise but these actions irritate others, such as biting the nail, rubbing shoes, drum with the fingers, twist certain facial muscles, playing with rings, adjusti number of other things. gs, adjusting dresses andSalesman must be courteous in dealing with customers. The practice of greeting and thanking his customers and using polite expressions are very necessary to be a successful salesman. : He must be tactful especially while dealing with crucial situations. It is the ability to deal with others inoffensively; dominating people without making them aware of this fact and using such a language, which shows flowers and hide the thorns. He must have a helping attitude whenever customers are in need of information and guidance. : Co-operation with the customers, employers and fellow employees should be developed by a successful salesman. Assalesman must not be self-centered. An ability to make himself socially acceptable, to adapt himself to customers with different attitudes, age,, economic status, cultures, temperament will stand a salesman in good stead in his professional career. Creation of goodwill and a name for fair and honest dealings are essential in business. A salesman must be honest and sincere towards his assigned duties. He must not make false statements regarding products. He must assist customers by giving them true information related to products. He must be loyal both to employer and to his customer because success of the employer depends upor the goodwill of the customer. In difficult situations salesman should not fear but must face the situations courageously. Salesman must possess an industrious attitude ie. he must be able to work hard even in unpleasant atmosphere. Knowledge of Products Besides having good sales personality, salesman should have through knowledge about the product in which he deals. He should know all the useful facts about the qualities of his goods, terms of sales and the reputation of his company so that he may be able to meet the objections raised by the customers. There are certain products which need complete information regarding the functioning of those products. Therefore, he must know all technicalities of products. His perfect knowledge of the product will naturally increase the confidence in himself. Salesman can get through knowledge about the products from personal experience, trade journals, discussion with co-workers, training programmes, meetings, conferences, visit to factories, sales manual, demonstrations and audio-visual aids. Knowledge of Customers Customers are not alike. They differ in attitude, habits, economic status and backgrounds. Proper sizing up and the effective handling of the customers are cornerstones of a successful salesman, ‘Sizing up’ means a psychological observation ofct in unde anding his charac ttable way Sale: or and buying policy and converting his desire into man should be able to categoriese customers and trace out Accordir ig to Pradhan, Jakate and Mali, customers have been divided into many such as friendly customer, the timid customer, the impulsive custome ‘the the silent customer, the snobbish custome mat mentative customer, the st the overeautious © p-minded spicious customer, the rude and sarcastic stomer and the determined customer. They also added that about the customer's status and taste while gestures and manners tde a clue to judge his nature. : ustomer, the ai Salesman should also try to understand the buying motives of the buye ve basic motives which cause people to buy a particular product 's. There are Comfort and convenience (ai) Safety and protection (iii) Satisfaction of pride faction of affection (v) Gain and economy motives. 7Ps of Successful Salesmanship Patrick Low Kim Cheng uncovered 7Ps through his research, that are essential for successful salesmanship. These are : Passion, Persistence, Pro-activeness, Personable ness, Positiveness, Preparedness and Professionalism. ‘P’ - Passion highlights that salespersons should be committed to sales as a . Author found that top salespersons love and are passionate about their product The second ‘P’ — Persistence emphasises that great sales performer should not easily be disheartened by rejections, objections or mistakes in sales. The third — ‘P'is that of Pro-activeness. It implies initiative and enthusiasm. The cuccessfit! salesperson should be energetic, on the move and must know how to get the job done The fourth ‘P - Personableness highlights that being people-oriented 5 manship, He should be constantly in touch with the customers and when Jespersons should take care of their problems. neces ry for good sale: they are not happ: ‘The fifth '?* - Positive. Since selling is a challenging process, short-term failures or rejec own successful salespersons; instead they must stay positive. The sixth ‘P’ is being Prepared. Salespe mework. Successful sales peop! products or services and should always be well prepared. ‘The seventh ‘P’ is that of Professionalism, Effective salespeople should be punctual when making appointments with their prospects oF customers. They should be disciplined and must maintain the It can be concluded that top-performing ts initiative, self-confidence, drive, persistence and job commitment. The energetic, disciplined and internally motivated. ons should not easily cow d rsons need to fully prepare themselves. They must do their h le must have full confidence in their standards, salespeople usually have a lot of enthe: must be