Session – 1

Topic: Role of Selling & Personal Selling

Sales & Retail Management(KMBNMK04)

By
Dr. Ajay Singh
 Definition of Selling
• Selling is first and foremost a transaction between
the seller and the prospective buyer or buyers
(the target market) where money (or something
considered to have monetary value) is exchanged
for goods or services.
• So the best way to define selling is to focus on the
sales skills that are necessary to make that
transaction happen.
• Defining selling as the art of closing the deal
encapsulates selling's essence.
 Role of Selling
• The simplest way to think of the nature and role
of selling (traditionally called salesmanship) is
that its function is to make a sale.
• This seemingly obvious statement disguises what
is often a very complex process, involving the use
of a whole set of principles, techniques and
substantial personal skills, and covering a wide
range of different types of selling task.
 Role of Selling
• The term selling encompasses a variety of sales
situations and activities. For example, there are those
sales positions where the sales representative is
required primarily to deliver the product to the
customer on a regular or periodic basis.
• The emphasis in this type of sales activity is very
different from the sales position where the sales
representative is dealing with sales of capital
equipment to industrial purchasers. In addition, some
sales representatives deal only in export markets whilst
others sell direct to customers in their homes.
 Role of Selling
• Sales Push/Increase sale
• Push Unsought goods
• Identify their target demographics.
• Selling focus less on market demand and more
on product itself.
• To generate revenue/ROI
 Personal selling
• Personal selling is where
businesses use people (the
"sales force") to sell the product
after meeting face-to-face with
the customer.
• The sellers promote the product
through their attitude,
appearance and specialist
product knowledge. They aim to
inform and encourage the
customer to buy, or at least trial
the product.
 Activity-1
• Choose a product
(FMGC/Electronics/Automobiles etc) of your
choice and demonstrate selling of product to a
retail customer.
THANK YOU