Session – 2

Topic: Types of sales personnel,

Characteristics of a successful salesman
Sales & Retail Management(KMBNMK04)
By
Dr. Ajay Singh
 Salesmanship
• 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 favourable 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.
 Characteristics of a Good Salesperson
• Upbeat
• Passionate
• Ingenious
• Empathetic
• Accountable
• Well Prepared
• Tech-Savvy
• Highly Engaged
• Goal Oriented
• Relationship Driven
 Differences between Selling and Marketing
No. Selling
1 Emphasis on product
2 Company manufactures the product first and then
decides to sell it
3 Management is sales-volume oriented
4 Planning is short-term-oriented , in terms of
today’s products and markets
5 Stresses needs of a seller
6 Views business as a goods producing process
7 Emphasis on staying with existing technology and
reducing costs
8 Different departments work as highly separate
watertight compartments
9 Cost determines price
10 Selling views customer as the last link in business
Marketing
Emphasis on consumer needs and wants
Company first determines customers’ needs and wants
and then decides on how to deliver a product to satisfy
these wants
Management is profit-oriented
Planning is long-term oriented, in terms of new
products, tomorrow’s markets, and future growth
Stresses need and wants of buyers
Views business as consumer satisfying process
Emphasis on innovation in every sphere, on providing
better value to the customers by adopting a superior
technology
All departments of a business operate in an integrated
manner, the sole purpose being generation of
consumer satisfaction
Consumers determine price, price determines cost
Marketing views the customers as the very beginning
of a business
 Evolution of personal selling
Personal selling is a marketing technique that involves direct communication
between a salesperson and a potential customer. The goal is to build a connection
with the customer, understand their needs, and guide them through the purchasing
process
Partnership
strategies

Business
management

Consultative
selling

Negotiation

Persuasion
 Types of personal selling

Industrial selling (or B-2-B Selling)

Four categories are:
1. Selling to resellers
2. Selling to business users
3. Institutional selling
4. Selling to governments
 Types of personal selling
Retail selling
Selling to the ultimate consumers for personal or
non-business use or consumption

Services selling

Basically activities or benefits provided to consumers

Services are intangible in nature

Cannot be standardized
 Types of Sales People
Order taker Sales People-Order takers rely on the customer to make
buying decisions on their own.
Inside order takers – retail sales assistants
Delivery salespeople – deliver products to customers
Outside order takers – respond to customer calls

Order Getter Sales People-Order getters get to know their customers

and help influence their buying decision.

Order creators
Missionary salespeople – persuade customers to promote a seller’s brand
Types of personal selling
 Activity-1
• Explain different types of Personal Selling
done at Dominos Pizza and categorize Sales
Peoples in different types and explain the
activities they perform.