Unit -1

Personal selling
The Role Of Selling In Marketing

Selling is the lifeblood of any business, as it directly impacts revenue and growth. In the context
of marketing, the role of selling encompasses identifying potential customers, nurturing existing
ones, and enhancing sales promotion to maximize revenue and facilitate growth.

As the modern approach to selling evolves, sales reps are tasked with prospecting, pre-
approaching, approaching, making presentations, handling objections and complaints, closing
sales, and following up. Effective selling techniques include detailing, communicating the
product’s value, building an email list for email marketing, personalizing digital touchpoints,
creating a sense of urgency, considering each lead’s position in the buyer’s journey, and using
lead scoring to prioritize high-value online leads.

The sales representative, also known as a sales rep, plays an integral role in marketing,
performing activities such as sales prospecting, sales presentations, closing sales, and more.

Identifying Potential Customers

Recognizing potential customers is essential for the sales team to focus their marketing strategies
on the appropriate audience and customize their efforts accordingly. One effective way to
showcase a product’s features and advantages to potential customers is through personal selling
examples like product demonstrations.

For instance, car test drives and software interface demonstrations allow customers to experience
the product before making a purchase, which is an important part of a sales strategy.

Nurturing Existing Customers

Nurturing existing customers is vital for maintaining relationships, encouraging repeat business,
and generating referrals. One effective way to build rapport with prospective customers is to
occasionally veer conversations toward personal topics. Customer testimonials can also create
trust with potential customers, demonstrating your business’ expertise in the field and
influencing their decision to choose your services over those of other providers.

By nurturing existing customers, businesses can foster loyalty, secure repeat patronage, and even
receive valuable referrals to grow their customer base.

Enhancing Sales Promotion

The purpose of enhancing sales promotion is to generate compelling offers and incentives to
acquire new customers and maintain existing ones. Story selling can effectively demonstrate the
practicality of a product beyond its design and features, thereby stimulating consumer interest
and curiosity. The price of a product should be determined based on cost, overhead, and desired
profit margin.

Types of Selling Techniques In Marketing

There are various types of selling techniques in marketing, each with its unique approach and
focus. Some of the most significant types of selling include consultative, transactional, and
relationship selling.

Consultative Selling
Consultative selling is a sales approach that emphasizes understanding the customer’s objectives,
fostering relationships, and offering tailored solutions to meet those objectives. This method
focuses on creating value, trust, and open communication with the customer, establishing long-
term partnerships.

The advantages of consultative selling include establishing trust and long-term connections with
customers, offering customized solutions to satisfy customer requirements, and generating value
for both the customer and the seller.

Transactional Selling
Transactional selling focuses on achieving quick, one-time sales, emphasizing volume and
efficiency. The primary objective of transactional selling is to maximize sales volume and
efficiency through swift, one-time sales. This approach is efficient and economical, allowing
businesses to promptly generate sales and evaluate new products or services.

Examples of transactional selling include door-to-door sales, online sales, and sales of products
or services in retail stores. By focusing on quick, single transactions, businesses can rapidly
generate revenue and assess the appeal of their products or services in the market.

Relationship Selling
Relationship selling focuses on developing robust, enduring relationships with customers to
foster loyalty and repeat patronage. The impact of relationship selling on loyalty and repeat
business is significant, as it facilitates strong, long-lasting connections with customers.

Establishing strong connections with customers fosters trust and loyalty, increasing the
likelihood of repeat business.

Personal Selling
‘Personal Selling’ is a highly distinctive form of promotion. It is basically a two way
communication involving not only individual but social behaviour also. It aims at bringing the
right products to the right customers. It takes several forms including calls by company’s sales
representative, assistance by a sales clerk, an informal invitation from one company executive to
another. It is employed for the purpose of creating product awareness, stimulating interest,
developing brand preference, negotiating price etc.

The increase in complexity of products has increased the importance of personal selling.
Manufacturers of highly technical products such as computers, electronic typewriters, digital
phones, microwave kitchen appliances, remote control equipments etc. depend more heavily on
personal selling than do grocery or toiletry products manufacturers.

Ever growing competition from domestic and foreign sources have also increased the
importance of sales persons in the marketing effort of a firm. In personal selling, company’s
sales persons are often referred to as sales representative, salesman or sales girl, they remain on
the company’s payroll or work on commission basis or both to push the product in the market by
positively motivating the prospective customer through oral presentation or demonstrating the
product in question.

Consumers want all sorts of goods and services but inertia may keep them from buying. Sales
efforts stimulate the consumption process by reducing people’s inherent reluctance to make
purchase decision. In fact sales person act as catalyst in the market place. When the nature of the
product is such that the buyer needs special information in order to use it properly, sales
representative acts as a consultant to consumer, to apprise them of products technicalities and
usage.

Sales person also work out the details of manner and timing of given physical possession. In case
of industrial products, the promotion mix mostly consist of personal selling rather than
advertising. Being high value and complex product, personal contact with the customer is
essential to convince him of the product’s quality and utility.

On the other hand, consumer product companies use personal selling together with advertising,
to influence prospect to try their brand. But personal selling in this case cannot substitute for
advertising, it can only be used tactically to intensify marketing effort, mainly because it is
expensive.

PERSONAL SELLING OBJECTIVES

The qualitative personal selling objectives are long term and concern the contribution
management expects personal selling to make in achieving long-term company objectives. These
objectives generally are carried over from one period’s promotional program to the next.
Depending upon company objectives and the promotional mix, personal selling may be assigned
such qualitative objectives as

1. To do the entire selling job (as when there are no other elements in the promotional mix).

2. To “service” existing accounts (that is, to maintain contacts with present customers, take
orders, and so forth).
3. To search out and obtain new customers.

4. To secure and maintain customers’ cooperation in stocking and promoting the product line.

5. To keep customers informed on changes in the product line and other aspects of marketing
strategy.

6. To assist customers in selling the product line (as through “missionary selling”).

7. To provide technical advice and assistance to customers (as with complicated products and
where products are especially designed to fit buyers’ specializations).

8. To assist (or handle) the training of middlemen’s sales personnel.

9. To provide advice and assistance to middlemen on management problems.

10. To collect and report market information of interest and use to company management.

The basic considerations in setting qualitative personal selling objectives are decisions on sales
policies and personal selling strategies and their role in the total promotional program. After this
role is defined, qualitative long-term personal selling objectives are set. In turn, the qualitative
personal selling objectives become the major determinants of the quantitative personal selling
objectives. The quantitative objectives assigned to personal selling are short term and are
adjusted from one promotional period to another. The sales volume objective-the rupee or unit
sales volume management sets as the target for the promotional period-is the key quantitative
objective. All other quantitative personal selling objectives are derived from or are related to the
sales volume objective.

. Setting the sales volume objective influences the setting of other quantitative personal selling
objectives, among them the following:

1. To capture and retain a certain market share.

2. To obtain sales volume in ways that contribute to profitability (for example, by selling
the “optimum” mix of company products).
3. To obtain some number of new accounts of given types.
4. To keep personal selling expenses within set limits.
5. To secure targeted percentages of certain accounts’ business.

RELEVANT SITUATION FOR PERSONAL SELLING

Let us discuss some of the situations when personal selling in a company becomes more
relevant.

1. Product situation:
Personal selling is relatively more effective and economical in case:
(a) When a product is of a high unit value like Xeroxing machine, computers etc.
(b) When a product is in the introductory state of its life cycle and require creation of core
demand.
(c) A product requires personal attention to match specific consumer needs e.g. insurance
policy.
(d) Product requires demonstration e.g. most of the industrial products.
(e) Product requires after-sales service.
(f) Product has no brand loyalty or very poor brand loyalty.

2. Market situation:

Personal selling situation can be best utilized when:

(a) A company is selling to a small number of large-size buyers.

(b) A company sells in a small-local market or in government or institutional market.

(c) Desired middle men or agents are not available.

(d) An indirect channel or distribution is used for selling to merchant-middlemen only.

3. Company situation:

Personal selling is relatively more effective and economical when:

(a) The company is not in a position to identify and make use of suitable non-personal
communication media.

(b) A company cannot afford to have a large and regular advertising outlay.

4. Consumer behaviour situation:

Personal selling is more effective when:

(a) Purchases are valuable but infrequent.

(b) Consumer needs instant answers to his questions.

(c) Consumer requires persuasion and follow-up in the face of competitive pressure.

DIVERSITY OF SELLING SITUATIONS

All of us being consumers often come across variety of selling situations. Differences in
marketing factors cause each company to have individualized selling styles. Each different type
of selling job requires the sales person to perform a variety of different tasks and activities under
different circumstances. The job of a soft drink driver salesperson who calls in routine fashion on
a number of retail stores is different from that of a computer sales person who sells a system for
managing information to executive of a consultancy firm.
Before categorizing sales persons into basic selling styles, one convenient way to classify the
many different types of sales job is to array them on the basis of the creative skill required in the
job, from simple service-or repeat order selling to the complex developmental selling.

Let us now discuss the different kinds of selling positions prevalent in Indian companies.

Delivery sales person:

The primary job of the delivery sales person is to deliver the product e.g. soft drink, bread, milk
etc. The selling responsibilities are secondary. Good service and a pleasant personality may lead
to more sales.

Inside order taker:

The retail sales person standing behind a counter is an inside order taker. The customer comes to
the sales person with the intention to buy a product or service, the sales person only serves him
or her. The sales person may use suggestion selling but ordinarily cannot do much more.

Outside order taker:

The soap or spices sales person calling on retailer is an outside order taker. They do little creative
selling. In contract with store personnel these representatives actually may be discouraged from
doing any hard selling. That task is left to executives higher in the hierarchy.

Missionary sales people:

These sales persons are not expected or permitted to solicit an order. Their job is to build
goodwill or to educate actual or potential user or provide services for the customers, as in the
case of Medical representatives, working for the pharmaceutical company.

Consultative sales person:

Consultative sales are characterized by the product or service that is sold at the higher level of an
organization e.g. computer system or management consultancy service. The decision to purchase
such products involves higher capital outlay thus sales job requires a low key, low pressure
approach by the sales person. It would also require a very strong knowledge about product,
patience to discuss product with several people of organization and potential benefits to the user.
Even at times when the progress of sales slows down representative has to make creative and
sensitive efforts to resume interest but without appearing to exert pressure on the prospect.

Technical sales personnel:

The most distinctive characteristic of technical sales is the product knowledge required by its
sales person, unlike the consultative sales, where sophistication in organization relationship and
persuasive ability are sales persons’ most valuable assets. Even time required to sell the product
is relatively less than consultative sales. Most of the technical purchasing requires approval of
several people but only one or two people with technical knowledge influence decision. The
technical sales persons though not strangers to the process of making a sale, are trained to utilize
the rational approach, by going into details of product utility and features.

Commercial sales person:

This field generally includes nontechnical sales to business, industry, government and non-profit
organization e.g. office equipment, wholesale goods, building products, business services and
others. Unlike the previous two types, it is customary for the commercial sales person to make
sales on first or second call. The process stresses approach to right person (decision maker),
making a smooth presentation and closing the sales.

Direct sales people:

Direct sales are primarily concerned with the sales of products and services to ultimate
consumers e.g. restaurants, door to door sales, insurance, encyclopaedias, magazines etc. There
is normally some emotional appeal associated with this type of selling, thus sales persons are
required to possess strong persuasive ability. Often length of time to close sales is shortest in the
case of above product categories. In fact, sales person are trained to close the sales on the first
visit because it is felt if consumers are given time, they will either cool off from buying or will
buy from competitor.

SELLING PROCESS

All selling process contain the same basic steps, though the detail of each step and time required
to complete it will vary according to the product that is being sold. For example: a door to door
sales representative may go through all the steps from prospecting to closing of sale in a matter
of ten to fifteen minutes in contrast, the selling process for computer or electronic typewriter may
take several visits, even years, for getting an order.

1. Prospecting

The selling process begins with prospecting or finding qualified potential customers. Except in
retail selling, it is unlikely that customers will come to the sales person.

In order to sell the product, the sales person must seek out potential customers, prospecting
involves two major activities-

(a) identifying potential customers also known as prospects; and

(b) qualifying them in order to determine if they are valid prospects.

(a) Identifying prospects

The identification of potential customers is not an easy job, especially for a new sales person.
Rejection rate is quite high and immediate payoffs are usually minimal. In some consumer goods
businesses, identification of prospects usually come from friends and acquaintances, other sales
people, former customers, present customers etc.
Few of the best sources and techniques for finding prospects are discussed below.

Present customers:

The best source of prospects is usually the sales person’s existing satisfied customers. It is much
easier to sell additional goods and services to existing customers than to attract new customers.
Indian companies are using this method of selling successfully. For example person or an
organization who has purchased a portable typewriter from an office automation product
company and is pleased with it is usually more receptive to purchase a bigger typewriter and
similar product from the same company than someone else. This is the main reason, present
customers should get first priority by the company when new products and services are
introduced.

Endless chain:

This is also an effective prospecting tactics. In this method companies use satisfied customers as
source of referrals. Sales representatives ask current customers for names of friends or business
associates who might need similar products or services. Then, as the sales person contacts and
sells to these prospects, more referrals are solicited. In this way the process continues further.

Centre of Influence:

Another effective prospecting technique based on referrals is the center of influence approach. A
center of influence is a person with information about other people or influence 33 over them
that can help a sales person identify good prospects. Some frequently used centers of influences
are housewives, bankers, local politicians etc.

Spotters:

Some companies use spotters as a source for prospecting potential customers. Spotters are
usually ‘sales trainees’ who help sales person identifying prospects, thus saving time and
qualifying sales lead.

Cold call:

Cold call is also known as unsolicited sales calls. This prospecting techniques involves knocking
on doors. The sales person makes contact with a potential customers, introduces himself or
herself, and asks if there is a use for the product or service. This technique is utilized by the sales
person when they have time available between scheduled appointments.

Directories:
A wide variety of directories are full of prospect. The classified telephone directory is the most
obvious one. A sales person may also find that membership directories of trade associations,
professional societies, and civic and social organizations are good sources for prospects.

Mailing lists:

In India, specialized companies compile lists of individuals and organizations for direct mail
advertisers. These lists may also be used to identify sales prospects. The major advantages of
mailing list are that they are often more current and more selective than directories.

Trade shows and exhibitions:

A cost effective way to make personal contacts and locate prospective buyer is to participate in
trade shows and exhibitions. Now a days more and more companies are increasing their
participation in these shows and exhibitions to company’s booth by mailing invitations or
promising a gift. Advance announcements sent to trade publications may also help to attract
prospects. In view of the rising costs of personal selling trade shows have become an
increasingly important source of prospecting.

(b) Qualifying prospects

Once the sales person has identified potential customers, he or she must qualify them to
determine, if they are valid prospects. Unless this is done, time and energy is wasted in trying to
sell to people who cannot or will not purchase the product or service.

There are several factors to consider while qualifying a prospect. One approach to qualifying
often called MAN (Money, Authority and Need) approach is given below:

Money:

Does the prospect have the money or resources to purchase a product or service? Ability to pay
is very critical factor in qualifying a prospect. The sales people must be familiar with financial
resources of a prospect.

Authority:

Does the prospect have the authority to make commitment? This is a particular concern when
dealing with corporation, government agencies or other large organizations. Even while selling
to a married couple, it may be difficult to identify who actually makes the purchase decision. A
sales person must identify the key decision maker early to economies on selling time more
effectively.

Need:

Does the prospect need the product or service? If a sales person cannot establish that the
customer will benefit from purchasing a product or service, there is no reason to waste a sales
call. The prospect either will refuse the offer or will end up dissatisfied with the purchase. Before
proceeding further the sales person should first appraise whether money, authority and need exist
with the prospect.

2. Preparation After a prospect has been identified and qualified, the sales person prepares for
the sale of product or service.

The preparation stage involves the two key activities i.e. Pre-approach and Call Planning.

(a) Pre-approach
The pre-approach step includes all the information gathering activities necessary to learn
relevant facts about the prospect and his or her needs and situations. Four necessary steps of
pre-approach are:
1. It should disclose the party need and ability to buy.
2. It should provide information that will enable the seller to tailor the presentation to the
prospect.
3. It should provide information that may keep the sales person from making serious tactical
errors during the presentation.
4. Finally, a good pre-approached increases the sales person confidence and makes him
confident to handle whatever may arise during the sales.

(b) Call planning

Call planning involves a specific planning sequence. The sales person defines the objective
of the call, devises a selling strategy to achieve this objective, and makes the appointments.
The primary objective of any sales effort is to get an order. For some sales call intermediate
objectives may be needed.
Some examples of intermediate objectives are:
• To obtain more information about the prospect.
• To relate the prospects needs and concerns to features and benefits of the product or
service.
• To obtain permission for demonstration of the product.
• To introduce a new distributor.
The sales person must develop a strategy, or course of action to achieve his or her objective.
Cold calls i.e. calls without specific appointment may be appropriate for introducing the
sales person or dropping off information. This method is generally inefficient for selling
most products and services and is not consistent with modern professional selling.

3. Presentation

After establishing rapport with the prospects through calls, the sales person proceeds to the
formal sales presentation. The objective of the presentation is to explain how the product
meets the special needs of the consumer. The job of the sales person is to inform the
prospect about the characteristics, capabilities and availability of goods and services that are
for sale. In order to ensure that the presentation is understood by the prospect, the sales
person should be clear in his/her communication. Presentation should also be interesting
enough to keep the attention of the prospect focused on the proposal.

Sales presentations are classified into the different categories: Fully automated, Semi-
automated, Memorized, Organized, and Unstructured.

Fully automated:

The fully automated presentation is the most highly structured approach, based on film or
slide presentations. The sales person simply answer questions or clear up doubts. e.g. selling
life insurance to the rural or semi-urban prospects.

Semi-automated:

In this approach, the sales person reads from brochures or literatures, adding comments to
the prepared materials when necessary. A common example is selling of pharmaceutical
products by medical representatives.

Memorized:

In memorized presentation, company message is presented, with few changes initiated by

the sales person.

Organized presentation:

The most popular and often the most effective sales presentation method is the organized
presentation. With this method the sales person has complete flexibility in oral
communication but follows a company prepared outline or checklist. The organized
approach best exemplifies the selling process in which customers are moved through four
stages to a purchase decision; i.e. attention, interest, desire and action (AIDA).

Unstructured presentations:

(Also referred to as problem solving) In this approach, the buyer and seller together explore
the problems that are the real sources of the company’s needs. Although unstructured
presentations are often effective and widely used, they have a number of limitations. Such
presentations tend to be not too well-focused. As a result, points are often missed and time is
wasted. Further, sales person do not usually anticipate objections but may have to face
surprise complaint from the prospects. Because it is difficult to teach sales person how to use
the unstructured method, the problem solving presentation seems best suited to experienced,
sales person who are selling to established customers.
Sales presentation comprises of two distinct activities, approach and demonstration.

a) Approach

When the sales person has the name of the prospect and adequate pre-approach
information, the next step is the actual approach. It frequently makes or breaks the entire
presentation. If the approach fails, the sales person often does not get a chance to give a
presentation or demonstration. It gets the prospect attention, it immediately inspires
interest in hearing more about the proposition, and it makes easy transition into the
demonstration phase.

Four basic approaches are in common use:

1. The introductory approach, the sales person introduces himself to the prospect and
states what company he represents.
2. The product consists of handling the product to prospect with little conversation. It
can be most effective when the product is unique and creates interest on sight.
3. The sales person starts the sale in a consumer-benefit approach by informing the
prospect of what the firm can provide in benefits. In other words, directs the prospects
attention toward the benefits the firm has to deliver.
4. Lastly, referral approach successful in getting an audience with prospect who is
difficult to see directly. It consists of obtaining the permission of a past or present
customer to use his or her name as a reference in meeting a new prospect.

(b) Demonstration

The demonstration is the core of the selling process. The sales person actually transmits the
information and attempts to persuade the prospect through product demonstration to make a
customer.

Two factors should be taken into consideration in preparing an effective product

demonstration:
i) The demonstration should be carefully rehearsed to reduce the possibility of even a
minor malfunction.
ii) The demonstration should be designed to give customers ‘hand on’ experience with
the product wherever possible. For example an industrial sales representative might
arrange a demonstration before the purchaser’s technical personnel.

4. Handling objections
All sales person confront sales resistance i.e. actions or statements by a prospects that postpone,
hinder or prevent the completion of the sale. Normally sales resistance takes the form of an
objection which can be classified as stated or hidden. Prospects may state their objections to a
proposition openly and give the sales person a chance to answer them. This is an ideal situation
because everything is out in the open and the sales person does not need to read the prospect’s
mind.

There are two major techniques for discovering hidden objections.

One is to keep the prospect talking by asking probing questions. The other is to use insights
gained through experience in selling the product, combined with a knowledge of the prospects
situation, to perceive the hidden objection. Often objection to price and product are also faced by
sales person either in a form of unaffordable or too high price. Product objections can be
answered best when sales people have extensive product knowledge of both their own products
and competitors. Many times prospects may be misinformed or may not understand some of the
technical aspects of the proposition. In this case, the sales person should provide additional
information. Even the prospects objections can be met simply and effectively by altering the
product to suit the customer.

5. Closing
After having answered and overcome objections, it is the stage for sales person to ask for the
order from the prospects. The entire effort is wasted unless the sales person can get the prospect
to agree to buy the product. There are several closing techniques which are being used by sales
person in India. Sales person should select among these technique one that fits the specific
prospect and selling situation. Now we would discuss few effective closing techniques.

In action close technique the sales person take an action that will complete the sale e.g. in case of
high priced products like Motorcar, photocopier or industrial product the sales person may
negotiate with the financial institution for financial assistance for the prospects.

The gift close technique provides the prospect with an added incentive for taking immediate
buying action.

In one more yes close techniques, the sales persons restates the benefits of the products in a
series of questions that will result in positive responses by the prospects. The process may result
in an order.

The direct close is clear and simple technique, many sales persons feel that this is the best
approach for closing, especially if there are strong positive buying motives, the sales person will
summarize the major points that were made during presentation to the prospects prior to asking
for the sale. Experienced sales people always try to close early. If they are not successful, they
continue the presentation and then try a different closing technique. Good sales person know that
if they have successfully completed all of the earlier steps, then the prospect is worth an extra
effort at closing. In most cases this simply means switching to a different type of close.
Closing is the most important aspect of the sales process. Unless the sales person can close the
sale, the other steps in the sales process are meaningless.

6. Follow-up
The selling process is not completed by merely making the sale, as generally assumed by many
sales person. After sales activities is important part of the whole selling process. Effective sales-
follow-up reduces the buyer’s doubt about the product or services and improves the chance that
the person will buy again in the future. In addition to post-sale activities, sales person are also
required to maintain good customer relations.

Now-a-days many companies are evolving specific policies and practices to ensure that
customer’s needs are not neglected. No matter how efficient a company is, there are always some
customer complaints. The complaint should be taken seriously and handled with concern. The
customer must know that the company cares about maintaining good customer relations.

Letters, notes, phone calls, greetings are also good ways to keep in touch with customers. Many
good business house also offer customer newsletter. Successful sales person never stop serving
customers. In addition to handling complaints, they keep customer informed about the latest
products or services, fulfill reasonable request, and provide other forms of assistance.

The sales people should also appreciate the customer by thanking customers for their business.
Small gifts can be given after the sale and at appropriate times during the year. Sales person
should try to make self-analysis for evaluating their own selling performance and methods. Self-
analysis is a very useful tool in improving overall sales effectiveness.

Sales Person – Meaning

A salesman is an ambassador of his company to the external world. He leaves a lasting

impression on those with whom he interacts and form an opinion about the company from his
behaviour. By no stretch of imagination, we can consider the production staff or, for that
matter any other staff of the organisation wielding the same influence as the salesman does.

A salesperson is an individual whose fundamental job is to sell a product/service. They are

people who are predominantly engaged in personal selling activities on behalf of the
company with a view to generate business connections that culminate the salespeople in
delivering the product or service to the customers. A salesperson can work on behalf of a
manufacturer, wholesaler, distributor, retailer, institution, franchisee, etc.
Selling is a mental process. A salesperson may drift a customer to move through a sequence
of mental stages before taking a purchase decision. A prospective buyer goes through
cognitive, affective, and behavioural stages to complete the buying process. In cognitive
domain, a buyer gathers knowledge and information on the product.

Sales Person – Qualities Required in a Salesman

Selling a product is an interesting but challenging job. It requires imagination, and

knowledge of human psychology and the product.

1. Appearance – A salesman must create an impression on his prospective customers. A well

rounded personality goes a long way in this attempt.

2. Speech – This is a very important quality of a salesman. A salesman must be able to speak
clearly, smoothly, effectively and be able to convey the message briefly. He must be polite at
all times, especially while handling objections and complaints.

3. Listening – A good salesman should always be a good listener. He must listen to the
customer carefully and patiently. By listening attentively he generates goodwill for the
company and the product.

4. Poise and Manners – Good manners are important, along with poise. These make a
salesman acceptable.

5. Maturity – A salesman should be practical and mature. He has to deal with all kinds of
people including intelligent and mature people. An immature salesman cannot get results, he
could put off prospective customers. Maturity makes a salesman think before speaking and
taking action.

6. Knowledge – A salesman should have a thorough knowledge of the product, the company
and its competitors. This information helps him convince the customer.

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7. Interest – A good salesman always keeps himself aware of his company and its products,
customers and work. ‘If you take interest in other people, other people also take interest in
you’.

8. Responsibility – A salesman is quite often alone with the customer. There is no one to
supervise him directly. It is essential that he realizes this responsibility and does not waste
time unnecessarily.

9. Punctuality – A good salesman knows the value of time. He is punctual and keeps his
appointments with customers; he knows time is money.

10. Good Health – A salesman has to work hard and generally travel extensively. It is,
therefore, essential for him to be in good health to do justice to his work.
11. Common Sense – A salesman should not misguide his customers and company for
personal benefit.

12. Persuasion – A true salesman looks forward to his major task, that of influencing the
behaviour of buyers. He has the drive to dominate a situation and the willpower and
determination to keep on making efforts even in frustrating circumstances.

13. Smile – A smile costs nothing but creates many things. A natural, genuine smile without
artifice can work wonders for a salesman.

14. Friendly Nature – A good salesman has a basic liking for people and is eager to meet
and know new people. He is friendly by nature and as a result, makes friends easily.

Special qualifications of the candidates are added advantages to the organization as it reduces
a lot of training cost and secondly a salesperson can utilize more expertise in the job.
Similarly, candidates knowing two/three languages including the language of the region
where they will work, intelligence, physical health are verified cautiously as these stimulate a
candidate’s ability to work on his duties and responsibilities.

Character traits are the yardsticks of a person’s human quality. Selling as a profes sion
demands the coexistence of both basic human qualities as well as self-earned or acquired
qualities, that can be acquired through education and experience. Basic human qualities are
honesty and integrity to the job, perseverance, industriousness, loyalty to the employer,
empathy, i.e., ability to identify with the wants or problem situations of another person,
personality, competitive attitude, etc.

Some psychological traits such as – emotional balance, willingness to accept responsibility,

capacity for self-discipline, communication skill, understanding of problems, leadership
quality, sociability, etc., is gradually acquired with time. Basically, for highly potential
rookie salespeople with a strong presence of basic human qualities can achieve the learnt
qualities easily. Sales managers should also have the insights to recognize the qualities of the
job applicants.

Sales Person – Types of Salesmen

A. Manufacturer’s Salesmen:

Three types of manufacturer’s salesmen are:

(1) Pioneer or Missionary Salesman – He introduces the new product to the market. He is to
contact wholesalers, retailers and other distribution factionaries and convince them about
product quality.

(2) Service or Resale Salesman – He is also called as Delivery Salesman or Dealer Service
Salesman. He moves about from market to market, contacts old buyers, explores new
customers and seeks orders for firm’s goods. He ensures that the firm gets regular orders and
reorders.
(3) Merchandising Salesmen – He collects information from the market, heeds to customers’
problems, gives advice to firm about ads, displays, service facilities and credit facilities and
builds up goodwill of the firm among dealers and customers.

B. Wholesaler’s Salesmen:

Often, a manufacturer does not directly sell goods direct to consumers but to wholesalers.
And it is wholesalers who appoint salesmen to sell to retailers as per their requirements. For
the purpose, salesmen regularly visit the retailers/ shopkeepers, note their requirements and
supply required goods regularly and timely. He may collect payment also from retailers if
asked by wholesaler.

C. Retailer’s Salesman:

Retailers mostly employ salesmen to sell their products.

Two Types are:

(i) Indoor or Counter Salesman – He works inside the shop/showroom, sits on the counter
and sells goods as customers come and demand.

(ii) Outdoor Salesman – He is also called Travelling Salesman. He goes from home to home,
office to office with samples in his hand/bag and tries to sell and book orders. If necessary,
he gives demos also.

D. Other Types:

1. Specialty Salesmen:

They are concerned with promotion and sale of some special goods only. Special goods are
those which are sold to selective purchasers and are not meant for common buyers. Prices of
such goods are high, their sale is not regular and their promotion requires special skill.

2. Industrial Salesmen:

Also called Sales Engineer. He has technical knowledge about industrial products/inputs
which he sells to industrial enterprises.

3. Exporters’ Salesman:

He sells products to distributors of foreign markets and is engaged in export business. He has
good knowledge of foreign languages and adequate information about foreign distributors.
His job is risky because chances of cheating or fraud are more.

4. Creative and Service Salesmen:

This distinction has been made by Dr. William A. Nielander. Creative Salesman who is
seeking to introduce a new product or a new brand into market and create a demand for it. He
is also described as a missionary or a crusader. Service Salesman is one who sells to those
who already want to buy or at least are aware with the product being sold. Creative salesman
creates or expands business whereas service salesman maintains or carries on business.

5. Salesmen of Tangible Goods:

Tangible selling salesmen are those who sell tangible goods (which can be seen or felt or
tested). Intangible selling salesmen are those who sell things not subject to sensory
perception like entertainment giving pleasure, safe investment giving security. A salesman of
intangibles sells service or utility e.g., life Assurance.

6. Tired Salesman, Artificial Salesman and Ideal Salesman:

Tired Salesman is one who decides to make a call but does it in a halfhearted way and hardly
finds time to talk about his goods. Artificial Salesman is one who tries to be over-impressive
and forgets to sell. Ideal Salesman is one who knows how to handle a customer. He knows
how to start a sale and when to close it. He is capable of influencing or moulding the
customer’s mind his own way.

7. Detail Salesperson:

The term ‘detail selling’ or ‘detailing’ and ‘detail salesman’ or ‘Detailer’- are the
contributions of drug industry. Drug companies stock their products first and then create
demand by calling on physicians. The salesman has to convince the physicians about the
details viz., formula, dosage, use, research and testing result. Medical representatives fall
under this category.

Some Other Types of Salespeople:

Type # 1. Hawker Salesperson:

They are generally a missionary salesperson type who are found to move from door to door
and sell. The activity can be done for a small business or even for a large organization. For
certain small businesses, the seller might buy his wares from the main markets or from small
stockists and then move from door to door to sell his wares following the hawking technique.

Some of the basic traits found in hawker salespeople are stout health, piercing voice, strong
negotiation ability. There are also certain hawker sales people who are stationed at one
particular place to sell their wares.

Type # 2. Door to Door Salesperson:

They move from door to door, also from office to office or shop to shop to sell their wares.
Some of the basic characteristics found in these sales people are low level of education,
smart way of dressing up, working knowledge of product sold by the seller and the
competitive price advantage offered by the salesperson.

Type # 3. Shop Salesperson:

They are also called dealer’s salesperson as they are found at retail stores, supermarkets and
at specialty stores. They are generally employed to attract and discipline traffic at the stores.
Although self-servicing is the order of the day, these type of salespeople often are found to
do significant job in the selling process.

The job description to be found in these salespeople are greeting customers, assessing and
analyzing buying situations, informing customers on products available, persuading and
guiding customers in the buying process and closing sales and arranging for the billing.

Type # 4. Manufacturer’s Salesperson:

Such salespersons are directly in the payroll of the manufacturer and are generally employed
as direct salesperson to sell to distributors, wholesalers, and customers. Basic selling duties
and additional and supportive duties are two basic duties of such salespersons.

Basic selling duties involve contacting distributors, customers on a regular basis, keeping the
manufacturer informed of customer tastes and preferences, booking orders, searching for
newer avenues of selling and also after sales service.

Some of the creative services of such sales people include educating wholesalers, distributors
and customers about company’s pricing policy and products, ensuring participation of each
distributor and wholesaler, informing the trade about various trade contests and also ensuring
enough shelf space for the manufacturer’s products at distributor shelves.

Type # 5. Specialty Salesperson:

These type of salespeople are often required for selling products that require high amount of
technical expertise. The sales people of specialty products need to possess high level of
education and the product features would decide the level of education required for the sales
person.

Also the training needs of such sales people will be quite high and they would be requiring
structured induction program. The communication level and the energy levels of the specialty
sales people are to be on the higher side and they are required to have thorough
understanding of the competition and competitor moves.

Type # 6. Industrial Salesperson:

These are sales people who handle original equipment manufacturers, industrial consumers
and the buying agents of the industrial houses. Such sales men are required to tackle both
technical as well as marketing functions and have to handle the display at machines. They are
expected to answer technical queries on the spot and should also be able to deal with minor
defects during the after sales episode.

Type # 7. Internet-Based Salesperson:

These sales people are not found to visit customer premises but sit in front of computers to
handle customer queries and complaints on the net. They generate queries through websites,
sight customers through the internet and facilitate making buying decisions.
They are required to be computer savvy and must be trained in devising software packages.
They must have knowledge of internet operations and must have good communication skills
over telephone.

Type # 8. Exporter’s Salesperson:

They are employed by exporters directly and they are often found to work on commissions.
The basic task of such salespeople involves travelling between countries and analyzing the
potentials of each country visited. Further, analysis and diagnosis of industry preferences, the
sales person are also found to make forecasts on sales apart from submitting information on
financial standings and after sales claims.