professional salesmanship essay

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The 5 Things All Great Salespeople Do

• Joseph Curtis

What sets them apart is attitude and a sense of urgency.

It’s not a coincidence that the top salespeople in your company are probably at the top of the leaderboard year in and year out. Some may think it’s because certain people have it easier, or are given this, or fall into that. But the most significant difference between perennial top performers and everyone else is usually attitude. Elite salespeople approach their goals with a total ownership mindset. Anything that happens to them, whether or not it was their doing, is controlled by them. It may not be their fault, but it is their responsibility. Elite salespeople almost always figure it out. They’re resourceful. They don’t move recklessly, but they do have a sense of urgency. Any aspiring salesperson should make it a top priority to gain industry knowledge and a strong point of view about the products they’re selling. Study. Learn. Form an opinion. Expertise leads to confidence, which leads to trust, which leads to sales.

The best salespeople know they’re the best. They take pride in their art form. They separate themselves from the rest of the pack regardless of circumstance. So how do they do it? What’s their secret? Are you one of them?

• JC Joseph Curtis is a VP of enterprise sales at Salesforce and former EVP of sales and marketing at Next College Student Athlete.

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Salesmanship – Definition, Importance and Types

June 12, 2023 | By Hitesh Bhasin | Filed Under: Marketing

The term salesmanship is mainly used for the sale of goods at a personal level. However, it should not be confused with personal selling. Selling a product to someone requires skills . It is not the kind of job that everyone can do.

Salesmenship is a skill used by a salesperson in personal selling. Salesmenship is an art of face-to-face communication between a seller and a buyer where the seller uses his persuasion skills to encourage the buyer to make the final purchasing decision.

To persuade a buyer to buy a product, the seller must provide all product-related information and convince customers how the product can fulfill their requirements. It is not as easy as it seems, because, in the present times, a salesperson is required to interact with different people.

Therefore, knowing the product is not sufficient for a salesperson. He has to deal with different customers differently, which requires a plethora of skills. For example, sometimes, a salesperson is needed to act as a friend with one customer and as a human-computer with another customer.

A salesperson acts differently with different people. He is needed to display distinct personalities while interacting with different customers.

In the present times, the concept of salesmenship has even become broad as more and more transactions are taking place on the internet. The sellers are not required to interact with their customers face to face. But that does not mean that you don’t need selling skills while selling your goods through online platforms. You are still required to have excellent persuasive skills to sell your products.

Most of sales meetings are taking place online via webinars and video chat. Convincing your customers to buy your product through these media also requires selling skills. The approach of salesmenship is the same, but the platforms have changed.

Table of Contents

Definition of salesmanship

Salesmenship can be defined as the ability of a person to sell a product or service to a customer by removing their ignorance and doubtfulness about the product in such a way that both the buyer as well as the seller gets to benefit from the deal. It also includes the ability to generate a need for the product and to make customers want the product.

The modern concept of salesmanship

The contemporary idea of salesmenship is quite different from the older concept of salesmenship. In the ancient times, the salesperson used to carry goods with him and showed it to the customers to sell them, or he used to give the samples of products to prospective customers and wait for their order.

That means, at that time, the power was in the hands of customers. But the modern concept of salesmenship has changed. Now, salespersons meet the prospective customers and create the need for the product. They make their potential customers believe that how much that product is crucial for them, and by selling the product to them, they satisfy the needs of their customers.

Objectives & Importance of salesmanship qualities

Salesmenship is an essential skill for a salesperson to be able to sell. Produce prefers to hire salespersons with excellent salesmenship skills. A salesperson plays the role of a connecting link between a seller and a buyer.

In the present competitive times, the role of salesmenship has become even more crucial as a salesperson is not required to promote the products of a producer but also to make people choose their products over the products of their competitors.

However, salesmanship is essential not only for the producers but also for the buyer, as a buyer also needs a salesperson with practical salesmanship skills to make the right buying decision.

1. Essential for the producer

Salesmanship is very important for producers. Like I mentioned before, a salesperson is a link between a seller and a buyer; therefore, a producer who puts his hard-earned money into producing a product would want a salesperson with excellent salesmanship skills to sell his products in the market .

A salesperson plays a vital role in capturing a new market and boosting sales volume. He is the representative of the producer in the market. The salesperson not only sells products to the people but also learn about their requirements and share that information with the producers, which helps them to improve their product. They collect crucial information like complaints, suggestions, and reactions of customers with the producers, and based on this information; the seller can modify his product.

A salesperson with salesmanship skills will not only sell the products but will also create the demand of the products in the market which results in increased business and more profits for the company , because of this reason companies don’t hesitate to pay good salaries to their salespersons.

2. Essential for the buyer

The role of a salesperson is very crucial for a buyer also, as a buyer shares information about the product with the customers and educate them. They tell them the product that they are offering is essential for them and help them make purchasing decisions by providing guidance and ample information about the product.

The role of a salesperson with excellent salesmanship skills becomes essential in the case of expensive products because a buyer needs his doubts to be cleared about the product before investing his money into it.

In addition to this, they help buyers to choose a product that fulfills the requirement of the buyer and also fits into their taste and budget.

Types of a salesmanship

Salesman can be divided into four categories depending on their roles in the sales. In this section, you will learn about the different kinds of salespeople in the sales business.

1. Wholesalers

The wholesalers’ salesmen are concerned with only wholesalers. A product passes through several stages from after leaving the warehouse and final when it reaches the hands of the final consumer . The wholesaler plays a central role in this supply chain . The purpose of a wholesaler is to market the products only to wholesalers of the product.

The followings are the primary concern of a wholesaler salesman :

1. The wholesaler salesman takes orders from the wholesalers of the product.

2. He guides the wholesalers in the process of giving credit to the retailers.

3. He helps wholesalers to improve their sales.

4. He collects crucial information like current trends in the market.

5. He collects bills from the wholesalers.

2. Manufacturer’s salesperson

The following are the different types of manufacturer’s salespersons.

1. Missionary salesperson

The role of a missionary salesperson is significant as they perform all the essential works that are required to be done. For example, they collect information about market trends, and they create goodwill about the product. They interact with wholesalers, retailers, and final consumers of the product to provide them the information about the product and to provide guidance to them to use the product.

2. Technical salesman

The technical salesman is hired to sell electronic products such as computers, machines, and other equipment. These salesmen have professional training and are capable of helping their customers with the installation, use, and problems related to the use of the products.

3. Merchandising salesman

The role of merchandising salesman is significant in the present market conditions. A merchandising salesman not only sells the product but will also help the retailers in the display and arrangement of the products in the store by working alongside them.

They provide demonstrations to the retailers to train them to use the product and to make them capable of selling the products to the customers. The merchandising salesmen usually promote products like grocery products, drugs, and medicines, apparel, and fashion accessories.

4. Sale promotion salesmen

The sales promotion salesmen are also referred to as retail salesmen. The main job of sales promotion salesmen is to create the demand for the product. They don’t take orders immediately from the customers or sell products directly, but they perform an essential role in convincing the customers to buy or use their products.

To do that, they provide a demonstration of the products and also give samples to the customers. They usually deal with high profile customers like doctors, researchers, and pharmacists, etc.

5. Dealer servicing salesmen:

Dealer servicing salesmen work in their designated territory and visit the customers to provide them samples, training, and to take new orders.

3. Retail salesman:

Retail salesmen are those salesmen who directly work with the final consumer of the product. There are mainly two types of retail salesmen, such as indoor salesmen and outdoor salesmen.

The retail salesman that works inside a store is known as indoor salesmen. These salesmen are hired by retailers to help shoppers to help in making purchasing decisions, locating goods in the store, and keeping the store in order. The indoor salesmen don’t require excellent salesmenship skills. They are just needed to be polite and should have a helpful nature. Creating leads is not their job role, and they only deal with regular buyers.

On the other hand, the outdoor retail salesman requires excellent salesmanship as they are needed to create leads to enhance the business and take orders from the customers by visiting them.

Thank you for reading our article about salesman.

Liked this post? Check out the complete series on Sales

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About Hitesh Bhasin

Hitesh Bhasin is the CEO of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about.

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1014 words essay on salesmanship

Salesmanship is the knack of selling a product or service. It is the art of convincing the customers to buy a certain product or service. Various authors have given various definitions of salesmanship.

According to National Association of Marketing teachers of America, “It is the ability to persuade people to buy goods or services at a profit to the seller and benefit to the buyers”. Stated a little differently, “it is the ability to induce others to accept a benefit at a fair price, the benefit being the service rendered.”

Professor Stephenson’ defines salesmanship as a “concise effort on the part of the seller to induce a prospective buyer to purchase some thing that he had not really decided to buy even if he had thought of it favorably.”

Gauss, Wightman and Bates observe, “It consists of persuading people to buy what you have for sale in making them want it, in helping to make upon their minds.”

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In a nutshell salesmanship is the skill and the ability or a person in convincing another about the proposition of goods or services that the latter is induced to desire them and buy at a price profitable to both. If we observe the above definitions we find certain essential features of salesmanship.

1. The person involved in selling must possess skill and ability to convince another. It is the art of persuasion not pressure which is highly essential. In fact, persuasion is the soul of salesmanship. The salesman must the present the benefits attached to certain product or service in such a manner that the prospective buyer’s mind is made up.

2. Next comes the question of price. The price of the product or service must be reasonable for both the buyer and the seller. Otherwise the efforts of the salesman will bear no fruit. There should not remain any kind of misrepresentation or exaggeration of facts in sales.

3. Next comes the question of quality. The genuine product should also be given to the buyers. There should not be selling of duplicate products. A good salesman will never sell spoilt or unusable goods by tricky methods. A good salesman rather guides the customer in buying something which will give him satisfaction.

4. Ideal salesmanship aims at serving the producer, distributor and consumer. The salesman helps the producer in disposing of his goods at a profit while for the distributor, the salesman makes the distribution process smooth and easy, for the consumer the salesman assist to buy wisely. It is very often called as a service which serves the better cause of humanity.

5. Salesmanship creates satisfied customers, not just cash producing sales. For a sale once made is ended but a satisfied customer once made is but the beginning.

6. Salesman always acts as a link between two-parties the seller and the consumer. He looks after the benefits of both the parties. The seller should get a profit and the customer must also derive benefit.

Is Salesmanship an Art or a Science?

Whenever a new subject is being discussed a common question arises; whether it is a science or an art or both or something other than these two. This question needs an answer because of a variety of opinion about salesman .One group is of the view that ‘salesman are made’, whereas another groups opines, that ‘salesman are born’. The third groups say ‘salesmen are born and made ’. At this juncture it is necessary to decide as to whether salesmanship is an art or a science.

As we know science is a branch of knowledge based on the laws of nature or built on derivations from facts or deduction from self- evident truths. The laws of science have universal applicability. In other words they are true under any situation, at any time or at any place on earth. Hence Mathematics, Physics, Chemistry are regarded as sciences. If salesmanship is compared to other subject of science, it is a science. Salesmanship is a specialized knowledge that has its own rules and principles. However, these rules and principles can not be applicable to each and everyone in the world, since all human beings are not equal and are not universally applied. Therefore, it is not an exact science. On the other hand art is the practical side of science. It is a knowledge made efficient by skill. Hence singing, dancing, acting, writing etc are considered as arts. Art can develop to a great extent by the application of skill and effort. If salesmanship is compared to other subjects of arts like Economic or Sociology, it comes very much on a partnership with these subjects. Therefore, salesmanship is an art. Unless the salesman possesses the practical application of the knowledge as in other subjects of arts, he can not be successful.

Therefore, we can conclude that salesmanship is both an art and a science. This is so because there exists some definite rules and principles in salesmanship as in science and the method of implementing these rules and principles is an art by itself. Thus salesmanship can be developed by regular practice and hard work.

Is Salesmanship a Profession?

At present there remains a wide controversy whether salesmanship can be described as a profession or not. Now we will discuss the characteristics of a profession so as to determine the professionalism of salesmanship.

1. There must be a formal structure of specialize knowledge.

2. There must be an established and accepted ethical standard.

3. There must be a set of standards for admission and disqualification.

4. Service to others before self-interest otherwise called service first, profit last must exist.

If we apply the above tests we find that salesmanship has not yet become a true profession like lawyers, doctors who have mastery over their own field. Similarly like other profession, a salesman has not got readymade knowledge for application in each and every circumstances. A great deal remains to be done before salesmanship achieves the status of a profession, but yet it is feasible. In advanced countries like the USA and UK salesmanship has been recognized as a profession.

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Salesmanship Definition: Tips And Strategies To Be The Best Salesman

Master the art of persuasion and elevate your selling game with our comprehensive guide on "salesmanship." Unlock the secrets behind successful sales techniques, from building rapport to closing deals. Discover the psychology of buyers and unleash the power of effective communication. Whether you're a seasoned sales professional or a beginner, our expert insights will take your skills to new heights. Embrace the principles of authenticity, empathy, and confidence to become a true sales virtuoso. Don't miss this opportunity to transform your approach and boost your sales performance. Read now and become a master of salesmanship!

Do you want to know what salesmanship definition is?

Salesmanship is an art and salespeople, sales managers and sales trainers spend a lot of time trying to refine their sales skills. Many people say that salesmanship is dead because today's consumers are more empowered than ever before. 

But the truth is that salesmanship has evolved with the times and savvy marketers need to learn new strategies for success in this environment. 

In this blog post we will discuss what exactly salesmanship means, how you can improve your own skills as a salesman, and some tips on how you can use social media marketing tactics to sell online!

Salesmanship is the ability to convince people to buy or do something. It's an art that has been refined over centuries and it's more important than ever in today's digital age.

The best way to improve your sales skills is by practicing! 

Role play with a sales manager or sales trainer to refine your sales techniques. 

If you don't have access to a sales coach, use live examples of good and bad sales skills if possible so that you can learn from the mistakes of others as well!

Social Media Marketing is one of the best ways to sell products online because it allows businesses to target a wide range of people. 

This form of salesmanship is still developing and many companies are finding new ways to connect with their audiences through social media channels like Facebook, Twitter and LinkedIn .

Social media salesmanship is valuable because it allows companies to build relationships with their customers. 

Social media sales techniques are changing the way that salespeople do business and they have allowed sellers to connect directly with consumers in ways never before possible.

Salesmanship definition?

Salesmanship is defined as an art that salespeople spend time refining in order to convince people to buy products or services. 

In today's digital age salesmanship has become even more important than it was before! 

Good sales techniques can help businesses to connect with their customers and sell products or services online. In this blog post we have discussed salesmanship definition, sales skills, social media sales techniques and more!

Salesmanship Definition, Importance, Duties and Types!

Although the terms "personal selling" and "salesmanship" are frequently used interchangeably, there is a significant distinction. 

The term "personal selling" refers to a broader idea. Personal selling may or may not include salesmanship, but it is never "all of it." 

Personal selling is a method of implementing marketing programmes, together with other major marketing factors such as price, advertising, product development and research, marketing channels, and physical distribution.

The broad goal of marketing is to bring a company's products into contact with markets and to facilitate profitable product-for-money exchanges. 

Personal selling is all about connecting the appropriate products with the right customers and transferring ownership.

According to Stroh, "salesmanship is a direct, face-to-face, seller-to-buyer influence that can present the facts necessary for marketing a buying decision; or it can use persuasion psychology to support the formation of a buying decision."

Salesmanship is a seller-led effort that provides prospective buyers with information and encourages or persuades them to purchase the seller's products or services. 

Today's salesperson must react and interact with a wide range of people in a variety of ways.

A salesperson must be a psychologist with one prospect, a human computer with another, an adviser with another, and a friend with some purchasers, in addition to having product expertise. 

Every call requires salespeople to change their personalities. Salesmanship can be used in a variety of ways, including personal selling and advertising.

As a result, advertising has been referred to as "print salesmanship."

According to some salesmanship definitions, salesmanship is the art of convincing or influencing individuals to do what the sales representative wants them to do. 

Contractors, instructors, ministers, authors, legislators, industrial engineers, and others, for example, all practise the skill of persuading others to accomplish what they desire. Every individual is a salesperson in his own right.

Salesmanship in the Modern Era:

A salesman used to take orders back in the day. He demonstrates his worth. He waits for a command. After that, he is paid. He never tries to lead, assist, or influence the customers. 

However, the modern definition of salesmanship differs significantly from the traditional one. The modern notion is innovative in its approach. He develops needs and then transforms them into desires. 

The biggest issue that salespeople face is customer happiness.

Both the buyer and the seller need to make a profit. The salesperson assists the customer in purchasing items that meet his needs. The salesperson encourages clients to act by appealing to their emotions.

Salesmanship's Importance:

In today's world, salesmanship is really vital. At every step, from the acquisition of raw materials to the finished products, the salesman serves as a conduit between sellers and customers.

Customers are the ones who profit the most from salespeople. The current period is characterised by large-scale production in anticipation of demand. 

As the market grows, so does competition. In the face of continued competition, this makes distribution a challenging and complex aspect. The growth of the market, more competition, and other factors encourage stronger salesmanship.

1. Producers should pay attention to:

Producers and manufacturers place a premium on salesmanship. Salesmanship is required to promote products into a competitive market. 

Salesmanship is also critical for capturing new markets. Salespeople boost the number of sales. Manufacturers profit more as a result of this. Salespeople serve as the manufacturers' "eye and ear."

They tweak their items to suit the preferences of their customers. They update their sales policies by taking into account customer recommendations, impressions, and complaints. 

He is the one who creates demand. As a result, there is an increase in output and business activity. As a result, it expands employment opportunities as well as personal earnings.

2. Consumers' Concerns:

Consumers are educated and guided by salespeople. He provides them a greater sense of fulfilment. In marketing, 'consumers are always right.' As a result, he places a higher value on them. 

A salesperson assists customers in making the best decision and selecting the things they wish to buy. 

Salesmanship promotes turnover and hence lowers unsold inventory. As a result, economic stagnation is reduced. Consumers can choose the best items based on their needs, preferences, and budget.

A salesperson's responsibilities include the following:

1. The primary responsibility is to sell things or services.

2. He must carry out the task that has been assigned to him (travelling).

3. He must collect bills pertaining to the sale.

4. He must submit a report detailing sales, calls, services rendered, clients lost, competition, and any other items pertaining to the organisation.

5. All complainants must be satisfactoril

6. He'll be required to attend sales meetings.

7. A salesman with his background must be able to provide information in order to solve difficulties with the product or the company.

8. He must keep positive customer relations.

9. He must aid customers in making informed decisions.

10. He must build a positive image for the company and its products.

11. He needs to be a team player.

12. He conducts stock inventories on a regular basis.

Successful Salesman's Characteristics or Qualities:

Reid identifies the following qualities in a good salesperson:

1. Developing positive relationships with a diverse group of people.

2. Quickly learning and adapting to new situations.

3. Organizing his time and efforts and planning ahead of time.

4. Working hard to attain his objectives and dedicating himself to long-term service rather than a get-rich-quick mentality.

5. Being able to communicate clearly both orally and in writing.

6. Analytical thinking and the ability to break situations down into their constituent parts.

7. Rather than performing irregularly, produce consistently in both quality and quantity.

8. Consistently pursuing his aim and refusing to give up lightly.

9. Possessing and demonstrating excellent moral qualities that allow others to admire, respect, and trust him.

"Personality is the personal differentiation or dynamic force that everyone within the radius feels." 

Personality is the sum of one's impressions on the people with whom one interacts. The impression is the consequence of a combination of qualities. A effective salesman possesses a variety of characteristics.

He must master all of the attributes in order to be a good salesperson. RG Walters , J.W. Windate, Russell, and others have divided the traits of a successful salesman into the following primary categories. 

They are as follows: 

1. A salesperson's personality, 

2. product knowledge, and 

3. knowledge of customers and their purchasing motivations.

Salespeople of the following types:

1. Manufacturer's Representatives:

(a) Salesmen for Missions:

They're also known as Pioneer Salespeople or Creative Salesmen. They are missionaries who are employed by manufacturers and perform missionary activity. They are the ones who make the products popular. 

They frequently develop a positive reputation. They contact distributors, such as wholesalers, retailers, and customers, to educate, train, and incentivize them to promote the items. 

This type of salesperson is used by medical supply manufacturers to promote their products.

(b) Salespeople in Merchandising:

They support merchants by making recommendations for display, store layout, and service facilities, among other things. 

They create a lot of buzz and do demonstrations for dealer salespeople, even if they don't work with them. They are mostly concerned in the distribution of pharmaceuticals, medicines, and groceries, among other things. This category has a lot of potential.

(c) Salesman for Dealer-Servicing:

These salespeople make frequent visits to the retailers in their zone. They bring fresh product samples, take orders, and set up a window display.

(d) Promotional Salespeople:

Retail Salesman is another name for them. They specialise in public relations. They are either medical corporations or publishers' representatives. 

They may not take instructions on the spot, but they strive to persuade people like doctors about the new drug, research, testing, and results, among other things. Customers are contacted to generate demand.

e) Technical Sales Representatives:

They have received technological training. They provide technical support to the company's clients on issues relating to the product, its quality, design, and installation, among other things. 

Typically, these salespeople work with computers, technology, machinery, chemical products, and other such stuff.

2. Salespeople for wholesalers:

Customers receive products through a variety of routes, with wholesalers being the most common. 

They are the distribution nerve centres that connect producers and retailers. These salespeople are primarily concerned with the retailers who will sell the merchandise.

Their key issues are as follows:

1. Assist wholesalers with credit transactions with retailers.

2. Collecting bills from merchants and customers

3. To gather information about market trends,

4. To assist retailers in increasing sales and profits.

5. To accept orders from merchants.

3. Retail Sales Representatives:

There are two categories of salespeople: 1. indoor salespeople and 2. outside salespeople. Indoor salespeople work within the store, whereas counter salespeople operate behind the counter. 

They do not require training because they will only be dealing with customers, not prospects. They are in the business of dealing with regular customers. They are salespeople who fill orders.

They take commands and carry them out. They must have decent manners and be willing to assist others. They must be able to guide and assist clients in making quick judgments. 

They must also be well-informed and trustworthy. Above all, they must keep things attractively displayed on the shelves.

Outdoor salespeople are sometimes known as travelling salespeople. Their primary responsibility is to travel on a regular basis, visit customers, canvass orders, and so on. They must have all of the characteristics of an ideal salesperson.

4. Salespeople that specialise in a certain field:

They will sell specialised items such as high-end durable goods, furniture, books, home furnishings, washing machines, autos, and refrigerators, among other things.

People buy these things only after making a cautious and personal selection because they do not buy them on a regular basis. 

These types of salespeople must be masters of the art of selling. They are manufacturers' representatives who develop unique things.

Heba Arshad

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Salesmanship: role and significance of salesmanship.

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Salesmanship: Role and Significance of Salesmanship!

Selling is one of the important marketing activities in most of the organizations. The scope for selling has increased substantially during the past few decades due to growth in the trade and industry. Persua­sive selling skills are being used not only by organizations whose objective is to earn profit, but also by non-profit organizations.

Because of this varied nature of the selling jobs, professional selling has developed into a specialized area of management. Recognizing its scope, significance and importance, specialized salesmanship course is designed.

Salesmanship is just personal selling—negotiating, emphasizing, inducing, and making the pro­spective buyers to take a decision in favour of going for the product being offered to them. In the words of W. G. Carter, ‘salesmanship is an attempt to induce people to buy goods’. Today, salesman­ship is not only an effort to induce the people to buy. Instead, to put in the words of Whitehead, it is ‘the art of presenting an offering that the prospect appreciates the need for it and that a mutually satisfactorily sale follows’.

The mutual satisfaction is greatly emphasized in a salesmanship. W. Major Scot has regarded that ‘it is a part of a salesman’s business to create demand by demonstrating that the need does exist, although before his visit there was no consciousness of that need’.

On salesmanship, G. Blake writes, ‘salesmanship consists of winning the buyer’s confidence for the seller’s house and goods thereby winning a regular and permanent customers’. Emphasizing the lasting satisfaction, Paul W. Ivey defines the term ‘salesmanship’ as ‘the art of persuading people to purchase goods which will give lasting satisfactions’.

Thus, salesmanship is an art of winning over the buyers’ confidence so that a permanent goodwill may be built and a lasting satisfaction may be given to them when they go for the product offered to them.

Significance of Personal Selling or Salesmanship :

Personal selling is a promotional tool and an element of promotional mix which occupies a pivotal role in the distribution of goods and services to the existing and prospective buyer. A salesman is a friend and a guide to the consumer, and a supporter and an aid to the producer.

A salesman helps the producer and consumer in the following ways:

1. It is a flexible tool:

Personal selling is a flexible tool in promoting sales and can adopt to the need of specific buyer. Salesman can present his ideas or message to fit the needs of the buyer. His presentation is different in each case tailored to suit the buyer. He can observe the customer’s reaction to a particular sales approach and makes necessary adjustment in his way of presentation, right on the spot.

2. It involves minimum wasted efforts:

In personal selling, the salesman directly attacks the target market and concentrates on the prospective customers. A salesman does not waste his efforts if he thinks that the person to whom he is talking is not a real prospect.

3. It results in actual sales:

Personal selling is complementary to advertising and promotion tech­nique. Advertising and promotion techniques can only attract attention of the customers and arouse desire to purchase the goods. They simply create demand. Personal selling converts that demand into actual sale by persuading the people to buy the product. A salesman answers the doubts of the prospective buyers and convinces them to purchase the goods.

4. It provides feedback:

Advertisement provides information about the product, but the pro­ducer but does not get to know any information about the tastes and mood of the consumers. The personal selling provides a two-way communication between the buyer and the seller.

A part from providing information to the buyer about the product and producer, it provides knowledge about the tastes, habits and attitudes of the prospective buyers. Any complaint about the firm or its product may be obtained from prospective buyers.

Any complaint about the firm or its product may be registered with the salesman; and based on this feedback the company can determine their strengths and weakness of the marketing programme as well as the product.

5. Advantages to consumers:

A salesman helps the consumers in many ways. He inform the cus­tomers about the new products introduced to the market, suggest them the use of a product that will best satisfy their as an purchasers think themselves an honourable person in whom the pro­ducer is interested. If consumers have any doubt about the product or its use, they can ask the seller and get solutions/clarifications to their satisfaction.

A salesman should have the following qualities to be called as an effective and efficient salesman:

1. Knowledge of sales promotion schemes

2. Ability to analyse customer motivation and behaviour

3. Ability to communicate effectively

4. Ability to listen and understand customers location and merchandise

5. Ability to demonstrate the practical use of products

6. Ability to explain and demonstrate the products

7. Skill in assessing customers’ preference

8. Skill of displaying goods

9. Skill in packing the products

Related Articles:

• Salesmanship: Type vs. Personal Selling and Qualities of a Good Salesman
• What is the Role of the Buyer in an Organization?

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