Understanding Personal Selling and Salesmanship
Personal selling involves the art of persuasion and individualized communication to convince prospects to buy products or services. Salesmanship, on the other hand, focuses on persuading people to make a purchase. Learn about the nature, importance, and myths of selling, along with the distinctions between personal selling and salesmanship. Explore the relevance, methods, and essentials of successful selling in modern salesmanship practices.
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Presentation Transcript
NATURE AND IMPORTANCE OF PERSONAL SELLING (INCLUDING MYTHS OF SELLING)
CHAPTER OBJECTIVES Meaning and Definition of Personal Selling, Salesmanship and Sales Management Difference Between Personal Selling, Salesmanship Importance or Benefits of Personal Selling Criticism of Personal Selling or Salesmanship Merits and Limitations of Personal Selling Relevance of Personal Selling Methods of Personal Selling Myths of Selling Essentials of Successful Selling Modern Salesmanship
MEANING AND DEFINITION OF PERSONAL SELLING Personal selling is the art of convincing the prospects to buy the given products and services. It is the wit act of persuasion. It is the ability to handle people to handle the products. It is the science and art of understanding the human desires and paving the ways to their fulfillment. It is the ability to convert human needs into wants. According to Professor William Stanton Personal selling consists of individual, personal communication, in contrast to mass relatively impersonal communication of advertising, sales promotion and other promotional tools. Personal selling is the oral presentation in a conversation with one or more prospective purchasers for the purpose of making sales; it is the ability to persuade the people to buy goods and services at profit to the seller and benefits American Marketing Association to the buyer.
MEANING AND DEFINITION OF SALESMANSHIP Salesmanship is the art of persuading people to buy the given products or services. It includes all those efforts or skill through which the seller sells his goods or services. The term salesmanship is the combination of two words sales and manship . Sales means to transfer or agree to transfer the ownership in the goods to the buyer for a price. The words manship implies attaining a certain objective by making efforts. Thus, salesmanship means all those efforts through which the seller sells his products or services. A few standard definitions of salesmanship are given below : Salesmanship refers to the conscious efforts on the part of the sellers to include a prospective buyer to purchase something that he had not really decided to buy, even if had thought of it favourably : it consists of persuading people to buy what you have for sale in making them want it, in helping to make up their minds Professor Stephenson Salesmanship is the art of selling and nothing or less than making the other fellow feel as you, about the thing you have to sell. F.A. Russel
DIFFERENCE BETWEEN PERSONAL SELLING AND SALESMANSHIP
SALES MANAGEMENT Sales management is mainly concerned with the management of sales function. Sales management, today, involves the direction and control of sales-army, sales planning, budgeting, policy framing, co- ordination of marketing, research, advertising, sales-promotion and merchandising and the integration of all business activities which contribute to the increased sales and hence, profits, through marketing programs. Sales management as the planning, direction and control of personal selling, including recruiting, selecting, equipping, assigning, routing, supervising, paying and motivating as these tasks apply to American Marketing Association personal salesforce . The overall management of sales and it refers to only a specialised application of the process of Professor Breech management as a whole .
FEATURES OF PERSONAL SELLING 1. Pressure Salesmanship 2. Persuasion 3. Aiming at Service 4. Winning of Buyer s Confidence 5. Mutual Benefit 6. Educative Process 7. Creative Process
IMPORTANCE OF BENEFITS OF PERSONAL SELLING Benefits to Producers and Traders Benefits to the Society Benefits to Consumers Personal selling provides an opportunity to the consumers to know about the new products introduced in the market. It stimulates consumption and accelerates the rate of production. creates demand. It creates employment opportunities by creating demand. It explores and creates new markets. It educates the consumers and suggests them the use of new products in the market. It enables to achieve the economies of large scale, production, buying and selling. It provides opportunities as a gainful profession. It helps consumers in selecting goods best suited to their requirements, tastes and needs. It eliminates the problems of stock-piling. It increases the national income of a country. It enables consumers to strike the most profitable bargain. Large-scale production made possible by modern salesmanship increases the sales of profits. It raises the standard of living of the people. It acts as an agency to help consumers, communicate their grievances and suggestions about the goods to the manufacturers. It encourages improvement in the goods produced, as salesmen work as eyes and ears of the producers and traders. Salesmanship creates continuous demand and thus helps to avoid seasonal fluctuations in demand. It increases the revenue of the Government. It enables consumers to get best quality products at reduced prices. It enables a concern to compete in the present day world market.
CRITICISM OF PERSONAL SELLING/SALESMANSHIP HIGH PRESSURIZING SELLING INCREASED COST ENCROACHMENT OF CUSTOMER S KINGDOM
MYTHS OF SELLING Buyers are liars. Anyone can be persuaded to buy. Price is the primary reason for a person to make a buying decision. A technique that works well for one person works for all. It is critical for the salesperson to close the sale as soon as possible. Close the deal at any price. Do whatever required to get the sale. In addition to the above mentioned myths, there are many more misbelieves of selling. Some of these, which are quite common, are mentioned below : Customer is always right. Budget is the most a customer can spend. The worst thing a customer can say is no. Prospects do not treat sales people well.
MODERN SALESMANSHIP Modern salesmanship, unlike olden salesmanship is characterised by the features of development, refinement and modernity. Today s salesmanship is honourable, challenging, rewarding and a professional career. Today, he is no more a mule-back rider, but a ringer of door bells. Today s sales people are dynamic power in the world of business; they generate more revenue in any developed and developing economy than other workers in any other such single profession. The outstanding attributes are : Manifestation of commercial honesty A respected profession Heavy reliance on advertising One price policy Widest assortments Sale of services
