Introduction to Piersonal Selhng

• and Salesmanship II 11.S

Advertising though gIamorous is . not without 't' . p ·
has limited scope. So personal selling i . t . h en 1c1sms ublicity and Sales Promotion
concept for the success of effective relati:n~s rig ~eousness, nourishing, graciousness, probity, t..6n ~
than just a one-time exchange or tran ts· p miarh ethting. Today, most markets are seeking more I)
sac ion w t e customers 1h £ f
companies is on developing relationsliip w·th th i .. . ~. · · e ocus o market driven
communicating and delivery.-; a1u·e to t~e1'1r . t; r customehrs. They are r~cognizing that creating,
. _____ . cus omers as t eir main mantra p 1 11· ··
enncliing these
. functionaries
_ _ __ _ for the fi rms. . - · • ersona
- se mg • 1s
The theme ~ .marketi~g concept r~volves around the following mantras that work wonders:
·L !11:w Your ~duct: One'must have thorough knowledge of the product he i• to sell. And
0 e emphasizing always know what your competitors are offering, so that you can beat
them.
2. Plan Your Moves: Know your buyer's profile and temperament well, so that you can plan
out your moves and your strategy yields desired results.
3. Identify the Market: Survey, analysis, identify anticipate your market. So that its
fluctuations make way and prepares you to meet fluctuations.
4. Listen and Learn: While selling it is more important to listen to, than to talk as every
communication, interaction gives you. opportunity to improve rather than prove.
5. Follow-Up: Once you've sold the product, do follow-up as it gives you chance to innovate,
plan for -better future results.

11.1 Meaning of Personal Selling

Personal Selling which is the oldest form of selling is the dire_£t, e:,rsonal, (face-to-face) contact,
communication between the salespe9on and the buyer. (&rsonal selling is the art of persuading
somebody either to accept oito foll~w ~ur ide:15 _and thus lea~ them to. the acti~n we des~
According to Shiv Khera- 9~ of sell mg 1s cQnytction and 10% IS Persuasion, and if tltls IO~ ,s
persuasion is not i.nfiuencing even conviction cannot bring success sale. Though there is very thin
line of distinction between conviction and persuasion. So in totality the art of persuasion brings
success sale. Personal selling is the whole technique of practical persuasion only.
Personal' selling is the· science of creating in the ~rt and mind of your prospective
customers a desire that only possession of your product will satisfy them.
,, It involves direct and rsona conversation of the seller or his repre~enta~ive with the
perspec~yer. It is f!,.ce- ,- ace ora compunication.& ith the potential customers for the
purpose of p~ding them to h»l' certain goods and services which will provide them lasting
sati5factimi) It u; the process whereby the seller tries to find the needs or wants of the buyei:s
and satisfies the J}eeds, wanU to mutual continuous advantage of both the seller and the buyer.
It is the process of buildup of p£rm a~nt de w and by matchin.: their needs with these products
which_will give lasting satisfactions to the!°. It is not to trap people to buy goods which they
11.6 11 Advertising, Personal Selling and Salesmanship

may not need or cannot afford but to motivate, pursue

them that if they have a genuine need then this is the
product which will give them high degr; e of satisfiictlons.
It is the proc ess of winning a regular co~ umers. It is the
art of presenting an offer that the prospect appreciates
the need for it and that a mutually satisfac'tory sale
follows.
In 2009, the movie "Rocket Singh,, created the history
about the emerging role of salesman in the marketing
field. Rocket Singh - Salesman of the year is thoughtful
movie about how the salesman balanced the maddening
demands of his profession.

Rocket Singh - Salesman of the year 1

Personal Selling like- Cars, Office equipment, Photo copies etc.

The Print-of-sale merchandising can be said to be a

specialist form of Personal selling. All things being equal people to buy to sell
will do business with, and refer business to those people they
know, like and trust "which is connecting people via Personal
selling. Sociologists use the term 'Dyad' to describe a situation
in which two people interact. The salesperson and the prospect,
interacting with each other, constitute an example of Buyer-
Seller dyad.
Various researches have been conducted to describe the
dyads in Personal Selling.
Franklin Evans researched buyer seller dyads in the life
insurance business. Prospects who bought insurance know
more about salespersons and their companies and felt more Buyer-Seller Dyad
-------------------.:...:.::.:..:.:=:::!..::::::~~~~~~'.!_
Introduction to Personal Selling and Salesmanship 11 11.27

Il. l2 (horaderistics of a Good Salespers~

fe
,~ gh there is no universal list of qualities to
a successful salesman. But he should have qualities
[hhou d and heart. The qualities required of a salesman may be listed as follows
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1. Personality Alertness Courtesy Maturity Aptitude
- /
Honesty
2. Sound health Initiative ~/
Refined Manners Tactfulness Enthusiasm Reliability
3. Appearance Self-ConfidenceV Open- Straight-forward Discipline Stability
Mindedness
4. Voice Resourcefulness Loyalty Training Ambitious
5. Dress Sense Imagination
6. Neatness Foresightness
Memory

1. Physical Qualities: Physical Fitness is the greatest asset of a salesman. A Salesman can be
called a good salesman if he is physical fit. He must be the owner of sound physique and
robust personality. He should be neat, clean, handsome, smiling, face full of self-confidence.
His dress sense should be appealing. He should have good stamina and should not feel tired
after putting some efforts and work. He should be patient, tolerant and a good listener.
Powerful voice is the most important to define one's personality.
2. Mental Qualities: A Salesman needs to be intelligent and should have sound presence of
mind Always be willing to take initiative and equip himself with latest knowledge from
all fronts. It is rightly said, creativity sells the product. So be imaginative and creative and
should have foresightness. Vision makes you arrive before others. He should have a sharp
memory. The first requisite for success is the ability to apply your physical and mental
energies to one's problem incessantly without growing weary. If you can•t make it good,. at
least make it look good.
3
. Social Qualities: Success is to be measured not so much by the position that one has
reached in life but by the obstacles which he has overcomed. Life is great but only if you
llnderstand it well and for that connect and relate yourself socially. Mix the thinking of
bran, and love of heart and you will be a success. Be broad-minded, display good manners.
~kills are not enough, its your attitude that makes the difference. Be courageous as it pays
in the long way.
4
· Qualitiea: It is rightly said, "Invest yourself in everything you do but th • fun .
eing Human. "It is required that one should act with maturity, at the so:netlm e~es m
:"d
0 truthful
st not to harm anybody but for your self-respect and self-a r e tactful
be raight forward and not keep anybody on edge To· . hpp oval. It 18 essential
. is straig t forwardness of the
11.28 11 Advertising, Personal Selling and Salesmanship

salesperson will let the prospect plan and be organized. Loyalty towards your product, firm,
from the prospect would be there. The «end" doesnt come when you close a deal, instead,
the relationship should evolve into one trust which provides a return on investment for the
customer and brings repeat sales.
s. Vocational Qualities: Knowledge may give weight but accomplishments give luster
Vocational qualities are practical skills that help a person master a job. Aptitudes of
salesman should accomplish prospects into paying customers. So he should have well
thought and flexible sales approach. If one is enthusiastic about his work he will exhibit his
full potentialities Discipline is the root and core for success and one should also be keen
to be in tune with the changing times. Excellence comes from unending enthusiasm and
discipline.
6. Character: It is very rightly said that knowledge will give you power, but character gives
you respect. And the salesperson has to earn this respect by being honest, reliable and at
the same time in true sense be ambitious also.

So a sftlesman should be a complete package of good th.oughts, good attitude, good habits and
ultimate a man of character.
In a good old days, there was a feeling that these qualities were enough to become a successful
salesman. But in_today's hi-tech cons~m~r oriented marketing where intense competition is always
there, fast changmg consumer behavior 1s very fast, these qualities are not enough and a person has
to acquire some additional qualities also which are:

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 Introduction to Pi
------ ersonal Selling and Salesmanship 11 11.29
J{Jlowledge of Self: In the book "Kn 1 d
1. . ow e ge of Self" th th h
assessment 1s a very powerful tool for If . e au or as spelled out that self-
·-, h al h 1c il
menicu, -cu1tivation
e t . , :1°1 Y a.n d relationships.seInsight full ' the pow~r of the mind, physical,
after accomphshing their goals. This is partl ness and motivation for those who are
by constant self-training and introspe t' y anEinherent quality and partly to be developed
c tng. very person h
shortcomings. The assessment of his own as certain weaknesses and
. personality will in . .
develop to fa ce an d d eal With the customers and . , corporate m hun an urge to
is essential as the job of a salesman differs wid tv~id the display of his limitations, which
he should capitalize on strong points in him It~ y m nature, demands and complexity. So
of life that no man can sincerely try to help. is thone of _the most beautiful compensations
1:c h ano er without helping him If o
greatness, every we as a purpose and you . d
0th
se .• wn your
knowledge of yourself. can JU ge ers only according to your

2. Knowledg~ ~f th ~ Product: The physical appearance of the salesman is not the ·

to be sold, 1t 1s ultimately the product which has to be soId• so he should have a perfect
thing
and det·ailed knowfIehdge of the product he has to sell like nature, m ethods of production
.
ingredients, uses o t e product, safely to use the product etc. In a competitive market if th;
customers are to be educated, persuaded, proof the supremacy of the product, he must have
a thorough knowledge of the product and for this he should have strong planning and also
at the same time be organized.
3. Knowledge of the Company: Today's customer oriented marketing via salesman is selling
because of the company's reputation, corporate image, its reliability, its experience, This
all boosts up the morale and self-confidence of the salesman also. So he should he well
equipped with history, achievements, records, policies, consumer services provide~ CSR
etc. by his company.
4. Knowledge of the Customers: The customer is the king of the market. He is the sole purpose
for the existence of markets. Creative selling requires the customers to be informed as well
as persuaded. Knowledge of the psychology of buyer is very important.
The customers vary in their temperaments. Different sales approach is needed .to deal
efficiently with different types of customers. Their buying motives also would be differ_ent
their words behavior patterns are different and frequently change also. Allulthdeknsenece:::
' f ychology He sho ow a
the salesman to acquire the knowledge o consumer ps ·
three facts:
(a) What motivates the consumer to buy?
(b) What is the nature and requirement of the cu5tomer?
(c) How to deal with different types of cuSt0 mers? -~ t the heart in "Soft
5 Kn al u· is designed to aueC ll t
0 wledge of selling Techniques: Person · se ing
·
Sell" or the head in "hard sell" Hard sell present buyers w1 i:as
'th •.formations. Soft se pu s
to sell more and retain
Pressure on attitudes moods ~d feelings. So here the salesman
. ,

l
 11.30 II nersonal Selling and Salesma nship
. . a .r,
Advernsme,

the customers 1•c0 r repeat sales and at the same time create new customers. The selling
techniques commonly used are:
(a) Consider the customer your king and bow down to his wishes.
(b) Be empathy as a good salesman knows how to feel what their customers feel. So he
should always put himself in the shoes of customers and then go ahead after anticipating
what a customer wants.
(c) Always give undivided attention and focus to the customer.
(d) Aim for repeat sales and for this he should be able to judge deals they are trying to .
close with promising leads.
(e) Be planned and talk fast to objections to overcome any barriers to success sales.
(0 Act as a friend, guide and philosopher for the customer understand them fully and
take interest in providing utmost satisfactions to him.
(g) Search out for new prospects for increase and additional sales.
(h) Be courteous, patient and a good listener to th_e customers.
(i) Adapting to the customers schedule and preferences can make all the differences.
(j) Salesperson who position themselves at the top, stay in touch with their customers.
They send birthday, anniversary and thank you cards. It's all about looking for new
ways to stay in a customers heart and mind.
6. Knowledge of Competitors: The main competition is not for the share of profits. Ifs for
share of your customer's hearts. It takes weeks to find a customer seconds to lose one.
And for this always keep a strict eye on the competitors. Knowing who your competitors
are, and what they are offering, can help you to make your product more distinguished
provided your presentation is very effective and point-to-point. This will ultimately provide
competitive advantage also. It makes recall easy, offers sustainable competitive advantage,
builds hr.anding and loyalties also. So he should be able to push his brand in the midst of
several other brands. The most successful salespeople are the best cheer leaders for their
business. The real superstars in this line of wor~ understand that selling is not just about
'l number game but the game of value system also. Of course the realization is true that under
I the pressure of modern business condition , no product should be sold unless the selling is
not systematic, organized and at the same time professional.

Ji'-13 Career Opportunities in Selling

The importance of personal selJing in modern times has been enriched on account of its ability
in promoting sales and preparing the ground for future expansion Rodney Dangetfield built his
comic career on a signature tagline ''I get no respect." Unfortunately salespe.rson walks around with
blank expression and a woe-is-me outlook. They are seli ing sympathy rather than solutions. But in
modern era selling is a great field. In addition to financial rewards, non-financial rewards such as
empowerment, promotions, recognition and self-contentment is there. It is exciting, challenging,
interactive, adventurous profession. Let's see the advantages of selling as a career. _ _
 Introduction to Personal Selling and Salesmanship 11 11.31

IS ::~selling ghtes solution to the problemt

I: • your efforts and creathtlty llmlt your a,otentlal
If "" ~ Selling pro\tldes an opportunity to work wlU people
I= Is the purest, rlchett form of empow«11rmettt 1
15: ':.~ Selling makes one test hl1 potentlaHtles -1
1= 11 ~ -""Selllng Is a psychological science
IE · 1
· ,.: ~ Selling provides Immediate feedback on the p«trlormance -;
IB 1 · generates revenues and ensures Job security
l~ ~ S a l e s prepare you for other careers ,

IE '- ~ selling provides a path for ~p~arit-m~~•n~ , //

1:. ~ Selling is the direct ~ominuniCc1ticirt li~k between the> '.'
customer and the company · , .- : . . ...

1. Selling gives solution to th~ problems: Whatever you are selling it will relieve pain or else
provide plt;asure and satisfactions. Depending on what you sell, the customer will be better
able to get their problems solved. When you do your job you help people get what they
want out of life. With this the salesman also achieve self-approval, job satisfaction.
2. Only your.efforts and creativity limit your potential: Selling is the classic example of pay
for performance. High:..~nergy, focused p~ople are _for sales job. And hence their level of
accomplishments ·and achievements and incomes has no ceiling.

-
• l

3. Selling provides €'p _p

_o_r-rfu-n-.i..--tf
7
,o work with peopl~: Asking questions, queries, objections
are inherent features of human behavior. Without questions, selling becomes dull job. But
because of doubts, asking questions, raising objections there~, excitement, interaction~
.
and entertainment challeng~ in the job. As a salesman, one experiences this exhilara~g
challenge every time they go 1.2.:w,.Qrk. Moreover it enlightens not only the custo1?ers, but
the salesperson also as_ they have to update themselves with changing times. .
4· Selling is the purest, richest form of@npowerment;)When you sell, you should _be
prepared to solve the problems on the spot. In the course of such situations you are earnmg
and living empowerments in all forms and at all fronts.
S. ~lling makes one test his potentialities eve!Yday: Selling is a continuous effort putting
Job, as every time aspertsperson steps into the game they have to prove themselves, bett~r
to his previous performance and more, So does the salesman has to be as better as his
preVIous
· performance and more.
t
G. Sell.!!!_g is a psychological scien5e: In the course of selling, one has to study and _underS and
Psyclioiogy of their prospect and then accordingly serve and cater to_their_need~. ~o
e salesman become good administrators of maintaining healthy relationships witbm
11.32 11 Advertising, Personal Selling and Salesmanship

h learn to deal with persons of different

the family, society and at the workplace as t ey
behavioral patterns. £ . • One is able to weigh his
fi db k on the per,ormance.
7. Selling provides immediate ee ac tions one gets from the prospect. And this
strengths and performance from the. reac s continuous} .
feedback can be used to enrich your skills and strength y.
8Selling
.
.
erates revenues and ensures job security: As long as the
h customer
h keep
. gen . . d creation of new customers is t ere, t e company
buying, repeat sales keep com1~g. al an which makes the customer go for buying
continuously makes money. But it is e s esm . al th
decision. Earnings and enrichment of job security of the salesman is so ere. .
. for other careers: Selling makes one effective presenter, psy~h_olo?1st,,
9. Sales prepares you I b ild t t I versatility m a
socialist, planner, interactor, negotiator, peace-maker etc. t u s O a
person and prepares one for other careers also.
1o. Selling provides a path for upward mobility: Sales is a highly visible ladder ~or sue~.
When one succeed (able to get good sale result.) His chances for advancements, mcrease m
pay is in direct proportion to sales success.
11. Selling is the direct communication link between the customer and the company:
Salesman are the eyes and ears of the company. Whatever actions and reactions of the
customers are there, salesman communicate it to the company and accordingly they
improve, undertake research, launch new products etc.

11.14 Measures for Making Selling on Attrodive Careers

In an increasing competitive job market, knowing how to properly sell yourself as a candidate may
give you the edge, says Kristopher James Kent. Employers are always looking ·for achievers rather
than doers. You have to sell the sizzle, not the streak, tpe customers should get the satisfaction that
what they buy is worth what they are spending. The salesman are the eyes and ears of the company.
Though each man is the architect of his own fate. But still certain measures need to be taken to make
selling an attractive career.
1. Incorporate promotion schemes for outstanding performance.
2. Introduce in addition to salary, incentives linked with performance.
3. Introduce hike in compensations, allowances and retirement benefits.
4. Introduce participatory democracy and let the salesman enjoy adequate autonomy in
decision-making as they are the ones who has to implement these decisions.
5. Honour the best achievers.
6. Let them enjoy a sense of recognition, job satisfaction, job security.
7. The cheering smile, the comforting pat on the shoulder, the collusive wink, the carefully
chosen words of praise-speaks more than words c,an. .
 Introduction to Personal Selling and Salesmanship 11 11.33

I
ICnclusion
O Hing though was in shadow because of populatity and acceptability of advertisements,
personal S~ selling has ensured to the customer that it speaks their language and reflects their needs
but person and promises to give high satisfactions to them It is necessity and important marketing
and want:,,ess, stability and survival of the business. It has become the most recognized potent
tool for; romotion. It is definitely means of creating relationship marketing.
rneanso p . . . .
nal selling 1s very successful tool of marketmg. It 1s the only concept which targets the
;:;rospect. It is viewed as ~oth an art and science. As selling is an art which requires patient,
,spe .. and use of correct techniques. As a science, it requires mastery over certain fundamentals
Practict ntial for success m •
se11mg.
·
that alt esse
EffectiVe personal selling addresses the buyers needs and preferences without making him feel
ressured. It is most effective and economical when a product is of a high unit value, when it is in the
itroductory stage of its life cycle, when it requires personal attention to match specific consumer
needs or when it requires product presentation, demonstration or after sale services.

'.l/"
_
·: iii:;:~,-~.:'/ ·aue$tions-for Discussio~
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1. In these days of mass production and mass selling, personal selling continues to be an essential
promotional tool for sellers,, Why?
2. It is quoted that, "Nothing happens until somebody sells something:' How would you explain
this statement, giving the importance and functions of Personal selling?
3. "The objective of Personal Selling is not to close a sale but build long term relationships.
Comment.
4. Explain the various personal selling situations. What is the salesman's job in different situations?
5
· What is the role of Personal Selling in marketing of product? How can a salesperson be
successful in dealing with different personal selling situation- customers being aggressive,
submissive?
6 w·
· nte short notes on:
(a) Personal selling - A science or an art (b) Back-door selling
(c) Cr t·
ea ive salesperson (d) Technical salesperson
(e) li,1· .
7 issionary salesman (f) Service selling
· Distin .
8 I)· guish between Personal Selling and Advertising?
' lStin ·
9. I) guish between Personal Selling, Salesmanship and Sales Management?
efine p
to. Wh . ersonaI Selling. Describe its objectives?
too1:: Persona} Selling Comment on its importance and why in spite of being the complete
lllarketi · ks?
ng, it has certain drawbacks. What are these drawbac •
 11 _34 II Advertising, Personal Selling and Salesmanship

11. What are the special characteristics of the selling jobs?

12. Describe the characteristics and qualities of a good saJesman?
13. What are the various career opportunities in selling? What measures to be taken for making
selling an attractive career?
14. How does personal selling differ from advertising? Discuss the changing role of Personal
Selling?

15. "Personal selling is a two-way communication best suited to a company marketing consumer•
products with poor brand loyalty? Discuss.
16. •Advertising and Personal Selling are complementary"? Explain.
17. Define Personal Selling. Elaborate its features.

18. "Good salesmen are born, not made, "Do you agree with it? Give reasons for your answer.
19. State the functions of Personal Selling?

20. Which selling methods would you recommend for the following products:
(a) Laptops (b) Watches
(c) Car (d) Pumps
(e) Organic Foods.

21. Why is Personal Selling usually much more important in industrial marketing than in
consumer marketing?

22. "Personal Selling consists of winning the buyer's confidence for seller's house. Comment on
the statement from the viewpoint of the seller and the buyer"?
23. To improve a company's long-term position, sales people should be doing more missionary
work and developing long-term customers to meet expected competition." Comment
24. What is the technology which helps the sales function in being more effective and efficient?
25.. What is the most important aspect of a salesperson's job?
26. Which sales job is the more complex than the rest as listed by McMurry and Arnold?
27. What is the most important factor between buyer-seller interaction?
28. How does relationship-oriented selling differ from transaction-oriented selling?
29. Define the concept of relationship marketing. Why is it important in today's changing scenario?
30. What are the various challenges being prefaced in the selling process in 21st century?
31. What selling techniques and efforts you recommend to the salesperson in the Post covid-19
period for selling the products of his firm?