1. Salesmanship
Lecture in Marketing 2

2. Personal selling
 It is the craft of persuading people to buy what they do not want
and do not need for more than it’s worth.
 Is a person to person to person business activity in which a
salesperson uncovers and satisfies the needs of buyer to the
mutual, long term benefits of both parties.
 It involves helping customers identify problems, offering
information about potential solutions and providing after the sale
service to ensure long term satisfaction.

3. Value
• It is the total benefit that the seller’s products and
services provide to the buyer.
Value proposition
• refers to the collection of benefits.

4. The Role of Salespeople in Business
Go to market strategies
 various options that firms have to sell their products.
 strategies include selling through the internet, field sales
representative, business partners, value added resellers,
manufacturers agents, franchises, telemarketers and others.
Multi-channel strategy
 using various at the same time.
Sales force intensive organizations
 organizations whose go to market strategies rely
 heavily on salespeople.

5. Marketing Communication Program
 Advertising uses impersonal mass media such as newspaper and
TV to give information to the customers, wherein publicity is
communication through significant unpaid presentation about the
firm. Each of the communication methods has strength and
weaknesses. The firms have more control when using paid versus
unpaid methods. However publicity and word of mouth are
communicated by independent sources, their information is usually
perceived as more credible than information in paid communication
sources.
Integrated marketing communication
 which are communication programs that coordinate the use of
various vehicles to maximize the total impact of the program on
customers.

6. Multiple Role Perform by Salespeople
1. Client Relationship Manager
 sales jobs involving prospecting for new customers, making sales
presentations, demonstrating products, negotiating price and delivery terms,
writing orders and increasing sales to existing customers.
2. Account Team Manager
 Salespeople also coordinate the activities within their firms to solve customer
problems. Salespeople are effective because they really understand all
aspects of their firm from shipping systems to finances to credit.
3. Vendor and Channel Manager
 Sometimes it is necessary to interact with other partners and vendors to meet
a customers needs.
4. Information Provider to their Firm
 Salespeople are the eyes and ears of the company in the marketplace. This
information provides valuable input to distributions.
Distribution channel
 is a set of people and organizations responsible for the flow of products and
services from the producer to the ultimate user.

7. Two Principal Types of Distribution Channels
 Business to Business
The two main channels for producers and providers of business to business, or
industrial, products and services are:
1.1. Direct sales to a business customer
- Salespeople working for the manufacturer call directly on the manufacturers.
1.2. Sales through distributors
- The manufacturers employs salespeople to sell to distributors. Missionary
salespeople work a manufacturer and promote the manufacturers product’s to other
firm.
– Missionary salespeople
• who work for a manufacturer and promote the manufacturer’s product to other firms.
2. Consumer products
are use by producers and providers of consumer products and
 services.
- Manufacturer agent
are independent businesspeople who are paid a commission by a manufacturer for all products
or services sold.

8. Descriptions of Sales Jobs focus on six factors
 1. Stage of Buyer-Seller Relationship: New or Continuing
* Selling to prospects requires different skills than selling to existing customers. Salespeople
need to be self confident and be able to deal with the inevitable rejections that occur when
making initial contacts.
 2. Salesperson’s Role: Taking Order or Creating New Solutions
* Headquarters selling requires a much higher level of skill and creativity to do the job effectively.
 3. Importance of the Purchase to the Customer
* Sales jobs involving important decisions for customers differ greatly from sales jobs involving
minor decisions.
 4. Location of Salesperson – Consumer Contact: Field or Inside Sales
* Field salespeople = spend considerable time in the customer’s place of business,
communicating with the customer face to face.
* Inside salespeople = work at their employer’s location and typically communicate with
customers by telephone or letter.
 5. The Nature of Offering Sold by the Salespeople: Products or Services
* The type of benefits provided by products and services affects the nature of the sales jobs.
Intangible benefits are harder to sell than tangible benefits because it is difficult to demonstrate
intangible benefits to customer.
 6. Salesperson’s Role in Securing Customer Commitment: Information
* Sales jobs differ by the types of commitments sought and the manner in which they are
obtained.

9. Types of Customers
According to their Needs
 1. Affluent professionals
 2. Active, young males
 3. Family men
 4. Busy suburban mothers
 5. Small business customers

10. Characteristics of Successful Salespeople
1. Motivation
 most salespeople work in the field without direct supervision. They must continually work at improving
their skills by analyzing their past performance and using their mistake as learning opportunities.
2. Dependability and Trustworthiness
 Customer develop long-term relationship only with salespeople who are dependable ands trustworthy.
3. Ethical Sales Behavior
 Honesty and integrity are important components of dependability.
4. Customer and Product Knowledge
 Effective salespeople need product knowledge how their products work and how the products features
are related to the benefits customers are seeking.
5. Communication Skills
 Salesperson must also listen to what the customer says, ask questions that uncover problems and
needs, and pay attention to the responses.
6. Flexibility
 The salesperson must be sensitive to what is happening and flexible enough to make those adaptation
during the sales presentation.
7. Creativity
 Is the trait of having imagination and inventiveness and using it to come up with new solutions and ideas.
8. Confidence
 They are open to criticism, seek advice from others, and learn from their mistakes.
9. Emotional Intelligence
 Is the ability to effectively understand and use one’s emotions and the emotions of people with whom
one interacts.

11. Four aspects of Emotional Intelligence
 i. Knowing one’s own feelings and emotions as they are
experienced
 ii. Controlling one’s emotions to avoid acting impulsively
 iii. Recognizing customers emotions (empathy)
 iv. Using one’s emotions to interact effectively with customers

12. Benefits When they Develop required skills in Selling
 Independence and Responsibility
They have the freedom to determine what they do during a day, to
decide which customers to call on and when to do paperwork.
 Financial Rewards
Salespeople who sell to businesses typically are paid more than
salespeople because the buying process in businesses is more
complex and difficult to manage.
8. Management Opportunities
Selling jobs provide a firm base for launching a business career.

13. The Building Partnership Model
1. The Partnering Landscape - It include the nature, role and rewards of
selling and what partnering really means.
3. Knowledge and Skills needed for partnership - You will learn the about
the legal and ethical responsibilities of salespeople, the buying process, the
principles for communicating effectively, the methods fro adapting for the
unique styles and needs of each customer.
5. The partnership development process - You should have enhanced skills
and understanding about prospecting, planning, discovering needs using
visual aids and conducting demonstration effectively, responding to
objections, obtaining commitment, formally negotiating and providing
excellent after sale service.
7. The salesperson as a manager - You’ll learn how to improve your
effectiveness as a salesperson y managing your time and territory and by
managing the relationship within your own company.