Sales Management: Products and Services. Dr Jae K Shim

      To qualify as a science in the strictest sense, salesmanship would have to make greater use than it does of the “scientific method.”This method proceeds in definite stages: first, data is gathered through observation; second, hypotheses are formulated through inductive reasoning; and third, the hypotheses are tested through further observation and controlled experiment. In science, the several variables involved in the experiment can be controlled, and the experiment will always produce the same result under the same conditions no matter when, where or by whom performed. For example, chemistry is a science in this sense because all the variables such as compounds, weight, and temperatures can be controlled with exact preciseness. Consequently, an experiment can be conducted today, tomorrow, next year, or even a hundred years from now and the same results can be obtained.

      However, in selling, the several variables affecting the sale, such as customer behavior, competitive activity, the weather, and general economic conditions, cannot be controlled. Furthermore, each customer is different from all others in some way. Hence, each sales situation is uniquely different, and the salesperson’s approach must be varied according to the specific circumstance that prevails in each case. For these reasons, selling is not a science and will remain an art as long as there are varying circumstances and individual differences. But, this does not mean that the salesperson can be careless and lackadaisical in her approach to selling. On the contrary, the varied and ever-changing circumstances make it all the more necessary for her to be alert and well organized.

Must you be a born salesperson or can salesmanship be taught and learned?

      Some people still believe that in order to be a success in selling one must have a magnetic personality, a silver tongue, and a firm handshake. It is true that a person who possesses these qualities will certainly have the edge over one who does not. However, to say that you must be born with a certain set of traits to succeed in selling is as ridiculous as saying that you are born a lawyer, a doctor, or a minister. All of these professions had to be mastered through years of study and training. Salesmanship can also be mastered. But to be successful with it, you must be able to discipline yourself and constantly strive to improve your performance.

      

Indicate whether each of the following statements “is true or false

      1.If you build a better mousetrap, the world will beat a path to your door.

      2.The United States has shifted from a “manufacturing-oriented” economy to a “marketing-oriented” economy.

      3.Through careful analysis of the market and years of practice, salesmanship has become a science in the strict sense of the word.

      4.People who lack the natural skills of a born salesperson may learn these skills by studying and practicing.

       Answer

      1.False. In today’s mass society, the makers and users of new products and services are widely separated, and selling is the bridge that brings buyers and sellers together.

      2.True. Today in the United States, firms first determine consumer wants and needs and then they produce what is desired. Further, selling must be coordinated with other business functions to solve customer needs.

      3.False. Selling is an art, because each sales situation is uniquely different and the salesperson’s approach must vary according to the circumstances.

      4.True. Salesmanship can be learned, but one must discipline oneself to study and practice so that one may improve her performance.

       CHAPTER 2

       The Salesperson’s Responsibilities and Qualifications

      Successful selling does not end with getting the initial order; it builds volume by generating repeat orders that continue as long as the customer has a need for the product or service the salesperson is selling. From this standpoint, the major objective of selling is to serve and satisfy the buyer. Outwitting the customer and putting something over on her for the sake of earning a commission is detrimental not only to the buyer but also to the salesperson and her company as well. Such a sale creates a dissatisfied buyer; and if she is dissatisfied, there will be no repeat business. Selling today, therefore, emphasizes an approach, which is genuinely “buyer oriented” and it begins and continues by fulfilling the customer’s particular needs and wants.

Her responsibility to the company

      The salesperson also has important responsibilities to her company. In many cases, she is the only contact the buyer has with the company, and, therefore, becomes responsible for projecting the corporate image. She is also responsible for selling the product or service at a profit for the company. If she sells a product which pleases the buyer and earns her a commission but does not result in a profit for the company, she will not be a successful salesperson. A company must make a profit if it is to continue in business.

      In addition to her selling duties, a salesperson is responsible for filling out orders, completing reports, collecting market information in the field, and following through on customer service and complaints. Her responsibilities to the company then are fourfold:

      a)She must do everything she can do to project a favorable image.

      b)She must sell in such a manner as to produce reasonable profits for her company.

      c)She must provide the company with reports and other related information.

      d)She must follow through on customer service and complaints.

Qualifications for selling

      The qualifications necessary for successful selling will vary with the type of product or service being sold. For example, the salesperson who sells industrial equipment must know a great deal about designing, mechanical engineering, and current research in the field. On the other hand, the product knowledge and degree of preparation is less complex for the counter saleslady who sells handkerchiefs. Furthermore, although much has been written on this subject, no two companies will completely agree on the ranking of desirable traits necessary for successful selling. Nonetheless, the traits or characteristics discussed in the remainder of this chapter frequently are listed and certainly will help a person to be more effective salesperson.

      

Indicate whether each of the following statements “is true or false

      1.The primary concern of a salesperson is to get the initial order by “putting over a deal.”

      2.Salespeople should only be concerned with selling products which please customers and not be concerned with corporate profits.

      3.Salespeople have other duties to the company besides selling goods and services at a profit.

      4.There are certain traits or characteristics that will help any salesperson to be more effective.

       Answer

      1.False. Successful selling means getting the initial order and continuing repeat sales by being “buyer oriented” and creating satisfied buyers.

      2.False. Salespeople are responsible for selling products and services at a profit for the company; or else the company might go out of business.

      3.True. In addition to their sales duties, salespeople must project a favorable image for the firm, provide reports and other information, and follow through on customer service and complaints.

      4.True. Although no two companies agree on the ranking of desirable traits for salespeople, there are some traits or characteristics that are discussed most frequently as being helpful.

Product knowledge