Lesson Two – Concept of Salesmanship

The Concept Of Salesmanship
The concept of salesmanship involves promoting products, goods and services; persuading customers; investigating the market to know customers needs; and selling products and services to prospective and existing customers.

All concepts relating to salesmanship work hand-in-hand for good. They are also applied to boost sales.

Meaning and Application of The Concepts Of Salesmanship
Salesmanship concepts have various meanings and can be applied in various ways. Their meanings and application include the following:

1. Promotion
2. Persuasion
3. Investigation
4. Selling

1. Promotion
Promotion is a concept of salesmanship which involves a salesman carrying about his product. He does so while introducing the products to his
customers. Promoting products involves identifying customers and meeting with them one-on-one with the products.

Consumers decide on the kind of goods to buy when such goods are
promoted and introduced to them. Customers also see new products which they may have interest in purchasing during promotion.

2. Persuasion
Persuading customers is one of the concepts of salesmanship. By this concept, salesmen move about to persuade and convince customers to buy their goods. Persuading customers make them change their minds and impressions about a product.

Salesmen persuade customers through words of mouth and present the benefits that could b derived from buying their products to them. These will make them accept and buy their products.

3. Investigation
Investigating the market to know what customers need at a particular time is one of the concepts of salesmanship. Through investigation, salesmen visit the market and ask from prospective customers what they need.

They also engage in asking existing customers the problems they face on the products they usually buy. Through investigation, salesmen get information needed by the company (producers) which help in increasing their sales.

4. Selling
The concept of selling is very important when discussing the term salesmanship. Selling is the act of exchanging goods for an agreed sum of money. Selling is the reason behind salesmanship. Salesmanship encompasses the process of selling. The final step in salesmanship is selling.

Basic Terms In Salesmanship
The basic terms used in salesmanship include the following:

a. Consumer satisfaction;
b. Selling and buying;
c. Profit maximization;
d. Promotion, etc.

a. Consumer satisfaction
Satisfying existing and prospective customers (consumers) is one of the terms used in salesmanship Consumer satisfaction is one of the objectives of salesmanship.

Good business organizations must try to satisfy their customers (consumers). They can do this by making their goods, products and services available to customers at all time especially when needed. Consumers remain satisfied when their needs are met. They are also satisfied when they derive satisfaction from the products and services they demanded and paid for.

b. Selling and buying
Selling and buying are other term used in salesmanship. There cannot be buying if there is no selling. One leads to the other. Selling involves giving out products and services for purchase and payment.

While buying entails making choice of goods and services and paying for same. Selling and buying are the final processes in salesmanship. Selling and buying therefore complete the chain and process of salesmanship. Selling and buying can be made on credit basis or on cash.

c. Profit maximisation
Profit maximization is a term that comes to play when we discuss about salesmanship. Sellers want to maximize profit, producers want to make enough profit while consumers want to get value for their money. All these are geared towards profit maximization.

d. Promotion
Promotion is another vital term used in salesmanship; It is a phenomenon which creates awareness about the availability and production of a product or service to a prospective customer. Promotion comes in various ways.

Promotion can be done as an individual salesman or as a group (mass promotion). By individual promotion, the salesman meets the customers one-on-one. While the group promotion involves many salesmen meeting with many customers at a time.

Objectives Of Salesmen To Their Companies, Customers And To Themselves

The objectives of salesmen to their companies include the following:

a. Making sales
b. Acquiring and keeping customers
c. Promoting new products and services
d. Giving their companies information

a. Making sales
Salesmen have the sole objective of making sales for their organizations. Salesmen are expected to make sales for their organizations and so were given sales target which they are expected to meet.

They sell their company’s product and services and collect money (payment) in return. They remit all sales they made for their companies into the treasury of their companies.

b. Acquiring and keeping customers
Salesmen have the responsibility of acquiring customers for their companies. They move about to discuss with people and get potential customers for their products and services.

They acquire new customers through calls and visitation. They do these through promotion and exhibition.

Salesmen also carry out the duty of keeping their customers. They visit their customers regularly and provide them with their needs. They make their products and services available to them at all time. This will make such customers to remain with them.

Salesmen keep their customers and make them feel save to do business with them satisfying their customers make them remain with them for long.

c. Promoting new products and services
Salesmen have the obligation to promote new products and services of their company. They promote their products and services to existing and prospective customers.

Salesmen approach these customers with products and services and inform them about them. They present tangible samples of the products and services. They inform them of the gains and benefits of the products over their rivals.

d. Giving their companies information
Salesmen are saddled with the objective of informing their companies about their customers reactions and complaints. They visit their customers and get information from them. These information are relayed to their companies for necessary action. The information helps their companies to know where to work on and improve on in their products and services.

They receive complaints from customers and inform their organizations about them. Salesmen also help in relating information meant for customers from their companies.

Other Objectives of a Salesman to the Company are:

to identity customer needs that cannot be Satisfied by their product line and communicate those needs to their company:

• to sell the company’s products and to make profits
• to gather market information for the company
• to make sales calls
• to reveal activities of competitors to the company

Objectives Of Salesmen To Their Customers
Salesmen have various objectives to their customers. These objectives include the following:

a. Supplying them with goods and services
b. Introducing new products and services to them
c. Providing them with information
d. Receiving feedback from customers
e. Advising customers about products and services.

a. Supplying them with goods and services
One of the vital objectives of salesmen to their customers is to supply them with goods and services. Salesmen provide their customers with goods and services whenever they need them.

Supplying customers with goods and providing them with their required services from time-to-time is the sole responsibility of salesmen to their customers.

b. Introducing new products and services to them
Salesmen have the objective of introducing new products and services to their customers. They make regular calls to customers. On the course of the calls, they carry along with them new products from their companies.

They introduce such products to their customers and inform them about their latest services. They do these during sales promotion and exhibitions. Customers therefore become aware of new products and services through company salesmen.

c. Providing them with information
Salesmen carry out the duty of providing their customers with information which they need from time-to-time. They inform their customers about the availability of products and services.

They also provide them with information on how to get their products and services and all other necessary information which they may need. Information can be provided for them through fliers, posters, banners, road shows and exhibitions.

d. Receiving feedback from customers
Salesmen give information and supply goods and services to their customers. They also receive feedback from them. Salesmen visit their customers and receive information about the products and services supplied to them.

They relate these feedbacks to their companies who make use of them. Information got from customers help in readjusting and improving on the quality of products and services.

e. Advising customers about products and services
Salesmen have the obligation of advising their customers on how to use company’s products and services. They visit customers and receive complaints from them. Such complaints are related to their companies for proper action.

Other Objectives of a Salesman to the Customer are:

• To identity customer needs and determine ways to meet them
• Office competitive prices of goods to customers
• To provide product information to customers
• To build trust and loyalty with customers

Objectives Of Salesmen To Themselves
Salesmen also have the objectives they carry out to themselves. These objectives include the following:

a. Creating awareness about new products
b. Convincing and retaining customers
c. Satisfying the needs of customers
d. Making sales and achieving sales target

a. Creating awareness about new products
Salesmen have the objective of creating awareness about new products and services. They engage in awareness creation and ensure they understand their products and services and make same known to their customers.

b. Convincing and retaining customers
Salesmen have the objective of convincing and retaining customers. They try to increase their sales and performance by convincing their customers and retaining them to continue enjoying their patronage.

c. Satisfying the needs of customers
Salesmen owe it as an objective to satisfy their customers with their needs. Salesmen should always be ready to attend to their customers and provide them with their needs.

d. Making sales and achieving sales target
Salesmen have the objective of achieving their sales target and making sales. The main duty of a salesman is to make sales and meet his/her sales target. In that wise, salesmen should see sales making and target achieving as their main duty.

Other Objectives of a Salesman to the Himself/Herself are:

• to make a career in the company — self actualization
• to earn salary/bonus/commission to improve his standard of living
• to develop himself through training
• to promote personal entrepreneurship in the future

Scroll Down to Select Page 4 for the next topic – Functions and Characteristics Of A Salesman



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