Slide 1© Oxford University Press 2011
Identify the role of salesmanship in persuasive communication.
Define the objectives of personal selling.
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Appreciate the specific contribution of personal selling in marketing mix.
Get insights into traditional and modern selling approaches.
Understand the different types of selling.
Understand the nature of sales as a profession.
Learn the ethical issues in selling.
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© Oxford University Press 2011
Meaning of Personal Selling
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© Oxford University Press 2011
Definition of Personal Selling
Kotler and Armstrong (2006) defined personal selling as personal presentation by the firm’s sales force for the purpose of making sales and building customer relationship.
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© Oxford University Press 2011
Importance of Personal Selling
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Salesmanship
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Informative objectives:
Provide information about product or service attributes, features, benefits and values.
Answer customer queries.
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Persuasive objectives:
Motivate potential buyers to seek more information.
Support push strategy to encourage intermediaries to buy and sell further.
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Relational objectives:
Catalyze order getting, order taking, order influencing, order delivery and after sales service.
Aid in retaining old customers and creating new ones.
To reinforce brand image and reputation.
Help in business development.
Image-building objectives:
Consolidates the confidence and trust of stakeholders.
Vital promotional tool
Knowledge of company.
Knowledge of competition.
Enables demonstration of products.
Immediate resolution of queries.
No guarantee of sale.
Incompetence of sales force.
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In vogue before the World War II.
Output was limited and producers devoted their efforts to physical distribution.
One-sided communication.
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Hinges on serving the customer with the best possible solutions.
Focuses on individual transaction approach.
Customerization, not customization is the benchmark.
Advent of CIM, EDI and CRM
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Joint buying decision.
Price may not be an important criteria in buying decision.
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Speculative buying.
Forward buying.
Hand-to-mouth buying.
Issue of variability.
Unique selling mechanism.
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Ethics in Selling
Ethics are building blocks of a business that are based on moral principles and values.
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Variation between promised and actual specification levels of the product.
Price discrimination.
Promoting false stories of product success to certify product quality.
Use of unsafe packaging material.
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Condemning competitors harshly before customers willfully and wrongly.
Failing to supply the product at the right time and place without any prior intimation.
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