Personal selling is the oral presentation in a conversation with one or more prospective purchasers

to make a sale; it is the ability to persuade the people to buy goods and services at a profit to the
seller and benefit to the buyer”.
Personal selling is a face-to-face interaction with one or more prospective purchasers to make
presentations, answer questions and procure orders.”

Personal Selling involves two-way communication, where the salesperson informs the customer
about the product's features, benefits, price, delivery, etc., and persuades them to make a purchase
while addressing their queries and objections. Salespeople can personalize the communication
according to each buyer's needs, stimulating consumers to buy by matching product benefits with
their requirements and reducing their reluctance to make a purchase decision. Personal selling
aims to sell the product and develop long-term relationships with customers.
B2B and B2C selling:
Personal selling is a major element of the promotion mix in B2B selling situations, while
advertising is predominant in B2C selling situations. However, personal selling may be a minor
element in B2C selling, and advertising may be a minor element in B2B selling.
Art and Science:
Personal selling is considered both an art and a science. It involves applying creative abilities in
making unique sales presentations to each customer (art) and using the principles of consumer
behavior and selling process stages to persuade buyers (science).
Salespeople titles:
Salespeople may be called sales representatives, salespersons, account executives, sales
consultants, sales engineers, field representatives, agents, service representatives, or marketing
representatives.
Methods of reaching customers:
Salespeople can reach prospective customers through offline methods such as face-to-face
meetings or phone calls, and online methods like emails, social media, and other digital platforms.
Keeping customers engaged and interested through online methods may be comparatively more
challenging.
Selling and Non-Selling activities:
Personal selling includes both selling and non-selling activities. Finding potential customers,
contacting them, making presentations, and taking sales orders are selling activities, while
maintaining records, writing reports, attending meetings, training dealers’ salespeople, building
customer relationships, and providing after-sale services are non-selling activities.
Growing importance of personal selling:
Technological advancements have made it possible for companies to apply personal selling to
customers across the globe through interactive methods such as video conferencing and email. The
role of personal selling is increasing in educating customers about new technical aspects of
products due to the introduction of advanced technologies in new products, such as microchips,
artificial intelligence, and online services..

Buyer-seller interaction:
In advertising, communication is one-sided, from the seller to consumers, whereas in personal
selling, it involves two-way communication between the salesperson and the prospective buyer.
The interaction is not limited to geographical boundaries due to technological advances, making it
possible to interact through video conferencing, email, etc.
Direct communication:
In advertising, the message is conveyed in a non-personal manner through mass media such as TV,
newspapers, hoardings, radio, digital media, etc. In contrast, in personal selling, salespersons
convey the messages directly to the consumers.
Push strategy:
In personal selling, salespeople present the product and related information to persuade
consumers to buy, known as the ‘push strategy’. In advertising, consumers are drawn towards the
product through ads capturing their attention, generating interest, and persuading them to buy,
known as the “pull strategy”.
Customization and personalization:
In advertising, messages are standardized and conveyed to all consumers through ads, whereas the
salesperson can modify the message to make it suitable for each prospective buyer.
Human element:
Personal selling involves the salesperson serving as the personal connection between a company
and its customers. Along with verbal communication, it also includes the use of non-verbal
communication such as body language, tone, appearance, etc., in conveying messages to the buyer.
More engaging:
Real-time sales presentations and demonstrations make the buying experience more engaging.
Quick response:
Direct communication in personal selling allows the seller to gauge the response and purchase
intention of prospective buyers, helping the seller adapt the sales talk accordingly.
Customer feedback:
Two-way communication enables buyers to express feedback about the product, price, comparison
with competing products, etc., which can be useful for the company for making improvements in
the marketing strategy.
Cultivating relationships:
Personal interactions with buyers in personal selling can be used to develop and strengthen
relationships and build goodwill for the company.

Based on the type of consumers:

The selling can be aimed at existing customers or new customers. Selling to acquire new customers
who have not been using the product or have been using a competitor’s product is called
developmental selling situation. Selling to existing customers for repeat orders is called service
selling situation.
Based on the type of market:
Sales can be conducted business to consumer (B2C) or business to business (B2B). In B2C, the
salesperson sells the product to consumers for personal use and in B2B, the salesperson sells to
other companies. B2B sales focus on meeting rational buying criteria, while B2C sales can be
emotional or a mix of emotional and rational buying criteria.
Based on the type of product:
Personal selling is a crucial aspect of selling consumer or industrial products, involving frequent
visits, negotiations, and building relationships with customers. For non-durable products like
shampoo and bread, salespeople hand over the product, while for durable items like TVs and
laptops, salespeople present, demonstrate, answer queries, and persuade customers to close the
sale through presentations, demonstrations, and customer queries.

Personal selling is not suitable for every product or service, and its use depends on the company's
marketing strategy and business model. Generally, personal selling is more common in the B2B
market, while advertising is more prevalent in the B2C market, especially for highly technical,
specialized, or costly products such as complex software systems, business consulting services,
homes, and automobiles.
Moreover, there are specific conditions that favor personal selling:
1. Product Situation: Personal selling is more effective for products with a high unit value (e.g.,
expensive office equipment like digital Xerox machines), highly technical products (such as
complex software), products in the introductory stage of their life cycle that require consumer
education (e.g., robotic machinery), products requiring personal attention to consumer needs (e.g.,
real estate), or products necessitating demonstrations or after-sales services (e.g., manufacturing
machinery).
2. Market Situation: Personal selling is appropriate when a company has a small number of
large-size buyers (e.g., selling machinery to textile manufacturing companies only) or when selling
in a small/local market only (e.g., selling tiffin box facility to nearby customers only). It can also be
used for selling to middlemen when a company uses an indirect channel of distribution for selling
products to consumers (e.g., PepsiCo selling its products through wholesalers and retailers)
3. Company Situation: Personal selling is best utilized when a company cannot afford a large
and regular advertising budget.
4. Consumer Behavior Situation: Personal selling is suitable for valuable and infrequently
bought products by the customer. For example, customers prefer to interact personally at a car
showroom before buying a car. Personal selling is also appropriate when consumers require more
persuasion, as in the selling of interior design services.

A variety of selling situations call for different selling strategies and a changing role of
salespersons, which are broadly grouped as:
1. Communication Strategies: The role of the salesperson mainly involves providing
information about the product, its price, delivery, and service strategies to help prospective
customers make purchase decisions.
2. Persuasion Strategies: The salesperson's role emphasizes convincing prospective customers
by matching the product benefits with the customer's needs and satisfaction.
3. Negotiation Strategies: In some selling situations, negotiating product specifications and
other terms like prices and after-sale service becomes more important, especially in B2B sales
where long-term relationships can influence costs and profits over an extended period.
4.Client-profit planning strategy: In industrial selling of high priced, technical products,
there is sharing of information by the buyer company with the salespersons about its different
areas of operations, future plans, R&D, finance, logistics etc. Then, the salespeople along with
higher authorities suggest and develop products within suitable price, which can help increase the
profits of the client.

Two-Way Communication: Personal selling enables communication from the seller to the
buyer and vice versa. The salesperson can provide information to the customer, ask questions, and
address customer queries.
Flexibility in Communication: Personal selling offers the flexibility to customize sales
presentations for different customers and situations. Salespeople can tailor their presentations to
fit the needs, motives, and behavior of individual customers, and adjust their message in real-time
to better connect with the customer.
Sharp Focus on Target Customers: Personal selling allows the sales effort to be focused solely
on potential customers, minimizing wasted effort compared to advertising, which reaches a larger
audience, including those outside the target market.
Personal Attention and Detailed Presentation: Salespersons gather information about each
prospect to personalize their sales presentation and provide detailed demonstrations, tailored to
the needs of the customer.
Instant Feedback: Personal selling provides instant feedback from customers about their buying
intentions and reasons for not making a purchase.
Measuring Effectiveness: It is easier to assess the results of time and money spent on personal
selling efforts, including measuring sales calls made, sales orders secured, expenses, and profits
earned.
Getting Customer's Attention: The one-on-one interaction of personal selling makes it easier
to capture the customer's attention and motivate them to buy.
Performing Additional Tasks: In addition to selling, salespersons can perform non-selling
tasks such as providing after-sales service, collecting payments, and gathering customer feedback
for the company.

Higher costs: One of the drawbacks of personal selling is the high cost involved, including
expenses for hiring, training, compensating salespeople, and covering their travel and lodging
costs. While some companies try to control costs by paying salespeople through sales commissions
only, there is a risk that commission-only salespeople may aggressively persuade customers to
make a sale without paying attention to their needs, leading to negative feedback and reduced
repeat sales. Using telemarketing, direct mail, and online communication can reduce costs, but
may be less effective in capturing customers' attention and persuading them to make a purchase.
High turnover: Another disadvantage is the high turnover rate among salespeople due to factors
such as frequent travel, irregular working hours, the stress of meeting sales targets, and dealing
with difficult customers. This turnover increases the costs of hiring and training new salespeople
and poses challenges in finding high-quality replacements.
Lack of standardisation in communication: Additionally, personal selling lacks standardization in
communication, as different salespeople may communicate differently with customers, leading to
variations in results and potentially impacting the overall marketing efforts.
Salespeople may vary in their abilities and motivation: there may be differences in the abilities and
motivation levels of sales team members, leading to variations in their selling efforts. This
necessitates additional efforts from sales managers to effectively manage and motivate each team
member.

Regarding the objectives and functions of personal selling, different salespeople perform various
functions based on the type of products, customers, and selling strategies. These functions
contribute to achieving the company's personal selling objectives, which ultimately aim to drive
sales growth and contribute to the company's profits.
The objectives of the sales department can be divided into quantitative and qualitative categories,
with quantitative objectives being short-term and adjusted from one promotional program to the
next, while qualitative objectives are long-term and contribute to the overall long-term goals of the
company.

1. Finding prospects: To grow in sales and market share, it is important to keep adding new
customers. Therefore, personal selling aims to find new prospects and convert them into new
customers.
2. Stimulating demand: Salespeople interact with potential customers by informing and
educating them about the product and its benefits, in order to stimulate demand for the product.
3. Informing, educating and guiding: Salespeople help prospects identify their needs, create
awareness about new products and services, educate potential buyers, and guide them about the
benefits of products.
4. Serving existing customers: Salespeople aim to keep in touch with existing customers,
providing after-sale services, technical assistance, and ensuring customer satisfaction to increase
customer loyalty.
5. Doing the entire selling job: Salespeople may be assigned to perform all sales-related
functions, from locating prospects to providing after-sale service and follow-up.
6. Developing long-term relationships with customers: The objective is to put the
required effort for developing and maintaining long-term relationships with customers to ensure
repeat sales and increase customer loyalty.
7. Collecting and reporting market information: Salespeople gather information about
customers’ feedback regarding company’s products and competitors’ products to help the company
improve its marketing strategy.
8. Strengthening brand image and building company goodwill: Salespeople help in
building and improving brand image through their interactions with customers.
9. Launching new products in the market: Salespeople may be assigned to introduce new
products to prospective customers instead of using advertising.
10. Establishing market positioning: Salespeople communicate about the brand positioning
of the product to prospective customers.
11. Providing support to middlemen of the company: Salespeople are assigned with
various objectives focused on supporting middlemen, such as wholesalers, retailers, and agents, to
help increase the company’s sales.
• To maintain enough stocks of the product, providing enough shelf space for the product,
desired display of the product, advertising and sales promotional materials like point of
purchase display material and guidelines on how to use it, collecting payments etc.
• To keep customers informed of changes in the product line like the addition or deletion of a
product item or modification of a product in the product line.
• To guide customers in selling the optimum mix of products from the company’s product line.
• To provide technical assistance and training to middlemen for selling the products if company
products are technical.
• To assist middlemen by guiding them on “how to sell’ its products.

1. To achieve a specified sales volume.

2. To achieve sales volume in specified numbers of different products to sell the proper mix of
products to contribute to profit objectives.
3. To keep personal selling expenses within specified limits.
4. To secure and retain a specified share of the market.
5. To obtain a certain number of new customers of given categories.

Consumers buy a wide variety of products and services, leading to different kinds of selling
situations and selling jobs. Each kind of selling situation requires a different kind of selling style
involving different selling activities. These are namely:
Delivery salespersons: The primary job of salespeople is delivering the products to customers
to make the sales. For example, a vegetable vendor, a person going to residential areas to sell bread
and milk, or delivering Pepsi to retail shops. Such salespeople need to be regular in visiting
customers and be courteous to them. They do not have much scope of using selling skills to
influence the customers.
Inside order-taker: Retail salespeople behind the counter are inside order-takers. Customers
visit retail stores with the intention to buy certain products, and salespeople need to serve
customers with their requests. Customers are free to choose any product. Salespeople have little
scope of using their selling skills to influence their purchase decisions by suggesting other products
and brands to them.
Outside order-taker: Salespersons visiting wholesalers and retailers to take sales orders and
support them in their selling activities. Salespeople call on retailers to motivate them to keep and
sell their products. Their primary role is to take requests for stocks. In addition, salespeople can
educate middlemen about new products and use some selling skills to persuade them to keep it in
their stores. Salespeople may also need to inform middlemen of any changes in products, prices,
etc.
Missionary salespeople: The salesperson's role is to inform and educate those individuals
about the benefits of the products, who influence buyers in their purchase decision for the product.
Missionary salespeople do not take purchase orders and do not call on ultimate customers. The
goal of missionary sellers is not to complete a transaction and get the sales volume. This is a form
of indirect selling as they do not make a direct sale to consumers.
Support salespeople: These can be Technical salespeople, Merchandisers, Customer service
salespeople.
Technical salespeople: When a product is highly technical and negotiations are complex,
salespeople need to be a technical specialist to provide detailed information to the client, help in
installation, provide training in using the product. For example, sales engineers.
Merchandisers provide assistance to retailers on shelf display, implement promotion schemes, and
ensure stock levels, etc.
Customer-Service salespeople: Such people look after the maintenance of products and solve
customers’ problems if any after the purchase of the product.
Creative salespeople or order-getters: Such salespeople create demand for the product by
using their creative skills. They sell a new product to the customers who do not know about it or
who have no interest in it. They use creative skills to make the customers aware of their needs and
show how the product can solve the problem or how a new product can solve their problem better
than the products they are using and make them buy the product. They acquire new customers for
the company by getting them interested in the product, making them desire it, and helping them
decide to buy it. There is a lot of scope for the use of selling skills in persuading the prospects. Such
Salespersons require to have detailed knowledge about the product as well as robust selling and
negotiation skills.
Based on the above type of Salespersons, different selling styles can be:
Door-to-door selling: The Salespersons visit customers at their place to interact with them and
sell the products.
Trade selling: They perform sales and other related functions for customers like retailers,
wholesalers, and agents.
Missionary selling: Salespersons educate an individual with the power to influence the buying
decision of others to buy a product.
Technical selling: They provide technical advice and look after the technical problems of the
customers.
New business selling: They make an effort to find and persuade new customers to sell the
products.

The sales process is a set of steps that a sales team takes to convert a prospect into a customer.
Having a standardized sales process adds structure and accountability to sales activities, leading to
a higher rate of successful sales. It consists of a sequence of steps that a salesperson goes through
to sell a product or service. The 7-step sales process includes prospecting, preparation, approach,
presentation, handling objections, closing, and follow-up.
1. Prospecting.
Prospecting is the process of searching for potential customers who have the need, ability, and
desire to buy a product. The objective of prospecting is to find sales leads for making sales calls
and trying to convert them into customers. Salespersons use various sources like references,
publicly available data, company records, etc., to generate a list of prospective customers. They
must make sincere efforts to find leads, interact with them, and inquire about their product or
service requirements to develop a good impression.
2. Preparation.
Preparation involves customer research and planning for the presentation. It includes collecting all
relevant information about the prospect, such as the size and location of the clients, their needs,
financial resources, purchase policies, etc. This information helps in developing a suitable
presentation for each client by focusing on their needs and communicating relevant benefits.
3. Approach.
The approach is the first contact with the prospective client or opening lines at the beginning of the
meeting. The salesperson's first impression is crucial to get the customer interested in listening to
the presentation. The salesperson may start by showing the product or mentioning the most
important problem of the client that matches the product and can inform about special schemes,
discounts, offers, etc.
4. Presentation
During the presentation, the salesperson talks and shows the features and benefits of the product,
how it meets the needs, and demonstrates the product. The presentation should focus on the
detailed features of the product and aim to arouse the interest of the customers.
5. Handling objections.
Handling objections involves listening to the concerns of the customer, answering their questions,
and providing solutions wherever possible. The objections can include concerns about prices,
products, services, etc. The salesperson must address these concerns to alleviate barriers to the
purchase.
6. Closing the sale
Closing the sale refers to the stage of getting the order from the customer. The salesperson can first
go for a trial close in different ways to determine if the customer is ready to close the sale.
7. Follow-up
Follow-up is important after closing the sale as it helps in maintaining customer satisfaction,
solving any problems, building relationships, and potentially getting repeat sales.
Personal selling must be compared with other promotion tools and evaluated for its
appropriateness in achieving promotion objectives and its profitability as a component of the
promotion mix. It should be well coordinated with other elements of the promotion mix to
maximize effectiveness in the company's communication strategy.
 • Salesmanship is a marketing strategy by which a salesman can sell his goods or services to a
person
• an attempt to induce people to buy goods
Salesmanship also represents the seller-initiated efforts offered to prospective customers. These
efforts are complimented with product information and motivate customers to make favourable
buying decisions. A salesman must possess the ability to interact with customers utilizing different
mediums and methods. Donning multiple hats, salespersons must therefore be able to adjust their
personalities to suit every type and mood of the customer.

It may be apt to describe salesmanship as an art, as it relates to selling a product or delivering

consumer satisfaction. It is an art because:
• Salesmanship requires the necessary skill set to appeal to the customer.
• The knack of persuasion possessed by a salesman encourages the buyer to make the purchase
decision.
• It requires the salesman to possess the art of communication to structure its interactions with
the customer.
• The salesman must be able to influence the buyer towards the directed product/service.

• Make sales of assigned products or services

• Perform the assigned duties (including travelling to distant locations for the purpose)
• Collection of bills related to sales
• Customer complaint resolution
• Customer relationship management
• Develop and maintain firm goodwill
• Contribute to inventory management
• Ensure proper reporting — sales made, calls made, services offered, lost customers, and any
other important matters related to either the competition or firm

Salesmanship is not confined to merely making sales but also includes its ancillary activities
such as repairing, teaching, legal, medicine and so on. At the higher level, salesmanship also refers
to product knowledge, customer knowledge, training and control, management of the sales
department etc. The scope of salesmanship has also been increasing consistently for a firm, with
the advent of new technologies. With more transactions taking place on the internet today, its
scope has been expanding.
Persuasive skills are still an important requisite to salesmanship, as customer interactions go
virtual. With sales meetings going online, it is only the platform that has changed but the approach
to salesmanship remains the same.
Salesmanship may be described as a collection of different functionalities at different points in
time. These include
 1. Collection of more information regarding the market.
2. Increasing economic power in various standardized sectors.
3. Growth of technological progress.
4. Enrichment of managerial efficiency.
5. Extension effect on the economy.
Thus, it may be appropriate to say that salesmanship is a specialized craft that does not include
merely the sale of products and services. It covers a wide range of activities and there is still scope
for more development in this sphere.

Depending on the varied roles performed, salesmanship may be divided into the following
categories:
Wholesaler’s Salesman
The wholesaler’s salesman is concerned only with the wholesaler. The purpose of this type of
salesmanship is to market the product only to the wholesaler. The role includes: taking orders
from wholesalers, guiding wholesalers to offer credit to retailers, assisting wholesalers in
improving their sales, collecting bills and keeping track of important marketing information.
Manufacturer’s Salesman
The manufacturer’s salesman may be sub-divided into the following sub-categories:
Missionary Salesperson — These salespersons interact with wholesalers, retailers and
consumers to offer and guide them regarding the product/service.
Technical Salesperson — These salespersons are hired to sell technical products, such as
machines and equipment. These salespersons possess professional training in the product and can
guide and help the customer both before and after-sales.
Merchandising Salesman — These salespersons not only sell products but also guide retailers
in terms of in-store product display and arrangement. These types of salesmen are usually found
promoting products, such as grocery, drugs, apparel, fashion etc.
Sale Promotion Salesmen — The main job of this type of salesmen is to convince customers to
buy their products. They provide product demonstrations and also offer samples to prospective
customers.
Retailer Salesman
Retail salesman works with the final consumer directly.
They can be subdivided into the following categories:
Indoor Salesman — Indoor salesman works inside a store. These are hired by store owners to
help shoppers make buying decisions.
Outdoor Salesman - Outdoor salesmen work for the retailer by visiting customers and taking
orders. They also facilitate lead generation for the retailer. Impressions and interactions with the
customers may facilitate the generation of leads as well as evoke customers to decide between
buying the product.
Specialty Salesman - Speciality salesman sells products such as expensive durable goods,
furniture, books, house furnishings, washing machines, automobiles, refrigerators etc. Salespeople
of this kind must master the art of salesmanship. They are representatives of manufacturers who
produce special items.
A salesman is a friend and guide to their customers while a support to its producer. The
significance of salesmanship can be described based on the following factors:
Flexible Tool: Salesmen present their ideas tailored to customer needs and desires. Based on a
judgment of consumer reaction, a salesman can adapt its sales approach and make adjustments to
sales presentations in real time. This offers producers a flexible tool in hand to reach prospective
customers.
Minimum Wasted Efforts: The efforts of a salesman are directed only towards prospects. It does
not waste its time on those who it does not find suitable to sell the product. Therefore,
salesmanship is an activity characterized by minimum wasted efforts.
Results in Actual Sales: A salesmanship is a tool used by organizations to complement their other
promotional activities. However, while advertising and promotion can only lead to demand
creation, it is a salesman who converts the demand into sales.
By clarifying consumer doubts, resolving their issues and making product presentations, it is the
salesperson who convinces the customer to make the purchase.
Offers Feedback: A salesman is a medium for companies to engage in two-way communication
with the customer. A salesman not only offers product information to the customer but also
provides knowledge to the company about the tastes, habits and attitudes of prospective buyers.
The company may also decipher the strength of its marketing program based on the feedback
received from the salesman.
Advantageous to Consumers: Salesman is of great help to customers as well. The salesman is the
primary source of information to the customer regarding new products in the market as well as for
existing products. Further, a salesman also helps customers in complaint resolution, identifying
products suited to their needs and clarifying any doubts.

a) Sales Lead Conversion

Salespersons bridge consumer needs and products by introducing them to product information
and tailoring their sales pitch to suit customer needs. They build credibility as product experts,
converting leads into customers. Salespersons should possess detailed knowledge of products and
an impressive presentation style to facilitate decision-making for buying. Direct interactions with
customers make salespersons attractive to consumers, as they view them as experts and convert
leads into customers.
b) Business Growth
Salespersons are crucial in building customer loyalty and trust, converting prospects into
customers, and fostering business growth. Their persuasive skills are essential in convincing
customers to buy products. Satisfied customers may recommend others to buy, thus contributing
to the business's growth. Salespersons must strive to satisfy customers, as satisfied ones may
recommend others to buy the product, further boosting the business's success.
c) Customer Retention
Customer retention is a challenging task, as selling is a personal interaction. Excellent salespeople
make a lasting impact on their customers, leading to repeat customers and increased brand
reputation and word-of-mouth. Sales follow-ups are crucial for customer retention, allowing
salespeople to gather feedback and resolve issues professionally. After the sale, salespeople should
interact with customers to resolve any grievances, ensuring customer satisfaction and loyalty
towards the product and brand. By doing so, salespeople can build long-term relationships and
build strong relationships with their customers.

Ability to Feel: Empathy was identified as a crucial quality towards becoming a good salesman. A
salesman cannot sell without the ability to gain feedback from customers through empathy. A
salesman must be able to sense the reactions of customers and should be able to adjust their
responses based on those responses.
Need to Conquer: The drive to get the sale through is another important quality of a good
salesperson. Closing the sale must act a drive to enhance a salesperson’s ego. Also, failures must
act as triggers to greater efforts that bring success.
Need for Balance: This calls for several combinations of empathy and ego drive. In this sense, a
salesman must possess qualities that display their ego towards closing the sale yet also contain
empathy towards customers’ needs and perceptions.
Other qualities that describe a good salesman are:
a) Good Listener: Good salespersons treat customers to be equally responsible for the talk.
While the salesperson possesses the capability to communicate, it must also provide time
for customers to respond.
b) Resilience: A good salesperson should be able to accept failures without despair. Rejections
should not act as lows but as motivators for the future.
c) Confidence: A good salesman is confident, in control of their surroundings and informative.
Confidence is reflected in the manner one presents oneself and their views.
d) A good salesperson must possess the ability to analyse customer motivation and behaviour.
e) A good salesperson must possess complete information on the product, and should also be
able to demonstrate the product to prospects.

1. Selling: To meet prospects, demonstrate products and induce prospects to buy.

2. Guiding the buyers: To guide buyers towards products suiting their needs and requirements
3. Attending to complaints: To attend to customer complaints and engage in grievance redressal
4. Collection of bills: To collect outstanding bills for sales made
5. Collection of credit information: To collect information on credit-worthiness of customers
6. Reporting: To send daily, weekly or monthly reports to its firm regarding calls made, sales
impact and services rendered.
7. Organizing: To organize tour programs.
8. Attending sales meetings: To attend sales meetings to discuss marketing problems, sales
promotion activities, sales policies etc.
9. Touring: To undertake regular travel to meet prospects and customers in the assigned
territories.
10. Arranging for packing and delivery: To arrange for packing and delivery of the goods sold
11. Window & counter displays: To arrange for attractive window and counter displays to induce
the prospects to buy
12. Promotion of goodwill: To promote goodwill of the firm in the market
13. Recruitment and training: To recruit new salespersons and give them training.
14. Working with middlemen: To establish direct relations with the middlemen such as
wholesalers and retailers, while collecting marketing information and passing it on to them.
Creative salesmanship is the act of educating the public about a product or service, resulting in a
desire to own it. This approach is applied to good ends, exploring new markets for existing
products and selling new ones to customers who may not be interested in them. The salesman
must play an intelligent role by awakening customer interests, creating desire, answering
objections, and helping the prospect make a decision in favor of the product. This approach
contributes to an enhanced civilized society and helps salespeople reach their prospects effectively.

• Creation of a market for old and new products. The salesman is assigned the task of creating a
new market for old or existing products.
• Salesmen present facts in an interesting manner to generate consumer interest.
• Sales may take place immediately or after some delay, but time is not a consideration.
• Emphasis lies on the service and utility of the product and incentives like discounts, credit
facilities and home delivery.
• Focus lies not on the price, but the satisfaction that the product may deliver.

Competitive salesmanship refers to the routine work whereby existing or traditional tactics are
employed. These could also include lowering quality, lowering prices, and offering incentives such
as credit on liberal terms, extra discounts and other concessions possible.

Creative Salesmanship Competitive Salesmanship

Sales Objective To create new sales by breaking new To increase sales under existing
ideas. conditions.
Approach to Sales Use of unique and latest ideas. Usual or regular sales tactics
employed.
Results Lays a strong foundation for present Aim at a quick sale
and future sales.
Option of the start Focus on creating desire. Focus on increasing and maintaining
turnover.
Coverage More comprehensive and encapsulates All competitive salesmanship is not
competitive salesmanship as well. creative
Relationship Builds long-term relationships with Competitive forces may not lead to
Building customers with trust as the building long-term relationships
block.

The following are the steps to the creative selling process:

Step 1: Prospecting: The process of finding and qualifying potential customers is known as
prospecting. This is the foundational step in a sales process.
▪ Generating Sales Leads — the likely prospects The activities involved here,
▪ Identifying Prospects — a prospect who indicates a need or desire for the products
▪ Qualifying Prospects — Prospects who possess the authority to decide and have money to
buy the product
Step 2: Preparing: This step entails preparation for the sales call. The steps here include:
▪ Creating prospect file: names of key people, role in decision-making process
▪ How to approach the prospect: exploring options of first contact
▪ Establishing objectives: the flow of communication during sales calls is based on these
▪ Preparing presentation: based on objectives of the sales call
Step 3: Approaching:
This is the step where a salesperson can make a lasting impression. Three elements guide first
impressions:
▪ Appropriate appearance
▪ Salesperson attitude and behaviour
▪ Salesperson’s opening lines
The prospects may be approached using one of the following means:
• Premium method: Offering the prospect a gift to begin the interaction
• Question method: Posing questions
• Product method: Offering a sample or a free trial of the product for review
Step 4: Make the presentation: on topics of interest
A presentation may take many forms, but its purpose remains the same: to communicate the
product message in such a manner that it convinces the prospect to buy. Two methods of
presentation are generally utilized:
Canned approach: a memorized presentation
Need satisfaction approach: identify customer needs and create a presentation to specifically
address their needs
Step 5: Handling Objections: The prospect may raise various doubts and objections during the
presentation. Salespersons must view these objections product and as an opportunity to garner
more interest. as a prospect’s interest in the
Step 6: Closing: This is the step that involves persuading the prospect to make the purchase.
Salespersons employ several closing techniques. These include:
• Alternative Proposal Close — Assuming that the prospect has already decided to buy.
• Slent Close — Finish presentation and sit quietly, waiting for the customer to respond.
• Direct Close — Asking for the order directly.
• Extra Inducement Close — Offering the prospect something extra to close the deal.
• Standing Room Only Close: Create an urgent demand for the product to close the deal
quickly.
Step 7: Follow Up: Following up on existing sales is an effective means to generate repeat sales.
Before the follow —a salesperson must ensure that the product has been properly delivered and the
customer is satisfied. An unhappy customer must also be followed up using appropriate techniques
to resolve complaints. The following tactics may be employed at this step:
• Handle complaints promptly and in a pleasant manner
• Maintain regular contact with customers
• Be appreciative
Pre-Industrial Revolution Era: Prior to the Industrial Revolution, the economy was dominated by
small-scale industries focused on meeting local customer needs. Single individuals handled both
manufacturing and selling functions. Small businesses faced the challenge of producing enough to
meet customer demands. Selling was not a problem as all orders were received well in advance of
production.
Post-Industrial Revolution: The Industrial Revolution in England in 1760 brought significant
changes to the marketing scene. Mass production of goods in factories led businesses to seek new
markets. Local demand could not absorb the large quantities produced, necessitating sales to
ensure surplus absorption. This period also saw the emergence of separate functional departments
such as finance, manufacturing, personnel, and sales.
The establishment of sales departments helped firms expand their markets by selling goods to
small retailers. This led to the emergence of wholesalers who purchased in large quantities to sell
in smaller quantities to retailers. The increasing complexity of advertising and sales promotions
led to the need to separate marketing from the sales function. New departments like Marketing
Research, Advertising, and Merchandising came into existence.

Sales management is concerned with developing sales staff, managing sales operations, and
implementing sales techniques to accomplish business sales targets effectively. Contemporary
sales managers also have responsibilities for developing the company's long-term sales plan,
implementing sales strategies, and managing the sales budget. The sales management function
primarily seeks to achieve three basic functions: sales volume, profit maximization, and growth.

1. Attains organizational goals: Sales management helps in achieving predetermined

organizational goals by transforming the marketing plans into actions to generate profits, meet
customer demands effectively and capturing the market share.
2. Aids in better planning: One of the fundamental tasks of sales management is to formulate
the sales plans, sales budgets and drawing sales strategies so that the efforts of the salesforce
can be well directed towards achieving the common organizational goals.
3. Maximises the sales: By supporting the establishment of SMART sales plans, the sales
management aids in maximizing the sales and thereby revenue for the organizations.
4. Fosters strong customer relationships: Sales management urges the salesforce to attach
highest importance to building strong customer ties .The strong ties with the customers
facilitates profitability. the brand develop a loyal customer base and increased
5. Optimum utilization of distribution channels: Channels of distribution can be more
optimally utilized by the organization when the sales management is able to identify
appropriate distribution channel. They must take adequate steps to resolve distribution issues
and enhance the smooth operations of the distribution channel. the
6. Develops result driven salesforce: Sales management is concerned with not only
recruiting but also training, motivating and compensating the sales staff. The continuous
training, development and motivation drive them to contribute effectively towards the profits
of the firm.
Sales Forecasting and Budgeting: The sales managers are expected to chalk out well-
structured sales plans well in advance. She/he should estimate the expenses that will be incurred
as a result of various sales activities.
Sales Team Structure: The sales team is expected to perform variety of sales related activities.
The sales manager is responsible for determining and organizing the functions to be performed by
his sales team.
Manpower Planning and Hiring: The sales manager is required to estimate the requirement
of sales personnel in the organization. As per requirement of the organization, She/he should plan
recruitment and selection activities.
Sales Training: To drive effective performance from the salespeople, it is important to impart
them with the right skill sets. The sales managers are responsible for providing training and
orientation to newly hired sales candidates so as to establish a suitable match between the know-
how and job position.
Sales Areas: The sales manager is responsible for establishing sales goals for the team, for this
purpose she/he determines the sales quotas and identifies the sales territories. She/he further
determines the region where the company wants to sell its products depending on the profitability
of the organization.
Salesforce Management: The sales manager is entrusted with the responsibility of motivating
the sales personnel, appraising their performance, ascertaining their remuneration and rewards
for the targets achieved. Therefore, she/he should manage the sales force in such a way that they
are driven towards the achievement of the goal.

Order takers: Order takers are not expected to encourage customers to buy or increase their
purchases. Instead, they are responsible for taking orders, sharing information with relevant
business personnel, and keeping customers informed about the delivery date and time. They must
also address any inquiries about the delivery date to ensure customer satisfaction.
Inside order takers: Retail sales assistants may guide the customers inside the retail store. The
customers freely select the products from the retail outlet without the presence or impact of a
salesman. He is responsible for taking the payments and delivering the goods.
Delivery Salespeople: Delivery salespeople are responsible for ensuring timely product
delivery, without attempting to persuade customers to increase order size. The reliability of
product delivery determines the probability of receiving or losing orders, hence, timely delivery is
crucial.
Outside Order Takers: They are primarily concerned with responding to the customer calls.
They secure the orders from the customers on the basis of sales calls.
Order Creators: In certain industries, the job of a salesperson is not to close the sale but to
convince the customer to promote the seller's brand. Such salespersons are termed as Missionary
Salespeople.
Order Getters: Order getters aim to persuade customers to buy their company's products by
understanding their needs and convincing them that their products best serve their needs. They
must possess complete knowledge of the products, highlighting their functions and features, to
effectively convince customers.
Selling is the part of Marketing. It is concerned with delivering the goods/ services to the
customers in exchange for price.
Marketing is a comprehensive function that starts by identifying customer needs and wants,
culminating in customer satisfaction and feedback. It involves various activities like production,
pricing, promotion, distribution, and finally selling, with the customer being the primary focus.
Difference Marketing Selling
Definition Marketing is concerned with creating value Sales are the process of persuading the
for the customers by delivering them goods customers to buy the products to increase
and services according to their needs and the sales
making a profit.
Scope It is wider in scope. It is narrow in scope
Business It views the business as a process of It views business as a process of
viewpoint satisfying the customer. manufacturing goods.
Orientation Profit orientation. Sales orientation
Price Price is determined by the consumer. Price is determined by the cost.
Customer It views the customers as the starting point Customers are viewed as the last link in
orientation of any business any business in selling
Profits focuses on earning profits through customer It focuses on earning profits through
satisfaction aggressive promotions
Emphasis Emphasis on the adoption of the latest Emphasis on cost reduction by staying
technology for innovation to provide with the same technology
enhanced value to customers
Views It stresses the needs of the customers It stresses the needs of the seller

The sales management process is concerned with accomplishing salesforce objectives and targets
effectively and in an efficient manner by implementing the management processes of planning,
organizing, staffing, training, leading and controlling. The sales management is a three-step
process.

The sales management program starts with an extensive environment planning, examining current
trends in the political, economic, social, technological, ecological, and legal environment. It also
assesses competitors' moves and customer demands. Sales planners also evaluate the firm's
internal environmental factors, such as strategic intent, human capital, financial resources,
capacity utilization, manufacturing processes, and research and development activities, to
determine the firm's ability to execute specific strategies. The sales manager is expected to take the
following five important decisions at this stage:
▪ Determining firm’s personal selling strategy.
▪ Determining firm’s account management policies.
▪ Organization of firm’s salesforce.
▪ Decisions regarding the sales forecasts, establishing sales quotas and sales budgets.
▪ Designing the sales territories and allocation of the territories to the salespersons

Administering the sales management programme focuses on directing salespeople's efforts

towards achieving organizational goals, considering various factors that influence their job
behaviour, which a sales manager must understand and address.:
Environment: Salespeople's ability to achieve sales goals is influenced by macro-environmental
variables such as economic, political, technological, ecological, and legal market conditions, as well
as micro environmental variables like demand supply and competitor strategies. The marketing
mix, including brand image, product quality, pricing policies, channel design, and promotional
efforts, also significantly impacts salespeople's performance. Therefore, salespeople should
carefully analyze the entire marketing mix.
The clarity of job description: The job description should clearly outline the roles and
responsibilities of salespeople to avoid confusion and ensure they are equipped to handle various
sales situations on a daily basis. Proper analysis of the job and salesperson's roles can help them
perform effectively in sales activities.
Personal factors: Various personal traits possessed by the salesperson like personality,
analytical and critical thinking abilities, education level, sales aptitude, selling skills, motivation
and commitment level etc determine the performance levels of the salesperson. These traits are
very much helpful in performing the sales job.
HR Policies: The HR process for recruitment and selection criteria for salespeople should be
meticulously designed, with an ongoing training program to enhance their market and product
knowledge. Sales managers should reward superior performances with both financial and non-
financial incentives, as both motivate the salesforce towards consistent superior performance.

The sales manager must monitor the implementation of their sales management program in line
with the strategic plan, keeping an eye on environmental changes to adjust plans as needed, and
measuring various performance parameters to make accurate decisions. Three basic analysis
conducted by the firms in this regard are as follows:
Sales Analysis: It is a practice to break down the total sales territory wise, product wise and
customer wise a comparison between the quotas and forecasted sales in the said areas. If there is
any discrepancy, the proactive steps should be taken to bridge the discrepancy. The breaking up of
these activities provides good opportunity to make product sales line,.
Cost Analysis: The managers work out various costs pertaining to each sales territory and
customer type. This data then is combined to the sales analysis data to ascertain customer
profitability and the profitability on each segment. In case the cost of a particular unit is more or
less, necessary corrective measures should be taken.
Behavioral Analysis: The salesperson's job behavior is assessed using self-appraisal, field
observations, customer feedback, supervisor ratings, and sales volume. Good performers are
encouraged and incentivized.

Contemporary businesses operate in the VUCA world which is characterized by high levels of
Volatility, Uncertainty, Complexity and Ambiguity. To survive in this highly disruptive business
environment, the sales manager must continuously scan the emerging trends:
Global Markets: Globally connected economies have led to companies expanding operations
across national borders, posing challenges for sales managers due to cultural differences, laws,
customer preferences, and negotiation styles. Sales managers must consider global competitors
and devise sales strategies to tap into business opportunities in global markets.
Technological Advancements: Emerging digital technologies have increased customer
awareness of product launches, pricing, strengths, and weaknesses. Consumers can access
extensive information about brands online, leading to a significant increase in internet-based
content consumption. Marketers are using technology to gather customer data, competitors, and
market trends, and develop customized products. Sales managers are also using technology like
sales and CRM software and videoconferencing apps to effectively compete and stay competitive.
Diverse Salesforce: Modern day salesforce consist of individuals with diverse backgrounds,
gender, age, culture, education, etc. This diversity brings in a difference in the needs and
expectations of the salesforce. A sales manager needs to understand these differences to manage
them effectively.
Omni-Channel Management: Businesses are increasingly using multichannel strategies to
enhance customer experience, offering benefits like reduced channel costs, better market coverage,
and customized selling. However, this approach can sometimes lead to channel conflicts when two
or more channels start competing against each other, necessitating the use of conflict resolution
techniques by sales managers to manage disputes between multiple channels.
E-Selling: With the increased internet penetration, more and more customers expect the
companies to sell them online. Increased online buying makes brands focus their efforts on selling
to convert passive audience into active customers. The sales managers must select shopping cart
softwares and services carefully.
Sales managers use recruitment planning to determine the optimal sales force size based on the
company's long-term and short-term plans, workload analysis, and turnover analysis. The process
begins with Strategic Position Analysis, which outlines the methods and skills needed for the
salesperson to perform the job effectively. This involves job analysis to prepare job descriptions
and specifications, which aid in recruitment, selection, training, compensation, and evaluation of
the sales force. The job description and specification serve as a written statement of duties and
responsibilities for the salesperson.

Recruiting and selecting salespeople is a critical task for sales management. It involves finding
individuals who are well-suited for the specific sales positions within a company. Recruitment
includes identifying potential candidates and motivating them to apply for the job, and ends with
receiving applications. Salespeople can be recruited through various sources, including:
External sources of recruitment:
1. Newspaper advertisements: Job vacancies can be advertised in newspapers, specifying details
such as job nature, required qualifications, prior sales experience, and remuneration. Interested
candidates can be asked to submit their resumes within a specified time.
2. Employment exchanges: Companies can reach out to government-operated employment
exchanges to request a list of eligible applicants. Job consultants and employment bureaus also
offer similar services.
3. Campus interviews: Companies visit universities annually to interview students in degree
courses, and suitable candidates are offered immediate appointment letters to join the firms upon
completion of their degrees.
4. Competitors' sales force: Companies can attract competitors' sales force by offering better
compensation packages, a practice known as poaching. This method is beneficial as the hired
salespersons are already well-trained in the business and can be more efficient.
5. Unsolicited applicants: HR departments regularly receive applications from unsolicited
applicants, and candidates whose resumes match the company’s requirements can be recruited
when vacancies arise.
6. Web sources: Companies are increasingly using internet platforms such as job portals and social
media to recruit sales staff due to their viral nature and popularity among professionals.
Internal sources of recruitment:
1. Employee movements: Vacancies can be filled internally by promoting or transferring employees
from one territory to another, or by making lateral moves between departments.
2. Employee referrals: Existing employees can recommend candidates from their circles whose
credentials match the company’s requirements, leveraging their knowledge of the work
environment and the firm's expectations.
1. Pre-screening interview: The purpose of this interview is to eliminate unqualified
candidates at the beginning. It involves asking candidates a series of questions related to their
career goals and job preferences.
2. Formal application form: After the initial interview, candidates are required to fill out a
formal application form. This form helps in screening out unsuitable candidates and shortlisting
suitable ones for the next round. The questions in the application form are designed to assess if the
applicant meets the minimum qualifications, skills, and experience for the job.
3. The Interview: The personal interview is a widely used selection tool. It provides an
opportunity to evaluate the candidate through face-to-face interaction. There are different types of
interviews: structured, non-structured, semi-structured, stress interview, and rating scales
▪ The structured interview involves asking a set of predetermined questions to all candidates.
This ensures an objective assessment.
▪ The non-structured interview does not have predefined questions and allows for a free-flowing
conversation to bring out the real personality of the candidate.
▪ The semi-structured interview combines predefined questions with spontaneous ones, enabling
objective comparison and a personalized approach.
▪ The stress interview assesses the candidate's response to stress by creating a challenging
environment during the interview.
▪ Rating scales: Rating scales are used to score candidates based on their responses to
predetermined questions, allowing for comparison and selection of the most suitable
candidate.
4. Selection tests: Selection tests play an important role when an organization needs to hire a
relatively large number of salespersons. Various types of tests can be used,
• Mental intelligence tests: These tests seek to assess candidate’s intelligence quotient (IQ)
and capablity to learn.
• Aptitude tests: These tests seek to assess a candidate's sales aptitude. It helps interviewer
identify and hire the candidate with highest potential for sales success.
• Interest tests: These tests are designed to compare a candidate's interests with the interests
of successful salespersons 1n the field.
• Personality tests: These tests assess the candidate’s personality traits to ascertain their
suitability for a particular sales job.
• Situation tests: These tests assess the candidate's ability to work in the real work situation.
It appraises the competence of candidates to deal with different types of customers.
5. References checks: References checks are done by organizations to gather more information
about an applicant's conduct, character, and ethics by contacting their previous employers,
colleagues, and friends. However, some employers find the information from reference checks
unreliable as references are often hesitant to criticize their acquaintances.
6. Medical Examination: A medical examination of the candidate is necessary to uncover any
existing health disorders, as good health is a prerequisite for good job performance, especially for
sales jobs that demand a good level of physical fitness on the part of the candidates.
7. Determination of Terms of Service: Once the candidate clears the above stages, the terms
of service relating to compensation, allowances, perquisites, working hours, etc., will be
determined before the issuance of an appointment letter.
8. Issuance of Appointment letter: An appointment letter containing details about the terms
of service, joining date, probation period, etc., is issued to the selected candidate. If the candidate
is interested in the job offer, he/she is required to join the job before the expiry date mentioned in
the appointment letter.
9. Socialization and Assimilation: After joining the organization, the candidate is enrolled in
an orientation program that provides organization and job-related information, helping the
salesperson assimilate smoothly into the company's culture and adjust to their new job..

In the fiercely competitive market, training the sales force can help organizations achieve market
success. Modern day customers often assess an organizations product offering based on the
performance of the salesperson’s ability to flawlessly execute the sales demo, his confidence,
objection handling abilities etc. The salesman’s performance in front of customers becomes
extremely critical in times when the market is competitive.
Rationale For Training
Training the sales force is very important because it presents an opportunity for salespersons to
improve their knowledge base and job specific skills to become more effective at their work.
Despite the high training cost associated with sales force training, the return on investment is
immensely high, if undertaken consistently by the organizations.
Sales Force Training intends:
1. To acquaint the salesperson about the fundamentals of salesmanship.
2. To provide the salesperson with the information pertaining to sales territories and customers.
3. To sensitize the sales force about the company’s policies, mission, vision, business strategies,
challenges and prospects.
4. To help the salesperson have a better understanding of products of the company.
5. To inform the salesperson about his job-related duties and responsibilities

Sales training is a process of imparting the sales force with job specific skill set which helps them
perform their task better and to correct the deficiencies in their sales performance. Whenever the
market scenario undergoes any change, the sales force needs to be trained to meet the emerging
challenges. Training equips the sales force with the necessary skills to execute their job
responsibilities efficiently.
The Sales Training Need Analysis STNA: starting point for designing an effective sales training
programme 1s to identify the training needs by identifying the gap between the actual and the
desired performance of the Sales Force. Training needs are identified at three levels namely:
1. Organizational level: STNA at the organizational level refers to macro-level analysis that
aims to identify the areas where the sales force of the organization lacks the necessary
know-how or skills and provide need-based training.
2. Task Level: At the task level, STNA determines the type of training that needs to be
imparted to sales staff to achieve a specified level of proficiency. This analysis can help
identify the knowledge and skills required to perform specific jobs at the workplace.
3. Individual level: At the individual level, STNA seeks to assess the current performance of
the salesperson in the given job role. The gap between the expected performance and the
actual performance reveals the training needs of the salesperson.

Once the training needs of the sales force have been determined, the sales manager should begin
planning for designing and administering the training program.
1. On-the-Job Training methods: These training methods are highly personalized involving
direct interaction between the trainer and the trainee. These are best suited in the situations
wherein sales force required to be trained is limited and needs individual attention.
2. Field training method: Under this method, the salesman learns by observing. The trainee
accompanies the trainer who approaches the prospective customers with sales catalogues. The
sales trainee observes the trainer performing various sales tasks carefully and thereby learns
the selling techniques.
3. Off-the-Job Training Methods: Complicated jobs need much technical knowledge to be
imparted in the classroom settings which are called off-the-job training methods. Classroom
training offers a congenial learning environment without any fear of interruption of work.
4. Lectures: Under this method, experts deliver lectures about various aspects of sales to
sensitize the salesmen about the fundamentals of selling. Towards the end of the lecture,
salespersons participate in group discussions and written tests.
5. Conferences and Seminars: The sales force can be encouraged to attend conferences and
seminars. Salespersons get an opportunity to discuss various sales-related problems and
problem-solving techniques at such conferences. Salesforce gets to learn the latest techniques
for solving problems by attending marketing seminars and conferences.
6. Case Discussion Method: Under this method, salespersons are presented with a
hypothetical case having a sales related problem. They are expected to identify the problem
available and select the specific solution from among the various alternatives
7. Specialized Courses: The organizations may send the salesperson to institutions of repute to
take up special courses on salesmanship. The expenses like tuition fees and other related
expenses incurred for attending such courses may be borne by the organizations.

Kirkpatrick (1994) has suggested the following four level criterion of training effectiveness
measures:
1. Reaction: Reaction represents the first level of criteria which assesses the extent to which
trainees found the training program engaging and relevant to their job profiles. This can be
measured by conducting an after-training survey via a questionnaire that requires trainees to
rate their experience.
2. Learning: Level 2 measures the extent to which trainees acquired the skills, knowledge and
aptitude from the training program. This can be done by conducting written exams or having a
well-defined scoring system.
3. Behaviour: Level 3 measures the change in the behaviours of the trainees’ post attending the
training program. Assessing the behavioural changes shows whether the trainees are able to
apply the skills acquired during training to the actual work settings. This change can be noticed
by the supervisors or by the customers too in many cases.
4. Results: This level measures whether the training performance program has led to any
improvement of the salespersons or not. Results are often reflected in increased sales, customer
satisfaction, reduced customer complaints, improved customer retention ratios, improved
customer relations, etc. The organizations track the results after the training program.

Sales compensation represents the payment that salesforce receive in return for their work. It is
very important to design sales compensation carefully to drive the successful sales team’s
performance.
 1. Straight Salary Sales Compensation: Under this plan, the organization pays a fixed
salary to its salespersons and no commission, no bonus, and no incentives. This sales
compensation plan is popular with companies which do not allow direct sales. When the
salespersons work in small groups where everyone has made an equal effort, this method of
sales compensation is increasingly adopted.
2. Salary plus commission: This is one of the most popular sales compensation plans used in
many industries. Under this method, the salesperson's base salary is kept low and they are
paid the commission on the total sales generated by them. This sales compensation plan seeks
to motivate the sales persons to put additional efforts and make more and more sales.
3. Commission only: As the name suggests, this sales compensation requires the organization
to pay the salesperson only on the basis of sales generated by him, thus there is no guaranteed
income to the salesperson. This plan is relatively very easy to administer as it required the
organization to pay only against the sales generated.
4. Profit Margin / Revenue: This plan compensates the sales force on the basis of the
organization’s performance. This type of sales compensation plan is more popular with the
startups that often face the liquidity crunch. This type of sales compensation plan is mostly
used by start-ups because of the lack of liquidity. The organizations must adopt this plan only
if the sales force is stable enough to survive well during off periods.
5. Territory volume: The organizations having team-based corporate culture popularly adopt
this type of sales compensation plan. This method of sales compensation requires territory
volume to be calculated at the end of each term which is then divided equally among the total
number of salespersons working within that territory.

Determine a Sales compensation plan objectives: The starting point for working out sound
sales compensation plan is to establish the sales compensation plan priorities clearly. The
organization may aim at increased revenue, reduced expenses, boosting the sales of a particular
product etc.
Selecting The Sales Compensation Plan: Having defined the goals, the sales managers must
select the type of compensation plan they prefer to have for their sales team based upon careful
analysis of type and size of organization, its product line, sales cycle, size of sales team etc.
Deciding upon Timing and Method of providing Compensation : The sales manager must
determine when the salespeople will get compensated: whether at the time of customer signing a
contract or at the time when they send their first payment. Sales manager must also select their
payroll software to administer a sales compensation plan.
Setting Sales Quotas: The sales quotas must be established so that salespersons know what they
are expected to do to earn the compensation. It’s important to fix these quotas reasonably yet in a
manner that reflects organization’s business goals.
Reviewing Sales Compensation Plan: The sales managers must review these business plans
in the light of changes taking place in the environment and in accordance with the changes in the
expectations of the organization’s sales force.

Motivation refers to creating an urge in an individual to achieve a specified goal. The salespersons’
motivation directly impacts his sales performance and his ability to achieve sales targets. Sales
force can be motivated using both monetary and non-monetary rewards. The monetary rewards
may include bonuses, commission etc while non-monetary rewards may include vouchers, prizes,
perks, gift cards etc.
Maslow’s Hierarchy of Needs Theory: This theory suggests that needs happen to an
individual in a particular order. Higher-order needs become important to an individual only once
the lower-order needs 1.e., the basic needs have been adequately fulfilled. The five need levels of
Maslow’s need Hierarchy are- physiological needs, safety needs, social needs, esteem needs and
self-actualization needs.
Herzberg’s Motivation-Hygiene Theory: The theory identifies hygiene factors as factors
causing job dissatisfaction, such as working conditions, compensation, and organizational policies,
and motivators as incentives, bonuses, achievement, awards, recognition, more responsibility, and
growth opportunities. It suggests that the absence of hygiene factors can lead to dissatisfaction, but
their presence does not increase motivation.
Vroom’s Expectancy Theory: This theory is based on three concepts named expectancy,
instrumentality and valence. The theory suggests that an individual’s motivation to do an effort
depends upon his expectation of success. For example, if the salesperson believes that higher effort
will generate higher sales (high expectancy) which in turn will generate higher incentive (high
instrumentality) for him which is very important for him (higher valence) will result in higher
motivation on his part.

Sales force evaluation entails the comparison of the performance of the sales force with the
objectives they were expected to achieve. It is the responsibility of every sales manager to appraise
the performance of the salespersons working under him. The objective of assessing actual
performance against planned performance objectives is to identify the performance gaps SO as to
initiate timely action to improve the same. The evaluation also has a strong bearing on the
motivation of the sales persons as it provides feedback to them as to whether their performance
was good or bad.

Determining sales goals and objectives: To set long-term sales goals, consider profitability
metrics, sales efforts, and results. Once these are established, the sales manager should set short-
term goals, which may include quantifiable targets like sales calls, new accounts, and report
preparation. It's advisable to combine quantitative and qualitative performance standards to
achieve these goals effectively.
Sales plan development: A sales plan acts as a road map that guides the salespersons as to how
the sales targets have to be achieved. The four aspects of the sales plan are: Analyzing the situation
(2) Analyzing the opportunities and threats (3) action plans (4) performance appraisal system.
Establishing performance standards for sales force: Performance standards are future
measures for the sales force, ideally agreed upon by the sales force and the sales manager. They
should be based on both quantitative and qualitative measures, considering the efforts required
and desired results.
Resource allocation through sales quotas: Sales quotas are sales targets set by sales
managers to ensure that individual salespeople achieve and are accountable to the organization's
goals. They can be direct, overlay, profit, or volume quotas, and help maintain alignment with the
overall objectives of the sales force.
Specify sales force performance appraisal system: The sales force should be informed
about their performance monitoring and evaluation methods, including clear job behaviors to be
rewarded. Timely information on these methods, such as MBO, BARS, 360-degree appraisal, and
Critical Incidents Method, can help ensure effective performance management.
Appraisal feedback: The salesperson's performance should be evaluated and feedback
provided, highlighting areas for improvement. The appraisal should be free from biases like halo
effect, horn effect, recency bias, and central tendency bias. Salespersons may also be referred to a
sales training program to enhance future performance.
Motives may be defined as a drive or an urge for which can individual seeks satisfaction. It
becomes a buying motive when the individual seeks satisfaction through the purchase of
something.” Buying motives are those influences or considerations which provide the impulse to
buy, induce action or determine choice in the purchase of goods and services.” A motive is an inner
urge that moves or prompts a person to some action.”
From the above mentioned definitions we can conclude that buying motive is a psychological
human urge which inspire the consumers to buy the products or services to satisfy their needs. In
other words, a buying motive is the desire, stimulus, thoughts, urge, instinct, feelings that makes a
buyer to buy a commodity.

1. Improving salesmanship: Understanding the buyer's motive helps a salesperson improve

their sales skills. By comprehending the customer's reason for making a purchase, the salesperson
can better meet their needs in terms of quality, price, size, color, etc. It also enables the
salesperson to guide and influence the customer's purchase behavior, ultimately enhancing their
sales abilities and opening up better career opportunities.
2. Assisting in product planning: Buying motives help firms make product planning decisions
based on customer preferences. Market experts conduct thorough research to understand what
features, colors, sizes, occasions, etc., the target audience is seeking, allowing the firm to make
informed product planning decisions.
3. Facilitating pricing decisions: Understanding buying motives aids firms in setting prices.
By classifying buying motives into rational or emotional categories, firms can determine price
sensitivity. Rational buyers are more price-sensitive than emotionally driven buyers.
4. Role in the promotion mix: Knowledge of buying motives helps marketers understand what
influences their target audience to make a purchase, allowing them to tailor promotional
techniques and advertising appeals effectively.
5. Determining distribution channels: Understanding buying motives helps firms make
logistics-related decisions, considering customers' preferences for purchasing directly from
wholesalers or other channels.
6. Contributing to the firm's goodwill: By understanding buying motives and meeting
customer needs, firms can satisfy customers, leading to a positive brand image and the creation of
goodwill in the market.
7. Increasing customer trust and loyalty: Analyzing buying motives to ensure customer
satisfaction builds trust in the brand or firm, leading to customer loyalty.

Product buying motives refer to the factors that influence a customer's decision to purchase a
specific product. These factors include size, color, packaging, quality, quantity, and design. Product
buying motives can be categorized into emotional product buying motives and rational buying
motives.
Rational product buying motives:
When a buyer carefully considers various aspects before making a purchase decision, the purchase
is said to be influenced by rational buying motives. Some of these motives include:
1. Safety or security: Customers consider the safety and security of a product before making a
purchase, especially for items like safes or lockers to protect valuable items.
2. Economy: Operating or maintenance costs play a crucial role in the purchase decision.
Customers often prefer products with lower operating or maintenance costs, such as diesel or CNG
operated cars for their affordability and mileage.
3. Price of the product: The price is a significant factor in the purchase decision. Buyers tend to
compare prices of similar products and opt for the cheaper option.
4. Suitability of the product: A smart buyer selects products that meet their requirements. For
example, someone with a small house would opt for a compact dining table to save space.
5. Versatility of the product: The ability of a product to serve multiple purposes influences a
buyer's decision.
6. Durability of the product: Buyers often prefer durable products of superior quality that last
longer, even if they come at a premium price.
7. Convenience/comfort of the product: Buyers prefer products that are convenient to use, such as
a domestic gas stove.
Emotional product buying motives:
Emotional buying motives come into play when a buyer's decision is influenced by emotions rather
than logic. Some of these motives include:
1. Prestige or pride: Buyers often purchase products to enhance their social status, such as
diamond jewelry, luxury automobiles, or the latest iPhone model.
2. Emulation: Some buyers imitate others by purchasing products owned by someone else.
3. Affection: Buyers may purchase goods out of love or affection for someone, such as buying an
expensive gift for a family member.
4. Individuality or distinctiveness: Some buyers seek products that help them stand out and
express their individuality.
5. Pleasure or recreation: Products like musical instruments or radios are purchased for
recreational purposes.
6. Habit: Some buyers are influenced by habit, purchasing goods they have become accustomed to
using, such as specific skincare products or certain types of clothing.

Patronage buying motives refer to a customer’s motivation to buy from a specific seller or shop.
These motivations are influenced by factors such as convenience, variety, shop reputation, and
credit facilities.
There are two main types of patronage buying motives:
1. Rational patronage buying motives:
When a buyer makes a purchase from a particular shop or seller after carefully considering all
aspects associated with it, it is known as a rational patronage buying motive. Some examples of
rational patronage buying motives include:
Convenience: Customers are likely to patronize a shop that is conveniently located, such as local
grocery shops, chemist shops, and dairy stores. Additionally, shops with extended working hours
or those that are open 24/7 also attract buyers.
Lower prices: Price plays a significant role in a buyer's decision. A shop offering lower prices,
discounts, or rebates is more likely to attract customers.
Credit facilities: Some shops offer credit facilities to customers, allowing them to make purchases
on credit and pay off the balance later.
Wider choices: Customers prefer shops that offer a wide variety of products to choose from.
Reputation of the shop: Honest shopkeepers who offer fair prices are preferred by customers,
leading to repeat patronage.
2. Emotional patronage buying motives:
When a buyer decides to patronize a shop or seller based on emotional factors rather than logical
consideration, it is known as an emotional patronage buying motive. Examples of emotional
patronage buying motives include:
Shop appearance: Customers may be attracted to a shop based on its ambience, product display, or
overall theme.
Recommendations: Word of mouth recommendations from family, friends, or peers can
significantly influence a buyer's purchase behavior.
Emulation: Some buyers imitate others and patronize specific shops because others do so.
Prestige: The status or prestige associated with a shop or product may influence a customer's
purchasing decision.
Habit: Customers may develop a habit of purchasing from a particular shop or shopkeeper, leading
to emotional patronage.

Buyer motivation refers to a set of psychological factors that influences a buyer’s purchase
decision. In other words, these are the factors that drives a person to buy a product or service.
There are mainly three stages involved in a buyer’s journey:
Awareness: This is the first stage of the buyer’s journey. In this stage, the buyer becomes aware of
the problem,need or want. To rephrase it, the buyer tries to identify the problem for instance, the
buyer is feeling hungry or thirsty etc. In this, the buyer recognises the need, want or problem. The
identified problem, need or want acts as stimulus that motivates the buyer to involve in
information search. However, the stimulus can be internal or external.
Information search: At this stage, the buyer is well aware of the problem. The buyer has
successfully identified his want or need. Now, the buyer tries to explore the various options that
can satisfy his need or solve his problem. The buyer undertakes extensive research and gathers
information about each available option. For example, the buyer was feeling hungry and started
exploring the nearby restaurants.
Decision: This is the final stage where the buyer makes the decision and chooses the best suitable
option among all other available options.The buyer is determined that the chosen option will solve
his problem or satisfy his need or want to the fullest.
Buyer behaviour is the decision-making process a buyer makes when making a purchase, also
known as consumer buying behaviour. It can be an individual, group, or organization. Marketers
aim to understand the underlying conditions that drive a buyer to behave in a particular manner,
focusing on what makes a buyer choose a particular product over others. Buyer behaviour is the
driving force behind any market process, as it helps in understanding consumer wants. Marketers
can use the concept of "buyer behaviour" to understand their customers better and make effective
marketing mix strategies by considering their target buyers' behavior with due diligence. This
helps in understanding what consumers want and making informed decisions about purchasing
products.

A buyer also known as customer, is the person who actually buys the product or service. Buyer is
the person who pays for the product or services availed. A buyer may buy a product or service with
the intent to resell or consume it. On the contrary, a consumer is the person who ultimately
consumes the product or service.
Basis Buyer Consumer
Meaning A person who purchases product or A person who uses or is the end user of the
service. product or service.
Resell A buyer can resell the goods. A consumer can not resell the goods since
he is the end user of the product or service.
Purchase of goods A buyer needs to buy product or service. A consumer need not buy a product or
service.
Purpose To resell or consume goods and services To consume goods and services
Price of the Price is paid by the buyer Price may or may not be paid by the
product consumer
Target group Individual or organisation Individual, family or group of people

There are five major factors that affects a buyer behavior viz. cultural, social, personal,
psychological, and economical factors.
1. Cultural Factors:
a) Culture: The most significant factor affecting buyer's behavior, including ethics, values, wants,
needs, preferences, and perceptions. Cultural factors are the observed factors that a person
deduces by observing his family members or the ecosystem he lives in.
b) Sub-culture: Consists of various subcultures such as religions, geographic groups, racial
groups, nationalities, and castes.
c) Social class: Determined by factors like education, wealth, income, and occupation.
2. Social Factors:
a) Family: This plays a significant role in influencing a buyer’s decision about a product or brand.
b) Reference group: Consists of people like friends, colleagues, relatives, and neighbors, whose
suggestions or advice matter.
c) Role and status: Influenced by a person’s position in society.
3. Personal Factors:
 a) Age: People's stages of life influence their purchase decisions.
b) Income: The affordability of a product is influenced by the buyer's income.
c) Occupation: Buyer’s behavior is influenced by his/her profession.
d) Lifestyle: A way or an attitude that person follows to live in a society and lead his/her life.
e) Personality: Refers to the totality of the behavior a person exhibits in various situations.
4. Economic factors: Economic factors are concerned with the purchasing power of a buyer.
These include factors like personal income, family income, income expectations, liquid assets,
consumer credit, etc.
Personal income: Many economists have tried to correlate a person's income with his/her
spending. According to them, a person's spending increases with an increase in his/her income.
Therefore, a buyer's personal disposable income is a significant factor influencing their behavior.
Family income: The size of the buyer's family or the aggregate income of the family influences a
buyer's purchase decision. A small or nuclear family is said to spend less, whereas a big family may
spend more.
Income expectations: Expectations play an important role in determining a buyer's purchase
behavior. A buyer expecting a lower income tends to spend less, while a buyer expecting a higher
income may spend more. Therefore, a buyer's marginal propensity to consume or save is greatly
influenced by the level of expected income.
Liquid assets: Liquid assets refer to those assets that can easily be converted into money without
much variation in value, for example, cash, marketable securities, etc. A buyer's behavior shall be
influenced by the amount of liquid and fixed assets held by the buyer.
Consumer credit: Nowadays, marketers have started offering credit to their buyers, following the
notion of "Buy now, Pay later".
5. Psychological factors: These factors include motivation, perception, learning, and attitude.
(a) Motivation: Motivation plays an important role in determining a buyer's behavior. People have
various needs that motivate them and influence their behavior, such as physiological needs, safety
needs, social needs, esteem needs, and self-actualization needs. An unfulfilled need motivates a
buyer, but once a need is fulfilled, it no longer motivates the buyer. For instance, a person working
at a higher position in an organization might not feel motivated with an increment in the salary,
but a job promotion may interest him.
(b) Perception: A buyer's purchase behavior is critically influenced by the buyer's perception about
the brand or product. Perception refers to the image that a person holds about a particular product
or brand in his/her mind. This perception is formed on the basis of cognitive processing going
through a buyer's mind. For instance, a product having maximum positive customer reviews or
comments is likely to form a positive perception in the buyer's mind.
(c) Learning: Learning is an ongoing process that takes place over a period of time. It begins before
a person buys a product or service and continues after he/she buys it. Learning may be
conditional, cognitive, social, etc.
(d) Attitude: A buyer possesses certain beliefs or attitudes towards a product or brand that guide
him/her to behave in a certain manner. This attitude or belief defines the image of a brand or
product in the market. Marketers must aim at launching certain campaigns that can modify or
change the existing attitude or belief in their favor.
Motivation is the driving force that stimulates a person to act. Motivation is considered to be
dynamic in nature which means it keeps on changing with respect to the changing circumstances.
Needs and wants of a person constantly change due to factors like the person’s physical condition,
environment, social network etc.
When a person achieves or fulfils one goal or need, he/ she tries to achieve or attain new goals.
Some psychologists have put forward certain reasons for the varying needs and advocated that
“needs and wants are constantly changing” because:
1. An individual’s existing need is never completely satisfied, which keeps stimulating him to
achieve complete satisfaction.
2. Once a need is satisfied, the next higher-level need arises.
3. An individual is said to set up new higher goals once he fulfils the basic goals

The desire to fulfil a conscious or unconscious need drives a person to take action. A marketer
may plan to direct or influence the energy (motivation), generated through the need, towards his
offerings.

Maslow's need hierarchy theory of motivation was given by an American psychologist, Abraham H.
Maslow in the year 1943. This theory explains the underlying human motivations with respect to
the different level of human needs. The theory states that a person tends to fulfill his needs in a
hierarchical manner starting from a basic need and advancing to higher level needs. In other
words, higher-level needs are not likely to motivate a person unless his basic needs are fulfilled.
Maslow have categorized these needs into 5 categories
1. Physiological needs: Physiological needs are the basic needs a person requires in order to
survive. Some examples of physiological needs are water, food, shelter, sleep etc. If these needs
are not fulfilled or satisfied, it will become difficult for a person to survive.
2. Safety needs: The second level of need is safety needs. Once the physiological needs of a
person have been satisfied, he/ she asks for safety or security in life. The safety or security
needs are concerned with job security, financial security, good health, and personal security
etc.
3. Social needs: Social need is the third level of need. Social need is concerned with the love and
belongingness.A person needs to feel a sense of belongingness and love of social networks
either from a large group or a small group of connected people like family or friends. This
connection can also come from association with some professional group, social media,
religious group etc.
4. Esteem needs: The fourth level of the need hierarchy is esteem needs. These needs are
concerned with a person esteem that is respect, status, prestige, and validation by others etc. It
1s also termed as self- esteem which means how a person feels for himself. Lack of this esteem
may result in inferiority complex or low confidence level.
5. Self- actualization needs: Self- actualization needs are the most advanced or highest level of
needs of a person. At this level a person feels that his full potential has been utilized and he/she
has reached to the best of his/ her capabilities. However, this self-actualization feeling is
transient since people tend to strive for personal growth throughout their lives.
A firm is unlikely to build successful sales even with the best of the product or a service if its
salesforce is not motivated to make sales. Therefore, marketers must aim at keeping their
salesperson motivated, enthusiastic, and encouraged. The marketer may develop or adopt certain
tools or techniques to keep his salesforce motivated:

1. Remuneration: Remuneration is the salary or pay given to the employees. Remuneration is

given according to the level or position at which an employee is working. They often offer
regular yearly increments in the salary or pay to motivate their employees.
2. Bonuses: Bonus is another tool used by various firms to keep their employees motivated.
Bonus is a form of extra income that an employee gets above his basic salary or pay. This way
the salesperson is motivated to sell more so as to get bonus in the end.
3. Commission: Some firms offer commissions to their employees to keep them motivated. A
commission is an additional percentage of pay over the basic pay.
4. Promotion: Promotion refers to an increase in the authority and responsibility of an
employee along with an increase in the pay or remuneration of the employee. Promotion is
used as a motivational tool by the employees.
5. Fringe benefits: Apart from the above monetary benefits, firms often offer other monetary
benefits to the employees in the form of fringe benefits. Fringe benefits involve benefits like
free car parking, accommodation by the company, holiday allowance, mobile phone by the
company, etc.

1. Job security: Job security is a significant tool of motivation. A temporary worker or employee
is motivated the most with job security than any other tool of motivation. A worker or employee
no matter what monetary and other fringe benefits they are getting, if they do not have a secure
job there is always a risk of losing the job which demotivates an employee to perform at his/her
full capacity.
2. Challenging work: Challenging work always motivates a dynamic employee or worker as
they may not like doing routine job. A firm should always focus at making a work challenging
through job enlargement and job redesigning.
3. Recognition: An employer must appreciate his employee or worker for his hard work. A mere
token of appreciation or few words of appreciation can boost the morale of the employee to
perform even better in future.
4. Opportunities for Advancement: An employer must ensure that there is no stagnation in
the growth of his employee specially at the prime time of the employee’s career. Management
must give opportunity to their employee to grow so as to keep them motivated.
5. Empowerment: The management must ensure a representation of the workers or employees
in the critical issues of the firm. They must try to avoid unilateral decisions. Workers or
employees must be involved in the decision- making process as this will provide them a feeling
of belongingness with the company or firm.
A sales process is defined as a sequential step that a salesperson performs over a sales cycle
convert a prospect into a customer. Usually a tried-and-tested process, it acts as a guide for
salespeople to move a deal through the sales pipeline and close it. It is a step-by-step process
which begins long before the contact of the customer and the salesman. A sales process is a set of
activities undertaken to successfully obtain an order and develop long term customer
relationship.A sales pipeline is a visual snapshot of opportunities in different stages of sales
process. It also enables salespeople to know which deals to focus on, where do they need to put
extra efforts, and how much are they likely to make in the coming months.

• Develops and nurtures deeper understanding with the prospects

• Get more qualified leads
• Helps to implement marketing strategies effectively
• Lowers the customer acquisition cost and bring more customer referrals
• Allows to speed up the sales
• Move deals seamlessly by undertaking bottlenecks
• Forecast accurate numbers

Prospecting and Qualifying: Prospecting is a process of identifying potential buyers of a product. A

lead is a contact information for which a salesperson has contact information, and a prospect is
one who has the need, authority, ability, and eligibility to buy. Salespeople who are proficient in
prospecting can stretch their productive selling time and avoid wasteful efforts on non-prospects.
It is unethical to sell products to people who do not need them and should focus on acquiring the
customer. Salespeople should not pursue individuals or organizations who do not have the ability
to buy, as they may postpone their purchase. Most organizations have a buying committee
responsible for making purchases, and purchase decisions may be shared at the consumer level
between family members. Before approaching a prospect, salespeople should confirm the
prospect's eligibility to purchase the required product.

It is important to define your prospect so that the selling efforts are focused from the very
beginning. Once the prospect is defined it is important to search for the potential prospects: where
they are located so that the information about each tentative prospect can be collected. Prospects
with requirement ‘too small” to represent profitable business are removed from consideration. In
case more detailed information is needed personal visits may be handy to separate prospects from
non-prospects. Finally, it is important to relate the company’s product to each prospects’
requirement in terms of its uses and application from customers point of view.

Centre of Influence Method: Salespersons may join organisations, clubs like gymkhana club, press
associations, lion’s club where they interact with people of influence who may become their clients
or may assist in future networking. However, while doing so the salespeople need to maintain a
low profile so that the interaction seems accidental rather than intentional.
 Spotters: They are also known as ‘sales associates’ and they help the sales person in further
spotting the clients or providing a lead for a fee. Current satisfied customers, taxi drivers, clerks or
even competitor’s sales persons can be a good source in providing referrals to the sales person.
Observations: Organized and scientific observation may provide salesperson with many fruitful
leads. For example, reading newspapers, visiting shopping malls or interacting with people as a
part of daily activities may provide salespeople with information regarding new job offers,
marriages, deaths, and births that may indicate change in people’s need and requirements for
diverse products.
Advertising: Efficient advertising by the companies in newspaper, radio, television and magazines
may also attract the prospect to contact the salesperson and initiate sales.
Cold canvassing: It is also known as ‘random prospecting’. In case of daily use products that are
needed by everyone, simply knocking at the door to uncover potential prospects can be an efficient
technique in generating sales.
Endless chain: By using referrals and testimonials from the satisfied customers, the sales
representatives can develop endless chains of lead, but in such case contacting satisfied customer
is of utmost importance otherwise chain may be broken.
Company records: Obtaining information from internal records of the company regarding list of
customers, their profile, likes and dislikes may reveal information about potential prospects.
Retailers: They are in direct contact with the customers and are familiar about their tastes, needs
and preferences.
Miscellaneous: Trade fairs and exhibitions, trade publications, computerized database, group or
party plans organised by Tupperware, Oriflame and Amway invite the interested people to follow
up later.

The pre-approach is a crucial step in the selling process, where salespeople gather information
about prospects' needs, behavior, nature, preferences, and economic status to prepare for effective
sales presentations. This approach saves time and prevents loose talks or mistakes, enhancing the
salesperson's confidence and professionalism. It also builds goodwill between the salesperson and
the prospect, increasing the likelihood of making a sale.
Planning a sales call requires strategic information about prospects, including their name,
position, personal background, educational background, technical knowledge, buying behavior,
personality traits, and authority in decision-making. Salespeople should gather information from
trade associations and chambers of commerce. Preliminary information can be obtained through
preliminary calls, providing detailed information needed to provide a complete solution to buyers.
To ensure a positive response, salespeople can set appointments with senior company officials and
send sales promotion gifts, such as 'door openers', personalized letters, and brochures. Once the
appointment is finalized, salespeople should plan their call route to minimize travel time and
expense. Reconfirming the appointment on the scheduled day is always recommended to avoid
unexpected cancellations.

The first face-to-face interaction between a prospect and a salesperson is crucial. The salesperson
should present their best and explain the product's utility and value. They should create an
impression through personality, product information, professionalism, and command of the
situation. A salesperson should be well-mannered and show a positive attitude to criticisms. This
allows them to assess the prospect's positive inclination towards their product. Avoid surprise
visits and meet prospects during slack hours, rather than odd hours like early morning or late
evening. Various methods and strategies can be used to approach the prospect depending on the
selling situation.
1. Introductory Approach
The salesperson can make an initial good impression by confident introduction of himself
and his organisation.
2. Reference Approach
The salesperson can carry testimonial letters from satisfied customers.
3. Customer Benefit Approach
The salesperson can highlight the benefit that the prospect can obtain by their purchases.
4. Compliment Approach
Praising the prospect for his good choice or classy taste.
5. Interactive Approach
Involving the prospect in two way communication or interaction to understand the
requirement of the buyers.
6. Dramatic Approach
This attention getting approach is used by salesperson since time immemorial.
7. Sample Approach
Salesperson can offer samples or free gifts but should take care of legal and ethical
guidelines.

Making the sales presentation or demonstration is an exercise to showcase the characteristics of

the product and highlight its utilities, performance, services and quality. If the salesperson is able
to make the product appeal to the customers half the battle is won. Prospects should be allowed to
handle the product. If the prospect can test the product successfully in front of prospect, it will
enhance the confidence of the prospect and buying decision is reinforced. Salesperson should
never compare their product with the competitor’s product. Help can be taken from overhead
projectors, video players, tape recorders to demonstrate the product to the prospects so that it
appeals to all five senses viz: sight, hearing, touch, smell, and taste. Sales persons should make
sincere efforts to influence the customers through all senses so that the customer may generate
their interest towards the product.
8.3.5 Dealing with Prospect Objections
Seldom will the prospects can be taken straight from sales presentation to closing the sales. Once
the product characteristics have been demonstrated any rational prospect will have certain
questions, doubts, objections in his mind about the performance of the product. So, objections
should be taken as a positive sign of interest and mvolvement. It may be an indirect way of asking
for more information, more time, more convincing or more assurance before they commit
themselves. This is just to safeguard themselves to avoid taking a wrong decision. It is the
responsibility of sales persons to remove such objections or barriers to the sale. Resistance can be
expressed verbally (e.g. ‘I am not clear how will this product help me’) or in a non-verbal manner
(e.g. Prospects facial expressions show that he is confused or is in dilemma). Sales objections is an
indication that the prospect is paying attention to the sales presentation and may be interested if
the objections can be addressed effectively. providing more information to them or link the
product with their needs. Salesperson can use a number of methods to handle prospects
objections:
▪ “Yes, but” Approach: Also known as indirect denial method, here first salesperson agrees with
the objection but then gently handle the objection.
▪ Counterbalance Method: In case the prospect is making a valid objection, the salesperson
should offset it by offering an advantage.
▪ Denial Method: Politely and firmly deny an invalid objection by the prospect.
▪ Question Method: Deflate the objection by cross-questioning
▪ Failure-to-hear Method: Sometimes deliberately ignoring the prospects objections
▪ Boomerang Method: Also called the translation method because the objection raised by the
prospect often comes back to him as a reason for purchase.

• Never argue with your prospects

• Always refer to an objection as an ‘interesting point’
• Don’t jump into providing an answer or be in a hurry to answer. Give a pause then answer
thoughtfully
• Don’t overanswer. Stick to what has been asked
• If you don’t know the answer then the best is to gather the information and then provide an
answer
• Don’t be drawn into useless discussions
• Be confident and never doubt your answer

Once the salesperson has demonstrated the product and handled sales objections then finally the
to salesperson should close the sales at the nght time. Closing time provides an opportunity
register tangible proof of selling skills. Inadequate preparation, poor impression, failure in meeting
objections or wrong approach on the part of the salesman may come in his way. For a salesperson
such rejections are painful especially if they are on continuous basis. However, if the salesperson
has been successful in maintaining good relationship with the prospect closing the sale is a logical
outcome.
There can be many ways of effectively closing the sale:
• Taking for granted
• Offer some incentive to purchase e.g discount or a small gift
• Telling success stories of people benefiting from it
• Creating fear of loss
• Stressing small relevant details
• Requesting straight for an order
Salespeople often face apprehension at closing, as they cannot be 100% sure if a sale will occur. In
high-pressure sales, the salesperson must convince the prospect that the product is good for them
and use effective persuasion to close the sale. Despite customer refusal, salespeople should aim for
at least five trial closes to determine if the prospect is ready to buy. Prospects may provide various
closing cues, such as indirect trial closes and direct closes. Some prospects expect the salesperson
to push them into buying, making them feel important and putting them in a better bargaining
position. However, some prospects may respond negatively to such requests. If the prospect does
not show any interest, salespeople should continue selling the product by providing more
information, stressing positive points, summarizing benefits, offering a better price, or extending
the corporate warranty.

After a product is sold, it is crucial to follow up with customers to ensure their satisfaction and
reduce post-purchase dissonance. This helps reduce buyer anxiety and encourages repeat
purchases. Listening to feedback, even criticism, can improve the product and boost brand loyalty.
Neglecting customer feedback can harm the company's credibility and lead to negative word-of-
mouth. Only 10% of dissatisfied customers return, while the remaining ones will spread negative
word. Feedback can also help salespeople introduce complementary products and establish future
contacts. A satisfied customer is a brand loyal one, and can be used as a reference for networking.
This is the essence of relationship marketing. Salespeople can take the following steps after sales to
ensure customer satisfaction and maintain brand loyalty.
▪ Concentrate on account penetration. Look for people with needs and problems that can be
satisfied by you.
▪ Maintain contact and relationship with customers.
▪ Handle customer's complaints immediately because this demonstrates your commitment
towards them
▪ Always keep your promise as nothing destroys the relationship more then not keeping your
promises. e
▪ Become a valued partner in business. Shift your role from a salesperson to a trusted advisor
for customers
▪ Appreciate your customer by offering him a birthday card, a thank you note or a thank you
call.
A sales presentation is a talk that explains a product or service to persuade people to buy. A
salesperson's success relies on their expertise in persuasive verbal and visual explanations of the
selling proposition. Effective presentations provide a competitive advantage over competitors.
Two-way communication between the salesperson and the prospect helps clear doubts and
objections, creating low-pressure sales. The presentation should consider the prospect's interest,
product nature, and available time. Efficient use of the sales presentation stage allows for handling
objections effectively. A good presentation should also include attractive packaging, conspicuous
display, and aesthetic interiors of the retail outlet. A good presentation is as important as a good
product, and it helps create a first impression. Salespeople should prepare well and rehearse their
presentations thoroughly. In diverse global markets, salespersons customize their presentations
according to the customer's needs and culture.

A good presentation should fulfil the following requirements:

▪ The product should be located in a conspicuous place so that it is visible to the prospect and
the salesperson can also present it to the prospect without any problem. Such a sorted
approach creates a good impression on the prospect.
▪ Packaging is known as a ‘silent salesman’. The product should be packed aesthetically so
that it attracts the prospect and takes him through the AIDA model.
▪ The salesperson should be well informed, and he should have thorough knowledge not only
of his company’s product but also of the competitor’s product so that he can satisfy the
queries of the prospect satisfactorily.
▪ A wise salesperson should never compare his company’s product with the competitor’s
product nor criticize the competitor’s product. A thorough knowledge of the competitor’s
product shall be used to highlight the benefits of his company’s product and the
disadvantages of the competitor’s product.
▪ The task of salesperson 1s to facilitate decision-making by the prospect. The prospect
should be shown the kind of product he is looking for. The salesperson should avoid
showing too many varieties to him because this will confuse him and should also avoid too
little variety because then the prospect will not be able to decide.

Attracting Attention: It involves reading prospects' minds and thoughts and providing them with
an appropriate product. Prospect attention can be gathered by well-designed and decorated retail
outlets, proper illumination, attractive visuals, aroma, decoration and catchy product display so
that it appeals to prospects’ all five senses viz: sight, smell, sound, taste and touch.
Creating Interest: The salespersons should possess detailed knowledge of the product and
company. He should highlight the unique features of the product along with various schemes of
the company so that the interest of the customers may be aroused. The salesperson create interest
in the prospect by providing them more detailed knowledge about the product in terms of features,
benefits of the product.
Arousing Desire: Taking the prospect to the next level in this stage the salesperson converts
prospect’s interest into desire by providing him emotional satisfaction and showing him that the
product will fulfil his needs. The salesperson at this stage is able to influence the prospect’s mind
and build trust in the product and the brand. This trust may also arise out of prospect’s
dissatisfaction with products of other brands.
Building Conviction: At this stage salesperson has provided satisfactory reply to prospect’s
objections and complaints. The salesperson has provided references of the satisfied customers,
explained the entire offer in details along with the discounted price, all warranties, compensations
and warnings. The prospect is convinced that the product will satisfy his needs better than the
earlier brands..

Written presentations are an integral part of Business to business (B2B) selling. Sales
presentations are of three types:
Canned Presentations: The presentations prepared by companies are known as canned
presentations. They are designed by experienced people in the organization in the form of printed
and audio-visual material and are used by new salespersons and provide them confidence initially.
These presentations are not effective in case of multi-product selling and same-customer selling
situations. Such presentations are of not much interest to the prospects and they do not encourage
two-way communication. However, this type of presentation becomes useful when the same
presentation must be repeated multiple times.
Organized Presentations: In case of organized presentation salespersons have more flexibility to
adapt the presentation in accordance with company’s guidelines and encourages two-way
participation. They can be developed based on experience and understanding of the salesperson.
Tailored Presentations: Such presentations are tailored to the specific needs of the clients which
can be wholesalers or retailers or other business clients and so are mostly used in B2B selling.
However, such presentations should be used by experienced salesperson who understand how to
portray the company’s image and policy.
Sales teams are involved who together design written proposal who should have following
characteristics:
▪ They shall enhance salesperson and company’s image and attract attention of the stakeholders.
▪ Build trust in the company’s image to deliver and get required response from their client
▪ The sales proposal should convey an understanding of their business client’s needs.
▪ Deliver solutions to their problems.

1. Skeptical Prospect: This category of prospects cannot be convinced easily. They always have
reservations and doubts. Such prospects should not be given a detailed presentation because
they are fault-finding people. So, salesperson should be conservative in their presentation with
them.
2. Silent Prospect: Prospect who are silent type should be asked more questions so that
salesperson can understand their needs, interests, problems and provide the product
accordingly.
3. Opinionated Prospect: Such prospects should be handled with care. Salesperson should
listen to them carefully, agree with their point of views and pamper their ego.
4. Procrastinator Prospect: Certain prospects are in a habit of postponing the purchase
decision. They should be informed of the benefits they will receive if they purchase the product
now. They need to be reassured of their authority and purchase decision.
5. Impulsive Prospect: Impulsive prospects do not have patience to listen to the entire
presentation in details. Salesperson should speed up the presentation and avoid presenting
 unnecessary details. They should just focus on the highlights and try to close as soon as
possible.
6. Methodical Prospect: These prospects are interested in all the details, explanations and key
points. Salesperson should go slow with them, provide them with all the information and close
the sales only when prospect is ready.
7. Timid and Cautious Prospect: Too much of showmanship and confidence of salespersons
can put such prospects off. Salesperson first should try to make them comfortable and then
gently move forward with a simple and straight forward presentation.
8. Talkative Prospect: Such prospects have their own long stories to tell. Salespersons should
not allow them to take the presentation off the track. He should listen to them but at the same
time politely come back to the point. They should not let the prospects take control of the
presentation.
9. Chip on the shoulder Prospect: These prospects have a lot of attitudes. They should be
respected and handled in a sincere and friendly manner. Agree with them and quietly sell the
product.

Stimulus Response Strategy: Salespersons using this strategy present the purchase stimuli in
such a manner that it receives positive response from the prospects.
Consultative Selling Strategy: Also known as ‘problem solution strategy’, using this strategy
the salesperson aims to solve the problem of the prospect. The entire presentation is guided to
provide solution to the client or prospect. The solution is arrived at after several rounds of
interaction wherein at each stage advantages and disadvantages are discussed.
Need Identification and Satisfaction Strategy: salesperson first identifies the need of the
prospect, disclose their psychographic personality and characteristics lifestyles. This in terms
requires of their skillful attitudes, interests, opinions, questioning by an experienced salesperson.
The salesperson, like a psychologist should try to understand the mental framework of the
prospect. Try to understand his background and then indulge in demonstration and presentation.
Misreading or too conservative reading of prospect may lead to losing the sale.
AIDA Strategy: When using AIDA strategy, salesperson move prospects through the sequential
steps of AIDA: attention, interest, desire, and action. It demonstrates the stages a customer goes
through during the process of purchasing a product.
Professional Selling Strategy: As buying has become a more complex phenomenon with
purchase committees involving more than one decision makers selling has become more
professional involving teamwork. Each member of the Sales team is specialist in his own field and
they make presentation to the purchase committee or buying team and must appeal to them all.
Such kind of selling is very common in government organizations.
Depth Selling strategy: Depth selling involves applying all the above-mentioned selling
strategies in unison. It starts with understanding the need of the prospect to uncover the buying
motives, a stimulus-response strategy to get a positive response from the prospect and then ends
with a problem-solving strategy to win prospect's trust. Using these strategies salesperson takes
the prospect through various stages of AIDA. So, it is a judicious blend of all selling strategies
which can be used by a brilliant salesperson only.
Once the salesperson has demonstrated the product and handled sales objections then finally the
salesperson should close the sales at the right time. An effective close is basically a proof of the
efficiency of the salesperson. If the salesperson has been successful in giving impressive
presentation, is successful in creating good impression, followed a positive approach in solving
prospects objections and maintained good relationship with the prospect sale is bound to close. If
he fails to create good impression, there may be rejections of sale which may demotivate a
salesperson.

Throughout the selling process the salesperson should be alert and use his wisdom to identify an
opportunity which could lead him to sales. Although it requires a lot of experience, the salesperson
continuously has to assess the attitude and mood of the prospect, and he should have good
understanding of different variety of prospects. The salesperson should be calm, patient, attentive
and answer all the queries of the prospect with a smile. The salesperson must learn not only ‘how’
to close but also ‘when’ to close. He should be very intuitive in identifying the ‘closing cues..

A trial close is often used by a salesperson to check whether the prospect is ready to buy the
product and thus he may proceed to close the sale. It is suggested that a salesperson may use the
‘trial close’ at least five times before giving up closing the sale. A ‘trial close’ is a very significant
tool at the disposal of salesperson and be used after the sales presentation and demonstration
stage and close of the main body of the presentation before moving towards sale or when prospect
is ready for sale. The ‘trial close’ may help a salesperson to determine:
▪ Whether the prospect likes your product
▪ Whether his objections have been answered satisfactorily.
▪ Whether some additional questions are not answered
▪ Whether the prospect is ready to close the sales.

1. Choice Close: Instead of being asked openly whether the prospect will purchase the product
or not, in case of this technique the prospect is gently guided to choose between two items the
seller has. This close avoids giving the option of ‘No’ to the prospect.
2. Minor Points Close: Using this approach, the salesperson take confirmation from the
prospect on minor points and gradually winning him over and leading towards final sale. He
may help the prospect in narrowing down his choice.
3. Assumptive Close: In this case the salesperson assumes that the prospect will make
purchase and he communicates this thought to the prospect through his actions, comments etc.
4. Stimulus-Response Close: The salesperson asks such questions that the prospect is
stimulated to provide a favourable response. Such a strategy is used more by inexperienced
salespersons. However, the salespersons should be careful in implementing this strategy as
certain prospects may find such compliments irritating.
5. Summary Close: After the presentation is over the prospect may sum up the advantages and
disadvantages of the product to the prospect. So once everything is in front of the prospect in
black and white it is easy for him to take decision. He can weigh the advantages and
disadvantages and take his decision accordingly. Such a strategy works very well with rational
prospects.
6. Standing Room Only Close: The salesperson wants the prospect to take his decision
immediately after the presentation because he knows no matter how much the prospect is
impressed with the product, brand and the salesperson once he leaves without deciding he may
not be able to come back because of personal, environmental and situational factors.
So, they put psychological pressure on the prospect by saying that the only few pieces of the
product are left so if they postpone their purchase, they may lose the product as the product 1s
selling like hot cakes.
7. Special Deal Close: Sometimes it happens that the prospect is almost ready to purchase the
product but needs some extra push to take favourable decision. Offering their best deal is one
way of luring the prospect to take purchase decision.
8. Success Story Close: The salesperson can cite examples from past customers with similar
problems. He may say that the product solved their problems so it will be of great help to them
as well.
9. Closing on Resistance: Sometimes the prospect may still have doubts even when the sale is
about to close. Under such situation sales person should be patient and very quietly turn the
resistance into the reason for purchasing the product.
10. Turnover Close: Such closing technique is very common in case of technical products.
Rather than one individual salesperson handling the entire sales, sales team are involved in the
procedure. If the salesperson feels that prospect’s objections are very technical or in some cases
prospect is looking for greater discount, he might handover the prospect to his senior.
11. Pretend-to-leave Close: A very common and polished technique used by experienced
salesperson who can understand the psychology of the prospects. Once the salesperson has
completed the sales presentation the salesperson in a way pretend to leave and stat attending
other prospects though his focus is very much there. This provides the prospect some time to
think and evaluate the advantages and disadvantages of the final deal. Sometime they may also
discuss about it finally with their family. Then the prospect may themselves approach the
salesperson to close the deal or if this doesn’t seem to be happening the salesperson may come
back with final benefit or ‘extra incentive’ which may motivate the prospect to close the sale.
12. Puppy Dog Close: It is based on the notion that very few can resist a cute puppy and if they
take them home they end up keeping them. Similarly, if the salesperson let the prospect take
home the product and try it before finally purchasing it, they will find it difficult to part with it.
For example, if the prospect is not able to decide between buying which brand, salesperson may
ask the prospect to carry home both the products and take his own time to decide. Majority of
the time prospect end up keeping both the products.
13. No-Risk Close: This technique also works like puppy dog close. In this case there is no risk
for the prospect as salesperson is giving money back guarantee in case the prospect does not
like the product, he can return the product and get the money back. Most of the time even if the
prospect is not fully satisfied with the product, he will not return the product and adjust. The
reason being that the moneyback guarantee reduces his post purchase dissonance. He feels that
the product is not forced upon him.
14. Lost Sale Close: This sale technique requires humility on part of the salesperson. He finally
accepts that he was unable to provide the kind of product the prospect was looking for and so
apologizes to the prospect for not able to understand him and fulfil his need. He may honestly
ask him what would have taken for the sale to happen. This may surprise the prospect and he
may himself help the salesperson to provide what he 1s looking for and ultimately sales may
happen on happy note.

Closing a sale is not the end of a salesperson and customer interaction, but rather the beginning of
developing a new relationship, known as relationship marketing. Post-purchase anxiety can be
common for customers, and follow-up calls from salespeople can help alleviate this anxiety and
reassure them of their decision. Unsatisfied customers may spread negative reviews, damaging the
company's image. Research shows that unsatisfied customers are more likely to complain about a
product to other prospects than satisfied ones. Salespeople should maintain open communication
and resolve any issues promptly after the purchase. Maintaining relationships with prospects
allows salespeople to introduce complementary products later. The concept of team selling should
continue in the follow-up stage..
A business leader requires a reliable and real-time information system to effectively manage a
sales process. Sales representatives, who are constantly in contact with customers and aware of
market competition, have access to first-hand data through sales reports and documents. These
reports should be structured to make them comprehensible and communicate the analysis to the
audience effectively.
Sales documents provide detailed information on performance, including details of prospects
contacted, follow-ups, orders taken, miles covered, days worked, and costs incurred. They also
include customer suggestions and grievances, allowing business leaders to adjust policies and
programs accordingly.
Using previous sales documents, salespeople can channel new ideas into innovative ways to
capture more territories through advertisements, promotions, and campaigns. The objective of
formulating a sales document is to provide detailed information for monitoring performance and
determining business opportunities. Other objectives include:
1. To provide a comprehensive view of the sales process, including the number of orders, miles
covered, days worked, and costs incurred.
2. To address customer suggestions and grievances, to develop new strategies for capturing more
territories through advertisements, promotions, and campaigns.
• To monitor and analyze the performance of sales representatives
• To analyse the customer satisfaction based on the data collected on the responses and
reactions of customers.
• To understand the competition in the market and be aware of the activities of the competing
firms.
• To mitigate the problems encountered by the sales representatives.
• To predetermine the changes occurring in the market conditions.
• Sales policies are made based on the data collected.
• To improvise the techniques of fulfilling the sales quota and achieve a greater number of
sales territories.
• To reduce the costs incurred in performing sales and control extra expenses.

Evaluating the revenue-generating products offered by the company: Sales documents are crucial
for identifying the best products or services that generate significant revenue and attract more
customers. They help in analyzing expenses, analyzing sales, assigning value to products, and
tracking money incurred in selling the company's products or services. This helps in facilitating the
sales funnel by identifying profits for each product. The reporting process allows sales
representatives to fine-tune marketing efforts and use data to promote and advertise products that
generate wealth and customer loyalty for future company growth.
Monitor the slow-paced products: Sales reports provide valuable information on products with
significant benefits and help identify those generating the least profits. They help identify slow-
moving products and identify those with the least benefit to the company. The sales document's
data helps optimize resources and support managers in designing beneficial strategies. It also
helps reduce risks of overstocking, as holding inventory can overshoot expenses and incur losses.
By utilizing sales report data, price changes can be managed and discounts introduced on products
with losses. This data can also help executives and managers design strategies that benefit the
organization.
Determining most profitable consumers: Sales reports are crucial for managers to identify
profitable and potential customers, as they serve as a decisive factor in determining investment
levels for new and existing customers. They also serve the purpose of brand loyalty, as customers
are an asset to a company, and the success rate depends on how many new customers a brand can
attract. This data can help companies improve customer retention policies and build strategies for
customer loyalty, such as discounts, bonuses, and VIP services. By ensuring customer satisfaction
and sharing their experiences through word of mouth, companies can build brand loyalty and
increase their overall success.
Finding more suitable prospects and different consequences: Sales document data provides
insights into trends and patterns, enabling the identification of potential challenges and
opportunities in territories. If a product's sales volume increases, inventory must be stocked to
meet demand. Distribution channels should have products in stock to meet customer demands. If
sales slow down, managers can lower prices or offer discounts to attract customers. If sales report
indicates otherwise, more investment can be made to popularize products and increase sales. This
helps in ensuring the product meets customer demands and maintains supply.

A sales and information system executive generates leads daily, weekly, or monthly, recording each
contact and entry in a sales document. This first-hand report is valuable for the organization, as it
contains order details, competitor information, customer contact slots, and negotiations. The data
is stored in progress or call reports, which are used in strategy making and policy changes. The
report helps companies stay informed about their customers and competitors, ensuring effective
marketing strategies.

It is the kind of report where basic planning and outlining of future programs are done. A report
related to the sales work to be done in the near future is formulated and kept ready for the next
course of action in the sales work. The important information such as accounts to be called,
territories to be covered, travel plans for sales purpose, hotels to be checked in, any new contacts
to be made, routes to be travelled for various purposes are articulated in advance by the
salesperson, so that the sales program is done in a smooth and efficient manner. This report helps
in scheduling and planning the entire journey of a sales representative.

This is also known as reimbursement report, where a sales executive records all the information
related to the expenses incurred by him/her during a sales work. During their jobs, they have to
travel various places and deal with different clients and customers. Hence, each month they need
to record all their travel and related expenses in expense report so that they get an easy
reimbursement for their duties. This kind of a report is also helpful in finding out the expenses and
their nature. In case there is a need of cost cutting, managers can refer to these documents to
reduce the funds allocated for expenses. This report can be submitted on a weekly or monthly basis
to the higher authorities for a reimbursement of the expenses made.

The new prospects identified are listed in such a report. The new business report consists of all the
new businesses initiated during a certain time period. The performance of sales representatives is
measured using such a report. The ability of a salesperson to capture the market, attract customers
and contribution to the company are all evaluated using this report. Managers are able to identify
the potential of a sales guy to generate new business.

This document records all lost sales orders and customers during a specific period, allowing for
future prevention methods. It helps analyze customer retention policies and make necessary
improvements. The loss sales report provides valuable insights into preventing future losses by
improving sales techniques like customer service, salesperson training, and product improvement.
This helps in analyzing customer retention policies and making informed decisions for future
sales.

The organization's complaint and adjustment reports are crucial for evaluating and analyzing
complaints related to products and services. They include reports generated by sales
representatives, which are analyzed by higher authorities. The report also details the amount spent
on complaint adjustment and the reasons for the complaints. The complaint and adjustment
reports also detail the steps taken to resolve the problem and address the grievances. The letter of
complaint details the customer's request for compensation or refund for damaged or defective
products, bad services, or delays in service delivery. In-person complaints are recorded to
maintain effective and formal handling, preventing future repetition. Maintaining diplomacy and
dignity is essential for recording grievances with respective dates and instances.
The process to write a complaint or adjustment report is as follows:
The reason for document the grievances or complaints is the priority and should be mentioned in
the beginning. The details of the situation must be mentioned at a later stage.
• A description of the problem should be mentioned next along with the evidence.
• The compensation or any kind of solution which is demanded must be stated at this stage.
• The reason for accepting or granting the request could also be mentioned to make the
report more detailed and structured.
• Suggestions or feedback related to the service has to be mentioned at the final step to make
the organization aware of the consequences such as losing customers or reputation in the
industry.
Adjustment reports are basically the solutions implied or the responses given with respect to the
complaints registered. These must be handled carefully and effectively if in case the refund cannot
be generated for a specific product or service. The letters for adjustment must be written in such a
manner that it does not hurt the sentiments or trust of other people. The reference must be given
according to the date at which the complaint was registered. In the adjustment document, concern
must be expressed with respect to a specific grievance along with the solution given for dealing
with the case.

An ideal sales report should follow the 4 C's - "Clear, Concise, Complete and Correct." It should be
readable, comprehensible, and interpreted correctly to avoid confusion and false expectations.
Sales reports are crucial for appraising a sales team, as they provide information on sales made,
prospects gained, and revenue generated. The sales department is the most vital part of a
company, as it is the first point of contact with customers. The sales report helps in determining
future product discontinuations, hiring numbers, and bonuses.
Sales executives must create structured, clear, and comprehensible sales reports to save the
company from losses and ensure continuous success and growth. Managers must guide their
representatives about the sales documents and the process of creating them to ensure they are
aware of the nuances and can effectively portray the information for the entire team and the
enterprise.
The audience should be known to both managers and salespeople, and the requirement of specific
information should be determined beforehand. This will help create a concise and clear sales
report. The data should align with the audience's vision, and decision-making should be based on
the report to ensure the enterprise is on the right track.
Finding the appropriate time to focus on, such as weekly, monthly, or yearly, is essential for
identifying the focus of the sales document. Annual reports provide a comprehensive overview of a
company's product and service trends, including customer buying behavior, marketing initiatives,
product development, and fluctuations. These reports enable users to compare sales results and
make improvements. The data should be easily perceivable, readable, comprehensive, and
understandable. Graphs and pie charts can help visualize the data in simple tables, making it
easier to understand trends.
A reliable set of data is essential for decision-making. For businesses of different sizes, a robust
CRM software is necessary to track and analyze sales data before crafting a report. Sales
representatives may capture various types of data, but the main objective is to show only
information that is useful for action. This includes daily call reports, productivity reports, sales
pipelines, sales forecasts, and sales forecasts for upcoming terms.
Data can be forged or twisted, so sales representatives must present data in an appropriate manner
for management visualization. The sales document should be interesting using graphs, pie charts,
and histograms, and aligned with the context. For example, if sales decreased significantly due to a
tropical storm, the report should indicate the cause and provide a context for the decrease. The
predicted sales data should also show a rise in the coming months, helping the team determine the
actual trend followed.
In conclusion, annual reports are crucial tools for companies to analyze and interpret their sales
data effectively. By using reliable software and incorporating visual aids like graphs and pie charts,
sales representatives can provide valuable insights for decision-making and growth.

A sales manual is a guide that outlines the best policies, practices, procedures, and protocols for
salespeople, setting the standards for their performance. It is crucial for a company's success as it
provides access to all the information needed to bring about positive changes. Companies provide
real-time data to their sales personnel, enabling them to generate larger revenues by contacting
more prospects. Trainings provided to the sales team are indispensable for the growth of the
company.
The sales manual is created by enterprise personnel and is shared among all others. It is an
essential part of the training provided to the sales team, providing all necessary information and
ensuring trustworthy performance. The manual educates sales personnel about the selling process,
benefits, advantages, and the organization's processes. It also educates associates about
competitive markets and helps them close prospects.
The manual must be a living document, updated in a timely manner, and include all ongoing sales
processes and company policies. However, it is not enough; sales associates must undergo rigorous
on-the-job training to gain a practical view of the manual. The sales manual complements training
via mentors and is an additional help given to the sales team..
The perspective of the employees is common. Maintaining a common goal and objectives
among personnel is beneficial for any firm as it reduces conflicts and ensures smooth
communication across all functional teams. The sales manual effectively eliminates
miscommunication and confusion among teams when contacting prospects, thereby promoting
efficient and trustworthy communication.
The priorities of the company are set straight, and the sales team is tactfully aligned
with the objectives of the company. The manual is also a one stop solution for the sales
department to understand how is their performance benefiting the whole organization. The
process of sales is repetitive and is recorded in the sales document to be followed by the team to
enhance the system of on boarding and making the organizational culture effective.
Improving the arrangement of sales and marketing process. The sales manual builds the
developmental goals and helps to achieve the same. The sales and marketing process are aligned
together and promoted for capturing the market and increasing the customer base.
It equips the sales team with the tools and techniques they need. An appropriate sales
manual gives the sales personnel the instruments they need to close, any additional arrangements
they need for transforming the possible prospects into purchasers. The sales personnel will see
how to conquer dismissals or rejections and address the organization's incentive. As time passes,
this shall also assist the managers with expanding their deals and reach the main goal.of the
employees is common. It is beneficial in keeping the personnel

Sales representatives require key resources to improve their performance in any department.
Managers pass on important documents, handbooks, and manuals to their sales representatives,
as they seek useful information to take their performance to the next level. In the competitive
market, companies strive to give their best efforts in various ways. Sales manuals are essential
tools for gaining a competitive edge and providing the sales department with the best results.
Training sales personnel is heavily dependent on sales manuals, as they provide concise and clear
content for better understanding of plans. The sales force is believed to be the fastest way to
expand business or grow sales of items. Shrewd organizations keep sales teams educated about
fundamentals, which is crucial for being smart and compelling.
Business manuals teach strategy, techniques, best practices, and how to direct the team. They
clarify conventions and cycles of doing the job in a perfect manner and provide guidelines for
performing sales. A well-crafted sales manual is crucial for sales representatives, as they need
quick access to the data and can be concise and provide quality data. In summary, sales manuals
are essential for a company's success, as they help sales representatives stay focused,
knowledgeable, and prepared for the market.

Contact information-The information pertaining to contacts of several people associated to

different domains are articulated in the sales document. It incorporates telephone numbers and
email addresses where salesman can get extra data about the product or service.
Selling strategies-“The outline target market, market size, sales cycle, ideal client profile, rundown
of current clients, references, press notices and examples of overcoming adversity are included. In
case this is a one-page sales guide, the data should be kept to one passage listed in bullet points.
These techniques incorporate objective market, market size, sales cycle, ideal client profile,
rundown of current clients or consumers and references.
Products and demonstration of products-The text emphasizes the importance of a one-page sales
guide, focusing on the product's positioning, key features, advantages, demonstration features, and
common customer questions. It also mentions product updates and highlights. The guide should
be concise and clearly state these key aspects, ensuring that the product is easily understood and
understood by potential customers.
Competition-A list of key competitors with a component framework is the best way to display
important data, including pricing of products and services. Short reviews of these competitors,
including their qualities, weaknesses, and system outline, can be valuable if there are a few
competitors. To compete, a wider strategy should be considered for similar classes.
The manual states the products, valuation, qualities, shortcomings, and techniques or strategies of
main competitors. The manual includes:
▪ Pricing or valuation: Includes estimating, requesting and so on.
▪ Guarantee: Data sheets, leaflets, pamphlet, and white papers.
▪ Presentation of sales: Video or presentations which are made online is consistently helpful.
▪ Glossary: Terms and abbreviations related with the product or service.
▪ Record or index: If the business manual is extended, indexing is pertinent.
▪ Reference material: List of reference for more item information, similar to an organization
site.

A spectacular format- Nobody will peruse the whole manual. It is significant that the necessary
data is introduced and presented to the audience in an attractive and attention catching manner.
There should be legitimate chapter by chapter list, clear headings for each area and subsections,
index file and glossary terms. Utilization of charts, tables and representations be made to sum up
the complex data.
Concise and crisp: The length of the sales manual will fluctuate based on the main interest group
and the nature and number of product choices available.
Keeping in mind the buzz words: Any sales representative may be new to the trendy expressions of
the business. Articulation should be made in such a way that it is basic, simple, and easy to
understand. The fundamentals and glossary terms must be made clear if they are used in the sales
manual.
Properly defined consumer sections: Sales personnel will frequently duplicate pieces of the
business manual and handover it to the consumers. Areas of the manual should be appropriately
distinguished.
Updating the manual consistently: A business sales guide, which is obsolete, is futile. A newly
updated sales document keeps the sales representative educated with regards to the advancements
inside the organization and new competitive declarations.
Process of Writing a Sales Manual
A sales manual is a crucial document that assists sales associates in converting potential prospects
into closed ones. It must be regularly updated to showcase current methods and practices. Sales
associates should focus on organizing and keeping the length of the manual in mind, as they need
to gather all crucial information quickly and effectively. The sales manual serves as the
department's method for progressing in sales work, providing information about the products a
company sells, their location, why, how, and to whom.
A sales manual helps new and prepared sales staff align with the organization's goals and drives,
while also motivating and equipping them with necessary tools. Sales managers must decide how
to convey the sales manual to the sales team, starting with coordination and deciding on which
parts to include. Many managers believe that a format or outline is a good way to organize
essential data in one place.
The sales manual should cover key topics such as maintaining consistent sales records, the
importance of record-keeping, issuing tools, accurate sales receipts, and follow-up using sales
records. It should also include related materials like product copies, datasheets, presentations,
market requirements, and records. It is important to determine which showcasing data needs
updating or another one to be created.
Investing time with product managers who have experience in sales calls and have relevant data is
a major step in creating an effective sales manual. Role plays, spending time with experienced
salesmen, and having a few sales representatives can help identify areas for improvement. After
reviewing the draft with the product manager and other suitable individuals, the final draft should
be written and distributed.

It is proven that a sales manual improves the sales associates’ ability to perform. Therefore, a well-
formulated sales manual is a key to organization’s success. It is imperative to compose a sales
instructional booklet that will give salesmen the information, aptitude, and devices important to
takeover the market.
An attractive format, proper concise length, effective pronunciation, and properly demarcated
sections and regular updates in the manual are essentials of an effective sales manual.

An order book is an electronic register of purchase and sell orders for all the product levels. It is
updated regularly and is considered to be a significant record containing all the details of products
offered by the company in the market. The request book assists sellers with checking the condition
of the products at any particular instance. Order books have significantly worked on the steps at
which orders are taken and in the process of being a value for commercial purposes. The purchase
and sell orders recorded in an order book are guided along with the cost. The book additionally
shows the number of offers and offers are at each product level. It can recognize any changes in
orders on either during purchase or selling, giving obvious directions with regards to the changes
in selling pattern of a product.

Customers and sales personnel’s view of an order book: An order book is a market price register. It
incorporates a buyer’s view as well as the representative’s view. They are the two most significant
parties in a market.
Offer and inquire: Rather than understanding any party’s view, some order books utilize the
expressions "bid" and "ask." Buyers are the ones who "bid" for a specific number of offers at a
predefined cost, and vendors "inquire" at a particular cost for their portions. As a guideline, the
purchaser's side (bid) is on the left, and the vender's side (ask) is on the right, shaded green and
red, individually.
Costs: An order book records the value of interest of the two sides. The number in the purchaser's
or alternately the salesperson’s segments address the sum they are offering or requesting and at
what cost.
All out: The absolute sections are the total measures of the particular security sold from various
costs
Visual exhibition: Primarily, an order book comprises of a table of numbers comprising of costs
and aggregate totals from different sides. To more likely address the connection among purchasers
and sellers, most of the request books accompany a visual presentation too. It tends to be a kind of
detailed structure comprising of all the detailed information about the orders at all stages.
An order book is an organization’s list containing different aspects such as orders from customers
which are open, unshipped, client orders, ordinarily time-staged and esteemed at real individual
request costs. This is additionally alluded to as sales request book. This book contains the
subtleties of “sales request, the salesperson, and merchants name, sales request number, number
of the voucher, type of the voucher, request reference number, request sum and so on”.

In case the products are sold in real cash, the seller prepares a money reminder. In case there is an
occurrence of credit sales, a receipt is already prepared. A cash memo typically contains the
following:
1) Name and address of purchaser
2) Name and address of buyer
3) Serial number and date
4) Customer/buyer request number
5) Description of products
6) Rates and aggregate sum
7) Discount
8) Tax subtleties
9) Total sum in words and figures.
A Cash Memo is a business document provided by a seller to the buyer when cash is accepted as
payment. It provides details about the product, amount, rate, and cost, and serves as proof of cash
installment made. A Cash Memo is a record of cash received for products sold and is paid as a
token of the bill for cash sales..

1. Date
2. Serial Number
3. Name and address of provider
4. Name and address of purchaser
5. Unit cost of merchandise
6. Amount serial number, date of travel, method of accommodation, motivation behind visit.
7. Discount (assuming any, both for exchange and money rebate)
8. Assessment (GST or other all things considered)
9. Aggregate amount received
10. Signature of the cashier.

A tour diary is a little book kept up with by sales representative containing the subtleties of deals
visits made by him or her during a given period. It helps the sales associate to report about the
endeavors made by him or her. It might contain the following data:
• Names of spots visited (cities/states/country)
• Dates on which visit is made
• Mode of transport utilized
• Expenses caused on movement
• Names and details of imminent customers
• Result of visits as far as request, any kind of feedback and so on
Ethics refers to the field of study that guides an individual in deciding what is good or bad, right or
wrong, fair or unfair. It is believed to be a set of principles based on morality about human conduct
or behaviour across different situations. The term ethics has been derived from the Greek word
‘ethos’ which means character, ideals or standards. Ethics not only applies to personal lives but
also apply to every domain of professional and organizational lives too.

Ethics in selling refers to the moral standards a company follows when persuading customers to
buy its products. It involves respect, fairness, honesty, and integrity for all leads, prospects, and
customers. Sales ethics involve using trustworthy practices, honest selling techniques, sharing
accurate information, and showing genuine concern for customer needs. It represents a company's
philosophy to follow value-oriented, clean, and transparent selling practices, and encourages
salespeople to maintain professional integrity in every interaction with customers or prospects.
Clarity in defining and communicating a proper code of sales ethics will help business meet its
ethical obligations. Implementing ethical sales practices is considered to be good business which
helps it earn customer faith, trust and loyalty and strengthens its goodwill. Ethical selling is a sort
of promise to the customer that he will neither be overcharged, nor will he be exploited by the
seller or any of his representatives in any way.
▪ Honesty ▪ Conscience
▪ Principles ▪ Honour
▪ Fairness ▪ Accountability
▪ Moral ▪ Integrity

1. It is a wide term that encompasses all the activities related to sale of products.
2. Ethics in selling imposes a degree of selfimposed discipline on the part of salesmen or sales
representatives.
3. Ethical selling is a mark of good corporate citizenship.
4. It keeps customers at the core and respects them through value-oriented selling and
business practices.
5. It is closely related to Business Ethics and Values.
6. The purpose of ethical selling is to be honest and transparent in dealing with customers at
all the stages of an exchange transaction.
7. Ethics in selling may be implemented in different ways which vary from business to
business.
8. Ethics reflects the core philosophy, vision and attitude of the organization.

1. Ethical dealings in selling build a goodwill that may be helping the the business in the long run.
The business can enjoy good public image if it adopts ethical selling ways and techniques and
thereby keep the customers assured of right business. It is in the interest of business itself to
follow ethics in its practices.
2. It helps a business earn public/societal support. By being ethical and following right selling
practices, a business earns public faith and support. The societal members are assured of
justified conduct on part of the company through ethical selling.
3. Ethical conduct helps enjoy a competitive edge over other rivals in the market. An ethical
business enjoys public support and goodwill which, in tur, helps it gain an edge over its
competitors and pulls more customers towards it.
4. Ethical selling is a way to enjoy long-term business revenue and profits. With the help of
support from customers and enjoying a strategic advantage in the market, the business may
have a stronger and loyal customer base sustained in the long run. This may become the reason
for a business’ long-term survival in the industry as it fosters repeat business.
5. Selling techniques that involve ethical conduct on part of salesmen is a reflection of value-
oriented citizenship. This business further philosophy and is a mark of good corporate helps
Government’s support too.

6. Ethical dealings help the salespeople build a rapport with the customers which in turn helps
them in closing the deals easily.
7. Salespersons adopting ethical sales techniques can win customers’ faith and therefore, they can
take advantage of this situation in having a strong and loyal customer base under them.
8. Ethics in selling may help the sales representatives in successful relationships with customers
that may last till long.
9. It ensures repeat business from the customers and this therefore, can benefit the salespersons
to enjoy greater commission on higher sales levels achieved.
10. Ethical conduct shown during the selling process spreads a positive word of mouth and the
salesman has a chance of having new clients added in his kitty.

1. Ethics is a cherished set of values which make the customers’ work of future purchases easier
and more convenient.
2. It instills confidence among the customers as they know about the ethical conduct of business
and therefore, they are assured of right purchase decisions.
3. Customers’ interests are protected and they enjoy pleasant experience while making
purchases from an ethical seller following ethical selling practices.
4. It creates a win-win situation for both the seller and buyer and both enjoy cordial long-term
ethical relationship with each other.
The Journal of Business Ethics stated that “an ethical brand acts with responsibility, honesty,
respect and accountability.” In their research, they found five major benefits for brands that
engage in ethical behaviour:
▪ Commitment toward the brand: Customers are more emotionally attached and committed to
brands they see as ethical, as well as less sensitive to price differences compared to competitors.
▪ Customer-perceived quality: Customers perceive the brand’s service excellence as superior
compared to its competitors when they see the company as ethical.
▪ Empathy and satisfaction: Empathic employees are better at understanding customer needs,
which also elicits greater positive emotions from customers and higher customer satisfaction.
▪ Customer loyalty: Ethical brands benefit from higher customer loyalty, repeat purchases and
higher customer retention.
▪ Positive word-of-mouth: Ethical companies boost positive conversations about the brand.
1. Build trust and reliability with customers: Salespeople should aim to create an atmosphere of
trust, faith, and credibility in the selling transaction by sharing accurate data and information,
mentioning truthful testimonials from other satisfied customers, taking a genuine interest in
customer concerns, and displaying comfortable non-verbal signs.
2. Be Accountable: Sales professionals should show that they are responsible for solving customer
doubts and queries during and after the sales. They must also accept their mistakes that cause
customer problems.
3. Give Clear and True Information: Salespeople should provide clear and accurate information
about products or services to help customers make the right purchase decisions.
4. Be honest in giving competitors’ information: Sales professionals must honestly discuss their
competitors and their products, avoiding criticizing or bad-mouthing them, which can be
perceived as unethical to customers.
5. Have a solution-oriented attitude: Sales professionals should demonstrate a problem-solving
attitude when dealing with customers who have problems.
6. Fulfil the promises made to the customers: Sales professionals should make sure to fulfil the
commitments they make to prospects or customers, such as providing more information about a
product, following up, or honoring set meeting times.
7. Deal with customer objections patiently: Sales professionals should handle objections from
customers or prospects with courtesy and without getting impatient.
Ethical behaviour in selling lays the foundation for long-term relationships between customers and
sales representatives.

Selling 1s a profession that may create circumstances where, under pressure the sales professionals
may be forced to adopt unfair means, follow shortcuts to meet targets and may compromise on
values. Some unethical issues may be illegal too and fall under the category of ethico-legal aspects
of selling.
However, there is some difference between the both. While ethical issues are based on human
values and principles that define right and wrong, legal issues are the ones which are based on
legal standards set by the Government.
1. Misrepresentation or hiding facts: This occurs when a sales professional intentionally hides
important information or facts from the customer in order to quickly close a deal. Misrepresenting
facts can lead to wrong decision making by customers who may later regret their purchase decision
based on incomplete or partially correct information given by the salesperson.
2. Price Discrimination: Under this, a salesperson may charge different prices from customers for
the same product. It is an issue in which the seller convinces the customer to agree upon a price
that may be different for another customer. The final price depends upon the bargaining
capabilities of buyers and sellers. In such situations where the prices are not common and the
same for all, there is a high probability for the salesperson to overcharge some customers.
3. Bribes: A salesperson may offer undue favors in the form of bribes or gifts to customers at the
expense of the company to close a big deal to his advantage. Bribes fall under the Contract Act,
1872, and Sale of Goods Act, 1930, as a legal issue related to sales of goods. Bribes are an unfair
way of getting things done in one's favor.
4. Tie-in sales: In this situation, a customer is indirectly forced to purchase another product from
the same seller in relation to the first product he is purchasing. In other words, the seller requires
that the buyer purchases both the tying product and the tied product from him only.
5. False promising or over promising/Exaggeration: In some selling situations, sales professionals
and companies make exaggerated claims and undue promises to close deals conveniently for
themselves. However, the actual product may not be of the same quality or characteristics as
promised earlier, leading to an unethical situation.
6. Selling hazardous and spurious products: Sale of low quality, duplicate, copied, fake, or pirated
products is both illegal and unethical. Such products may be dangerous to use and may affect the
health and well-being of the users. Imitations may also violate copyright laws and are used by sales
professionals to earn greater revenues by selling low quality and cheap substitutes.
7. Delayed deliveries: Delaying deliveries of consignments not only is wrong but also leads to a bad
impression of the brand or company among customers. Delayed deliveries may spoil the total
goodwill and also may annoy the customers.
8. Creating artificial scarcity of commodities: In many cases, the seller or sales professional may
present a wrong picture about the availability of the product to make it falsely ‘rare’ or scarce in the
market. This is, in other words, hoarding and is an illegal business practice.
9. Online selling frauds: In the recent scenario, online selling transactions have become very
popular, but they come with inevitable risks and problems, including frauds, fake promises,
misrepresentation of products and other forms of cyber law violation.
10. Compromised Quality or Quantity: One ethical issue experienced by many customers is
receiving the wrong quality or quantity of the ordered product against the promised one. The
problem worsens when the received items come with a ‘not returnable’ clause, trapping the
customer.
11. Invasion of privacy: Sending unwanted and a large number of mails, messages, or calls to
customers as a way of aggressive selling and marketing is an ethical and legal issue related to
invasion of privacy.

Compliance refers to conformity or adherence to laws and regulations. It is a means by which

companies seek to ensure that it does not adopt any shady practices which may tarnish its long
term reputation. To ensure that the system of sale and purchase remains ethical and justified, both
the customers and sellers need to be value-oriented and careful while undertaking any such
transaction.
Some ways or means to ensure that the selling environment remains ethical are discussed below:
1. Hiring the Right Salespeople
At the initial stage, it is recommended that the company hires salespeople whose values align with
the company's values. This can be assessed during the candidate interviews for the sales position.
2. Establish a Code of Conduct for Ethical Selling
A clear code of conduct should be established to guide and regulate the behavior of salespeople.
With an established code of conduct, employees will have clear guidelines to demonstrate values in
selling situations.
3. Encourage Open Communication
Effective leaders communicate expectations to their subordinates clearly, ensuring everyone
understands what needs to be done and the policy guidelines to follow.
4. Prepare Cold Calling Scripts and Email Templates
Developing calling scripts and email content that align with the company's values and ethics can
ensure that values are implemented and that salespeople treat customers ethically.
5. Ethical Selling Training
Training salespeople through appropriate programs can help mold their behavior in line with
organizational ethics. The learning from such programs can help salespeople understand the ethics
the company expects them to follow with customers.
6. Avoid Exaggerations and Unverified Claims
To prevent customers from feeling deceived, it is important for salespeople to refrain from making
false claims or presenting inaccurate information about the company's products at the beginning
of transactions. Unverified claims can lead to problems for the sales professional and the company
later on.
7. Create a Culture of Ethics
It's essential to develop policies based on the company’s mission and values that define acceptable
and unacceptable behaviours. Good ethical policies not only list appropriate and inappropriate
behaviors but also describe the underlying principles, fostering a culture of ethics throughout the
organization.
In the field of selling, understanding consumer psychology holds a great deal of importance. A
sales professional, therefore, needs to possess the skills of persuading and the art of convincing
prospects to believe in what they are saying and selling. This is also necessary as the job of any
salesperson depends completely on prospects’ faith and positive attitude showing that they are
convinced to purchase a particular product or service.

1. Foot-in-the-Door Technique: This technique involves convincing a person to say ‘yes’ to a small
request first before asking for a bigger request later. It is based on the idea that if someone agrees
to a small request initially, they are more likely to agree to a larger one later. This technique is
commonly used in marketing and sales and is based on the principle of compliance and
consistency.
2. Door-in-the-Face Technique: This technique works in the opposite manner of the Foot-in-the-
Door technique. It starts with making an unreasonable request that the person is likely to reject,
and then following up with a more reasonable request.
3. Low-Balling Technique: This involves changing the terms of a deal after gaining agreement from
an individual. Salespeople initially win the customer’s willingness to purchase a product and then
change the trade terms or offer price at a later stage.
4. Norm of Reciprocity: This principle is based on the belief that an action done in favor of
someone will be reciprocated with gratitude or appreciation. Marketers can use this strategy by
giving small favors, gifts, free trials, and other benefits to customers before asking them to make a
purchase.
5. Ingratiation: This compliance strategy involves presenting oneself in a positive way to persuade
others. Ingratiation covers a variety of approaches, including complimenting others for their
positive characteristics and demonstrating that you yourself are likable. This technique can be
used by sales professionals when meeting with clients.
6. That’s Not All: In this technique, the salesperson offers additional benefits after making a small
request in order to make the total offer more attractive.

Compromise on ethics can damage a company's goodwill and lead to long-term negative
consequences. Therefore, it's crucial for businesses to establish a robust code of ethics that guides
sales professionals' actions and directs their efforts towards ethical behavior. This code of ethics
helps build a culture of ethical selling, reflecting the business's functioning, decision-making, and
treatment of customers, suppliers, and industry peers.

Codes of conduct are designed to:

▪ describe desirable and undesirable selling behaviours.
▪ promote high standards of practice.
▪ reduce the risk of fair trading breaches and
▪ help staff make ethical decisions.

The business must write its code of conduct with its staff and customers in mind, clearly setting
out the purpose and structure of the document. The code of conduct can be discussed before being
getting finally drafted. It is important to involve the employees while laying down the code
statements so that the people follow it religiously and also show accountable behaviour towards it.

A reasonably good code of conduct can include the following information:

▪ overview — outlining why has such a document been created and what it will do.
▪ statement of business values — including the code of ethics.
▪ ethical conduct sections.
▪ soliciting customers — identifying appropriate steps for finding and approaching customers.
▪ communicating with customers — stating communication principles that will
▪ guide the business's range of interactions with customers and the industry.
▪ pricing — identifying ethical approaches to product pricing.
▪ handling complaints and conflicts— listing the principles that support the complaints
handling policy and principles for resolving conflicts.
▪ lay-by agreements — stating terms for lay-by agreements with customers.
▪ selling methods — setting out appropriate selling steps and methods.
▪ bills and accounts — stating business’ commitment to providing proof of transactions.
▪ warranties, refunds and repairs — identifying product or service guarantees the business
makes to its customers.
▪ procedures for identifyimg and responding to code of conduct breaches.
▪ additional information — listing contacts and sources for more information.
Knowledge: A salesperson is required to have thorough knowledge about his own offerings, his
competitors, their offerings, market, trends and also about his prospects. Without complete
knowledge about these aspects, he would not be able to present his offering and clarify the doubts
of the customer, thus, he will lose his credibility in front of the customers, let alone closing the deal
and further building long term relationship.
Sales Strategy: This refers to the strategy needed by the salesperson to position himself for the
sale. It includes customer profiling, account strategy, identifying and persuading key influencers,
relationship building strategy, negotiation strategy, prospecting and territory management.
Successful salespeople plan for the conclusion of effective sales and analyze how they have
progressed after each sales call.
Personal Selling Skills : These are the foundational tools that any sales person needs as core
competencies including listening skills, behavioural styles, communication and influencing styles,
rapport building and relationship building skills, the ability to read buying moods and much more.

▪ Listening Skills
▪ Communication Skills
▪ Problem Solving Skills
▪ Persuading Skills
▪ Inter-personal Skills
▪ Customer Service Skills
▪ Organization Skills

A successful relationship between a buyer and a seller develops when the seller is able to solve the
problem that a buyer is facing. However, a seller can solve buyer’s problem only after he listens
carefully and understand the problem. Experienced salespersons understand the value of careful
listening of their customers. Salespeople who do not listen miss out the chance to identify
customers’ problems and needs.
To adopt active listening, the salespeople should focus on the following key aspects:
1. Pay undivided attention: Successful salespeople always try to ensure that they give an undivided
attention to the prospect. This can make a huge difference by encouraging prospects to open up
more, and fostering trust and commitment. The prospects need an assurance that the salesperson
is truly listening to them. He may use the following techniques to learn how to pay close attention
to the prospect:
▪ The salesperson should try looking straight in the eyes of the speaker.
▪ He must concentrate and try to understand fully what the speaker is saying.
▪ He must listen patiently and wait to frame the response until the speaker finishes talking.
For a while, he should forget about his own script, pay attention and not worry about what
he is going to say next,
▪ He should make sure that the environment does not distract him and avoid any side
conversations in case he is in a group.
▪ A good listener knows that listening is done not only by ears but by eyes also. Listening
helps only to get half of the message. An active listener should notice the body language,
facial expressions, tone of voice and various other gestures that the prospect is making, to
understand carefully the feelings of the prospect conveyed in these non-verbal messages.
2. Give acknowledgements: In case of face-to-face conversations with the prospects, the
salesperson has the opportunity to give various verbal and non-verbal acknowledgements to give
proof that he is actively listening to them. For acknowledging the customers, the sales persons
should be very alert and perform following behavioural gestures:
▪ nod from time to time, when appropriate, make eye contact.
▪ use appropriate facial expressions.
▪ monitor own body language to match speaker’s state of mind and underlying meaning. Try
to remain
▪ open and relaxed instead of closed and tensed.
▪ use small comments like ‘hmm’, ‘huhh’, ‘yes’, ‘right’.
3. Give feedback: After the prospect finishes speaking about their problems and needs, it is
beneficial for the salesperson to give a verbal response to acknowledge that they are listening,
understanding, and engaged in what the prospect has to say. This gives assurance to the prospects
that the salesperson is listening actively to them and thus helps in building empathy and trust. The
following approaches may be used to give verbal response:
1. Repeating verbatim: This approach involves repeating exactly what the prospect said. Thus, the
prospect can confirm their meaning or clarify their statement. However, this approach cannot
be overused as it can cause doubts on the understanding of the salesperson.
2. Paraphrasing: This approach is better than simply repeating verbatim as it involves condensing
the whole speech of prospect into something more concise. This assures the speaker that the
listener listened carefully. However, oversimplification should be avoided as it may lead to
leaving out details and the prospect might have doubts regarding the salesperson’s attention.
3. Putting into own words: This is better than the previous two approaches. It involves putting the
speech of the prospect in own words tactfully. This act leaves an immediate impression on the
prospect and they will appreciate the salesperson’s ability to listen effectively and summarize.
4. Asking questions to clarify: the salesperson can also try asking questions so as to clarify the
statements of the prospect. Follow — up questions can also be asked. Open ended questions
which make the prospects share their goals and plans are favourable. The whole idea behind
giving feedback is to convince the customers that they have been heard and understood which
help in building empathy and trust.
5. Do not interrupt: In most of the cases, interrupting the customer while he is speaking is
considered rude. Moreover, details and interesting cues can also be missed out on interruption.
Prospects generally have many things to share about their problems, goals, challenges and
plans. If given chance to speak and an assurance of being heard, they might share intricate
details. These details can be missed out if they are interrupted.

Effective communication is crucial for sales success. While theoretical knowledge about market
and selling techniques is theoretical, practical communication is essential. Knowledge and
communication are complementary, and understanding client, market, and trends is insufficient
without effective communication skills. Therefore, effective communication is essential for
successful sales completion.
Apart from active listening the following aspects should be considered for effective
communication:
1. Ensure you speak the same "language": It's important to not only use the same literal language
as the customer but also to choose words, phrases, and idioms that match their communication
style. Be mindful of being too confusing and try to match their level of formality and closeness.
2. Watch your body language: Non-verbal aspects of communication, such as facial expressions
and hand gestures, are just as important as words. Be aware of your own body language and
observe the prospect's body language to ensure consistency with your message.
3. Master the nuances of voice tone: Pay attention to the pitch, speed, and volume of your voice as
it can influence how your words are interpreted. Try to match the customer's speaking patterns
and level of formality to make them feel comfortable.
4. Be empathetic: Show customers that you understand and care about their needs and problems.
Empathy not only earns appreciation but also increases the chances of closing a deal.
5. Be clear: Avoid miscommunication by being straightforward and providing unambiguous
answers. Ask simple questions and maintain clarity in your communication.
6. Constantly research: Stay informed about your clients, market trends, and communication
skills. Being up to date on everything related to sales can give you a competitive edge.
7. Do not lie: Honesty is crucial for successful relationships with customers. It's okay to admit
when you don't have information about something rather than pretending to be an expert all the
time.
8. Know how to greet and say goodbye: The way you greet and end interactions with customers
leaves a lasting impression. Invest in improving the customer experience, as it can greatly impact
your future opportunities.

In today's competitive market, salespeople must be creative and critical thinkers to demonstrate
their brand's efficiency in solving problems. They should know every detail of their product and
have a deep understanding of their prospects. Successful salespeople find unique ways their
product can solve specific problems their prospects face. People buy solutions and convenience,
not products. Successful salespeople can find ways to solve problems people didn't know they had
by asking the right questions, connecting with their prospects, and creating more convenience.
Food delivery startups like Zomato can serve as examples of this approach.
Every problem is an opportunity for a solution. The salespeople must focus on the following points
to be effective at problem-solving:
1. Find out the problems of the customers and how to solve them: To effectively introduce a
product or service, a salesperson should start by asking open-ended questions about the
customer's challenges and what matters most to them. This will help build a foundation for
introducing the product or service, but it's crucial not to overwhelm the customer with numerous
questions, allowing for a natural conversation.
2. Put yourself in their shoes: To understand the problems and issues of another person, we need
to step out of our shoes and get into their shoes. We need to understand their point of view. This
means that the salesperson should see his customer as a real person not as someone to sell a
product or service. He must thrive to relate to the issues of the customer to be able to find how his
offering may add value to them.
3. Focus on benefits rather than features: People prioritize benefits, problem-solving, and
emotional connection over features in purchasing decisions. Marketing research indicates that
buying decisions are primarily based on emotional reactions, with the rational left brain using
supporting features to back these decisions. Salespeople should focus on creating an emotional
connection with the product to effectively sell its benefits.
4. Stop selling: When a salesperson focuses on selling more than addressing customer problems,
they may feel like they are selling something, regardless of the customer's needs. To be effective,
the salesperson should be a problem solver, not a seller. Customers want solutions to their
problems, and everyone wants their purchase decision to be based on solving their problems.
Therefore, the salesperson should focus on addressing customer needs and not just selling.

In today’s competitive market places, various sellers can solve the problems faced by the
customers. Customers have a vast choice among which seller may prefer. However,good salesman
should have persuasion skills to encourage customers to prefer his products or services over the
competitors’. The salesperson must learn the persuading skills. He must understand the point of
view of the customers and then provide information on the benefits of his offering. Focussing on
benefits rather than features is important in persuading customers.
The salespeople must focus on following aspects to strengthen their persuading skills:
1. Demonstrate Your Understanding: Putting yourself in the customer’s shoes allows the
salesperson to consider the scenarios the customer is facing and helps them concentrate on finding
the best solution. The salesperson may ask questions that demonstrate their deep knowledge of the
customer's business, their needs, and how their organization can help them achieve greater
success.
2. Generate a Friendly, Responsive Environment: Being friendly and responsive is crucial for
customer satisfaction. Your attitude, ability to meet their needs, and handling their requests reflect
your organization. The speed and quality of response are also important. It's advisable to under-
promise and over-deliver, demonstrating exceptional customer service that customers will want to
experience again in the future.
3. Provide Evidence: To convince customers that your organization or product is the best choice,
explain how your offering will benefit them better than competitors. Provide testimonials from
satisfied customers and show before-and-after scenarios to demonstrate how your product or
service has made a difference for others. Ensure that any information you share is fully verifiable
to demonstrate your credibility.
4. Demonstrate Your Expertise: When working with customers, it's crucial to demonstrate your
understanding of their industry, share information about upcoming trends, and address industry
challenges. This will instill confidence in the customer to choose your product or service over
another provider, as they are more likely to buy from someone who knows the basics about their
field.

Interpersonal skills are more than just communication skills. Interpersonal skills in salespersons
help them work with their customers and build rapport with them. Interpersonal skills also help to
build the type of long-term relationships that are important in maintaining customers over time.
Some interpersonal skills include:
1. Courtesy: Good manners cost nothing, and there is no reason to be anything but courteous when
dealing with customers and colleagues. It fosters relationships and shows that you care about
making the other person comfortable.
2. Respect for Others: The ‘golden rule’ of maintaining relationships is to treat others the way that
you would like to be treated.
3. Ability to See Things from Others’ Perspectives: Salespersons must comprehend the situation
and customer impact. the salesperson must express their understanding to ensure the customer
feels their concerns are acknowledged, ensuring that the issue is not a minor inconvenience but a
significant issue that affects their business.
4. Ability to Understand Various Communication Styles: Customers may have different
communication styles from the salesperson. The salesperson needs to be able to adapt to these
different styles to facilitate effective communication and relationship building.

Salespeople have to keep track of a lot of information, including their own products, customer
details, potential leads, sales data, internal procedures, and more. Unfortunately, they often spend
more time on administrative tasks than actual selling. Effective time management and
organizational skills are essential for improving efficiency and productivity.
1. Reduce Administrative Tasks: Salespeople should automate as many administrative tasks as
possible to free up time for more valuable activities. This could involve using tools to manage
contacts, schedule follow-ups, and track customer interactions.
2. Use a To-Do List: Creating a to-do list at the end of each workday, prioritizing tasks, and
utilizing a to-do list app can help in effectively managing tasks and deadlines.
3. Implement a Contact Management System: A contact management software system can help
salespeople organize and track customer interactions and follow-ups. Tools like Microsoft Access
or Excel can be used to create a custom contact management system.
4. Avoid Procrastination: Procrastination often leads to neglecting important tasks. Salespeople
can use techniques such as time blocking and breaking down tasks into smaller steps to stay
focused and organized.
5. Create a Sales Pyramid: Using a sales pyramid to track customer progress through the sales
process can provide valuable insights and help in evaluating sales performance over a specific
period.
6. Avoid Multitasking: Focusing on one task at a time can improve work quality and reduce errors.
Multitasking can lead to decreased productivity and increased mistakes. It's important to prioritize
tasks and focus on completing them one at a time.
Change Your Environment
• Break Your Work into Little Steps
• Ways to Stop Procrastination
• Create a Detailed Timeline with Specific Deadlines
• Eliminate Your Procrastination Pit-Stops
• Hang out with People Who Inspire You to Take Action
• Tell Others About Your Goals
• Seek out Someone Who Has Already Achieved the Outcome
• Re-Clarify Your Goals
• Stop Over-Complicating Things

Customer service is not just a series of steps to be completed. It is an attitude and a way of looking
at customers that enables the salespeople to provide the best level of service that they and their
organization are capable of providing. The power of customer service cannot be underestimated
when it comes to making sales and keeping customers. Many customers are willing to pay a higher
price or go without certain features if they know that they have access to excellent customer service
people who will be responsive and effective whenever they are needed.
1 Recognize the power of word of mouth: Take responsibility for the customer’s experience — from
first contact and beyond the sale. Customers might only make one purchase from you — or they
might make repeat purchases over time. Even if they do not ever buy from you, they can carry an
impression of your customer service with them and tell others about you — the good and the bad.
2 Put yourself in their shoes :The salesperson might have dealt with an issue a hundred times with
hundred different customers, however, the customer with whom he is dealing is facing it the first
time. Thus, the salesperson needs to put himself in their shoes and try to understand how their
problem is affecting them and their business.
3 Communicate: The salesperson needs to be in touch with his customers to let them know any
news, be it good, bad or anything interesting. Many times a customer will be understanding about
a situation as long as you keep them informed about what is going on.
4 Honour your word: When you make a promise, be sure that you can deliver on it — and
hopefully, exceed what you have promised. Your word is very fragile with customer. It takes only
one time of failing to deliver on your word for you to destroy the reputation that you have built
with the customer.
A career in sales is worth exploring for individuals who look for a flexible, competitive and
challenging work environment, high earning potential, and an opportunity to continuously develop
and adapt oneself in skills according to the changing environment and grow their professional
capabilities. The major reasons for choosing a sales career are:
Earning Potential of a Sales Career: Sales is a performance-based career where success is
rewarded through incentives like bonuses, prizes, trips, and commissions. It's ideal for those who
enjoy competition and hard work, as it offers high earning potential. Employers hire sales
professionals to generate revenue, recognizing their importance to their business's success. As a
result, they offer higher incentives to maintain motivation.
The Flexibility of a Career in Sales: The sales field offers significant flexibility in work
schedules, allowing sales professionals to manage their daily tasks as long as they meet their
targets. This flexibility promotes a healthy work-life balance, allowing individuals to effectively
manage household tasks and professional assignments. This control leads to better relationships
with superiors and colleagues, and reduced stress. The level of flexibility varies by job and
company.
Job Security: Sales professionals are often the last to be eliminated during challenging economic
times, as they bring in revenue and profits essential to businesses. They hold great market value
and are hesitant to be laid off until it becomes difficult to sustain the business. Sales professionals
who can build relationships and bring in business hold great market value, making them less likely
to be terminated or replaced..
Psychological Satisfaction: Salespeople find success in closing deals not only financially
rewarding but also psychologically satisfying, especially when it solves a client's issue or secures
their job. The psychological rewards vary across different roles, but the excitement of victories and
the knowledge of creating employment opportunities make a sales career appealing.
Career Stepping Stone: Sales is a dynamic and challenging field that demands continuous
learning and skill development. With evolving techniques and methods, sales careers can serve as
a stepping stone to other careers. Graduates, young professionals, and career switchers lacking
communication, interpersonal, presentation, and persuasion skills may consider starting in sales
to later transition to their desired field.
Mastering In-Demand Skills: Soft skills, such as creativity, persuasion, collaboration,
adaptability, time management, conflict management, stress management, customer service,
emotional intelligence, and storytelling, are crucial in a sales job. These skills are more important
than hard skills in today's competitive world. Acquiring these skills can be a significant investment
for one's personality and career, as sales jobs help build and master skills applicable to various
roles in an individual's career.
Challenging Job: In a sales job, individuals can test their skills daily and in front of every
customer. Each customer interaction is an opportunity to prove oneself, making the job more
challenging. Sales jobs provide immediate feedback, allowing individuals to constantly improve.
Each customer interaction is a chance to sharpen skills.
1. Create new customers: The primary task of a salesperson is to continually prospect for potential
customers, identifying individuals and organizations with the potential to buy their products.
Prospecting is a critical part of sales and requires judgment and effort.
2. Sell more to present customers: In addition to creating new customers, companies must also
focus on selling more to existing customers. Research shows that satisfying existing customers is
more cost-effective than acquiring new ones. Therefore, building loyalty among customers is
crucial for salespeople.
3. Build long-term relationships with customers: Selling to existing customers is more cost-
effective than acquiring new ones. Thus, it is essential to satisfy and build long-term relationships
with existing customers. After-sales service and regular communication are necessary to encourage
repeat purchases.
4. Provide solutions to customers’ problems: Salespeople play a crucial role in identifying and
addressing the needs and problems of their customers. They demonstrate how their products or
services can meet these needs and solve problems.
5. Provide service to customers: After sales, salespeople provide various services such as
addressing grievances, handling returns of damaged products, offering free samples, suggesting
new business opportunities, and proposing promotional programs to help customers promote the
firm’s products.
6. Help customers resell products to their customers: Salespeople may assist customers in selling
products to their own customers, providing guidance and support in facilitating the resale process.
7. Help customers use products after purchase: Particularly relevant for technical products,
customers may need assistance in understanding how to fully utilize the products they have
purchased. Salespeople, along with technical specialists, may provide training or classes to
demonstrate effective product usage.
8. Build goodwill with customers: Salespeople should cultivate professional and friendly
relationships with customers and their influencers, demonstrating integrity, trustworthiness,
ethical standards, and a sincere interest in solving their problems.
9. Provide the company with market information: Salespeople also play a crucial role in collecting
and passing on market information to their organization. This includes gathering data on customer
preferences, trends, feedback, complaints, competitors, and new marketing techniques from
wholesalers, retailers, and customers.

Sales is inherent in any kind of industry or business organisation. No industry or organisation can
exist without a sales job. Following are some of the industries in which sales takes a major role so
that sales career may be lucrative:

Salespeople in the IT industry enjoy high-income potential and job security, but the constant
threat of ever-changing technology threatens their benefits. To maintain these benefits, they must
constantly adapt to the dynamic technological environment and continually learn new techniques,
skills, and methods..
Real estate sales agents assist customers in buying, selling, and renting properties. They earn
unlimited rewards but require hard work, a critical combination of personality, marketing skills,
time management, understanding clients' needs and wants, and negotiation. Success in this field
requires a keen understanding of clients' needs and wants, as well as effective negotiation skills.

Health care industry provides much security as it is one of the growing industries of all. It is such a
diverse industry, that the options for growth can be tremendous. An aspirant needs great customer
service skills, knowledge of industry and patient protocols, time management, and patience. These
salespeople have the major task of making cold calls to their potential clients including public and
private hospitals, doctors’ offices and medical centres.

The salespeople in food industry are responsible for selling food and food-related items to
establishments that help people meet their need of eating food. Food service salesperson may work
as a restaurant supply distributor or exclusively for food distributors.

The pharmaceutical industry is expected to experience rapid growth due to the aging population's
need for medication and healthcare, and an increase in government-approved drugs. Successful
sales representatives require excellent customer service skills, product knowledge, basic medical
knowledge, patient protocols, best practices, and industry trends.

Insurance sales agents help employers expand their customer base by identifying potential
customers and selling various insurance and related services. They explain policies and assist
clients in choosing suitable plans, typically selling life, medical, automobile, stock, and property
insurance.

Loan officers are professionals who sell loan products and services to clients, often employed by
banks, non-banking financial institutions, and mortgage companies. They evaluate, authorize, and
recommend loan applications for businesses and individuals, with specializations including
commercial, consumer, or mortgage loan officers.

Sales engineers are professionals who sell complex scientific and technological products or services
to businesses. They require extensive knowledge and experience in handling these products,
understanding their parts and functions, and the scientific processes that make them work. They
often work under stressful conditions, often working long hours to meet sales goals and client
needs. Despite the challenges, this rewarding career offers a chance to work in a fast-growing field.

Salespeople sell various financial services like mutual funds, insurances, retirement plans,
investments, and tax saving. They thrive in high-pressure situations and competitive fields. They
provide financial and purchasing recommendations, conduct trading activities, and offer services
in foreign trade, retailing, textile, fashion, industry, checking accounts, loans, certificates of
deposit, and estate planning.
In the past, salespeople had to extensively communicate product details, compare offerings, and
persuade customers to make purchases. With the rise of technology and easy access to product
information on the internet, the traditional role of salespeople has been questioned. However,
experts argue that the sales force remains essential for businesses, despite the influence of digital
marketing and e-commerce. The evolving role now emphasizes building relationships, providing
guidance, and acting as a trusted advisor. Technological advances have made sales processes more
efficient and productive, requiring salespeople to adapt by developing new skills to effectively
manage their role in the sales process.

1. Develop a Passion for Selling: A successful salesperson should have a genuine love for
selling. The job should be seen as both challenging and motivating, with the belief that the
product or service being offered will provide value and solve the customers' problems. This
passion for their work is a defining characteristic of successful salespeople.
2. Embrace Hard Work and Smart Work: A strong work ethic and the ability to work smart
are essential for a career in sales. A positive attitude towards work is crucial. Top sellers are
motivated by their love for their work and their desire for success, enabling them to manage
demanding schedules and persist through challenges.
3. Maintain an Optimistic Outlook: Having a positive outlook towards work, organization,
customers, and life in general provides the strength to excel in challenging times. A sales job
offers numerous benefits, but it also comes with its own set of challenges and threats, such as a
dynamic environment and hectic schedules. An optimistic attitude enables salespeople to face
difficulties and continuously seek improvement.
4. Acquire Knowledge: Salespeople need comprehensive knowledge about their customers,
including their demographics, preferences, needs, and lifestyle. It also includes understanding
market substitutes, competitor characteristics, market share, and the latest marketing
techniques. Constant learning and understanding the industry boosts confidence and helps
establish a professional image and trust with customers.
5. Time Management: Overcoming procrastination is vital for success in any career. Successful
salespeople treat each day as a new opportunity and are proactive in their actions, focusing on
the present to pave the way for future success.
6. Effective Communication: Listening to customer needs is a crucial skill for salespeople. By
asking relevant questions and attentively listening to customer responses, salespeople can
uncover their needs and provide tailored solutions.
7. Focus on Customer Service: Instead of just selling, salespeople should aim to solve
customer problems and provide the best advice regarding products and services. Exceptional
customer service is a valuable asset for earning customer trust and satisfaction.
8. Be Prepared: Sales jobs often involve regular travel and face-to-face client interactions. As
such, being physically and mentally prepared is necessary. Physical preparedness ensures that
salespeople can handle the demands of their job, while mental strength is essential for facing
day-to-day challenges and ensuring long-term success.

Despite offering numerous benefits, the sales profession has not garnered much interest among
job seekers. Therefore, it is crucial to make this profession more attractive, and both educators and
employers need to take necessary measures to achieve this.
Suggested Measures for Academicians:
1. Classroom and training exercises: Marketing professors and trainers should incorporate
exercises, role plays, and other hands-on methods to dispel negative perceptions and reinforce
positive ones about sales and marketing careers.
2. Educating students about sales careers: Students could be assigned to interview a salesperson or
have family members in sales share their experiences with the class. Inviting salespersons or
managers as guest speakers will also help shape students' perceptions of the profession.
3. Developing skill set: Academicians should emphasize the importance of sales presentation skills
and ensure that students have opportunities to develop listening, persuasion, and negotiation
skills, as these are valuable for all managers, not just sales professionals. Establishing measurable
standards to assess students' progress is also essential.
Suggested Measures for Employers:
1. Training: Companies should provide comprehensive training for new hires on their organization,
products, services, and competitors. Refresher training should also be offered to existing sales
teams to keep them updated on new selling techniques and methods.
2. Providing adequate perks: To motivate the sales team and enhance customer relationships,
companies should offer attractive perks and incentives to attract and retain talent.
3. Guiding universities: HR and sales management should collaborate to identify the essential
skills required in the sales profession and communicate this information to universities, colleges,
and training institutes to adjust their curricula accordingly.