Page 25 - DMGT205_SALES_MANAGEMENT

Unit 2: Personal Selling

Persuasion Strategies Notes

Here the sales representative understands the needs of the customer and goes beyond the role of
a communicator. The salesman tries to fill the customer about the existing product or service
mix and skillfully overcomes objections.
Negotiation Strategies

Product and commercial terms are adjusted to meet customer's needs. At this stage the customer's
needs are analysed and understood and how these needs can be met is worked out. At this point
consultative selling begins.

Client Profit Planning Strategies

It is applicable in industrial product selling. The sales person is put to work with the client team
to understand the profit planning system, product finance, marketing, R&D so that a product
meeting the needs of the consumer could be developed.
Self Assessment

State Whether True or False:
5. Personal selling helps manufacturers to improve their products based on suggestions
made by sellers.
6. Customers do not have immediate solution of their problems regarding a product from
the salesman.

7. Personal selling leads to creation of new customers only for the existing products.
8. Better use of product is not the result of personal selling.
9. Customers can not make complaint to the salesman about a product.
10. Knowledge of product is not necessary to make one a good salesman.
11. A good salesman should have imagination, initiative and alertness.

12. It is not necessary for a good salesman that he must be accepted by the society.
13. A good salesman should be loyal to the consumer but not to the employer.
14. Impressive voice, good appearance and sound health has no place in qualities of a good
salesman.

2.4 Business Management Strategies

At this stage the sales person manages the territory as a strategic business unit.
Territory representative along with sales manager and accounts manager develop business
strategies to meet the objectives of the organisation. The salesman becomes a consultant and
looks to the long term needs of the customer.

Relationship strategy: Besides selling goods to the consumer a relationship is built with the
consumer over a period of time. A builder for instance may develop a relationship with the
customer for mutual gain. The builder of flats may offer a new apartment to the customer in a
desired area and also help the customer in disposing off his earlier assets to that the customer

LOVELY PROFESSIONAL UNIVERSITY 19