Page 26 - DMGT205_SALES_MANAGEMENT

Sales Management

Notes finds it easy to transact with the buyer. This may go on for years and the relationship lasts when
both the seller and the buyer are satisfied. This then turns into a win strategy when both are
gainers at the deal.
Instant service strategy: In this strategy the needs of the customers are satisfied instantly. E.g.
fast food centers, service of cars, providing transportation till the car is under repair. Sending
service engineers for immediate repairs. Reaching fast food (pizza) within a few minutes to
your house for a party. Supplying custom made products instantly.

Creating customer: To create a customer a sales person must adopt an attitude towards the
concern of the customer. He should listen more and talk less. He should present benefits of the
product and provide buying opportunities. He should allow questions for discussions and
remove objections if any. This helps in creating a customer.

Task While buying any goods and services, carefully notice the behaviour of the
salespersons and note down the various qualities he/she posses.

2.5 Diversity of Selling Situations

There are a variety of selling situations. Different selling jobs require different tasks and activities.
For example, Job of selling a soft drink is different from selling a computer.

Delivery Sales Person

The primary job of a delivery sales person is to deliver the goods to the customers. The selling
responsibilities are secondary. Good service, pleasant personality and good behaviour adds to
the service, e.g., Milkman, paper vendor.

Inside Order Taker

The person behind the counter is the inside order taker. The customer comes to him and is taken
care of, e.g., the sales clerk behind the neckwear counter in a men's store.

Outside Order Taker

The seller of consumable products calling on the retailer is an outside order taker. He books the
orders and gets them supplied to the shop.

Missionary Sales Person

They are not expected to take an order but build goodwill for the company. They educate the
users as in the case of medical representatives.
Creative Sales Person of Tangible Products

In creative selling for tangible vacuum cleaners, automobiles, encyclopedias, consumer durables
products and the like the job of sales person is different. He has to create an awareness about the
product how can it serve the user's needs in a better manner. When the product is of a technical
nature it may become technical selling.

20 LOVELY PROFESSIONAL UNIVERSITY