Page 34 - DMGT205_SALES_MANAGEMENT

Sales Management

Notes  Territory representative along with sales manager and accounts manager develop business
strategies to meet the objectives of the organisation.

 The primary job of a delivery sales person is to deliver the goods to the customers.
 The seller of consumable products calling on the retailer is an outside order taker.
 Buyers are becoming more sophisticated, knowledgeable and demanding.
 Personal selling permits plenty of relationships to spring up, ranging from a matter-of-
fact selling relationship to deep personal friendship.
 The sales person and the prospect interacting with each other constitute a buyer-seller dyad.
 Direct marketing is an emerging form of distribution and promotion that combines
elements of personal selling and advertising.

2.10 Keywords

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.
Direct Marketing: Direct marketing is an emerging form of distribution and promotion that
combines elements of personal selling and advertising. It is an interactive communication. It is
done by mail, telephone or by electronic media to establish direct relationship with customers.
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.
Missionary Selling: The missionary sales person's main job objective is to increase the company's
sales volume by assisting customers with their selling efforts. The missionary sales person is
concerned only incidentally with securing orders, since orders result from his primary public
relations and promotional efforts with customers of the customers.
Team Selling: It is done for large customers and in multinational firms because the intricacies
involved in selling are so extensive that no individual sales person can satisfy them. To serve
these customers known as national a/c or key accounts, companies train a team of service
personnel, each of them has special experience and skills needed for specific account.
Technical Selling: The technical sales person deals primarily with the company's established
accounts and the main objective is to increase their volume of purchase by providing technical
advice and assistance.
Trade Selling: The trade sales person develops and maintains long term relations with a stable
group of customers. For the most part, this is low-key selling, with little or no pressure, and the
job is dull and routine. This selling style applies primarily to products that have well established
markets.
2.11 Review Questions

1. What is meant by personal selling?
2. State the essential elements of personal selling.
3. Describe the situations conducive to personal selling.
4. Describe the different qualities of sales person engaged in personal selling.

5. What are the occupational Qualities of Sales person engaged in personal selling?

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