Page 38 - DMGT205_SALES_MANAGEMENT

Sales Management

Notes of this source over the directories is that the mailing lists are often more current and more
selective than directories.

Trade Shows, Exhibitions, etc.

More and more companies have started participating in trade shows, exhibitions, etc., since not
only can they advertise and promote or sell their product but can also gain valuable market
information about customers and prospective buyers. Thus, information from such trade shows
and exhibitions can act as a good source of identifying prospects.

Did u know? Personal selling is the most expensive form of advertising and to be effective
one should use a step by step process to gain the most benefit. Personal selling can adjust
the manner in which facts are communicated and can consider factors such as culture and
behaviour in the approach.

Self Assessment

Fill in the blanks:

1. .................... is all about locating a potential buyer, making an effective sales pitch and
getting the order.
2. Pre approach is based on the principle of the marketing concept that stresses .................... .

3. The .................... should incorporate the information about the customer while planning
for the presentation.
4. The current satisfied customers act as one of the best source of .................... customers.

5. Demonstration forms the core of the .................... process.
6. Prospects usually show resistance against buying products by pointing out real or
.................... hurdles and by voicing objections.

Qualifying the Prospects

An excellent sales presentation will fail when it is delivered to a person or a company that has
no real need for the product or the service, cannot afford to buy it, or is very satisfied with its
present long term supplier.
Thus, for a successful sales presentation the following things regarding the prospect should be
kept in mind:
1. He has clear and well defined need for the product or service
2. He has adequate financial resources to pay for it

3. He is in a position to buy large enough a quantity to result in a profitable sale
4. He has the authority to make a decision.
These factors which one has to consider in order to qualify a prospect can be summarised in the
acronym MAN, i.e.:
Money: The ability to pay for a product or service
Authority: The authority to make a commitment on his own

Need: The need for the product or service exists.

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