Page 292 - DMGT408DMGT203_Marketing Management

Unit 12: Sales Management

service, delivery, payment terms etc. The salesperson should be able to negotiate and work out Notes
a final settlement to which both buyer and seller are willing to agree to its terms and conditions.
It is a win-win situation for both the parties when negotiations are concluded successfully.

Follow Up

Post-purchase follow up is very important in building customer confidence and long-term
relationship with the company. The salesperson contacts customer to learn if there are any problems
and answers any questions that the customer does. He also contacts customers regularly to ascertain
that they are happy with their purchase and offered services. Relationship selling not just focuses
on selling the product but to understand changing customer needs, and solving their problems.
All the company departments must understand the value of customer and provide appropriate
backup to sales people to strengthen this relationship. As long as both the customer and the seller
are successful in achieving their goals, the relationship continues to prosper.

Self Assessment

Fill in the Blanks:

14. During the …………………… stage of selling, the salesman tries to gather information
about the potential customer.
15. During …………………… stage the salesperson describes product/service features, their
advantages, benefits, and the total value prospect gains from making the purchase.
16. …………………… is the sum total of all the sales presentation steps.

Caselet Nature’s Essence Banks on Personal Selling

hen everybody is jumping onto the retail bandwagon, Delhi-based Nature’s
Essence, makers of personal care products, hopes to take on the biggies through
Wwhat it believes is its strength – direct selling and personal reach.
It looks to cash in on the “beauty wave” that is spreading across the country, thanks to the
mushrooming of salons in every nook and corner.
The 10-year-old company sells its range of value-for-money aromatherapy and herbal
products, and other cosmetics for skin, hair and body care through 600 distributors, across
10,000 salons and an equal number of retail outlets (both kirana and organised stores).
Around 60 per cent of Nature Essence’s revenue (` 30 crore) comes from salons, the
company’s biggest catchments area.
Says Mr Saurabh Nanda, Executive Director: “We have always believed in direct interface
with salons to educate and create awareness about our products and concepts. Our strength
is technical education and personal reach. We hope to take the salon count to 30,000 by the
end of the financial year, especially in the B and C cities, and rural areas, which offer huge
potential.
“The margins in the salon are higher than that in retail. Of course, retail too is catching up.
We have been in retail only for the last two years and we hope to take the retail store count
to 20,000 by the year-end.”
Contd...

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