Page 15 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 1: Introduction to Sales Management

Service selling also includes sales of newer or enhanced versions of products offered by the Notes
company, salespersons still need to convince them regarding new product being offered.

1.4.2 Developmental Selling

Developmental selling aims at converting prospects into customers. It attempts to create
customers out of people who may not, view the company products favourably, be unaware of
the company’s products, or are resistant to changing their present source of supply. It is relatively
tougher than service selling. It requires a lot of convincing before a customer finally agrees to
buy the product.

Example: Continuing with the above given scenario: The second team at ABC Bank is
assigned the southern region of the city. They decide to contact customers who don’t have any
past experiences with the bank and are banking with other competing banks. The team is faced
with the task of convincing prospective customers about the value for money of their product.
One prospective customer, Shweta Sharma shows some inclination towards the deal. Shyam, the
Group Leader, attempts to convince Shweta by conducting a detailed presentation about the
bank’s history, its services, its reputation in the market, the benefits of the account, happy
experiences of the existing customers etc. and then following up rigorously. Shyam’s efforts
finally pay off and he makes a successful sale.
So the diverse nature of the situation is quite evident from the scenario. One developmental
selling requires much more convincing and creativity on the part of the salesperson.

Task Meet two salespersons from different fields and ask them what challenges
they face in their job. Do they face similar challenges? Do they face any
field specific challenges?

1.5 AIDAS Theory of Selling

Figure 1.1: AIDAS Model

a awareness

I interest

d action

a desire

Satisfaction

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