Page 17 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 1: Introduction to Sales Management

1. It would be interesting for us to understand that even after going through the three stages Notes
of attention, interest and desire, the prospect may still have some doubt or some inertia
which will stop him from taking the final decision of actually buying the product.
2. Hence, it becomes an important task for the salesperson to help his prospect in taking the
final decision.

Example: At times, we ourselves have also experienced that inertia, as a prospect. You
might have liked the benefits offered by a Platinum Card of HDFC Bank as briefed to you
during a sales presentation. The salesperson might have handled all of your objections quite
satisfactorily. It is now up to you to take the final decision of buying the card. But we keep on
thinking whether to go for the same or not. Try to recollect all the points put across by the
salesperson. You may even consult your spouse or parents. Thus, you delay the purchase.
As we may observe, the salesperson tries to push us into a situation to take a decision. He offers
us many incentives to take instant action. He should exercise all his skills and creativity to close
the sale as soon as possible. This is what is expected of a salesperson in this stage.

Satisfaction

Once the prospect has placed an order, the salesperson ensures that the prospect carries the
impression of having taken the right decision. He should always thank the prospect and even go
to the extent of saying, “I appreciate your choice sir, you have taken an excellent decision”.
1. The salesperson should also ensure that the delivery of the service takes place within the
time frame and all other promises are kept, regarding freebies, discounts, etc.
2. Moreover, the salesperson should try to keep in touch with his prospect and should keep
enquiring about the experience of the customer with the service.

1.6 Selling Process

Successful selling calls for an integrated approach devised from the experience of the sales
personnel. The approach comprises of series of steps.

Figure 1.2: Selling Process

Prospecting

Pre-approach

Approach
Presentation and Demonstration

Handling Objections

Closing

Follow-up

Each of these steps is further described in brief.

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