Though a salesman is to be both ‘creative’ and ‘competitive’ whose aim is to maximise profits for the owner and maximise the level of consumer satisfaction and delight to the customer depending on the situations under which he is supposed to work. Business situations conditions go on changing and one has to be ‘creative’ and ‘competitive’ as a match. One can not be always a creative salesman nor competitive.
However, one has to clearly distinguish these two approaches in attaining the aims of the organization. Hence, these approaches can be distinguished on’ at least on six grounds.
I. Sales Objective:
‘Creative’ salesmanship is to create new sales by breaking new ideas increasing the existing sales in addition to manufacturing it. In other words, ‘creative’ salesmanship, creates extends and maintains the demand. On the other hand, the basic aim of competitive salesmanship is to increase the sales under the existing conditions. It is not necessarily interested in creating new sales and maintaining the sales generated unless the Situations so warrant. Breaking the new ice is the last resort.
II. Approach to Sales:
A ‘creative’ salesmanship warrants the use of latest ideas which are quite novel and unique which are tried and tested in different and original ways by the salesmen. Creativity is within the salesman that stems from his deep thinking and fertile imagination, b is creating something out of nothing. It is his vision and conviction that make him greatest and latest. On the contrary, competitive salesmanship is a routine type of work of employing usual or existing or traditional tactics that relate to lowering of quality and, here, lowering of prices and granting of incentives such as credit on liberal terms, extra discount and other concessions possible.
III. The Results:
‘Creative’ salesmanship breaks a new ice, educates the customer, wins heir hearts and lays a solid foundation for present and future sales. Though the aim is to increase sales, sales may not increase immediately put the spade work is created for future sure sales. It does the work of customer building or sales building a long-term partnership between the form and the customers-on which one can en-cash at any time. It is invisible weapon that are quick results in course of time. Contrary to this in case of ‘competitive’ salesmanship, there ire quick sales, sales might-increase suddenly at an unexpected rate and very soon the sales down in the long-run. His master might be forced to accept the linkage effects of credit sales namely, bad-debts and collection problems. Thus, it is a temporary partnership.
IV. The option of the start:
Though both ‘creative’ and ‘competitive’ salesmanship aims it increasing sales for his master, a salesman has to be first a creative salesman and then competitive salesman last. The basic requirement is to create the desire, then converting into demand leading to creating the sales and then comes the question of increasing and maintaining •in tempo of turnover.
Thus, a successful salesman will have to commence as a creative salesman, It is creative salesmanship that paves the way for competitive salesmanship. To speak in cricket language of one day matches, it pays to make fast runs in slag overs; this works if a solid starting see re is attained as what is ‘safe’. Where creativity plays its constructive role. The process of demand escalation is such that first it is to be created and then is to be competed away.
V. The Coverage:
The terms ‘creative’ and ‘competitive’ have different degrees coverage. The term ‘creative is more comprehensive than that of ‘competitive’ and cove competitive salesmanship within its fold. On the other hand, ‘Competitive’ salesmanship doe not mean creative salesmanship as it has nothing special about it. In other words, all ‘competitive salesmanship is not ‘creative’ but all ‘creative’ salesmanship is ‘competitive’. That is, ‘creative salesman can be ‘competitive’ salesman, but a ‘competitive’ salesman can not be a ‘creative salesman always.
VI. Relationship Building:
The relationship between a salesperson and a customer rarely ends when a sale has been made. In fact, sales people are finding the building relationships and even partnerships with the customers increasingly important. Future business always can be affected by elements beyond the control of company or its sales-people.
However, one sure way to decrease future uncertainties lies in building solid, progressive relationship with customers Of course, customers are the primary source of revenue for the company. Customers are also worth more in terms of revenues than some sales people recognize.
Successful creating and more than that retaining them is more important. Some companies acquire new customers as rapidly as they lose old one, like trying to fill a bucket with a hole at the bottom of it. It is creative salesmanship that builds long term relationships with customers where the building blocks are trust which in turn is the result of dependability, competence, customer orientation, honesty, likability, achieving consumer satisfaction and delight and finally go on expanding the sales by increasing number of customers and maintaining them at any rate. This is creative part of the work. The competitive part is only a part of creative salesmanship and therefore, long terms satisfied customer cannot be built by competitive force.