What are the qualities of good Salesmanship?

Personal selling is one thing and good personal selling is another. The requisites of a good salesmanship are those that enhance its value, status and esteem as not only as an art and science but more so as a profession. There can be at least essentials which are by no means fix as the world of business ever changing in its various colours.

Qualities of Good Salesmanship:

1. It is Free from Exploitation:

Good salesmanship does not believe in exploiting the customers simply because there are opportunities for the same. The basic objective is to generate goodwill or reputation for the selling house and to win the confidence of customers so that the customers trust him, his honesty and integrity. It does not discriminate between ages, sex, caste, creed, status of a customer so far as sales dealings are concerned. That is, to pass on quality goods at reasonable prices and extending all the good services. It is worth noting, here, that one can not fool all the people all the times. In the final analysis, truth prevails. By then, it is too late to rebuild the broken image of the firms.

2. It avoids Bargaining:

So long as uniform and fixed prices are charged, there is hard; any scope for hig-haggling by the customers. However, these prices charged must be low or reasonable. If the prices are unduly high, the customers suspect them and attempt to bargain Under these circumstances, the salesman is to be open-minded and frank enough to establish that the prices charged are not high but uniform and one commensurate with quality standards. In case price concessions are granted, the salesman must spell out the reasons for the same to avoid the likely doubts and suspicion on the part of customers. Salesman never resents his customer habit of bargaining but makes them to realise that it is a wasteful and facilite exercise helping none.

3. It does A way with Pressurising:

Personal selling is basically featured by persuasion. However, persuasion is not pressure or pressurising. It is not compelling the prospect but to impel him. A good salesman or a creative salesman never pressurises the customer to buy his products. He never uses pressure tactics to earn his commission.

Selling against the will of consumer is a crime and offence a psychological and moral black-mailing. Good many decent and shy customers, very often, accept the products from a salesman reluctantly because they feel that they wasted good deal of valuable time of that salesman; rather it is indecent to leave the salesman without a purchase.

A customer who is made to buy the goods under pressure is likely to buy only once and will tell his friends and relatives not to entertain that salesman. Pressure sales are sales for once for all. No repeat sales can be expected. What is more important is that this dissatisfied customer is enough to stop the would be good and loyal customers where company has to lose than to gain. A customer lost is lost for ever along with other interested loyal customers. The heart of good salesmanship is to build long-term partnership or lasting relationship.

4. It believes in “Customer is Always Right”:

A good salesman finds no faults with his customers because, good salesmanship believes in clientele. A good salesman is one who respects his customers and trusts firmly that his customers are always right. Taking a customer as always right implies that he is not criticised by his customer merely for the sake of criticising which he understands thoroughly.

A salesman, by very definition, should know that the customer is trying to analyse the product from his angle and, hence, his comments or criticising may not match those of salesman.

Therefore, an honest and sincere salesman is one who looks at goods and services from the angle of customer, he sells through the eyes and brain of his customer. Therefore, the salesman welcomes every consumer-good-or bad-alike for there is always scope for improvement. For a company and the sales-force, “Consumer is the King” and, therefore, he is always right to keep him happy and gay.

5. It sets a Model for Others:

Selling is a profession but not easy one. It is very demanding. That is, every one is not, suited or end out for selling. Selling calls for hard work, without restriction on working hours, adjusting timings whenever customer is available. It needs keen observation and continuous learning as his environment is always changing—customers profile change, attitudes and habits change, competitive forces change-so also technologies and, therefore products all throwing every thing out of gear that exists. Salesmanship, by very nature, is having its our status, credibility, ad standing.

A good salesman does not come down from the normal standards his noble, challenging, thrilling and paying profession. Instead, he strives hard to set example for others for evaluation. By his good deeds and smooth and clean functioning, he bolsters up the very art of salesmanship in the society so that everyone in society stands benefitted. It is worth-while to note here that every profession has on ethical standards or ‘Code of conduct’ which are not to be insulted or sold out-but to be held high at any rate. That is, like a player, he is to obey i respect the rules and regulations of the game and the referees and umpires.

6. It serves the Customers:

Perhaps the most important feature or the essentials is that of establishing last sales-relationship with the customers that stems firm simmering willingness to provide service. The customers should believe that a salesman cares for them and their welfare.

Successful salesman respects his customers, treats them fairly, honestly, likes them and develops a good working relationship with them like a partnership relation; he provides outstanding service to one and also the service includes wide range of activities such as handling complaints, replacing damaged merchandise, providing them with samples, suggesting personal and business opportunities, advising on their sales-performance improvement and designing recommendations for the future sales. He is not just an order-taker and a real helper than hustler. He acts as a buying agent of customer. He is a problem solver. He solves the customers’ problems and in the process his sells his product or products. In real sense, he does not sell. He makes the customer want to buy. That is, a good salesman fulfils either present or future needs of a customer. He has the art of converting ‘need’ into ‘want’.