The salesman should know about his own self and the sales career he possesses. It is the career which should be improved. Every career has its own merits and demerits.
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The main object of a salesman is to induce the prospect to make a purchase. For this reason, the salesman must have a thorough knowledge about the human psychology. The knowledge of human nature is the best asset for a salesman.
‘Salesmanship’ is the art of winning the hearts of consumers to dispose the firm’s products and services. It is the act of persuasion. It is the ability of a person to persuade the people to buy the goods and services for mutual gain, namely satisfaction to the buyer and profit to the seller.
A thorough knowledge of the product helps the salesman to increase sales, obtain larger orders and render better services to the customers. Up-to-date knowledge of the existing products as well as the new products is essential for the salesman to sell efficiently in competitive situations.
Securing action means gaining an order. The outcome of first four stages should be in the actual purchase of the product. The customer must be induced to buy the product or place on order.
Elderly customers generally are experienced in buying goods and they do not like to be advised by others. They feel if they are called ‘old. It is better to address them as ‘elderly’. They are serious and very careful in money matters.
Women are one of the difficult types of customer. They are regarded as home ministers of the family, and most of the purchases are made by them. The latest statistics reveal that it is women who control 75% of the family purchases.
Some salesman are born with certain qualities like they are gifted with certain talent. The nature of one’ this personality depends to a great extent on the heredity and environment.
In any case, a real salesman is never insulted by a refusal. He knows and believes that a customer has every right to say ‘no’, the same way as the salesman himself has when he is a customer.
Normally, a salesman has the difficulty of meeting his prospects who are strangers like business executives who are either not interested in his products or they are so busy that they cannot afford to spare time on his visit.