Table of Contents
Introduction about Salesmanship / Salesman
The ‘art of salesmanship‘ is determined by the salesperson’s personality and abilities.
A well-dressed individual with ‘knowledge’ i.e., Knowledge of salesman: product/service knowledge, business information, competition knowledge, customer understanding, sales-related marketing policies, and selling tactics expertise are all prerequisites for salesmanship.
Without product expertise, a salesperson is like a body without a soul.
Of course, salespeople should ‘dress to impress,’ because a good personality is the foundation of every sale; nevertheless, excellent knowledge of the industry/firm, product/services, and the consumer group to be targeted aids the salesperson in dealing with the customer satisfactorily.
There is no doubting that salespeople are created rather than born.
Salespeople can get this knowledge via product brochures or manuals, sales training programs, or on-the-job training at their organization.
It is critical for salespeople to be aware of all facts pertaining to the product/service, its quality, marketing policies, pricing and credit policies of the company, warranty or guarantee policy, as well as knowledge of the company’s customers and markets because a lack of knowledge can reduce a salesperson’s self-confidence and enthusiasm, resulting in lower sales.
Acquiring information is advantageous to the salesperson since it aids him in the following ways:
- Salespeople’s self-confidence is increased: Salespeople acquire confidence and skill in dealing with prospects as a result of their understanding of the product and how to apply it to the customer’s demands.
- Customer satisfaction: Prospects want salespeople to have strong and dependable expertise to aid them in improving product operations. He can instruct them on how to utilize the product and what precautions they need to take while doing so. The sales presentation becomes more acceptable when a prospective consumer thinks the salesman is compelling enough.
- Increased sales by providing better services to prospects: A happy client places repeat orders and refers others.
- Gaining an advantage over competitors: He can demonstrate the superiority of his own product by having sufficient information about other firms and their goods.
The sturdy foundation of a huge structure is sometimes equated to knowledge about the industry and the firm; it may not be visible, but it is critical for successful salesmanship.
Successful salespeople are well-versed in their industry, their company, and product features, and they know how to transform these attributes into benefits for their clients.
To collect this knowledge, salespeople might turn to both traditional and unconventional sources.
KNOWLEDGE OF INDUSTRY
A group of manufacturers or firms that provide comparable goods or services is referred to as an industry.
Workers in the textile sector, for example, develop, manufacture, and sell cloth. Firms that manufacture various types of clothing are regarded in the readymade garment sector.
The tourist industry monitors all areas of tourism’s commercial features, whereas the automotive business manufactures automobiles and auto parts.
The salesperson should gather information on the following aspects of the sector.
a) Industry history knowledge– To build the background of his sales presentation, the salesperson needs to know data about industry history, its numerous growth phases, and the current stage.
b) Knowledge of other industry market players– He must obtain accurate information on the number of businesses in the industry and their market share in order to assess his own company’s position.
From numerous trade periodicals, ASSOCHAM and NASSCOM papers, private research studies, and retail surveys, the salesman can get knowledge about rivals and other industry updates.
These magazines provide material on a regular basis to keep industry members up to date on current advancements in their disciplines.
c) Knowledge of rival firms’ products– Because buyers typically compare several products before purchasing one, the salesman should be aware of the positive and negative features of all available products/services from rival firms in the market before launching a sales effort for his own product/service.
For example, before introducing its products in several areas, ‘Patanjali’ conducted market research on the product lines of ‘Dabur’ and ‘Hamdard’ as well as their market position.
d) Knowledge of the market leader’s pricing strategy—This knowledge aids the business in determining the price of its own product in order to remain competitive and get a greater market share.
In his sales presentation, the salesman might mention the same/lower pricing of his own product.
e) Understanding of the firm’s promotional strategy—In order to attract public attention in competitive selling, the manner of publicity and propaganda must be unique and original.
The salesperson should be knowledgeable of the various gift or reward point programs given by his organization as well as other businesses in the industry.
The salesman can get this information from his own company’s website as well as other firms’ websites, which include thorough information about their product range, quality standards, price, and distribution channels, among other things. Similarly, these websites provide him with information on rivals’ items, as well as their strengths and flaws, allowing him to plan his own marketing approach.
KNOWLEDGE OF COMPANY
The contemporary salesperson offers not just the goods, but also the company’s reputation and dependability.
As a representative of his firm, the salesperson must be well-versed in the company’s history, goal, and vision, as well as his employer, the board of directors, and corporate rules.
a) Knowledge of his company’s main personalities—Because no company is as large as its employees, the salesperson should learn about his employer and the major figures in his company.
He has to know who the company’s president, vice president, treasurer, secretary, and general manager are.
What are the roles, responsibilities, and authorities of the members of the board of directors? It may come in handy when he’s giving a sales presentation and has to respond to a variety of questions.
This information may be gleaned through the company’s publications, as well as the company’s orientation and training programs.
b) Understanding of business policies should have a thorough understanding of his organization’s purpose, vision, distribution, and sales promotion rules.
This is necessary in order to instill confidence in the salesperson. It also allows him to better align his selling efforts with the needs of the circumstance, allowing him to better serve his consumers and organization.
For example, the brand name, corporate reputation, ability of designers, and integrity of the firm’s leaders all contribute to the prospect’s trust in a specific automobile, since these attributes provide some guarantee of the car’s continuous service.
c) Understanding of the company’s product line—This knowledge can be gleaned through product documentation such as brochures and manuals.
The short booklet known as a brochure is frequently used to introduce a firm and enlighten a target audience about its products or services and can give useful information to salespeople.
A manual, on the other hand, gives thorough instructions on how to operate and maintain a product. This knowledge can also be obtained through business training programs.
d) Understanding of the company’s pricing and sales promotion policies – The salesperson should be knowledgeable of the list price and net price (list price less discounts) of various product models supplied by the company.
He should be able to explain discounts and credit policies to consumers for their advantage and assist them in making purchasing decisions.
Again, product brochures and updated documentation may be used to get this information.
e) Understanding of the company’s distribution policy– If clients inquire about the company’s outlets, transportation charges, or free shipping service, the salesman can only respond adequately if he is well-versed.
f) Understanding of the company’s manufacturing process– A salesman’s visit to the manufacturing department gives him firsthand knowledge of the product ingredients and manufacturing process of the commodity being sold by the company.
This aids salespeople in presenting the organization as “environmentally friendly.” He can provide a persuasive presentation to the prospects and convince them to choose him above other companies.
KNOWLEDGE OF PRODUCTS/ SERVICES
For the salesperson to be able to explain the company’s products and services effectively and convincingly to his current and prospective customers, he must have a thorough understanding of the company’s products and services. Customers want goods and services to meet their current and future needs. Consumer goods and capital goods are the two primary categories of products.
Consumer Goods are items that are directly consumed by the consumer, such as bread, biscuits, butter, jam, rice, fish, eggs, shoes, shirts, fans, books, pens, cooking gas, and so on; whereas Capital Goods are items that are not intended for further production, such as fertilizers, tools, machines, and raw materials. Consumer goods and products are further divided into four categories:
a) Convenience products
b) Shopping products
c) Specialty products
d) Unsought products
a) Convenience products: A convenience product is a consumer good or service that people buy regularly, quickly, and without much thought or effort, such as laundry detergents, fast food, sweets, and magazines.
These sorts of consumer items are often low-cost and distributed among a large number of sites to ensure that they are easily available when consumers want or desire them.
b) Shopping products: In the process of selecting and purchasing consumer goods, the client generally compares aspects such as quality, price, and style. Gathering information and evaluating options takes significantly more time and effort on the part of the customer.
These are items such as furniture, clothing, secondhand automobiles, and airline services, among others. In reality, the corporation often has fewer outlets for these items but gives greater sales support to assist buyers in the comparative process.
c) Specialty products: Specialty products are consumer products and services with unique characteristics or brand identification for which a significant group of consumers is willing to make an extra effort to purchase; for example, automobiles, professional and high-priced photographic equipment, designer clothing, and so on.
Buyers may make a particular effort and visit specialized showrooms in order to purchase one. In this case, the salesperson’s ability and knowledge are critical in persuading the buyer.
d) Unsought products: Unsought items are ones that a buyer either is unaware of or is aware of but would not consider purchasing under normal circumstances.
Consumers do not generally consider these sorts of consumer items, at least not until they are in need of them. Most new ideas go unnoticed until they are discovered by customers.
These forms of consumer products include life insurance policies and investment programs, to name a few.
Unwanted items, by their very nature, need far more promotion, selling, and marketing efforts than other sorts of consumer goods; Services – Businesses create and market a variety of services.
Individual consumers and households may be offered Personal services such as healthcare, travel, entertainment, amusement, repairs, maintenance, life insurance, and so on.
Similarly, business services such as advertising, market research, consulting, insurance, and so on are also promoted as products by companies.
Because of their own inexperience, customers expect a salesman to provide detailed information and assistance while acquiring a firm’s products/services.
A successful sale may be closed by an enthusiastic sales personnel who is passionate about its products/services and ready to discuss the benefits with the buyer.
a) Product knowledge: He should know all there is to know about the product so that he can appropriately answer clients’ inquiries during the sales process.
In the case of new products, the customer is particularly reliant on the salesperson.
The salesperson should be knowledgeable about a variety of product lines, the number of variants in each line, as well as their physical attributes and sizes.
It is also necessary for him to have some understanding of the materials used and production techniques in order to persuade consumers of the product’s quality.
Consumers are becoming more mindful about edible organic items, for example. Before buying it, they double-check the contents and read the labels for any discrepancies.
b) Price knowledge: He should be knowledgeable of discounts and credit rules in order to negotiate and complete the purchase.
Customers typically want to know the list price as well as the net pricing (list price minus discounts).
They frequently inquire about delivery costs or the availability of free shipment.
c) Promotional scheme knowledge: The salesman should be able to explain buying incentives, which are monetary reductions granted to consumers based on a specific volume of business.
He should also be able to explain how the reward points system works and when they may be redeemed (generally, in the next purchase).
d) Knowledge of payment methods and product availability: Whether the product is in stock or will be delivered later, the salesperson should be able to inform clients.
In addition, he must be able to adequately convey payment conditions and the company’s credit policy in order to ensure prompt payment of bills levied on them.
He should be ready to clarify whether the goods are available for immediate purchase, straight credit, or EMI.
e) Product operations and applications knowledge: The salesman should be knowledgeable about the product’s operations and applications.
He may be able to assist purchasers by providing demonstrations of how things work and how to maintain them.
In this manner, he may demonstrate the product’s degree of quality control and persuade his customers that his product quality and service are superior to those of his competitors.
For example, to persuade a customer of industrial items such as machinery, pumps, motors, or engines, the salesperson must have technical understanding.
f) Understanding of customer service provisions: whether pre-sales, during-sales, or after-sales, depending on the type of product or service supplied.
He has to be absolutely clear about the company’s warranty or guarantee policy. He should be familiar with the sales channels used to market the product.
g) Knowledge of new product models due to be released in the near future: The salesman should have a good understanding of new product models due to be released in the near future, as well as their special characteristics.
Product knowledge is an important sales talent since it may make the sales process go smoothly.
In special training courses offered by the organization, the salesman might be instructed on product characteristics and other requirements.
He should be informed about things on a regular basis. This aids the salesperson in convincingly explaining benefits to potential customers.
In the following approach, the client may be given considerable information during the transaction.
KNOWLEDGE OF CUSTOMERS
A salesperson’s primary priorities are acquiring and maintaining clients, and it is critical to obtain information on them in order to do so.
A salesperson’s performance is determined by the number of loyal customers who purchase the product on a regular basis.
To figure out what triggers a buyer’s instinct, you’ll need to learn more about them. The salesperson must have a good understanding of current and potential buyers, as well as their wants and preferences.
Knowledge of their purchasing habits aids salespeople in finding new clients while keeping existing consumers loyal to the brand.
He should make an effort to comprehend the nature, habits, and motivations of his consumers.
He should be able to identify the needs of consumers and deal with clients of all types in a professional manner.
Because each client is different, there is no single customer approach. To deal with each of them, the salesman needs a distinct technique.
He has to do some research on various sorts of customers. Consumers are divided into three groups:
a) Industrial Consumers: An industrial consumer is an entity that buys things with the intention of using them in the course of running a business.
They can be used as intermediary items in a variety of industries.
This group includes customers in the agricultural business who buy heavy farm equipment or machinery to run commercial farming operations.
b) Institutional customers: An ‘Institutional Consumer’ purchases facilities or services related to transportation, hotels, hospitals, banks, insurance firms, financial services, or other packaged commodities straight from the manufacturer or wholesaler for use by the institution.
It usually buys in quantity and has more negotiating power. They also want product personalization, such as soap and shampoo for hotels, which are ordered in tiny sizes and packages.
c) Individual Consumers: Individual consumers are people who buy things for themselves or their families.
During the selling process, a salesperson will face five different sorts of sales-oriented consumers.
1. Potential customer: A potential customer is someone who enters the sales funnel but has not yet become a client.
He has expressed interest in the goods by filling out a contact form, taking a 15-question survey, or browsing the website; nonetheless, he needs nurturing and warming up before making a purchasing choice.
The salesperson must offer him his whole attention in order to turn him into a purchase.
He should make it clear to the potential consumer that he or she may seek assistance or counsel at any moment.
Even if the consumer does not require it right away, the offer will be appreciated.
2. New customer: A new customer is someone who has recently purchased something. He’s still figuring out how to utilize it.
A salesperson can assist him and demonstrate how to utilize it. To help the adoption process go smoothly, he might leave a contact option available.
3. Impulsive Consumer: This is the sort of customer who, given the appropriate circumstances, may make a purchase choice in an instant.
To close a sale, the salesman must respond quickly, succinctly, and satisfactorily to the customer’s questions.
4. Discount customer: This is a consumer that recognizes the worth of a product but will not pay full price for it.
He’s generally asking for further details on the specific terms of the deal or discount being given.
To minimize any uncertainty, the salesman might assist him by clarifying all of the relevant aspects of the purchase.
He should assist him in applying a coupon or inputting a discount code.
The salesperson must offer value to the deal, which may cause him to reconsider transferring to another firm.
5. Loyal consumer: This is a pleased customer who returns time and time again to make a purchase.
He acts as a brand ambassador, spreading the word about the company.
He tells his friends and family about the product, resulting in a steady stream of new clients for the company.
These sorts of consumers should be noted by the salesperson, who should endeavor to mimic their experience.
They may be made more enticing to potential consumers by including them in case studies.
From the company’s sales data, the salesman may obtain a good indication of who the current purchasers are.
To find new consumers, he can look into different market categories, learn about their psychology and wants, and devise a plan to turn prospects into purchasers.
Customer knowledge assists both the salesperson and the company in a variety of ways.
It provides the salesperson with knowledge of various market segments: Market segmentation divides clients into smaller groups based on certain characteristics.
While selling, the salesperson may communicate effectively by preparing target-specific, relevant marketing messages for each group.
Some clients, for example, may prefer a direct strategy such as personal contact or telephone marketing, whilst others may prefer a local advertising campaign.
Targeting and recognizing new prospects has never been easier: A salesperson’s performance is determined by the number of loyal customers who purchase the product on a regular basis.
When it comes to starting a new business, it’s critical to determine whether the items or services have a market.
He must determine the kind of individuals who would be excellent clients for his goods. The knowledge of customers aids in the targeting and identification of new prospects.
The objective is to develop an image of a person who represents the sort of customer the salesperson is targeting.
He will have extremely distinct requirements, goals, beliefs, and opinions if he picks two quite different sorts of prospects.
And depending on the marketing strategy he employs, people will react in a variety of ways.
For example, while selling vehicles to the “Male” sector, the salesperson will look at the customers’ discretionary income, their employment, and position, whether they are retired or semi-retired, and if they reside in cities or rural areas.
The characteristics under observation for the ‘Females’ section will include whether they live in cities or rural regions, whether they work or not, their degree of discretionary money, and their ambitions to live life to the fullest.
It signals a customer’s willingness to buy: In selling, what matters are the distinctions that truly affect buying behavior, not just the variations on the surface.
The purchasing capability of each individual is what drives them to buy. This also aids in the pricing of the goods or services.
It aids the company in customizing products/services based on consumer preferences: Customer groups are diverse in terms of gender and age, as are their 17 product preferences.
Young customers like contemporary technical gizmos, which are not the same as the things that senior purchasers choose.
Assists in optimizing cross-selling and up-selling possibilities: Salespeople may increase cross-selling and up-selling chances by better knowing what customers are buying.
Upselling is the technique of urging consumers to buy a higher-end product that is equivalent to the one in issue, whereas cross-selling is the activity of getting customers to buy related or complementary things.
Excellent customer service: Knowing what consumers buy, why they buy it again, and what issues they have while using it provides fair feedback for improving customer service and retaining customers.
Because the success of a firm is determined by the quantity of sales, salespeople must be well-versed in the company, its products, and its customers.
If no one is willing to buy the goods or services, the main purpose of creating them is undermined.
As a result, “selling skills” and “knowledge” are critical for salespeople in order for products and services to be sold and for a firm to exist.
Retail Salesperson
A retail salesman is a person who works for a retail business, such as a store or shop, and whose main duty is to connect with consumers and help them make purchases.
Retail salespeople often work as front-line staff that interact with customers directly, responding to their inquiries, presenting product details, making recommendations, and arranging the transaction.
A retail salesperson’s major responsibilities include assisting customers in finding items, outlining the characteristics and advantages of products, processing transactions at the cash register, managing returns and exchanges, and making sure the shopping atmosphere is friendly and well-maintained.
By offering top-notch customer service, they frequently play a significant part in fostering a happy retail environment and fostering consumer loyalty.
Retail salespeople can find employment in a variety of retail settings, such as apparel stores, electronics shops, grocery stores, department stores, specialized shops, and more.
They must be knowledgeable about the goods or services they are selling, have strong communication skills, and be able to achieve or surpass sales goals while maintaining client satisfaction.
Retail Salesperson Job Description / Responsibilities
A vital front-line worker at a retail store or shop is a retail salesperson, also known as a retail sales associate or retail sales representative.
Their main responsibility is to help consumers with their shopping requirements and provide a satisfying shopping experience.
The following are the principal obligations and tasks of a retail salesperson:
Greeting clients as they enter the store, giving assistance in locating items, or responding to inquiries.
1.Product Knowledge: A thorough grasp of the characteristics, advantages, costs, and availability of the goods and services offered in the store.
2. Recommending items to clients based on their requirements, preferences, and financial capabilities. When applicable, cross-sell and upsell relevant accessories or goods.
3. Inventory management involves keeping an eye on and replenishing stock on racks or shelves in stores to make sure customers can easily access things.
4. Point-of-Sale Transactions: Handling payments, giving out receipts, and changing money while processing consumer transactions using cash registers or point-of-sale (POS) systems.
5. Assisting consumers with returns, exchanges, or refunds in accordance with the policies and procedures of the retailer.
6. Visual merchandising: Ensuring that merchandise is presented in an appealing manner, shelves are arranged, and promotional materials are set up in accordance with store management’s instructions.
7. Loss Prevention: Watching for theft or unusual activity and adhering to loss prevention procedures to reduce shrinkage.
8. Customer service: Delivering top-notch customer service by politely and helpfully responding to client complaints, questions, or challenges.
9. Knowing the store’s return, exchange, and refund procedures, as well as any ongoing specials or discounts, is important.
10. Store Organization: Contributing to the upkeep of the store’s organization and cleanliness, including cleaning up the displays and making sure the sales floor is presentable.
11. Participating in routine inventory counts and helping with product replenishment or reordering as needed are examples of inventory checks.
12. Understanding daily, weekly, or monthly sales objectives and putting in effort to meet or surpass them.
13. Promotions and upselling: Making customers aware of ongoing sales events, loyalty programs, or promotions and enticing them to take part.
14. Handling cash: Accurately and securely handling cash, credit card transactions, and other payment methods.
15. Procedures for Opening and Closing: Carrying out opening and closing tasks including unlocking and locking the business, setting alarms, and safeguarding cash registers.
16. Adherence to shop Policies: Complying with dress code, attendance, and punctuality rules set out by the shop.
17. Training and Development: Attending training courses and maintaining current sales strategies and product knowledge.
18. Teamwork: Providing exceptional customer service and achieving shared objectives while cooperating with other store employees and sales representatives.
19. Safety: Ensuring that clients can shop in a secure atmosphere and informing management of any safety risks or occurrences.
Retail salespeople are essential to the success of a retail firm because they help clients have a satisfying shopping experience.
The reputation of the shop and sales results can be strongly impacted by their interactions with consumers.
Other Related Topics
- Sales Presentation
- Sales Forecasting
- Sales Quota
- Sales Management
- Sales Territories
- Salesman – Types & Functions
- Buying Motives – Types & Stages
- Market Research
- What is Salesmanship? – Full Concept
- To Sell Is Human: Review & Summary – Quick Read
- The Psychology of Selling – Quick Read
- Book Insights & Review: “How to Win Friends and Influence People”
- World Most Selling Salesmanship Books| You Must Buy
- The Most Essential Knowledge for a Salesman
- Personal Selling: Full Concept In Detail
- The Essential Qualities & Skills for a Successful Salesman
