It is said that selling makes the World go around .For it is somebody who sold some thing to someone else who in turn sold it to us .Let us consider the case of food products .The fertilizer company sells urea to the farmer who sells his produce to the food processing firm like Pepsi or Britannia; who after processing the agricultural produce , sells it to the wholesaler who in turn sells to the retailers and they sell the same to us .Had it not been for the salesperson, the standard of living of an average person would have been much lower. Democracies would never have survived and many ideas and causes would never have succeeded .Selling is crucial to economic growth, political systems and an individual’s and family ‘s life-styles .It is so fundamental that every time we try to convince others, we sell. In such cases we sell ideas. Politicians sells ideologies .Research scientists sell researchers Any time we
Advocate an idea, a cause or a product , we sell. Despite its significance it’s pathetic to see how little we know of selling and also the quality of salesmanship exhibited .Each one of us have had both poor and good experiences with salespeople which has helped to either reinforce or demolish the stereotype image of salesperson—“conman”, “selfish”, “order taker”, etc.
In today’s world marked by complex technologies, and multiple choices—both product and sales and service outlets—the customer is increasingly becoming dependent on the salesperson The customer is wanting an answer to the question ”Why you” and “Why not your competitors product ”.The customer want to be sure that he or she is getting value for his or her money. And finally wants to be reassured that whenever service is required , the sale person will be there .In other words, it’s the salesperson who provides competitive product information to the customer, helps the latter to apply the product to his or her situation and also reassure the customer on prices and service .Its through these activities that the salesperson provides a competitive advantage to the firm or enterprise.
Many a time salespersons have a hard time explaining why the customer should pay a higher price for a product which is available at a lower price elsewhere .Most of them hate to answer this objection and always put pressure on the management to lower its product prices ,which is not acceptable to the latter. Rarely do these salespeople realize that a product is bought not just on the basis of price but on the basis of other variables also This is the difference between an order taker and a problem solving salesperson .The latter looks at the customers objection as problems needing solutions and hence attempt at generating alternatives to resolve them .It is a problem solving and a consultative style of selling that wins the day.
To get a proper understanding of these styles, let us now turn to the personality and motivation profile of an effective salesperson. 29th September 2005 From India, Gurgaon