BBA V Sales and Marketing unit 1 topic 2
Skills in Selling and their training
Salesmen sell a company's products and services to the customers including individuals, businesses and government organizations. While approaching potential customers with the aim of winning new business; salesmen must have certain skills; and if they lack those skills there arises a need for sales training programme. Asales training programmeteaches salesmen how to sell company's products and it must be imparted to a salesperson before sending in the field. It should also focus on increasing the motivation and morale of sales person. A salesman requires following skills to be successful in his job
1. People skills
Traditional selling techniques are changing fastnow a days.Personal grooming and etiquette are the prerequisite for good salesmanship. Since first impression is very important, a sales person should have a pleasing personality. He should be good at hard skills, i.e. talking and presentation, as well as soft skills of listening with concern. By listening patiently to the customer requirements he may present the product or service favourably in a professional way. This is useful in giving satisfactory answers to the objections and questions of the prospects and making them buy that product.
2. Communication skills
The key tobuilding relationship is being responsive to customer's needs. To do that the salesperson needs to be a good communicator. He should have abilities to communicate and convince the prospects. He should be skillful enough to ask questions that uncover problems and needs of the prospects and then should make response to persuade theminto buying.
3. Company information
In selling goods and services the salesman requires knowledge about the company, its products and services to be able to discuss confidently with his present and prospective buyers. (a) He should be familiar with various product assortments, the number of variants in each product line, their physical characteristics and sizes, particular features, advantages and benefits. (b) He should know the operations and applications of the products along with the level of quality control to convince his buyers how his company's product quality and service is better in comparison to his competitors. (c) Knowledge of pricing policy, cash discounts and credit policies, to negotiate and close the transaction. (d) Knowledge of exchange policy, transportation charges or free shipping facility. (e) Knowledge about the provisions for customer service. It can be pre-sales service, during-sales or post-sales service, depending on the type of product or service offered. He should also be very clear about the warranty or guarantee policy decided by the company.
4. Market information
Knowledge about both urban and rural markets is very essential for a successful salesman. He should explore different market segments, existing and prospective buyers, their needs and preferences, their purchasing power as well as their buying behavior while prospecting them for sales.
5. Information and technology skills
The Internet has created a selling revolution by putting total purchasing and decision making authority in the hands of prospective buyers. If one company's website does not have what prospects want, another company's website may meet the needs of modern tech savvy customers. Today‟s sales force is no longer required to find prospects for products and services rather prospects search sellers online. Since website has become the first presentation it is essential that salespeople today must be fully integrated into web marketing. Good salespeople must know how to identify and connect with prospects from the Internet leads.To beat the competitors‟ modern salesmen should learn the basics of Web marketing.
6. Self management skills
A salesman has to take up so many tasks like gathering market information and customer information; feeding future buying trends back to company, preparing reports, attending team meetings; representing company at trade exhibitions, events and demonstrations etc. He also has to follow general selling practices like taking up number of sales calls per day; handling payments made by customers etc. He requires self management skills to perform his tasks efficiently and to develop confidence.