BBA V Sales and Marketing unit 1 topic 3
Role of Sales person
It is generally debated whether a good salesman can make a good sales manager or whether a sales manager should sell. The traditional thought emphasized that field sales manager should basically be a high class salesman. However modern thinking views that selling and managing are two different types of jobs and the more a person becomes a salesman the less he is a good manager. In reality we find that in small organizations even the branch manager is basically a salesman. As the size of the organization grows and more specialization is introduced, the distinction between actual selling job and the managing job gets clearer. Whereas many sales managers are involved in both selling and managing activities; so the question again arises how much of selling activity should be done by the sales manager. It all depends on the type of organization, the type of product and other considerations to determine the roles and responsibilities of sales personnel. In general he is expected to perform as
1. Revenue generator for the firm
Sales people occupy the unique role of revenue producer in their firm and try to increase sales volume to contribute company's profitability. The financial results of an organization depend on the performance of its sales management. Just like management,sales persons also have the pressure of "meeting and beating targets" set for their company. They are constantly reminded of their responsibility to improve profitability by increasing sales and revenue.
2. Consultant to customer
Salesperson is in fact a link between the firm and the buyers. His objective is not to fool the customers but to gain their confidence, convince them about the product or service and its superiority over competitors. A salesman serves the employer and his customers as well, so takes care of interests of both the parties by his objection handling and problem solving skills. He listens to the customer, identifies his need, offers alternative solutions, evaluates alternative solutions and continues selling until the buyer takes purchase decision. Buyers also value the information furnished by salesmen who help them in consultative manner.
3. Image builder
Salesman has the crucial role of building the image or status or good will of company. It is done by building the company's product image, service image, managerial philosophy, management objectives and policies. He is to establish that how his company is different from others and why it is worth appreciating as the best of all others in the market. He is to sell company's idea, vision, goals, objectives, policies, strategies that go in keeping prospects satisfied and delighted so that they demonstrate others that it is worth to do business with this organization than others. The greatest thing in business is credibility, status and the image of sales organization.
4. Relationship builder
The role of salesmen in building successful buyer- seller relationship and maintaining it, is very crucial. Each time a transaction takes place between a buyer and seller, the buyer and seller develop a relationship. Some relationship may be short term transactions taking place only for once, which are called 'market exchange', e.g. purchase of durable furniture or a musical instrument. But other business relationship may involve many transactions and may last for many years, as in case of purchases by business houses or Government organizations. These are called 'functional relationship'. Open and honest communication builds trust between a buyer and seller to enter in transaction for mutual gain. Thus salesmen help in developing long term business relationships for the benefits of both the parties.
Responsibilities of Sales person
Following are the main responsibilities of sales personnel
1. To call on customers: The foremost duty of every salesman, in general, is to call on existing customers or a new customer. Calling on customer is keeping regular touch with existing customers which is also called as 'keeping accounts alive'. It also means opening 'new accounts' or creating new customers in sales territory. It is the responsibility of a salesman to learn the art of converting a prospect into a customer. These calls are made either at the office of the customer or house of a customer or any other suitable place agreed by them. This helps in increasing customer base, sales and profitability of the company.
2. To maintain and extend sales territory: A sales territory is a geographical area consisting of number of prospects and customers. A salesman has to work in sales territory where he keeps the existing customers and creates newcustomers by his skill of persuasion. He is responsible for converting suspects to prospects by clearing all fears and doubts and then converting that prospect into a customer in his territory. A territory may be a city area, district area, or a division area or even a state. As a representative of manufacturing company, or wholesaleror retailer he moves from city to district, district to division or state, to extend his sales territory.
3. To increase sales: A company generallydoes not deal in a single product, but has a product line and product range. It is the duty of the salesman to bring those products to the notice of customers, retailers and wholesalers. This results in overall improvement of sales and profits of the company.
4. To build company image: The greatest thing in business is credibility, status and the image of anorganization. A salesman has crucial role of building the good will of hiscompany. By promoting company's products/services, vision, goals, objectives andpolicies, he keeps customers informed, satisfied and delighted.He also establishes how his company is different from others and the best of all others in the line.
5. To create product knowledge: The world of competition and technology brings new ideas, new products, new processes, new services at much cheaper cost every day. The information of these products and services is not reaching to the people who are not connected by information communication network. They do not know about new products, services and their uses. It is the sales force which can bring these products and services into the knowledge of people. In each call they make, they must present these products and services and speak of their superiority, benefits and convenience to create awareness.
6. To guide dealers: Dealers are the people, who helpin successful distribution of goods and services of a firm. Whereas sales people are working for manufacturers, wholesaler and retailers, the dealers also play a big role in selling. Salesmen can help distributors in promotional activities of advertisement and publicity of company's product.They may guideto position the products and services in exhibitions or in window display and counter display in the showrooms of dealers.
7. To provide feedback to the producers: Sales people collect detailed frank and factual information from buyers about the needs and expectations of a product. They also explore whether buyers expect any innovation inexisting products and services from the producers. Salesman are in fact the spokesmen of „consumer- the king'. The manufacturers produce products according to market requirements and decide about quality standards, price range and quantity needed. So salesmenare expected to bring the customer‟s voice back into the company to help with product development and marketing.
8. To train new salesmen: Every year so many young people join sales line to make their career in various positions. At the same time, the aged and willing sales people who made their career-retire. As salesmen in the field of selling, they have a big role in teaching the tricks of the trade and act as role model. It is their responsibility to train and prepare new sales force for the organization.
9. To collect payments tactfully: Collection of dues is the most difficult job in sales .A Salesman cannot compel the person to pay but he has to develop the ability to drive the customer to pay.He should be skillful enough in collecting dues presently, yet retaining the customer for future. It is because, if he loses one customer by enforcing his right to collect, there is danger of losing other good customers, as a disturbed customer can spoil the name of salesman and the selling house. Timely collection of payments for his transactions is also a responsibility of a good salesman.
10. To report and participate in Sales Meetings: Meeting provides a forum for exchange of ideas, techniques, methods, tricks that enhance the company sales as well as his knowledge about various dimensions of his sales career. Salesman is a bridge between the outside world and the organization. He must make timely reporting and participate actively in the sales-meetings. This keeps him updated, increases his confidence and helps in developing his capacity to organize the line of activities in sales field.
11. Integrity of character: It is the prime responsibility of a salesman to possess the qualities of honesty and integrity. He must gain the confidence of the customer and should be loyal to the employer as well.