6-abridged duties of a salesperson
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DUTIES OF
A SALES
PERSON
John B M Muya
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Topic outline
Duties of a sales representative Sales persons job Different Sales Jobs
Examples of Sales jobs- Retail Selling- Missionary Selling,
- Direct Selling,
- Selling Industrial Goods
Qualifications for success in selling Choosing a career in sales.
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DutiesSales representatives are persons who plan, organize and
execute activities that increase sales and profits in their
Areas of operation; Providing solutions to customer problems
Identifying customer needs and problems
Matching the product and services to the need or problem
Providing service to customers.
Handling customer complaints.Returning, replacing damaged merchandise.
Providing samples.
Suggesting business opportunities.
Recommending product promotion strategies.
Helping demos at customer premises PULL.Training customer staff.
Selling to current and new customers
Prospecting for new customers for growth.
Retaining, maintaining & growing current customers.
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DutiesHelping customers to resell to their consumers
Uplifting from wholesale and reselling.
Developing promotional programs for customers.
Supplying promotional or advertising materials.
Setting up product displays.
Helping customers use products after purchase;
Show customers how to derive full benefit from
product.Install computers/printers and demonstrate.
Train on best care system/programs
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Duties
Building goodwill with customersEstablishing friendship and trust with DMUs.
Exercising high ethical standards, integrity
and sincere interest in the customer.
Helping customers identify their need (partnering).
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Duties
Gathering market information.Competitor activities.
Customer reactions
New products
Complaints on products
Service
Policies
Market opportunities
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Salespersons Role
The salespersons roles actually vary from company to
company, depending on whether sales involve goods orservices, the firms market characteristics and the location
of customers
The salesperson function's include; planning,
organizing, and executing activities thatincrease sales in a given area of operation
Provides Service to Customers e.g. handlingcomplaints, returning damaged merchandise,
providing samples, suggesting businessopportunities and developingrecommendations on how the customer canpromote products purchased from the
salesperson
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Service Sales
Representative
Retail
Representative
Manufacturers
RepresentativeWholesalers
Representatives
Accounts
Representative
Industrial Sales
Representative
Retail Sales
Representative
Sales
Engineers
Types of Sales Jobs
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Sales Jobs Retailing includes all the activities
involved in selling goods or
services directly to the finalconsumers for personal, nonbusiness use
A retailer or retail store is anybusiness enterprise whose sales
volumes come primarily fromretailing
Any organization selling to finalconsumers-whether amanufacturer, wholesaler or
retailer-is doing retailing; e.g.Gas stations, beauty andCosmetic shops practiceall stages of a selling,including prospecting, presentation,
trial, closes and after sales service.
RETAIL SELLING
The Salesperson
sells directly to
consumers from astore environment
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Missionary Selling
Influences the decision maker rather than thefinal user
Informs the salesperson to follow-up and close
the deal
Uses relationship building as a basis for effectiveselling
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This is an independentintermediary between themanufacturer and a retail seller.While not directly employed bythe retailer, the wholesalingintermediary conducts personal
selling in their outlets in terms ofdisplays and providing expertadvice to the retail seller. He ispaid on commission basis. These
entrepreneurs often act for morethan one company or manufacturer.
WHOLES SLING
/RESELLING
The Salesperson
obtains products
from manufacturersand sells to retailers.
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This entails directrelationships with the
influencers, decision makersand actual users of theproducts,
The critical personnel mayinclude, the purchasingmanagers/buyers, financemanagers, engineers, CEOs,
secretaries and even thesecurity guards
Technical knowledge andskills are critical in sustaining
the business
COMMERCIAL& INDUSTRIAL
SELLING
The Salesperson
transfers raw
materials and
equipment,
which the buyer
uses to producehis / her own
goods or
services.
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Sells to the end user, e.g. tiremanufacturers selling tire productsto original equipment vehicle
assemblers Airline reservations staff selling
tickets to the passengers
Technical support andemployee/client relationships are
critical in customer retentionProducts typically sold in this wayinclude cosmetics, jewelry,clothing, toys, household suppliersand health related items.
Sales Reps recruit other reps thatare paid on commission.
Sometimes this leads toPYRAMIDS,
which may eventually becomeunethical.
DIRECT SELLING
The Salesperson
purchases products
from a manufacturer
or wholesaler and
sells to consumers,
often in consumers
homes.
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Customers can neither see nor
touch these products and services.
It becomes critically essential thatthe
sales professional is very well
trained andknowledgeable in order to give his
customers the assistance andconfidence
they need to make comfortablebuying
decisions. Service sellers have tosell
themselves.
SERVICE SELLING
This is the selling of
intangibles such as
insurance, banking,real estate, travel,
home and business
security and cleaning.
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Sales Representative
Retail Sales Representative Sells goods to consumers for
personal use. Including in-store, direct sales to
homes and telemarketing selling.
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Wholesalers Representative Sells for:
RESALE
Firms engaged in wholesaling are calledWHOLESALE MIDDLEMEN. They differ
in:
The products they sell.
The markets to which they sellMethods of operation
Rep.
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Manufacturers Representatives
Sell for organizations that produce the products,services for market offering.
They range from:Delivery clerks for beer, milk, bread, fuel e.t.cSpecialized sellers of highly technical products.
They may sell to:WholesalersRetailers, orDirectly to consumers
Rep
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You dont have to be born a salesman!Many started their careers in a technical role, andover a period of time, transitioned into marketingand sales. None of them were born with a
salesman sticker on their foreheads.
Salesmanship
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Qualities of a salesperson
Personal qualities
Personality
Mental qualities
Social qualities
Character qualities. Knowledge about the products.
Knowledge about the customers.
Knowledge about the selling techniques.
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Personality
Personality can be improved bydeveloping the qualities in the positivetraits. One may not have all essential
qualities of a sales person but he has to
developed, in order to improve
personality traits such as kindness,courage, confidence, honesty, loyalty,
good health, and cheerfulness.
The sales person might have somenegative qualities such as fear,gloominess, cowardice etc. These
qualities should be neglected from the
sales person as habits once formed are
always difficult to change. A hard
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Personality
Physical traits
This includes health, breadth, posture, speech,and appearance. Without good health the salesperson would not have the endurance to sell theproducts or achieve his targets.
Mental Traits
Mental traits include accuracy, alertness,imagination, initiative, observation, and self-confidence etc. The salesman should be alert,
ready to find out ways and means of serving thecustomers. Alertness is a part in which the salesperson should inspire confidence of thecustomers.
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Personality
Social traits
Social traits includes, ability to meet thepublic, the most important quality of a
salesperson to meet the public and speak
about the product he wants to sell them.
Character traits
There are some important attributes in a
persons character. No one can expect to
be successful unless he follows somemodal characteristics. It includes honesty
and reliability, enthusiasm, industry and
persistence.
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Qualifications .
A good College degree or diploma may be essential isselling Love of ones job Willingness or propensity for hard work
A strong work ethic Ruthlessness about time keeping Optimistic outlook Strong self confidence and well groomed
The do it now mentality Knowledgeable about his/her company/products, competitors products and strategies, industry
performance,
Physically and mentally alert
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SkillsSelling is both an art and a science.
ART - Many skills cannot be learnt from textbooks.Selling takes practice like golf or tennis.
A book helps but it is not enough e.g.-buyers non-verbal communication.
-handling objections.
-closing a sale.
SCIENCE - A growing body of knowledge.
Has a wealth of objective facts.
Practice alone no longer enough.
Learning of conceptual, human & technicalskills necessary.
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Skills
Conceptual Skills
The cognitive ability to see the selling process as awhole and the relationship among its paths.
Involves thinking and planning abilities. Involves matching products or services to needs.
Involves knowing the relationship between the beginning of asales presentation and asking for the order.
Allows the seller to think strategically. Allows the seller to understand the product, presentation
buyer and buyer organization.
Order-gotten must perceive the significant elements in asituation (assess).
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Skills .
Human Skills
This is the ability to work with and throughother people.
How the buyer relates to their customers.
How the sellers like and are liked by others.
Those without are abrupt, critical, pushy,arrogant,
un-empathetic & unresponsive.
Technical Skills
This is the understanding of and proficiency in
the performance
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Matching ExerciseSkill Conceptual Human Technical
PlanningOrganization
Time utilization
Persuasive
DecisivenessPresentation
Good communication
Listening
Questioning
Self-motivation
Personal development
Learning ability
Flexibility
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Matching ..
Skill Conceptual Human Technical
Team co-operation
Resilience
Stress tolerance
Integrity
HonestyInitiative
Innovativeness
Problem solving
Risk takingLeadership
Good judgment
Tenacity
Sensitivity
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Planning and Organization: Establishing a course ofAction for self and/or others to accomplish a specific goal;Prioritizing ones activities planning needed resources and
attending to necessary preparation.
Time utilization: Using time effectively and correctly,determining priorities to get things done speedily.
Sales ability/persuasiveness: Utilizing appropriateinterpersonal styles and methods of communications to gainagreement or acceptance of a product, plan, activity, or idea
from customers.
Some Useful Terminologies
Usef l Te minologies
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Presentation: The ability to conduct a sales presentationwithout any ambiguity well organized and readily understood
manner leading to a logical close.Listening/questioning: Being attentive to others inorder to understand precisely what they are saying and toask appropriate questions to check for understanding and
gather additional information.
Self-motivation: To enthusiastically maintain a high welldirected work level gaining personal satisfaction from your
own efforts.
Integrity: Maintaining social, ethical and organizationalstandards.
Useful Terminologies
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Useful Terminologies
Impact:Creating a favorable and professional impression thatcommands attention and respect.
Flexibility: Modifying behavior to reach a goal.Resilience: Handling disappointment, rejection and workpressure while maintaining effectiveness.
Learning ability: Assimilating and applying new job relatedinformation in a timely manner.
Characteristics of a good
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You must be;
Presentable, Smart, Clean, Well-mannered. etc
Pleasant, Patient, Persistent, Consistent.
Sensitive, Empathetic, Considerate.
Persuasive, Confident, Knowledgeable.
Honest, Reliable, Decisive, Informed.
Good-time utilizer, Planner, Organizer.
Good Communication, Listener and Questioner.
Self-motivated with Initiative and Innovative.
A risk taker and Problem solver.
Fast leaner, Adaptive and Flexible.
A person of Integrity, Resilient and Stress tolerant.
Helpful.
Remember, People buy people.
Characteristics of a good
salesperson
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Empathy& Ego DriveA good salesperson is a composite of a large amount of
empathy and ego drive.
EMPATHY
LOW HIGH
EGO
DRIVE
HIGH
LOW
ed
Ed ED
eD
P l D l t Ch t
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Personal Development Chart
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Sales Jobs & Channels of Distribution
It is essential to understand the channels usedby your company
to move its products to the final consumer.Resellers or
middlemen stock thousands of products fromhundreds of sales
people from multitude of companies.
Vital information needed on them include;i. Likes & dislikes of each channel member
customers.
ii. Product line and assortments of each stock/list.
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Channels ..
Distribution refers to the channelstructure used to transfer productsfrom an organization to its customers
Its important to have the product
available to customers in aconvenient and accessible locationwhen they want it
Consumer goods manufactures, by
and large, sell their products throughthe wholesalers who then resell to theretailers before the goods reach thefinal consumers
The salesperson involved in this type
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Channels.
The salesperson must respond
expeditiously to queries/complaints fromthe channel members to ensure robustservice provision
The industrial goods manufacturers maysell directly to the final consumer or usedistributors to reach the end users
The industrial salesperson is expected tohave technical training/skills to provide
solutions to the channel members as well
as the final users
Service sales team do provide solutions
Channels
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Channels.
Challenges & co-operation
Wholesalers may refuse to by until retailers demand the
product.a. Supermarkets may already have listed a lot of
products similar to yours and wonder why theyshould list.
b. Why should they stock your 3 Sizes?
c. Do they need to drop an existing one for yours?d. What alternative actions are open in the case of
conflicts?
o Manufacturers may sell direct to retailer if
wholesalers do not co-operate.o Wholesalers may start OWN brands if amanufacturer fails to co-operate.
NB
These solutions are costly to both partiesin terms of loss of sales or input costs.
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Why Choose A Sales Career
Five major reasons:
The wide variety of sales jobs available.
The freedom of being on your own: Freedom with responsibility.
Determining owns day
No supervision by a boss
Planning calls
Planning time use
No roll call
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Career Cont..
The challenge of selling
Changing peoples lifestylesRelationship with the DMU
Making a positive contribution to your company
Convincing buyers
Volume and value of sales
The opportunities for advancement. From trainee to full
fledged sales persons.
Key A/C SalespersonRegional Sales Manager
National Sales Manager
District Sales Manager
Divisional Sales Manager
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Rewards in a Sales Career
The many rewards for a sales career.
Good salary
Flashy car.
Psychological income.
Training opportunities
Entertainment and other allowances
Numerous fringe benefits ( school fees)
Overseas Leave for some
Travel& health Insurance covers
Opportunities to meet exciting people
Sales training opportunities
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