Discuss functions of personal selling.
Discuss functions of personal selling.
Or
“Personal selling is not only salesmanship, but it is much more than that.” Comment on this statement.
Ans.
Personal Selling is not only Salesmanship,
but it is much more than that
Personal selling entails a long-term relationship with one’s clients. Personal selling is an art of creation new customers, new demand, new markets and new sales behaviour to achieve goods. He advises to produce new goods. It provides pursuasive leadership. Modern view of personal selling is providing counselling to customers. Personal selling comprises various tools and skills. Personal selling is creative. Personal selling contact with new customers. It solves purchasing problems. It is customer-oriented marketing view. Most of activities of personal selling are executed by art of selling.
Art is a beautiful way of doing a thing. In the personal selling a salesman sells goods by applying his skill, experience, etc. He keeps in view the mental position, habits, views, attitude, etc. of the customers. Due to it, it is known as salesman sells which involves art of selling. In the view of a scholar personal selling is an art which uses scientific knowledge to achieve the objectives. A personal salesman encourages to customers to purchase the thing. A salesman expert in art of selling makes the customer a buyer through his talent, knowledge, qualification, attention, action etc.
A personal seller has to do several functions alongwith selling functions. He has to maintain sales record. He provides training to new sales staff and also suggests to management. He maintains and tries to increase goodwill of the marketing firm. Following are the functions of personal selling-
1. Making Sales – It is the main function of personal selling which has to be done by the salesman. Selling is made to both type of customers old and new. New customer’s orders are new orders.
2. Service to Customers- It is also function of personal selling. For it, he demonstrates proper suggestions to customers. He explains how maximum satisfaction can be received with things. He also suggests regarding the safety of things.
3. Keeping Records of the Sales – Salesman maintains records of the sales. In this record he records the volume of sales, time of sale, name of customers etc. He also records meetings and consequences of meetings with customers. If he is a travelling salesman, he will send a report to sales office. This report contains many information for superiors.
4. Executive Function – He has to prepare his long-term and short term programmes. He provides suggestions to management keeping in view market condition. He searches solution of problems relating to marketing.
5. Developing Goodwill for Himself and the Company – Salesman executes some other functions which enhance good of the concern. He helps retailers in the demonstration of goods.
6. Other Functions – These are as under:
(i) To sell the goods to new and old customers.
(ii) To demonstrate the goods before customers.
(iii) To remove the doubts and confusions of customers about products.
(iv) To provide after-sale-services to the customers.
(v) To instruct the customers for the use of products.
(vi) To advise the customers on certain matters.
(vii) To prepare long-term and short-term marketing programmes.
(viii) To train new salesman.
(ix) To solve the problem of selling force.
Thus, on the basis of analytical study of above discussion it can be concluded that personal selling is not only salesmanship but it is much more than that.
