Discuss the functions of selling.

Ans.

Functions of Selling

The main functions of selling are as under:

(1) Product Planning and Development: It is necessary to keep always in mind the demands and requirements of consumers in production of products. In other words all activities, which are performed to fulfil the requirements of market are known as product planning and development. The shape, colour, size and object of product are considered before production. It is also evaluated that whether a brand name is required for any product or not. If it seems necessary to decide any brand name for product, then manufacturer register the name which make easy purchase of the product by consumers. Producer also gives the guarantee on products for its better services. Which is called guarantee service or post sales service. In this function only the activities of wholesalers are included.

(2) Transactional Work: When the product becomes ready to sell in the market, some transactional works are being done to provide it to the customers. In this process, first, the manufacturer appoints their state distributors and then district level whole-seller who forwards the product to retailer and retailer finally sells it to customers. These days manufacturers are trying to contact directly to the consumers. It is called direct marketing. In direct marketing, manufacturer establishes direct contact with consumers by retail shops, by its representatives and by telemarketing.

(3) To Create the Demand: To create the requirements or demands means to lure the customer for such products which are not essential for him but marketers enforce and attract him to purchase the product and consumers who are already using the product increase their frequency of use of the product in this function of selling. In the process of demand creation, the first method is to exhibit the mode and functions of the product towards customers. Sometimes it is observed that customers like the product in its demonstration and product is immediately sold to the customer. Sometimes manufacturers get orders from the customer on demonstration of product and after sometime they are delivered to the customers.

Advertisement is also a tool to create the demand. Heavy advertisement about any product impress the customer in depth and customer buys the product unwillingly. If he is satisfied, he starts buying.

(4) Negotiations: When customer reaches to seller for purchasing, there are some negotiations about the product such as-type, quantity, cost, mode of payment guarantee, warrantee. When the conditions of negotiation are accepted by both parties, final sale takes place.

(5) Contractual Works: This is the last function of selling in which the negotiations between seller and buyer are performed practically. When negotiations are complete, it becomes contract and it must be completed within time and in proper manner otherwise it will be void. When contract is completed the ownership of product changes, and it transfers from seller to buyer and seller gets his profit.

(6) Principles of Sales: According to Philips and Dunken “The heart of marketing functions is selling. In this regard the policy and process adopted for selling identify the real excitement between manufacturer and middlemen”.