The term salesmanship is mainly used for the sale of goods at a personal level. However, it should not be confused with personal selling. Selling a product to someone requires skills. It is not the kind of job that everyone can do.
Salesmanship is a skill used by a salesperson in personal selling. Salesmanship is an art of face-to-face communication between a seller and a buyer where the seller uses his persuasion skills to encourage the buyer to make the final purchasing decision.
To persuade a buyer to buy a product, the seller must provide all product-related information and convince customers how the product can fulfill their requirements. It is not as easy as it seems, because, in the present times, a salesperson is required to interact with different people.
Therefore, knowing the product is not sufficient for a salesperson. He has to deal with different customers differently, which requires a plethora of skills. For example, sometimes, a salesperson is needed to act as a friend with one customer and as a human-computer with another customer.
A salesperson acts differently with different people. He is needed to display distinct personalities while interacting with different customers.
In the present times, the concept of salesmanship has even become broad as more and more transactions are taking place on the internet. The sellers are not required to interact with their customers face to face. But that does not mean that you don’t need selling skills while selling your goods through online platforms. You are still required to have excellent persuasive skills to sell your products.
Most of sales meetings are taking place online via webinars and video chat. Convincing your customers to buy your product through these media also requires selling skills. The approach of salesmanship is the same, but the platforms have changed.
Definition of salesmanship
Salesmanship can be defined as the ability of a person to sell a product or service to a customer by removing their ignorance and doubtfulness about the product in such a way that both the buyer as well as the seller gets to benefit from the deal. It also includes the ability to generate a need for the product and to make customers want the product.
The modern concept of salesmanship
The contemporary idea of salesmanship is quite different from the older concept of salesmanship. In the ancient times, the salesperson used to carry goods with him and showed it to the customers to sell them, or he used to give the samples of products to prospective customers and wait for their order.
That means, at that time, the power was in the hands of customers. But the modern concept of salesmanship has changed. Now, salespersons meet the prospective customers and create the need for the product. They make their potential customers believe that how much that product is crucial for them, and by selling the product to them, they satisfy the needs of their customers.
Importance of salesmanship
Salesmanship is an essential skill for a salesperson to be able to sell. Produce prefers to hire salespersons with excellent salesmanship skills. A salesperson plays the role of a connecting link between a seller and a buyer.
In the present competitive times, the role of salesmanship has become even more crucial as a salesperson is not required to promote the products of a producer but also to make people choose their products over the products of their competitors.
However, salesmanship is essential not only for the producers but also for the buyer, as a buyer also needs a salesperson with practical salesmanship skills to make the right buying decision.
1. Essential for the producer
Salesmanship is very important for producers. Like I mentioned before, a salesperson is a link between a seller and a buyer; therefore, a producer who puts his hard-earned money into producing a product would want a salesperson with excellent salesmanship skills to sell his products in the market.
A salesperson plays a vital role in capturing a new market and boosting sales volume. He is the representative of the producer in the market. The salesperson not only sells products to the people but also learn about their requirements and share that information with the producers, which helps them to improve their product. They collect crucial information like complaints, suggestions, and reactions of customers with the producers, and based on this information; the seller can modify his product.
A salesperson with salesmanship skills will not only sell the products but will also create the demand of the products in the market which results in increased business and more profits for the company, because of this reason companies don’t hesitate to pay good salaries to their salespersons.
2. Essential for the buyer
The role of a salesperson is very crucial for a buyer also, as a buyer shares information about the product with the customers and educate them. They tell them the product that they are offering is essential for them and help them make purchasing decisions by providing guidance and ample information about the product.
The role of a salesperson with excellent salesmanship skills becomes essential in the case of expensive products because a buyer needs his doubts to be cleared about the product before investing his money into it.
In addition to this, they help buyers to choose a product that fulfills the requirement of the buyer and also fits into their taste and budget.
Types of a salesman
Salesman can be divided into four categories depending on their roles in the sales. In this section, you will learn about the different kinds of salespeople in the sales business.
1. Wholesalers salesman
The wholesalers’ salesmen are concerned with only wholesalers. A product passes through several stages from after leaving the warehouse and final when it reaches the hands of the final consumer. The wholesaler plays a central role in this supply chain. The purpose of a wholesaler is to market the products only to wholesalers of the product.
The followings are the primary concern of a wholesaler salesman:
1. The wholesaler salesman takes orders from the wholesalers of the product.
2. He guides the wholesalers in the process of giving credit to the retailers.
3. He helps wholesalers to improve their sales.
4. He collects crucial information like current trends in the market.
5. He collects bills from the wholesalers.
2. Manufacturer’s salesperson
The following are the different types of manufacturer’s salespersons.
1. Missionary salesperson
The role of a missionary salesperson is significant as they perform all the essential works that are required to be done. For example, they collect information about market trends, and they create goodwill about the product. They interact with wholesalers, retailers, and final consumers of the product to provide them the information about the product and to provide guidance to them to use the product.
2. Technical salesman
The technical salesman is hired to sell electronic products such as computers, machines, and other equipment. These salesmen have professional training and are capable of helping their customers with the installation, use, and problems related to the use of the products.
3. Merchandising salesman
The role of merchandising salesman is significant in the present market conditions. A merchandising salesman not only sells the product but will also help the retailers in the display and arrangement of the products in the store by working alongside them.
They provide demonstrations to the retailers to train them to use the product and to make them capable of selling the products to the customers. The merchandising salesmen usually promote products like grocery products, drugs, and medicines, apparel, and fashion accessories.
4. Sale promotion salesmen
The sales promotion salesmen are also referred to as retail salesmen. The main job of sales promotion salesmen is to create the demand for the product. They don’t take orders immediately from the customers or sell products directly, but they perform an essential role in convincing the customers to buy or use their products.
To do that, they provide a demonstration of the products and also give samples to the customers. They usually deal with high profile customers like doctors, researchers, and pharmacists, etc.
5. Dealer servicing salesmen:
Dealer servicing salesmen work in their designated territory and visit the customers to provide them samples, training, and to take new orders.
3. Retail salesman:
Retail salesmen are those salesmen who directly work with the final consumer of the product. There are mainly two types of retail salesmen, such as indoor salesmen and outdoor salesmen.
The retail salesman that works inside a store is known as indoor salesmen. These salesmen are hired by retailers to help shoppers to help in making purchasing decisions, locating goods in the store, and keeping the store in order. The indoor salesmen don’t require excellent salesmanship skills. They are just needed to be polite and should have a helpful nature. Creating leads is not their job role, and they only deal with regular buyers.
On the other hand, the outdoor retail salesman requires excellent salesmanship as they are needed to create leads to enhance the business and take orders from the customers by visiting them.