SALESMANSHIP

Since the time of birth of an individual, he is emphasized upon gaining his family values, beliefs and culture. Is it ever wondered that what could be the possible reason for this?
Well as far as generalization of the issue goes, the main motive of this is that the parents always want the child to represent the whole family and be an identity of it. How far are they correct in doing so? Now this is a question where arises the real essence of being joint as a family……
Getting confusing???

Well it is actually not. Now when a child is asked to adapt the family culture or its practices, there may be issues arising as the child may show a deviation in feelings and likings from the ones that the family has been practicing since years. So what could be the solution???

Here comes the effect of perseverance and mind work into play. It is not always helpful to fight for something that one feels is going against his likings. One needs to analyze things in depth so that some point of compromise resulting in a win-win situation could be aroused and an individual could happily carry the family identity instead of complaining about it and its inconvenience.

Now could this be applied somewhere in the organizational context?

Yes actually it could be very readily applied where the job of field sales force comes into play. Now generally there is no individual who is inclined towards going door to door for selling the product of his company. This belief is undoubtedly not incorrect as preferences differ and taking the Indian scenario into picture specially, where even shop salesmanship is considered to be a very low profile, going for door to door selling is very much looked down upon. Also every year it has been reported that the field sales force anywhere is hardly satisfied with their treatment or position in the company.

However as a matter of fact, there are jobs and requirement owing to the fact that there are many products and companies which are actually benefitting only with this mode of selling; so should they quit this and look for an alternative way of selling?? Obviously not.

As a matter of fact, any marketer for that manner starts with the job of selling initially and continues for not more than an average of 3-4 years, exceptions in the industry where this is the only major mode of selling like insurance etc. Now the experience of these 3-4 years however counts a lot in their career when they reach a level where they need to take strategic decisions for their customers. This is when they realize that how significant it is to first understand the bottom line of the market.

Thus whenever a person is to start with such a work, though it may be disappointing at times, the compromise could be made taking in view the future benefit that he may get, so that he could strike a balance and make the present effective.

Talking about the image of the company or carrying its identity, it is often found that employees do not fail to complain about their dissatisfactions regarding the company whenever given a chance to do so. However should this chance be grabbed even when it is before a , say even a converted customer (who has already bought the product). Not at all ….

In India specially, the customers are very smart in extracting information about the company from the filed sales staff because they know that these are the people who are not very satisfied with their work. This is not an assumption but a fact justified as a result of little practical exposure as well as few interactions with such field staff.

To quote one example, there was a salesman who was asked to visit a place which was around 40 – 45 kms from the office as a customer wanted greater details about the products (not to mention the details for the purpose of protecting any attack on any company or industry for that matter) of their company with demonstration . When the salesman reached the customer and all the formalities were done, closure of sales the customer posed a question, ‘ Don’t you guys get bugged up in coming so far for a single order that too when it is not confirmed?’ this was said in a bit mockery manner as the customer was of the view that it is the salesman who needs the order so as to achieve his targets.

So what was the reply then , the salesman knew that it was a fact and that his company had been putting him on such tasks since long. The answer that came now was, ‘ not at all sir, rather I m really over whelmed that the reach of the products of my company is so widespread and when companies nowadays are readily even crossing the geographical borders to satisfy its customers, why can I not reach you here… ‘

Little contradicting to the actual feelings right?? But there is a need to understand the fact that it is not only the salesman who needs to achieve his targets but undoubtedly it is the customer who actually has a need and requires a medium to satisfy it.

What the essence of all this is that it is not a single ended story. Being on a salesman side, one should understand that the job he is doing is not only for the monetary benefits that he would get, rather it is something that the person before him, that is the customer, also requires and thus he is needful. Nevertheless since he is the employee of an organization which is paying him for his work and mainly is giving him a corporate identity, he needs to maintain its image before the customers instead of complaining about the job, similar to family concept of maintaining identity along generations.

Also the customers need to upgrade the image that they have of the sales man specially the field selling staff. It is very imperative that even if the salesman is very smart and convincing, there is a hidden need in the customers’ mind without which he will never go for a purchase. Sometimes this need maybe identified by himself while sometimes the salesman may aid him in understanding about the need. Thus the customer should rather be grateful to the salesperson for his help and also then provision of his help in fulfilling the customer need.

Nivedita Singh
IBS Hyderabad

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Personal Experience with Giants

Mostly we are talking about the training of sales executives to help our customers. There are so many cases in which customers didn’t get proper assistance from them, even though we as shoppers or company claimed that we are customer oriented. Few days back I have seen two incidents, one with my friend and other with myself.

I accepted that we are in progressing stage but we do not expect such mistakes from giants like biyani group or Sony stores. In metros, customers are more conscious about the services because they prefer branded things and best services.

In one big mall at Hyderabad, I and my friend visited for buying a camera but didn’t found any quality brands and models. In the meantime he saw an electronic microwave oven; we called sales executive for assistance about the product. Let me tell you that buddy (sales executive) was not well trained technically. Especially in case of electronic goods, gadgets we required technically sound executives but here the scene was completely opposite. He was simply trying to convince us for the product but unable to differentiate the product on the basis of features.

But there the scene was bit different, my friend was very much interested in the product so finally bought that oven but I am talking about a customer who is not in mood of buying that product but simply visited the mall and watching the product for time pass or he is dilemma. In that situation I can firmly tell you that company surely looses the customer.

On the same day when I visited Sony franchisee showroom, I was shocked when I was talking to sales executive about the digital camera (Sony cyber shot) features. Literally he was shocked and stucked while explaining the features and went to his incharge (seniors) to know about the particular feature and difference between two models.

Here the situation was same that I was predecided about the product so I bought it but if I was not very much sure then I will stuck into dilemma because of sales executive’s product knowledge .

Normally in techie goods, shoppers are required a very skilled and product knowledgeable sales executives. Here customers are much more knowledgeable than sales executives. Sometimes they are predecided about the product but simply want to check the SE’s knowledge. Here company will suffer and lose its customer.

For more sales articles visit: Sales Mantra Blog

TRADITIONAL SALES MODEL

Today when we talk about sales, a very first idea come into the mind of individuals is “ITS BAD”, “NOT MY CUP OF TEA & “MONOTONOUS”. Let me ask you all a question- when you go buying something, what comes into your mind first?

Ans: Why should I buy this stuff, while in impulsive buying period too.

Let’s think this issue other way around.

A salesman or executive who is there in malls, shops, door-to-door sales for selling his/her product to you, feels difficult, tricky for him to identify a prospective customer, his/her requirement and tactics to convince him for his product?

I accept that in most of cases we find that sales people didn’t went for deep analysis of customer’s demand discrepancy (gap between his present state of mind and willingness to buy) and they simply believe in traditional sales fundamentals- pushing pushing & pushing their product.

If we look at traditional sales model, firstly sales executives give full presentation about the features and functions of product, service & solution then hoping the buying influence sees a fit.

In graphical form traditional sales model process looks like this.

Mosthe common mistakes committed by sales executives according to traditional sales models:

• Sales executives treat their customers as target.
• Follow unilateral selling concept means they do not try to understand customer’s need.

• Poor listening skills

• Sales executives believe that all potential buyers can use their product

• Showing and telling about product is always appreciated by customers and they rush to buy from us (sales executives).

Now the pattern of selling is slowing changing from our traditional mindset of sales fundamental to No-sell selling concept. It’s an innovative way or methodology to push your product and make your customers happy.

People love to buy, but they hate to feel that they’ve been ‘sold’.