N5 Sales Management
• act as Public Relations Officers • serve as a sources of information • play a role in market research and advertising.
3.2 The function and task of personal selling
If we refer to the function of personal selling, we mean the fundamental activities that are universal to all selling jobs. Although the tasks and duties of the salesperson differ from one business to another and there are different sales approaches, the following are universal to most selling jobs: • Finding prospective buyers (Module 6) • Changing prospective buyers into customers ( Modules 7 to 11) • Continual follow-up and evaluation of the market to ensure customer satisfaction (Module 12).
Finding prospective buyers
This is an essential prerequisite for successful selling. Prospecting forms the basis and the first step in personal selling.
Converting prospects into customers
When a prospective buyer has been found, the task of the salesperson begins by showing the buyer how the product or service will satisfy their needs. It is during this stage that the salesperson can analyse and understand the needs and problems of the prospective buyer by means of questions. The salesperson can also use selling aids, references, demonstrations and support of the marketing organisation to indicate how the product, service and organisation can provide in the need of the prospective buyer.
Follow-up, evaluation and after-sales service
This is the assurance of customer satisfaction obtained by continual follow-up and feedback. The salesperson acts as the only link between the buyer and the producer/seller. After-sales service ensures satisfied customers, which leads to further sales and new customers.
3.3 Task of the salesperson
The salesperson’s basic task can be divided into three sections: • sales tasks • supplementary services • non-sales tasks.
3.3.1 Sales tasks
The main task of the salesperson is to sell his businesses products or services and to attain his sales quota/target and objectives, in competition with other salespeople (Module 5).
These tasks include: • Attaining customers through prospecting (Module 6)
It is a salesperson’s chief task to canvas new customers, to keep old customers and to sell more products to existing customers.
• Regular contact via e-mail/video conferencing/sms and visits The salesperson’s success depends on the number of prospects, prospective buyers and customers he sees each day. Regular visits and personal contact form the basis of personal selling.
• Presentation and demonstration (Module 9) The salesperson presents his product or service to prospective buyers and demonstrates what the product or service can do for the prospective buyer.
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