Course: Sales Methods and Communication – MKTG 5065

Option: Marketing – Class: Form 3

COURSE OBJECTIVES
The course aims at make the student able to:
 Describe the seller, his missions and qualities.
 Identify the motivations and obstacles of the consumer.
 Sketch the distribution structure.
 Identify the different sales methods and compare them.
 Welcome and support the client.
 Identify the different techniques and tools of communication.
 Prepare the sale of products or services.
 Distinguish and use communication tools.
PEDAGOGICAL ADVICE AND SUGGESTIONS
 The sales trainer will have to take ownership of the programs for which he is responsible.
 Organize the work of his students and choose the methods most suited to the objectives t.
 Illustrate with concrete examples taken from professional life and Submit practical cases to learners.
 Definitions should be simple and appropriate for the class level.
Topic: Sales Methods and Communication
Sales methods and communication is the discipline of maximising the benefits a company and its customers receive
from the efforts of its sales force. It focuses on the practical application of sales techniques and the management of a
firm’s sales operations.
Section 1: Seller – 06 Periods
1.1 Definition of a salesperson:
 Selling: selling is a marketing function that involves determining client needs and wants and responding
through planned, personalised communication that influences purchase decisions and enhances future business
opportunities. Simply put, ‘selling is simply convincing people to trade something (mostly money) for a
service or product’.
 Salesperson: a sales person is someone whose job is to sell products or services. Another term for salesperson
is sales representative. A salesperson can sell directly to customers or to other business organisations. A
salesperson is an ambassador of his company to the external world. He leaves a lasting impression on those
with whom he interacts and form an opinion about the company from his behaviour.
1.2 Missions of a salesperson:
Following are the main missions (responsibilities) of a salesperson:
1. To call on customers: The foremost duty of every salesman, in general, is to call on existing customers or a
new customer. Calling on customer is keeping regular touch with existing customers which is also called as
'keeping accounts alive'. It also means opening 'new accounts' or creating new customers in sales territory. It
is the responsibility of a salesman to learn the art of converting a prospect into a customer. These calls are
made either at the office of the customer or house of a customer or any other suitable place agreed by them.
This helps in increasing customer base, sales and profitability of the company.
2. To maintain and extend sales territory: A sales territory is a geographical area consisting of number of
prospects and customers. A salesman has to work in a sales territory where he keeps the existing customers
and creates new customers by his skill of persuasion. He is responsible for converting suspects to prospects by
clearing all fears and doubts and then converting that prospect into a customer in his territory. A territory may

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 be a city area, district area, or a division area or even a state. As a representative of manufacturing company,
or wholesaler or retailer he moves from city to district, district to division or state, to extend his sales territory.
3. To increase sales: A company generally does not deal in a single product, but has a product line and product
range. It is the duty of the salesman to bring those products to the notice of customers, retailers and
wholesalers. This results in overall improvement of sales and profits of the company.
4. To build company image: The greatest thing in business is credibility, status and the image of an
organization. A salesman has the crucial role of building the good will of his company. By promoting the
company's products/services, vision, goals, objectives and policies, he keeps customers informed, satisfied
and delighted. He also establishes how his company is different from others and the best of all others in the
line.
5. To create product knowledge: The world of competition and technology brings new ideas, new products,
new processes, new services at much cheaper cost every day. The information of these products and services
is not reaching to the people who are not connected by information communication network. They do not
know about new products, services and their uses. It is the sales force which can bring these products and
services into the knowledge of people. In each call they make, they must present these products and services
and speak of their superiority, benefits and convenience to create awareness.
6. To guide dealers: Dealers are the people, who help in successful distribution of goods and services of a firm.
Whereas sales people are working for manufacturers, wholesaler and retailers, the dealers also play a big role
in selling. Salesmen can help distributors in promotional activities of advertisement and publicity of
company's product. They may guide to position the products and services in exhibitions or in window display
and counter display in the showrooms of dealers.
7. To provide feedback to the producers: Sales people collect detailed frank and factual information from
buyers about the needs and expectations of a product. They also explore whether buyers expect any innovation
in existing products and services from the producers. Salesman are in fact the spokesmen of „consumer- the
king'. The manufacturers produce products according to market requirements and decide about quality
standards, price range and quantity needed. So, salesmen are expected to bring the customer’s voice back into
the company to help with product development and marketing.
8. To train new salesmen: Every year so many young people join sales line to make their career in various
positions. At the same time, the aged and willing sales people who made their career-retire. As salesmen in
the field of selling, they have a big role in teaching the tricks of the trade and act as role model. It is their
responsibility to train and prepare new sales force for the organization.
9. To collect payments tactfully: Collection of dues is the most difficult job in sales. A Salesman cannot
compel the person to pay but he has to develop the ability to drive the customer to pay. He should be skilful
enough in collecting dues presently, yet retaining the customer for future. It is because, if he loses one
customer by enforcing his right to collect, there is danger of losing other good customers, as a disturbed
customer can spoil the name of salesman and the selling house. Timely collection of payments for his
transactions is also a responsibility of a good salesman.
10. To report and participate in Sales Meetings: Meeting provides a forum for exchange of ideas, techniques,
methods, tricks that enhance the company sales as well as his knowledge about various dimensions of his
sales career. Salesman is a bridge between the outside world and the organization. He must make timely
reporting and participate actively in the sales-meetings. This keeps him updated, increases his confidence and
helps in developing his capacity to organize the line of activities in sales field.
11. Integrity of character: It is the prime responsibility of a salesman to possess the qualities of honesty and
integrity. He must gain the confidence of the customer and should be loyal to the employer as well.
1.3 Qualities of a salesperson:
A good salesperson must have the following qualities or attributes:
1. Ability to Listen: A good salesperson needs to satisfy a client’s needs. The only way to find out what those
needs are is by listening to what each prospect is saying. The best salespeople aren’t always talking.
2. Empathy: A good salesperson knows how to feel what their customers feel. By getting inside a prospect’s
skin, they know just how to sell a product or service. Empathy is a great way to anticipate what a customer
wants.

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3. Hunger: These folks also have a need to sell that goes beyond the money. They have personal needs only a
sale can help them with. In short, their egos need to be fed with good sales numbers.
4. Competitiveness: Salespeople who succeed enjoy measuring their skills against their peers. In a word, they’re
competitive. They don’t just want to get better at what they do. They want to be better than everyone else.
5. Networking Ability: Good salespeople love to network. They get involved in their community and have
many different business relationships. Networking is not so much a part of the job to them but the way they
like to spend their time.
6. Confidence: Believing in the product or service they are selling is essential. That comes across as a
confidence that is infectious and makes customers want to buy more.
7. Enthusiasm: A successful salesperson is always motivated. They are always ready to make a sale at any
given moment and continually looking for possibilities.
8. Resiliency: Top earners know how to bounce back from a dry spell. They don’t get discouraged when the
sales numbers are down. Rather, they look for innovative ways to turn things around.
9. Multitasking Skills: An outstanding salesperson knows how to juggle deals they are trying to close with
promising leads. They can even respond to queries through emails and on the phone at the same time. Great
multitaskers make excellent additions to any sales team.
10. Honesty: The salespersons that are best at selling products or services are also honest. They know that shady
deals lead to burned bridges that can multiply and cost a lot more than one client.
11. Curiosity: Being curious with the clients and the product is only the start. The best of these folks are also on
the lookout for changes in the industry and what’s offered by the competition.
12. Adaptability: An outstanding sales representative can go with the flow. Adapting to the client’s schedule and
preferences can make all the difference.
13. Communications Skills: There’s no way around having excellent verbal skills if you’re trying to sell people
goods and services. People who excel here know how to stay away from jargon and hard to understand
concepts.
14. Persistence: Without being rude or pushy, good salespeople know how to get the job done. They know many
people face the most challenging obstacle just before they reach their goal. They know how to work through
slumping sales numbers.
15. Passion: When a sales representative loves their company, it shows in their pitch. That’s why the most
successful salespeople are the best cheerleaders for their small businesses at the same time.
16. Tenacity: Sales is hard work. The people who really succeed don’t wait for customers to come to them.
Prospecting takes up a lot of their time.
17. Thoroughness: Sales representatives that position themselves at the top stay in touch with their clients. They
send birthday, anniversary and thank you cards. It’s all about looking for new ways to stay in a client’s mind.
18. Understanding of Value: The real superstars in this line of work understand that selling isn’t just about price.
They know how to use a value proposition to full advantage.
19. Ambition: Setting goals and achieving them is important in every small business. That’s especially true for
the quotas that salespeople work towards.
20. Charm: Charming sales representatives create a good first impressions and open the door to sales. Working
on your diction and having a groomed appearance makes a big difference.
21. Imagination: Salespeople who can think on their feet and fit in with changing situations are worth their
weight in gold. Having a strong imagination is a valuable characteristic.
22. Patience: Some clients need a little more handling than others to close a sale. A good sales representative
knows this and takes all the time needed.
23. Initiative: Taking matters into their own hands is the mark of the real pro here. If there’s a product or services
that needs to be sold, they can find a way.
24. Independence: Being self-motivated and working on a commission make the best salespeople really good at
working on their own.
25. Commitment: Finally, the best salespeople know they need to go above and beyond to be successful. They
like to set the bar high and are continually try to meet new goals.

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1.4 The sales process:
The sales process includes five steps to conclude a sale as shown by the diagram below:

Session-1
Prospecting-
In order to sell a product, a sales person has to find new customers on a continuous basis. Hence, the first step in the
selling process deals with finding prospects who will buy their product. Through
Prospecting
Qualifying
Placing Presentation
Objections and
Session-1
Prospecting-
In order to sell a product, a sales person has to find new customers on a continuous basis. Hence, the first step in the
selling process deals with finding prospects who will buy their product. Through
prospecting, the salesperson tries to find out the people who need the product and can afford to buy it, that is, they try
to create a database of prospective customers also known as Prospects.
Who is a Prospect?
As already explained, Prospects are the „potential customers‟ (persons who might become your customers). They are
the ones who need the product and might buy it. A prospect can be an individual or an institution. For example, atta is
required by an individual household also and a bakery and a hotel also. Hence, they are all the prospects for an atta
manufacturer/producer.
Characteristics of a good prospect-
A prospect can be considered a good prospect only if he possesses certain characteristics. These are:
He should feel the need of that product. This can be pre-existing or can be created as well. 2. In some cases, the
prospect needs a licence or legal capacity to buy the product, for example, a medical prescription is required to buy the
medicine, licence to buy a gun, and only a major can buy alcohol. 3. He should also have the capability to pay for the
product. 4. He should also have the ultimate decision-making power to buy the product.
Session-2
Planning the Presentation (Pre-Approach)-

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The next step is to plan the presentation. Based on the information collected during the customer research, the sales
person tries to plan his presentation before meeting the customer. It means planning as to how to make a call. It is a
mental exercise. Planning of presentation involves:
Deciding how to approach the buyer? Deciding what questions to be asked? Deciding how to present features,
benefits and advantages of the product that he thinks will satisfy the customer? Deciding how to demonstrate the
product (incase the product needs demonstration)?
The plan of presentation should be flexible enough to accommodate the situational changes.

Section 2: Consumer and Customer reception /support – 08 Periods

2.11 Active listening and knowledge of the customer (motivations, motives, brakes):

2.12 Reformulation:

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