Class 12 Marketing Developing Salesmanship Skill Notes and Important Questions

Class 12 Developing Salesmanship Skill Notes (Marketing)

Chapter 8 Developing Salesmanship Skill NEB Class 12 | Marketing (Mar. 308) | Unit 8 Allotted Teaching Hours: 12 Hours Topics: 8.

Marketing | Class 12 Ch. 8

Chapter 8 Developing Salesmanship Skill NEB Class 12 | Marketing (Mar. 308) | Unit 8 Allotted Teaching Hours: 12 Hours Topics: 8.1 - 8.6 Why this chapter matters: This final unit zooms in on the human being at the centre of personal selling - the salesperson. It traces how selling evolved from ancient bartering into a modern profession, and explains the personal qualities that separate an average salesperson from a truly successful one. 8.1 Meaning and Definition of Salesmanship Salesmanship is the skill or art of persuading a prospective buyer to purchase a product or service, by identifying the customer's needs and showing how the product can satisfy them - to the benefit of both the buyer and the seller. Definition: "Salesmanship is the art of successfully persuading prospects/customers to buy products or services from which they can derive suitable benefit, thereby increasing their total satisfaction." Note: good salesmanship is not about pressuring someone into an unwanted purchase - it is about genuinely matching the right product to the right need. 8.2 Origin and Development of Salesmanship Salesmanship has evolved gradually, through several historical stages: - The ancient persuasive act - even prehistoric humans used simple persuasion when bartering goods with one another; this is the earliest root of 'selling'. - Origin of markets for exchange - as barter grew more common, communities set up organised marketplaces where goods could be regularly exchanged.

Marketing | Class 12 Ch. 8

- Origin of the travelling salesman - peddlers and traders began travelling between villages and towns, carrying goods to sell where there was no local market. - Emergence of shops - as trade grew, sellers began to settle in fixed locations, giving rise to permanent shops and marketplaces. - Influence of guild regulations - in medieval times, trade guilds set rules on quality, pricing and conduct, bringing early structure and discipline to selling. - Origin of the commercial adventurer - merchants took on financial risk to trade goods across regions and overseas, expanding the reach of commerce. - Emergence of honesty in selling - as competition increased, dishonest selling led to lost customers, so honest dealing gradually became necessary for survival. - Creation of buyers' awareness - over time, buyers became better informed and more critical, forcing sellers to improve their practices. - Increasing importance of consumers - markets shifted from being seller-dominated to being consumer-centred, with modern selling now built around customer satisfaction. 8.3 Role of Salesmanship in Marketing - Acts as the final link that actually converts a prospect into a paying customer. - Provides personalised information and persuasion that mass advertising cannot offer. - Builds a long-term relationship with the customer, encouraging repeat business. - Directly generates revenue for the firm through closed sales. - Gathers valuable market feedback and intelligence from direct customer contact. - Helps successfully introduce new products by explaining and demonstrating them. - Complements advertising and other promotion tools by following up on the interest they create. Types of Selling - Order-taking - simply processing routine, repeat orders from an existing customer with little persuasion needed (e.g. a counter clerk). - Creative/order-getting selling - actively persuading a new prospect to buy, often for complex or unsought products (e.g. selling insurance). - Missionary selling - building goodwill and providing information/support without directly closing a sale (e.g. a pharmaceutical representative visiting doctors).

Marketing | Class 12 Ch. 8

8.4 Salesmanship as a Science, an Art, or a Profession A. Salesmanship as a Science Selling follows systematic principles that can be studied, tested and taught - such as the steps of the selling process and the psychology of buyer behaviour. In this sense, salesmanship is a science because it has a body of knowledge that can be learned. B. Salesmanship as an Art Applying that knowledge successfully requires creativity, personal skill and practice - just like painting or music. Two salespeople can know the same theory, yet perform very differently, because execution depends on individual talent. C. Salesmanship as a Profession Modern selling increasingly qualifies as a profession: it requires specialised knowledge and training, follows a code of ethics, offers a genuine service to customers and society, and provides a long-term career path - similar to other recognised professions. Exam tip: The safest exam answer is: salesmanship is all three - a science in its principles, an art in its practice, and increasingly a profession in its modern-day standards. 8.5 Selling as a Psychological Phenomenon Selling is deeply psychological - it depends on understanding how the buyer thinks, feels and decides. A successful salesperson studies the customer's needs, motives, perceptions and attitudes, and adapts their approach accordingly. A widely-used model describing the buyer's psychological journey is AIDA: - A - Attention: the salesperson first captures the prospect's attention. - I - Interest: genuine interest is built by relating the product to the buyer's needs.

Marketing | Class 12 Ch. 8

- D - Desire: interest is converted into a strong desire to own/use the product. - A - Action: the prospect is guided to take action - i.e. to actually buy. Buyers are driven by both rational motives (price, quality, durability) and emotional motives (status, comfort, fear, affection) - a good salesperson identifies which motives matter most to each individual buyer. 8.6 Qualities of a Good Salesman for Successful Selling Successful selling depends heavily on the personal qualities of the salesperson. These qualities are usually grouped under five heads: A. Sales Personality - A pleasing manner that puts the customer at ease. - Confidence in oneself and in the product being sold. - Enthusiasm and a positive attitude, even after facing rejection. B. Physical Traits - Good health and stamina to handle a demanding, active schedule. - Neat and professional appearance, which builds a good first impression. - A pleasant, clear voice for effective communication. C. Mental Traits - Intelligence and imagination to find creative solutions for the customer. - A good memory for product details, customer preferences, and past interactions. - Alertness and initiative - noticing buying signals and acting on them quickly. - Self-control, especially when facing a difficult or rude customer. D. Social Traits - Tact and courtesy in every interaction with the customer. - Ability to build rapport and trust quickly with different types of people.

Marketing | Class 12 Ch. 8

- Adaptability - adjusting the sales approach to suit different customers and situations. E. Character Traits - Honesty and integrity - never misleading the customer for a quick sale. - Reliability - keeping every promise made to a customer. - Patience and perseverance - staying motivated despite rejection or a slow sales cycle. - Loyalty to the firm and its policies while dealing with customers. Exam tip: Remember the five groups using: Personality, Physical, Mental, Social, Character (P-P-M-S-C) - a quick checklist for any 'qualities of a good salesman' question. Quick Revision - Key Points to Remember - Salesmanship = the art of persuading a prospect to buy, to mutual benefit. - Origin stages: ancient persuasion -> markets -> travelling salesmen -> shops -> guilds -> commercial adventurers -> honesty -> buyer awareness -> consumer focus. - Salesmanship is a Science (principles) + an Art (practice) + a Profession (modern standards). - Selling is psychological - buyers move through Attention -> Interest -> Desire -> Action (AIDA). - 5 groups of a good salesman's qualities: Personality, Physical, Mental, Social, Character. Possible Exam Questions Short Answer Questions - Define salesmanship. Explain its meaning. - Explain the role of salesmanship in marketing. - What is meant by the statement 'selling is a psychological phenomenon'? Long Answer Questions - Explain the origin and development of salesmanship. - Is salesmanship a science, an art, or a profession? Discuss.

Marketing | Class 12 Ch. 8

- Explain the qualities required in a good salesman for successful selling. That's a wrap! This completes all 8 chapters of the NEB Class 12 Marketing syllabus (120 hours total) - from the basic concept of marketing, through the full 4 Ps, emerging issues, ethics, and finally the human skill of selling itself. Good luck with your exam preparation! End of Chapter 8 (12 Hours) | End of NEB Class 12 Marketing Syllabus (Total: 120 Hours)