We mentioned in the beginning of this chapter the important contribution of a salesperson to the society and to the organization ,Let us now further elaborate and examine the role that he or she plays or is expected to play in the contemporary market situation the outset it is necessary to note that the salesperson has an obligation to the customer and his organization Hence , we see his role as shown in the figure Show Diagnostic This involves a salesperson in probing and finding the cause of a problem .Like an expert doctor, a sales person diagnoses the needs of his or her customers ..He or she also diagnoses the competitive forces present in the territory and their impact on his or her product�s share. Another area of diagnoses is the strength and weakness of the competitors sales team and distribution in the territory. Further more, he or she diagnoses the major development in the territory and their implication to his or her firm�s marketing. For example, migration of people from one area to another are; or the increasing popularity of cable T.V. in his or her are ;or the opening of a new shopping plaza, etc are some of the trends which an alert salesperson is able to perceive .Not only is the salesperson able to perceive these trends but is also able to understand their implications for his or her organization. Analyst Having diagnosed the need or the market forces the salesperson needs to analyse customer needs and market trends and identify the linkages, if any. For example , he or she needs to analyse the customer situation and its implication for his or her organization .Likewise , he or she needs to analyse the t5rends in the market share of competitors and his or her organization over the last several time periods. Information Provider The salesperson is expected to play the role of an intelligence agent .In this role he or she is expected to keep the management posted of any significant developments in the territory .For example ,has there been any shift in the competitor�s strategy or tactics? Has any new competitor entered the territory? Has the competitor announced any new trade incentive policy? Any changes in customer situation like expansion or diversification? Or any change in persons responsible for buying? The management looks upon salespeople to provide them with these and several other such customer and competitor information. The customer also wants the salesperson to provide information on the product, competition ; new developments in the product area. etc Thus the customer wants to keep abreast of developments and he sees salespersons as a provider of information in all those areas. Strategist Another role of the salesperson is that of a strategist. He or she being the �soldier in the field� or the � man in command� .has to evolve a strategy that can help him or her to be a market leader. Since all other elements of the marketing mix are outside of his or her decision arena., the only element that he or her can control are the time and route planning .For example ,a salesperson may time the announcement of a price change in his or her territory in such a way that it will give the firm maximum benefit, Likewise evolving a strategy to sell to an aggressive customer is the role of a salesperson. Tactician A salesperson is also a tactician In the sense that he or she evolves tactics to win over the customer or to enhance dealer satisfaction. Tactics are short-term action plan flowing from the strategy , which is a long0term action plan. For example choice of words in the face to face negotiation with the customer is a matter of tactics ,Or how much and when to give in is again a matter of tactic, So, a salesperson has to be good at tactics if he or she wants to succeed. Change Agent Last, we see a salesperson as a change agent in the market or the territory in which hen or she operates ,For it is he or she who introduces new product ideas and influences the life-styles and consumption patterns by making new products and services available in the territory and influencing opinion leaders to accept them and recommend the same to others .As we said earlier , the modern society owes a lot to salespeople , for it is they who help upgrade lifestyle and the quality of living. A salesperson is an important sales management position maintaining vital link between an enterprise and customers, society, distributors, retailers and others. Nature of roles played by a sales person is given as follows. (i) Diagnostic This involves a salesperson probing and finding the cause of a problem, i.e., why a customer often changes a brand or why a customer is loyal to a particular brand. (ii) Analyst A salesperson analyses customer needs and market trends and identify the linkages. Example: A farmer prefers a motorcycle compared to a scooter, so marketer must segment rural middle class for various types of motorcycles. (iii) Information Provider A salesperson is also an intelligent agent. He keeps the management informed of any significant development in his territory, i.e., any strategic change of competitor etc. (iv) Strategist A salesperson being in the forefront of sales organization can command on time and route plans of sales organization. For Example: A salesperson may at time make the announcement of a price change in his territory in such a way that it will give him maximum benefit. Likewise, evolving a strategy to sell to an aggressive customer is the role of a salesperson. (v) Tactician He is a tactician in the sense that he (or she) evolves tactics to win over the customer or enhance distribution/retailer satisfaction. A tactic is a short-term action plan and is part of a strategy, which is a long-term concept. (vi) Change Agent A salesperson acts as a Change Agent in his territory. For it is he who introduces new product ideas and influences the life styles and consumption pattern by making new products and services available in the territory and influencing opinion of manager to accept and recommend the same to other salesperson. Thus, the modern society owes a lot to salespersons, for it is they who help upgrade life style and quality of living. The Selling process or The Selling Theories on which the salespersons depend are Stimulus- Response Theory, Product Oriented Selling and Need-Satisfaction Theory. Other Functions Performed by a Sales Person(a) Line functions i. Achieves volume of sales ii. Responsible for enhancing market share iii. Responsible for profitability of the organization iv. Attends to customer service. (b) Staff functions i. Provides assistance for ware housing In charge ii. Provides assistance for Transport Department iii. Provides assistance to Production Department regarding Product knowledge and knowledge about specific customers. (c) Line and staff functions i. Helps General Sales Manager with sales fore-cost, market information and information about competitors ii. Helps Corporate Management in respect of product development, Diversification and information about market and competitors. Responsibilities of Sales PersonThe duties and responsibilities of a salesman differ from one business to another depending upon the nature of the business, the size of the business, the type of selling job, the sales policies of the concern, etc. However, there are certain duties and responsibilities which are common to all types of business. Responsibilities of a Salesman
The fundamental duty of a salesman is selling. This duty includes meeting the prospects, presenting and demonstrating the products, inducing the prospects to buy, taking orders and effecting sales.
A salesman should guide the buyers in buying the goods they want.
A salesman should attend to the complaints of the customers immediately and try to settle their grievances quickly and sincerely.
Sometimes, a salesman may be required to collect the outstanding bills relating to the goods sold by him. In such a case, he has to collect the bills and remit the amount to his firm.
A salesman may, sometimes, be required to collect information about the credit-worthiness of the customers. In such a case, he has to collect detailed information and submit it to his firm in time.
A salesman, especially a traveling salesman, is required to send daily, weekly or monthly reports to his firm, providing information about the calls made, sales effected, services rendered, route schedule, expenses incurred, business conditions, competition, if any, etc.
A salesman, i.e., a traveling salesman, is required to organize his tour programme. He has to prepare the route and time schedules for his tour so as to systematize his sales efforts.
A salesman is required to attend the sales meetings convened by his employer at periodical intervals to discuss the marketing problems, sales promotion activities, sales policies, etc.
A traveling salesman has to undertake touring regularly to cover the sales territories assigned to him.
A salesman, i.e., a counter salesman, has to arrange for the packing of the goods sold and the delivery of the packages to the buyers.
A salesman, i.e., an indoor or counter salesman, has to arrange for the window and counter displays of the products in an attractive manner so as to attract or induce the prospects to buy.
Every salesman has to build up satisfied clientele (i.e., customers) for his employer and thereby promote the goodwill of his firm.
Recruiting new salesmen, imparting training, by accompanying them while making sales calls.
Salesmen establish direct relations with middlemen — distributors, wholesalers, etc., and collect market information and pass it on to their firm. What is the main responsibility of a salesperson?The salesperson is responsible for greeting customers, helping them find items in the store, and ringing up purchases. To be successful as a salesperson you must have excellent communication skills. A good salesperson meets sales objectives while remaining polite and helpful to customers.
What is the most important thing for a salesperson?No. 1: Understand what the buyer wants. ... . No. 2: Sell in a buyer-responsive manner. ... . No. 3: Use psychology to engage the buyer. ... . No. 4: Establish trust with the buyer. ... . No. 5: Communicate succinctly. ... . No. 6: Act on what the customer is saying. ... . No. 7: Demonstrate subject matter expertise. ... . No. 8: Help (as opposed to close) prospects.. What are 3 main duties of salesperson?Salespeople act on behalf of their companies by doing the following:. Creating value for their firms' customers.. Managing relationships.. Relaying customer and market information back to their organizations.. What are the 3 most important things in sales?Being successful in sales and learning how to become better at sales boils down to 3 things: empathy, a genuine desire to help, and persistence.
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