Salesmanship 1

1. UNIT-I
Introduction
Personal selling is where businesses use people (the "sales force") to sell the product after
meeting face-to-face with the customer. The sellers promote the product through their attitude,
appearance and specialist product knowledge
Advertising is a means of communication with the users of a product or service.
Advertisements are messages paid for by those who send them and are intended to inform or
influence people who receive them, as defined by the Advertising Association of the UK.
Advertising is always present, though people may not be aware of it. In today's world,
advertising uses every possible media to get its message through. It does this via television, print
(newspapers, magazines, journals etc), radio, press, internet, direct selling, hoardings, mailers,
contests, sponsorships, posters, clothes, events, colours, sounds, visuals and even people
(endorsements).
Sales promotion is one level or type of marketing aimed either at the consumer or at the
distribution channel (in the form of sales-incentives). It is used to introduce new product, clear out
inventories, attract traffic, and to lift sales temporarily.
1. PERSONAL SELLING
• According to American Marketing Association, “oral presentation is a conversation with one
or more prospective customers for the purpose of making sales.”
• It is most important of all the market efforts of an enterprise because through personal
selling consumers are encouraged more.
2. CHARACTERISTICS OF PERSONAL SELLING
 It is the method of direct selling
 It involves oral communication between buyer and seller.
 In personal selling, the seller wants to convince the buyers to sell his product.
 It involve the sale of goods and services personally.
 It is most effective tool of increasing the sales.
 It helps in providing many important information to the enterprise regarding the market.
 It is essential for the survival of business.
3. NATURE OR FUNCTIONS OF PERSONAL SELLING
 Making sales
 Advertise the new product
 Service to customers
 Executive functions
 Records of the sales
 Collect statistics
4. IMPORTANCE OF PERSONAL SELLING
• Helpful in selling
• Demonstrating the product
• Helpful in removing the doubts & confusions of customers
• Helpful in communication

2. • Knowledge of prospective buyers
• Important from buyer’s point of view
• Important to the society
5. LIMITATIONS OF PERSONAL SELLING
• Increase in the cost of sales
• Difficulty of reporting at right time
• Lack of efficient salesman
6. TYPES OF PERSONAL SELLING
• Selling for retailer or consumer salesmanship
• Selling for wholesaler or merchant salesmanship
• Selling for manufacturers
7. MEANING OF SALESMANSHIP
 Salesmanship is an art of selling goods and services of the seller to buyers.
 It is seller-initiated effort that provides prospective buyers with information and motivates
or persuades them to make favorable buying decisions concerning the seller’s products or
service.
8. DEFINITION OF SALESMANSHIP
The American Marketing Association defined the term ‘salesmanship’ as “ the personal or
impersonal process of assisting and/or persuading a prospective customer to buy a commodity or
service to act favorable upon an idea that has commercial significance to the seller.
9. FEATURES OF SALESMANSHIP
 Salesmanship is an art
 Personal service
 Art of attracting and persuading customers
 Art of converting desire into necessity
 Buyer’s confidence
 Consumer satisfaction
 Establishment of permanent relations
 Service for producer, distributor andconsumer
 Mutual benefit
 Educative process
10. IMPORTANCE OF SALE SMANSHIP
 Important to producers
 Important to customers
 Important to salesman
 Important to government
 Important to society
11. SCOPE OF SALESMANSHIP
• Transport
• Repairing
• Teaching

3. • Painting
• Banking
• Legal
• Medicine
• Insurance, etc.
Salesmanship in its higher levels includes the subject-matter of:-
– Product knowledge,
– Knowledge of customers,
– Training and control of salesman,
– Organization and management of sales departments, etc.
12. ADVANTAGES OF SALESMANSHIP
 Salesmanship helps in preventing the piling up of huge stocks.
 Salesmanship helps in creating demand for the goods which leads to increase in
production.
 Salesmanship is the best means of two-way communication b/w the company and
customer.
 Increase in sales helps to increase the profits.
 Increased sales induced business activity which provides more employment and higher
income for the community.
 Consumers are benefitted as salesmen provide them great deal of useful information.
13. LIMITATIONS OF SALESMANSHIP
 High cost of personal selling.
 Salesmanship adopts the methods of pressure selling.
 Good and competent sales person are scarce.
14. Theories of Personal Selling
 AIDAS Theory Of Selling
 Right Set Of Circumstances
 Buying Formula Theory
 Behavioral Equation Theory
14.1 AIDAS Theory of Selling
A- ATTRACT ATTENTION
I - SUSTAIN INTEREST
D - CREATE DESIRE
A- INDUCTING ACTION (clarify objections and close the sale)
S- BUILDING SATISFACTION (activities after the sale)
14.2 Set of Circumstances
• This theory can be summarized as “ everything was right for that sale”.
• Also called “Situation Response theory”.
• In particular circumstances we respond in a particular way .
• Salesperson needs to present PROPER STIMULI or APPEALS so that desired response is
resulted

4. • Seller oriented Theory
• External Factors vis-à-vis Internal Factors
• Focus on the external factors at the expense of Internal Factors
•This theory sometimes is also called “Situation Response theory”, had its psychological
origin in experiments with animals and holds that the particular circumstances prevailing in a
given selling situation cause the prospect to responding a predictable way.
• If the sales person succeeds in securing the attention and gaining the interest of the prospect,
and if the salesperson presents the proper stimuli or appeals, the desired response will result.
Furthermore the more skilled the salesperson is in handling the set of circumstances, the more
predictable is the response. The set of circumstances includes factors external and internal to the
prospect. Example,
Suppose a salesperson sales to the prospect, “Let’s go out for lunch”.
The salesperson and the remarks are the external factors. But at least 4 factors internal to the
prospect affect the response. These are the presence or the absence of desires
(1)First to go out for lunch
(2)To have it now
(3)To go out
(4)To go out with salesperson
Proponents of this theory tend to stress external factors and at the expense of internal factors.
They seek selling appeals that evoke desired responses. Sales personnel who try to apply the theory
experience difficulty traceable to internal factors in many selling situations, but the internal factors
are not readily manipulated. This is a seller oriented theory: it stresses the importance of the
salesperson controlling the situation, does not handle the problem of influencing the factors internal
to the prospect, and fails to assign appropriate weight to the response side of the situation response
interaction.
4.3.Buying Formula Theory
• Buying Formula Theory Emphasizes the Buyer’s side of the Buyer Seller Dyad Buyer’s needs
or problems receive the major attention and the salesperson’s role is to find solution Buying
formula is a schematic representation of a group of responses arranged in a psychological
sequence Emphasizes the Prospect’s responses
Buying Formula Theory
• Simplest Model:
Need (Problem) – Solution – Purchase
Outcome of a purchase affects the chance that a continuing relationship will develop between
buyer and seller
Need (Problem) – Solution – Purchase- Satisfaction
Need is always satisfied by a solution in terms of product or services accompanied by
respective Trade or Brand Name
Need (Problem) – Solution – Product or Service/ Trade or Brand Name - Purchase- Satisfaction
• To ensure purchase, the product or service & the Trade Name must be considered adequate
and the buyer must experience feeling of anticipated satisfaction

5. • Emphasis should be placed depending upon kind of circumstance• Need or Problem should
be emphasized if Prospect does not feel a need
• Association between need and Product must be emphasized if Prospect does not connect it
• Association between Brand and Product to be emphasized if Prospect fails to connect it
• In case of competition, emphasis should be on developing the adequacy of the brand name
and pleasant feelings around it.





Fig-1: Problem-Solving Approach in Selling










Fig-2: Elaborated Problem-Solving Approach
Behavioral Equation Theory
• Buying Behavior in terms of the purchasing process viewed as phases of learning process.
Four Essential Elements:
• Drives:
Strong Internal Stimuli that impel the buyer’s action – Innate Drives – Learned Drives Eg. :
Innate drive –you are hungry Learned drive – you want to have burger
 Cues:
Stimuli that will determine when buyer will respond
– Triggering Cues
– Non Triggering Cues
(i) Triggering cue – activates decision process for a given product and evokes you to buy a
product. For example : you are hungry and want to have burger
Need of
Problem
Product
Brand
Purchase Satisfaction
Need of
Problem
Product
Brand
Purchase Satisfaction
Adequence
Pleasant
Feeling

6. (ii) Non – triggering cue – influences the decision process but not activate. It can be of two
types for the product which helps to make opinion for decision process and the information
which you get from advertisements, sales promotion etc.
For example :You believe McDonalds provides the cheap and the best burger with quickest
service time
• Specific product / information – also functions as triggering cue. For example special
offers/discounts on cold drink and French fries with the burger.
• Response: What buyer does Example buyer can purchase or not• Reinforcement: Event that
strengthens the buyer’s tendency to make a particular response Example: convenience, time saving
and money factor
• Behavioral Equation:
B = P * D * K * V
B – Response or purchase of brand
P – Predisposition
D - Present drive level
K - Incentive Potential
V – Intensity of all cues
B = P * D * K * V




Response
Purchasin
g
Force of
Habit
Drive level of
motivation
Value of the
to provide
satisfaction
Intensity
of all ques

7. 14. Types of Sales Executives
1. Order getting salesman
Manufacturers order getting salesmen: These sales men deal with industrial products and raw
material. Their main function is to receive orders in bulk quantity for their manufacturers.
Wholesale order getting salesmen: The salesmen of this nature, receive orders from the retailers by
strolling in the markets for wholesalers.
Retailer order getting salesmen: these salesmen receive order from consumers by visiting door-to-
door and convincing them for the retailers.
2. Order taking salesman:
These salesmen receive bulk orders and sometimes, receive the payment for products
immediately delivered to the buyers. These salesmen work for manufacturers, wholesalers and
retailers too.
3. Supporting salesman:
Such salesmen neither receive orders for any person nor do the sale. They help the
manufacturer in order to increase the sale in the common course of business in their respective areas.
Missionary salesmen : also known as pioneer salesmen. They act as communication media amid the
manufacturers, wholesalers and the retailers. He creates the demand for the products and thus,
enhances the popularity of the institution.
Salesmen of mechanical expertise: these salesmen generally are highly qualified engineers or expert
mechanics. they are sent to those consumers / buyers who face any problem, difficulty or grievance.
They restore the confidence of the customers on product and provide them with satisfaction by
solving the problem.
15. Qualities of Sales Executives
 Ability to define position’s exact functions and duties in relation to the goals the company
should expect to attain.
 Ability to select and train capable subordinates and willingness to delegate sufficient
authority to enable them to carry out assigned tasks with minimum supervision.
 Ability to utilize time efficiently.
 Ability to allocate sufficient time for thinking and planning.
 Ability to exercise skilled leadership

8. Pre-sale Preparation• Presales is a process or a set of activities normally carried out before a customer
is acquired, though sometimes presales also extends into the period the product or service is
delivered to the customer.• It is the first step in personal selling. They must be properly selected,
trained, and motivated for the job.• They must be fully familiar with the producer, the product, the
market and the selling techniques.• Both the product knowledge and the company knowledge must
be aware of.
36. Prospecting and Canvassing• It refers to locating the potential buyers for the product and
satisfying buyers about the product and screen them to make sure that their sales efforts will not go
waste.• A salesman should examine the need of the buyers and their capacity to buy the product.•
He should always remember that every one cannot be a prospect.• While "Selling" is the art of
convincing someone to make a purchase, "Prospecting" is really the science of setting aside or
disqualifying suspects who dont fit the right profile so your sales process can focus on the most
profitable candidates.
37. Approaching• Before calling on the prospects, the salesman should try to get information
about their nature, habits, spending capacity, motives, etc.• After collecting all such information, he
should approach the customer in a polite and dignified way and introduce himself and his product to
the prospective customers• He should not be over-clever or deceptive at any stage.• A counter-sale
person should always be careful in attending the would be customer.• He should be careful in his
first impression.
38. • Types of approaching:-1. The Instant Buddy: People will be more willing to buy from
someone they like. Salespeople who use this approach are warm and friendly, asking questions and
showing interest in their prospects. They try to connect on an emotional level with a prospective
customer.1. The Guru: Salespeople who prefer a more logical and less emotional approach often set
themselves the task of becoming experts in anything and everything related to their industry. They
position themselves as problem-solvers, able to answer any question and tackle any issue that the
prospect lays before them.

9. 39. 3. The consultant: This approach combines the guru and buddy approaches. The salesperson
who elects to use the consultant approach presents herself as an expert who has the customers best
interests in mind. She knows all about her companys products and by asking a prospect a few
questions, she can match him up with the best product for his needs.4. The Networker: Networking
can be a big help for any salesperson. The dedicated networker takes it to the next level, setting up
and maintaining a web of friends, co- workers, salespeople from other companies, customers and
former customers, and anyone else he meets. A strong enough network will create an ongoing flow of
warm leads that can provide most or even all of the salespersons needs5. The Hard-Seller: Best
described as “scare the prospect into buying,” the hard sell approach is what gives salespeople their
bad reputation. Hard selling involves getting someone to buy a product even though he doesnt want
or need it.
40. Sales Presentation
41. • The sales person has to gain the customers attention. For this purpose, he should start with
sales pitch to present his product and describe its characteristics in brief.• He should understand the
attitude of the prospect and match with his attitude so that he may be able to hold his attention and
create interest in the product.• In selling technique, a sales pitch is a line of talk that attempts to
persuade someone or something, with a planned sales presentation strategy of a product or service
designed to initiate and close a sale of the product or service.• A sales pitch is a planned presentation
of a product or service designed to initiate and close a sale of the same product or service. A sales
pitch is essentially designed to be either an introduction of a product or service to an audience who
knows nothing about it, or a descriptive expansion of a product or service that an audience has
already expressed interest in.
42. Demonstration• Demonstration is one of the best methods of presentation.• If necessary, the
sales person should display and demonstrate the working of the product.• He should explain and
describe the utility of the product in brief through demonstration so that the prospect realises the
need for the product to satisfy his wants.• He should not be in hurry to impress the customer and
should avoid any controversy.• He may suggest uses of the product and may create impulsive urge
to possess the commodity, by appealing to human instinct.
43. Handling Objections• Resistance is a wider term than objection. Sales resistance is purported to
those imaginary or actual hurdles that make the sale of product different.• The salesmen therefore,
are compelled to face resistance from the buyers.

10. 44. • It is necessary to evaluate correctly and immediately the buying motives in order to remove
the sales resistance.• Sales resistance may be of following types: i. The product cannot be sold
(product cannot be sold on credit). ii. Sales objections (objections raised due to unclear, impure and
inchoate presentation). iii. Product related resistance (objection raised on account of color, size, shape,
price, design, technical defects, etc.) iv. Buyer related resistance (objection s raised due to ignorance
toward their necessity).
45. Closing the Sale• Closing is a sales term which refers to the process of making a sale.• In sales,
it is used more generally to mean achievement of the desired outcome, which may be an exchange of
money or acquiring a signature.• The salesperson should not force the prospect to buy but he should
let the customer feel that he has made the final decision.
46. • Common Techniques of Sales Closing• The Assumptive close, also known as the
presumptive close: in which the salesperson intentionally assumes that the prospect has already
agreed to buy, and wraps up the sale. "Just pass me your credit card and Ill get the paperwork
ready."• The Balance Sheet close, also called the Ben Franklin close, in which the salesperson and the
prospect build together a pros-and-cons list of whether to buy the product, with the salesperson
trying to ensure the pros list is longer than the cons.• The Cradle to Grave close, in which the
salesperson undercuts prospect objections that it is too soon to buy by telling them there is never a
convenient time in life to make a major purchase, and they must therefore do it anyway."• The Direct
close, in which the salesperson simply directly asks the prospect to buy. Salespeople are discouraged
from using this technique unless they are very sure the prospect is ready to commit.• The Indirect
close, also known as the question close, in which the salesperson moves to the close with an indirect
or soft question. "How do you feel about these terms" or "how does this agreement look to you?
47. • The Minor Point close, in which the salesperson deliberately gains agreement with the
prospect on a minor point, and uses it to assume that the sale is closed. "Would the front door look
better painted red? No? Okay, then well leave it the colour it is."• The Negative Assumption close, in
which the salesperson asks two final questions, repeating them until he or she achieves the sale. "Do
you have any more questions for me?" and "do you see any reason why you wouldnt buy this
product?" This tactic is often used in job interviews.• The Possibility of Loss close, also known as the
pressure close, in which the salesperson points out that failing to close could result in missed
opportunity, for example because a product may sell out, or its price rise.• The Puppy Dog close, in
which the salesperson gives the product to the prospect on a trial basis, to test before a sale is agreed
upon.• The Sales Contest close, in which the salesperson offers the prospect a special incentive to

11. close, disarming suspicion with a credible "selfish" justification. "How about if I throw in free
shipping? If I make this sale, Ill win a trip to Spain."• The Sharp Angle close, in which the salesperson
responds to a prospect question with a request to close. "Can you get the system up and running
within two weeks?" "If I guarantee it, do we have a deal?
48. Follow-up• After closing a sale, follow up is must.• It refers to the activities undertaken to
ensure the customer that he has taken the right decision of buying the product.• These activities
include installation of the products, checking and testing its smooth performance, maintenance and
after-sale service.• It helps in building long term relationship with the customer.
49. Prospecting• A salesman has to begin with identifying the potential customers. Sales• In
personal selling it is called Leads prospecting. Screening• A prospect is thus a potential customer
who has the need for Procedures for product, has the purchasing power Qualifying Leads and
willingness to buy the product.• Prospecting is a process whose ultimate aim is to build a prospect
Qualified base consisting of current Prospects customers and potential customers.
50. Techniques of Prospectingo Cold calling via telephoneo Door to door cold callingo Speaking at
conferenceso Writing articleso Trade showso Conferenceso Reading local newspaperso Asking for
referrals from existing customerso Networking
51. Popular Prospecting Sources & Popular Prospecting Sources & Methods MethodsInternal
Sources External Sources– Company – Referrals Records– Lists and – Introductions Directories –
Community– Advertising Contacts (Centers Inquiries of Influence)– Telephone – Organizations
Inquiries– ail Inquiries – Non-competing– Internet or Salespeople World Wide Web Personal Contact
– Visible Accounts – Observation – Cold Canvassing – Trade Shows – Bird Dogs (Spotters)
52. Significance of ProspectingProspecting looks for customers who have theneed and ability to
buy our product or service.Prospecting helps in finding out potentialcustomers.Prospecting helps in
bringing our lost customers.Prospecting helps in retaining our currentcustomers.Generating sales
through prospecting is possible.
53. Sources of Prospectsŏ Referralsŏ Friends & relativesŏ Directoriesŏ Trade publicationsŏ Trade
showsŏ Telemarketingŏ Ads & sales lettersŏ Internetŏ Seminarsŏ Old clients
54. ApproachingApproachmeans a Pre- approachpositive, step bystep propositiondeveloped by
afirm or a Approachsalesperson towin a favorableresponse from Post-the prospects . approach
55. The Sales Approach• Unless it has been necessary to contact the decision maker(s) at the
research stage, this will normally be the first - and most important - contact at the decision making
level. In the first 2 minutes of the approach, the customer will form an impression of the Salesman

12. and his Company that will not easily be changed - be it good or bad! The first 2 minutes are therefore
crucial. Polite "pleasantries" should of course be exchanged, particularly if the local culture expects it.
But these should be completed quickly and efficiently. It is no time to talk aimlessly about the
weather, traffic, sport, politics, or to launch into a history of your company. The customer has a
"problem" and your research should have indicated the likely nature of that problem. Therefore, (a)
State the problem. (b) Suggest that you might be able to solve it - in terms of BENEFITS. (c) Start
asking questions when?, what?, how?, why?
56. Pre-approach• The planning and preparation done prior to the actual contact with the prospect
is called pre- approach.• It is one of the stages in sales call preparation in which the sales person
seeks out additional information after the prospecting process is completed.• Allows you to be less
mechanical and more thoughtful.• Allows you to anticipate problems and plan ways to handle them.
57. Pre-approach Typical information sought is:(1) The size of the prospect company.(2) The names
and titles of decision makers.(3) The industry the prospect in and its industry position.(4) The
prospect’s business reputation.(5) The name of the competitors who currently serve the prospect.(6)
The prospect’s current focus. This information, which is usually not too difficult to acquire, is enough
to develop a sales plan that will give that first sales call a better chance of success.
58. Objectives of Pre-approach• To provide additional information.• To select the best approach to
meet the prospects.• To obtain information for planned presentation (personal and business
related).• To avoid serious mistakes.• To involve the prospect in product demonstration.• To save
time and energy.• To get referrals.
59. Post-approach Post- demonstration displayingapproach
60. (1) Sales Demonstration• Demonstration is the act of exhibiting the operation or use of a
device, machine, process, product, or the like, as to a prospective buyer.• It is an effective
communication tool .• Demonstration have a positive contribution to make the selling process.• It is
mutually beneficial to both the prospect and the salesperson.• It makes product evaluation easier for
the prospect.• Demonstration can be used strategically to add value to the sales.
61. Benefits of Sales Demonstration¤ Better communication¤ Proof of benefits¤ Feeling of
ownership¤ Infuse sense of confidence
62. Planning Demonstration• Match the demonstration to clients• Right selling• Sales tools• One
idea• Sensory appeal• Telling, showing, involving• Rehearsal• Creative

13. 63. Tools for Effective Demonstration• Product itself• Models• Photographs/illustrations•
Portfolio• Reprints• Graphs/charts, test results• Laptops and demonstration software• Audio-
visual technology• Bound paper presentations• Dekho, Dekhane ke paise nahi lagte
64. (2) Sales Displays• Display is the act of putting things for view or on view. Sales display means
"arranging systematically saleable goods so as to attract the attention of the customer".• By sales
display, the manufacturer shows the goods or services in an attractive manner to catch the eye of
customers. In fact, display is the silent salesman that calls the prospective buyers attention to the
product and hopefully makes him to purchase.• In the past, sales display was the only media for
exhibiting products and including prospects to buy the same. At present, sales display occupies an
important place in marketing. Sales display acts as advertising at the point of purchase.
65. It presents the product or service toObjectives of Sales Display It gives an idea about every
detail of the productthe potential buyers such as It assists thevariety, quality, size, colour, design
etc. customer to see and examine the goods before they actually buy them. Sales display appeals
visually to the prospects and stimulates them to Sales display reminds the buyers about their need
and theypurchase. It supplements the advertising efforts of theare attracted to buy. Wholesalers
and retailers are satisfied by displaymanufacturer. tactics undertaken by the manufacturers they
buy the goods without hesitation.
66. Forms of Sales DisplaysThere are three forms of display: 1. Interior display 2. Exterior display
3. Display at other places
67. Interior DisplayInterior displays or demonstration are arranged inside the shop.It includes
displays on the floor, walls, in the show cases and show boxes. Goods should be neatly arranged and
displayed inside the retail outlet (shop).In this type of display, proper lighting and colour matching
should also be made so that overall effect of interior display becomes pleasing and attractive.The
principles of cleanliness and orderly arrangement of stock in a neat manner are the basic necessities
of interior display.Further, the display should provide the customers and sales personnel adequate
space to allow movement.The stock should be kept in such a way that it remains free from
dust.Protection should be given to the displayed items so that they are not destroyed. It is also
desirable to place related items together.
68. Exterior Display Exterior display is the display of product in the show window of the retail
outlet. It creates that long lasting first impression. It also attracts the attention of passers-by as well as
prospects and invites them in this way to enter the establishment. Window dressing, shop front (shop
joint) and shop sign (sign board) are the major examples for exterior display.• Shop front :- It is the

14. face of the shop. It should clearly indicate the class and variety of products that the shop sells. The
shop front should be designed in such a way that it will remain readily identified from among
various shops. Therefore it should possess some unique features.
69. • Shop sign:- Like shop front, it is also the face of the shop. It should have the name of the
shop, the brands it deals with and the name of the owner. The sign board be hung in such a place
where it must be visible to the passerby. Either it may be kept at a high place or above the shops
entrance as found suitable for clear vision. The sign board should possess the characteristics of
distinctiveness and attractiveness. Both the sign board as well as the shop front should be properly
lighted.• Shop Window (Window Dressing):- It is an art of dressing windows by attractive display of
articles inside the shop window. The idea behind window dressing is not only to display products to
the prospects but also to induce them into the store by creating adequate interest among them. By
creating favourable image or impression upon the prospects the window display also creates the
desire to buy. Thus it creates and maintains the goodwill of the shop
70. Show Rooms and Show Cases• Show rooms and show ca ses are one of the latest types of
advertising. Most durable and industrial products are introduced in the market with the help of these
mediums.• Show rooms are specially designed rooms in which the products are displayed. While
people pass through such show rooms, they get an opportunity to see, touch, handle and examine the
products at close range. Price tags may be attached to the product items. The show room may be
owner or hired. In general, the show rooms are opened by leading companies in important cities and
towns. Here the purpose is to exhibit the product items to the prospects. Sometimes, the show room
attendants also get the role of salesperson by providing information and clearing the doubts
/objections of the prospects.
71. Exhibitions and Trade Fairs• Exhibitions and trade fairs are meant to display product items
before the general public, demonstrate their uses and merits and create market for them. Exhibitions
and trade fairs are also useful to introduce new products and exhibit their uses. Sales literatures,
folders, handbills, notices are usually distributed to the general public and at times free samples are
also given. At times, government also encourages producers to exhibit their products in international
exhibitions and trade fairs in order to expand the export trade.
72. Various Classes Of Sales Display1. Product unit display: The product unit displays use
merchandise that is identical in size, design, colour, shape, use, etc. This type of display is used for
bag, readymade garments, shirts, etc. Efficient merchandising is of interest to both the dealer and the
producer. The following would probably matter to the dealer:* Creation of a stocking point for his

15. establishment based on an intelligent assessment of profitability and turover. * Careful planning of
shop floor layout – placing of shelves, displays, cabinets, etc-and to ensure maximum speed of the
customer traffic during peak period, thus avoiding over crowding and bottleneck.2. Assortment
display: In this type of display a retailer puts a large range of products for display. It can be classified
into the following two types:• Open display(e.g. super bazaar)• Close display(e.g. shoes ,electronics)
73. 3.Videotape displays: This is the latest development in the field of displays. These displays
make use of technology to "speak" to and show shoppers the available merchandise. These pre-
recorded audio/video devices include "shelf talkers" and "rear screen projection" thus adding a new
dimension to products which need demonstrations.4. Life-style displays: Using the market
segmentation approach life style displays are used by retail stores/outlets focusing on life styles of
customers. The purpose here is to make the retail store appear homely for target customer and give
him the feeling that he has come to the right place to shop.(eg; retail store of Bajaj Two wheelers)5.
Rack displays: Clothing and household goods retailers for neatly hanging or presenting the products
items mainly use this type of display. A variety of vertical chrome or steel tubing racks in circular and
side- wards shapes as well as mobiles are used for displays.
74. Process of Sales Display Management
75. Methods Of Sales Plan Presentation• Visual Aids• Proof Letters• Printed Literature• Models•
Video Equipment
76. Steps in Sales Presentations Plan• Approach• Presentation• Demonstration• Negotiation•
Close• Servicing the sale