Marketing Communications

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Marketing Communications

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Personified Promotion

SKILL COMPONENTS FOR A PROFESSIONAL SALESPERSON

Customer demands facts, and the inability to supply just one important fact may cost a sale. A salesperson
must have thorough knowledge about:

1. THE SELLING COMPANY: such knowledge as the company’s growth, development,
   organization, key staff, policies, procedures, production, service facilities, price structure,
   discount and guarantee policies.


2. PRODUCT KNOWLEDGE: the company’s product attributes such as (1) Generic-chemical and
   physical components (2) Aesthetic-packaging, designs, colour, price, manufacturer’s, wholesaler
   and retailer’s prestige, brand. (3) Need satisfaction attributes-product benefit to the consumer.


3. COMPETITION KNOWLEDGE: identification of the strength and weakness in
   competing products.


4. THE CUSTOMER: knowledge about the customer’s organization, purchasing procedure,
   payment procedure customer’s need and wants, customer’s industry or the individual buying
   a consumer product.


5. PERSUASION TECHNIQUES: adequate skill in persuasion techniques, used in sales talk
   presentation product demonstration, customer complaints handling and order negotiation.


6. NEGOTIATION TECHNIQUES: sufficient skills in negotiation process are essential to
   provide a salesperson a huge ability to exchange ideas, change selling relationship and
   enhance customer’s agreement.