Marketing Communications

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Marketing Communications
Personified Promotion

QUALITATIVE BASIS: qualitative factors that influence the salesperson performance must be evaluated
such factors as:

1. The sales person’s knowledge of the product, company policies and the competition.


2. The management of the sales person’s own time and the preparation for calls.


3. Customer relations


4. Personal appearance and health.


5. Personality and attitudinal factors such as cooperation, resourcefulness, ability to analyse
   logically and make decisions.

CATEGORIES OF PERSONAL SELLING JOBS

1. SALES ENGINEER: is an industrial salesperson who sells machinery or machines to other
   manufacturers. Must be thoroughly trained in engineering field and also have thorough
   knowledge of the product. He should be able to solve technical problems.


2. MANUFACTURER’S REPRESENTATIVE: he is involved with all aspects of selling and
   customer relations. A jack of all trades to his contacts; he is usually taken by his contacts
   as the manufacturer because he is well known by his customers.


3. PIONEER SALESMAN: the pioneer salesman is responsible for promoting new products
   with which customers may not be familiar. He sells primarily to wholesalers but may sell
   to other manufacturers and also to retailers. For example, a pharmaceutical salesman.


4. DEALER-SERVICE SALESMAN: after a pioneer salesman has convinced another
   manufacturer’s wholesaler or retailer that he should use the company’s product, it is the
   job of the dealer – service salesman to make sure that the customer is kept adequately
   supplied with the products.


5. MISSIONARY SALESMAN: the job of missionary salesman is to help the retailer sell so that
   he will reorder from the wholesaler. They do not solicit direct business but solicit orders
   for their customers.


6. DIRECT SALESMAN: manufacturers who sell their products directly to the ultimate
   consumer through catalogue or mail order or door-to-door use direct salesman. For example,
   furniture manufacturer or household products.


7. GENERAL WHOLESALE SALESMAN: the duty of the general wholesale salesman is to
   persuade the retailer that he should buy part of his stock requirements from the wholesaler
   whom the salesman represents.


8. MERCHANDISING SALESMAN: the merchandising salesman is a practical sales promotion
   man. His job is to help his customers produce the maximum sales of the product they order
   from his wholesaler thereby creating reorders. He must encourage retailers to advertise and
   display his products and may supply advertising or display materials.