Question
What is personal selling? Explain the qualities of a good salesman.
Solution
Meaning: It involves face-to-face interaction between the seller and the prospective buyer. It involves an oral presentation of a message in the form of conversation with one or more prospective customers for the purpose of making sales.
Qualities of a Good Salesman: A good salesman should posses the following qualities:
- Physical Qualities: A salesman can be called a good salesman if he possesses healthy physique and attractive personality. Physical fitness is the greatest asset of a salesman. Physical qualities include personality, stamina, health and tolerance and Personality includes Good appearance, pleasing voice etc.
- Mental Qualities: A good salesman should have a high degree of intelligence and imagination. He should understand the customers quickly and read his mind. Other qualities-mental alertness, sharp memory, initiative, imagination and self-confidence.
- Social Qualities: Since a salesman has to deal with persons living in the society, so he must also possess social qualities. These mainly include: Sociability, tact, sound character, sweet nature, etc.
- Vocational Qualities: Qualities which are directly concerned with the functioning of a salesman are known as vocational qualities. It includes mainly: knowledge of product, knowledge of competitive products, training and aptitude. He must have extensive knowledge with regard to the manufacturing process of his product, method of its use, its advantages, etc.
- Good Communication Skill: A good salesman should possess a controlled voice and a good command over the language. He should be clear of what to be communicated.
