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Session – 1
Topic: Role of Selling & Personal Selling
Sales & Retail Management(KMBNMK04)
By
Dr. Ajay Singh
Definition of Selling
• Selling is first and foremost a transaction
between the seller and the prospective buyer or
buyers (the target market) where money (or
something considered to have monetary value) is
exchanged for goods or services.
• So the best way to define selling is to focus on
the sales skills that are necessary to make that
transaction happen.
• Defining selling as the art of closing the
deal encapsulates selling's essence.
Role of Selling
• The simplest way to think of the nature and role
of selling (traditionally called salesmanship) is
that its function is to make a sale.
• This seemingly obvious statement disguises what
is often a very complex process, involving the use
of a whole set of principles, techniques and
substantial personal skills, and covering a wide
range of different types of selling task.
Role of Selling
• The term selling encompasses a variety of sales
situations and activities. For example, there are those
sales positions where the sales representative is
required primarily to deliver the product to the
customer on a regular or periodic basis.
• The emphasis in this type of sales activity is very
different from the sales position where the sales
representative is dealing with sales of capital
equipment to industrial purchasers. In addition, some
sales representatives deal only in export markets whilst
others sell direct to customers in their homes.
Personal selling
• 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. They aim to
inform and encourage the
customer to buy, or at least
trial the product.
Session1  kmbnmk04
Activity-1
• Choose a product (FMGC/Electronics/Automobiles
etc) of your choice and demonstrate selling of
product to a retail customer.
THANK YOU

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Session1 kmbnmk04

  • 1. Session – 1 Topic: Role of Selling & Personal Selling Sales & Retail Management(KMBNMK04) By Dr. Ajay Singh
  • 2. Definition of Selling • Selling is first and foremost a transaction between the seller and the prospective buyer or buyers (the target market) where money (or something considered to have monetary value) is exchanged for goods or services. • So the best way to define selling is to focus on the sales skills that are necessary to make that transaction happen. • Defining selling as the art of closing the deal encapsulates selling's essence.
  • 3. Role of Selling • The simplest way to think of the nature and role of selling (traditionally called salesmanship) is that its function is to make a sale. • This seemingly obvious statement disguises what is often a very complex process, involving the use of a whole set of principles, techniques and substantial personal skills, and covering a wide range of different types of selling task.
  • 4. Role of Selling • The term selling encompasses a variety of sales situations and activities. For example, there are those sales positions where the sales representative is required primarily to deliver the product to the customer on a regular or periodic basis. • The emphasis in this type of sales activity is very different from the sales position where the sales representative is dealing with sales of capital equipment to industrial purchasers. In addition, some sales representatives deal only in export markets whilst others sell direct to customers in their homes.
  • 5. Personal selling • 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. They aim to inform and encourage the customer to buy, or at least trial the product.
  • 7. Activity-1 • Choose a product (FMGC/Electronics/Automobiles etc) of your choice and demonstrate selling of product to a retail customer.