"Let me see if I understand you correctly: your livelihood depends upon your sales efforts - and you don't like to do it. Is that right?"- Anon

This statement probably says a plethora of things about the importance of the Sales function not just to the individual, but also to the organization.

Let's face it: if the serpent hadn't tempted Eve with the BENEFIT of eating that apple, i.e., God-like Knowledge, she might not have succumbed! Unfortunately, many people still put sales/salespeople in the same category as that other ‘oldest profession'. This, despite the fact that the best products/services don't mean much without ‘customers'. And who usually finds those customers? It's the sales people! 

In today's world, there are more companies with more offerings trying to reach better, educated buyers with broader means of getting their attention than ever before - Internet, e-mail, cell phones, "traditional" media, etc. A hermit with a computer and a phone and an Internet connection can blanket the globe with information in seconds. This means it's getting harder and harder to get/keep buyers' attention. Specialized buyers need specialist salespeople - or salespeople with special skills. After all, who are you/your company depending on to not only "bring home the bacon" but also:

1.  Keep you posted on the latest break-throughs

2.  Ensure that your image is what you want it to be

3.  Feedback information on competitors

4.  Keep company's name in front of your "market"

5.  And MORE!!

In this sense of the term, Sales is the only department that contributes to revenue, everything else contributes to expense!

The objective of any firm is to market and sell its products or services profitably. In small firms, the owner or chief executive officer might assume all responsibilities. In large firms, which may offer numerous products/ services nationally/worldwide, an executive vice president directs overall policies.

Advertising, marketing, promotions, market research, marketing strategy, sales, advertising, promotion, pricing, product development, public relations activities are all related to Sales departments and different aspects of the sales function.

SALES & MARKETING SET-UP OF A BIG-SIZED FIRM WILL LOOK THUS:

Qualities that make a Good Sales Professional (GSP) a WINNER!

PRE-SET PROCESSES: It has been shown that all GSPs have developed a certain type of Procedure in their way of selling which has helped them in an effective way of selling.

SERVICE TO CUSTOMER: All GSPs value their Clients and believe in providing value to their clients through quality service. The underlying philosophy of every sales call is to be of valuable service to the customer. This manifests itself in the overall attitude of the sales person. This attitude becomes a way of life that translates into them always meeting their targets, keeping their jobs, making money and also experience satisfaction. This attitude also helps them ask the right questions and look at things from the customer's point of view.

CONSTANT LEARNING: GSPs do not rest on past laurels and are constantly willing to learn in order to become better at their craft.

HONESTY & INTEGRITY: Customers will typically try and test the sales professional on certain areas that they may already have answers just to check the honesty and integrity of the sales professional. A good sales professional will know that it pays to give out the facts or admit weaknesses in a product or service keeping the long term benefits of establishing a strong relationship with the client which will otherwise make the prospective client lose trust and thereby he will not be willing to do business with that sales professional.

AIM AT LONG-TERM SUCCESS: A True Sales Professional always aims for long term success. He not only envisions his own future as a Sales professional, he is also interested in the future of his clientele and will do whatever it takes to keep the relationship with their clientele intact.

WHAT ELSE..........?

1.  Selling skills - which comes through training and application.

2.  Patience & Perseverance

3.  Posture & Body Language

4.  Leadership Abilities

5.  People Skills

6.  Negotiation Skills

7.  Ability To Pre-Empt Client Need

8.  Interpersonal Skills

9.  Understanding Customer Behavior

10. Previous Achievements

11. Academics

12. Etiquette

13. Physical Fitness

14. Attitude

15. Personal Grooming & Hygiene

16. Coordination Skills

17. Ability To Meet Targets - Faith in himself/herself

CHALLENGES IN THE PROFESSION:

In this new era of selling, the e-portals and the various other technology-based selling though provide mileage, cannot beat personalized selling. Philip Kotler has said "nothing can substitute personalized selling".

So lets look some of the hardest things to do in sales to achieve success -

1.  Being Organized  - the vastness of the function makes it more difficult to organize the function, more so because the sales person needs to pre-empt his client's requirement which may or may not be to the sales person's liking.

2.  Keeping a positive, optimistic attitude in spite of the constant hurdles, which many a times may also be unexpected, and many also stay on.. for unpredictable time period.

3.  Being Persistent - Patience and perseverance do pay in sales; but may also take its toll on the ability of the sales person in the long term, making him turn to alternate functions.

4.  Asking for the sale - Can be embarrassing, risky. But a sales person has to do it to achieve his success & targets.

5. Being Original - Being original may not always be the right thing to do in Sales. Unfortunately the lesson may be learnt a little too late, at times.

SUCCESS FROM SALES & MARKETING:

Sales & Marketing probably is one of the few professions where efforts can be converted into success, and success is tangible and measurable. The incentives, commission, rewards, perks, etc makes Sales & Marketing a much sought-after profession.  Why not!!? The most successful businesses in a free market economy are those that have a well-defined, strong marketing organization. Happy Selling :)  

HR-One Management Consultants Ltd 

Issue BG73 Apr07

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Comments (1)

	1. 04-12-2007 19:05
	i need some help regarding a project...p I am an engg graduate in computer science and now on going MBA in HR and Marketing.I am going to do my MBA final project now.I would like to do in HR.I am looking for a nice topic in HR.I need some new and a topic which through my researh study and project would help the employees do there work in a much effective and a productive way....hope u all will help me....    my number is 09940294502(chennai),09447390463(kerala) Registered Report

Ajith sundaram

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