Selling an “Art”


Selling first and foremost is an ‘art’. The sales person has to acquire sufficient knowledge from where to buy and whom to sell and at what price. Gathering this information require certain skills which we call it an ‘art’ in this article. Here the assumption is that the sales person is working on behalf of small or medium trading company which is considered as a profit centre by the employers. Therefore the sales person has to be most performance oriented.

It is said that selling makes the World go around. It is somebody who sold some thing to someone else who in turn sold it to us. Let us consider the case of food products .The fertilizer company sells urea to the farmer who sells his produce to the food processing firms like Pepsi or Britannia; who after processing the agricultural produce, sell it to the wholesaler who in turn sells to the retailers and they sell the same to consumers.

Had it not been for the salesperson, the standard of living of an average person would have been much lower. Democracies would never have survived and many ideas and causes would never have succeeded. Selling is crucial to economic growth, political systems and an individual’s and family’s life-styles. It is so fundamental that every time we try to convince others, we sell. In such cases we sell ideas. Politicians sell ideologies. Research scientists sell researches.

Any time we advocate an idea, a cause or a product, we sell. Despite its significance it’s pathetic to see how little we know of selling and also the quality of salesmanship exhibited. Each one of us have had both poor and good experiences with sales people which has helped to either reinforce or demolish the stereotype image of salesperson “conman�, “selfish�, “order taker�, etc.

In today’s world marked by complex technologies, and multiple choices—both product and sales and service outlets—the customer is increasingly becoming dependent on the salesperson The customer is wanting an answer to the question “Why you� and “Why not your competitors product�. The customer wants to be sure that he or she is getting value for his or her money and finally

Gets reassured that whenever service is required, the sale person will be there. In other words it’s the salesperson who provide competitive product information to the customer, helps the latter to apply the product to his or her situation and also reassure the customer on prices and service. Its through these activities that the salesperson provides a competitive advantage to the firm or enterprise.

Many a time salespersons have a hard time explaining why the customer should pay a higher price for a product which is available at a lower price elsewhere. Most of them hate to answer this objection and always put pressure on the management to lower its product prices, which is not acceptable to the latter. Rarely do these salespeople realize that a product is bought not just on the basis of price but on the basis of other variables also. This makes the difference between an order taker and a problem solving salesperson. The latter looks at the customers objection as problems needing solutions and hence attempt at generating alternatives to resolve them. It is a problem solving and a consultative style of selling that wins the day.