The Key Aspects of Marketing and Sales Professionals - Essay Example

The Key Aspects of Marketing and Sales Professionals Introduction In the contemporary world, marketing has been adopted as one of the major ways that firms can improve the awareness of their brands resulting to high sales and profits. One of the major objectives of marketing is to generate high sales as well as translating the marketing messages into something that the target market values. As the demand for different commodities increase in the local and in the international markets as a result of increse in population, firms have come up with different strategies to market their products. On their part, sales executives aim at creating a strong positive relationship with their clients in order to ensure repeated purchases. Clients on the other hand look for quality products and services that meet their needs. This paper aims at discussing some of the key aspects of marketing and sales professionals. During the marketing process, sales person sometimes push products. It is worth to note that consumers are not always aware of the importance of some services and products. In such cases, consumers offer resistance as the sales person takes effort to sell to them. This implies that a sales person must push for the sales of a product using five major steps. First step is to promote a product. As a result of the promotion, an opportunity to sell the product emerges. The second step is making a representation. This involves providing a customer with details of the product including the terms of payment and price. Thirdly, the sales person makes a proposal to the customer in order for him to purchase the product. After addressing the objections that arise, the sales person makes a sale. Before pushing a product, one should first identify the problem being faced by the consumers and then provide a commodity that fixes their problems. During pushing of products the type of a product makes a difference. For example, sales person who want to sell a life assurance policy to a customer may need to push for the product by emulating the 5 stages. This is based on the fact that customer may offer a stronger resistance. However, in case of a product such bottled water a sales person may not necessarily push using all the 5 stages. One of the major expectations of sales professional is to increase the number of clients resulting to higher commission or salary. As one enters the field of sales, he or she may have less number of customers since the customers are not aware of his products or services regardless of their quality. Through effective promotion, more customers become aware of the products or services in the market. As a sales professional therefore, one expects to make high sales as one progress and as more promotion is undertake. Another expectation of sales professional is to create a strong positive customer-product relationship in order to ensure that his or her clients make repeated purchases without any form of objection. In addition, a sales professional expects his or her clients to make word of mouth marketing by informing the usefulness of the products or services in the market. Similarly, a sales professional anticipates working well with other members of his or her team (Berger, 1972). In order to ensure that sales professionals meet their expectation of working in harmony with others, some countries have established organizations that bring marketers together. A good example is the sales institute, a Canadian based organization that brings together that Certified Sales Professionals (CSP). I would be interested in the job of a sales professional since it is well paying and if I have a product that is of high quality, I have an opportunity of making high sales and commission as well as expand the number of my clients. Advertising is one of the major ways through which firms notify their consumers regarding an existence of a product or a service in the market. This implies that in order for it to be effective it must be based on ethical background. In my strategies to ensure that I remain ethical in my advertising activities, I would first respect truthfulness. This means that I will never use deceiving advertising, bad symbols or even distort the truth (David, 2014). Secondly, I would ensure maximum respect of each human being. Thus, I will not use children and the culturally disadvantaged individuals in my advertisements. Thirdly, I would respect social responsibilities. For example, my advertisement would not support lavish lifestyles at the expense of spoiling and exploiting the environment. Public relations (PR) refer to building of a strong mutual relationship between the public and an organization through the use of strategic communication (Phillips, 2006). With an objective of persuading the public among other stakeholders, PR is offered by various means such as giving awards to winners of various competitions, communicating with employees and speaking at conferences among others. One of the notable values of PR is that it contributes to the manner in which an organization is viewed by the stakeholders. A good example of public relations is a funny statements made by Obama, US president while talking in you tube in his efforts to promote healthcare.gov. On the other hand, publicity entails an attempt by an organization or person to manage public view of a subject. Being done externally, publicity mostly aims at attracting media through the use of artists or politicians. A good example of a good publicity was the release of Sky fall a recent movie by James Bond that received a lot of publicity. Corporate advertising on the other hand entails an advertisement that aims at winning large audience as well to build the image of a firm. A good example of a corporate happened after the oil spill in Gulf Coast by Exxon Company. During this time, Exxon undertook corporate advertisement that included assisting the individuals who were affected by the spill (Egelko, 2006). Similarly, the company too various measures that depicted its concern to conserve the environment. As discussed above, publicity tends to be focused at the media. Since it does not mainly focus at enlacing the awareness of services or products, it is not effective in the field of marketing as compared public relations and corporate advertising. According to my view, I speculate that in the filed of marketing and sales, publicity will not have a significant impact (Seitel, 2007). This is based on the various factors. First, it is does not take into account the interior factors of an organization implying key information is not communicated to the public. Secondly, individual who use it are not focused at marketing their products but rather informing the media their political or economic achievement. Thirdly, as compared to public relations, publicity does not engage all the stakeholders thus it is not an effective marketing tool. Conclusion From the above discussion, it is notable that some salespersons sell by pushing products. This done after realizing the needs of their consumers. Skills to detect the requirements of consumers call for adequate marketing skills that one can achieve by taking a course in sales professional. Sales professionals expect high commission, large number of clients in addition to good work relations with other sales representatives. As noted above, every advertisement must take into account the ethical aspects in order for them to effectively deliver the intended information. Likewise, firms should maintain strong public relations to ensure that it positively relate with the public among other stakeholders. References Berger, J. (1972). Ways of Seeing. London: Sage. David, I. (2014). List of Ethical & Legal Issues When Advertising. Available from http://smallbusiness.chron.com/list-ethical-legal-issues-advertising-11466.html Egelko, B. (2006). Punitive damages appealed in Valdez spill. San Francisco Chronicle. Retrieved March 12, 2014. Phillips, D. (2006). Towards relationship management: Public relations at the core of organizational development, Journal of Communication Management, 5 (4) pp 23-31. Seitel, P. (2007).The Practice of Public Relations. NJ: Pearson Prentice Hall. 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