The Role of a Salesperson - Essay Example

The Salesperson Selling is one of oldest professions in the world. In today's context, a salesperson is usually hired by a company tosell goods or services. Examples of such are the house to house selling and phone marketing. However, the role of a salesperson goes beyond simply being able to sell a product or meet his personal quota, he is also an 'ambassador' of the company that he represents. If the salesperson fails to win the trust of the customer, the customer would likely would not the trust the company he represents. Not only has the salesperson must be well informed of the features of the his products as well as the products of the competitors, but he must always be ready to give an advise to the customer when asked. The advise will usually, but not limited to, be related to the circumstance surrounding the product and services that the salesperson is offering (Bathrooms+Kitchens magazine, 2003). A salesperson is also expected to have understanding with the customer and appreciate what they are trying to accomplish. And finally, the most important task of a salesperson is to 'seal the deal' or make a sale by using the most effective technique of 'negotiating', as more and more customers are demanding for discounts and attractive 'bargains', demands like these are often 'fuelled' by the trends in the advertising industry', such as 'buy dining table now and pay later' with further 0% interest rate offer. Furthermore, the salesperson is expected to be likeable by his prospective customers. 'People buy people first' is an old concept but still holds true in modern times. For salespeople to be successful, they should be approachable and can readily explain to the customer regarding advise and most especially the information of the product or services being offered (Bathrooms+Kitchens magazine, 2003). However, the role of a salesperson has been changing radically over couple of years and will further continue to change as influenced by the revolution in the business sector such as globalization (Appleton associates, n.d.). The number of salesperson required in today's competitive world is also significantly reduced and continue with down trend. In previous years, there were over 1 million salespeople in the United Kingdom, but now there are only an estimated 500,000 salespeople. This is almost 50% reduction in the selling profession. Modern technology have much to do with this trend. Product policies, transportation and advertisements have all influenced the decline in the needed salespeople especially in the fast-moving products. However, due to increased competition and awareness, the much needed professionalism of salespeople are even more required in order to stay competitive (CIM analyst, 2000). 'The days of the solo salesman roaming around his territory looking for the next sale are gone-the selling role is now more complex than cold calling' (Bulletpoint, n.d.). Undoubtedly, the most important factor in changing the role of a salesperson in today's world is the changing attitudes and priorities of the customers as well as the development of mass media and the internet. Most customers of today are more informed, through television and other mass media, about the goods and services that a salesperson might offer. In fact, some customers are even more aware of the information of the competitor's products or services than the salesperson himself. This situation could lead to embarrassment on the part of the salesperson. Customers are putting much emphasis on how the product is acquired rather than the quality of the product itself. Customers nowadays are less affected by the salesperson's 'competence or behaviour, and the use of 'traditional techniques of selling has little negative or no effect at all on customer's decision to purchase the goods or services being offered by the salesperson (Bulletpoint, n.d.). Today, being adequate is no longer that is needed for salespeople to succeed in getting sales. Salespeople have to be more competitive and need to update their behaviour and talents in order to adapt to the fast-changing business environment (CIM analyst, 2000). It is no longer enough for business enterprises to sell something just because they have them on stock, but rather they have to persuade the customers they have to purchase because they need them. 'This is what has brought about the attitudinal change - a move (subtle thought it may be) from prescriptive selling to consultative selling' (CIM analyst, 2000). Salespeople, in contrast to yesteryears, have to put emphasis on being a good listener than lot of talking. As consumers of today, being well-informed, have a lot to say about the products or services being offered. Advance skills in dealing with different kinds of people, inquiry skills and 'high degrees of sensitivity towards the individuals with whom they do business are essential attributes'. In short, salesperson of today must be able to adapt to the 'signs and traits' of the customer in real-time. 'The bottom line is that today's professional has the ability to use words and behaviour which will motivate the prospect' (CIM analyst, 2003). As the internet is becoming more effective in fulfilling the salesperson's obligation of providing information, the power of a salesperson is fact vanishing (Dabney, 2000). As businesses are increasingly doing transactions over the World Wide Web, it is eminent that for salespeople to be more competent, they have to put more emphasis on giving advises to their customer as an extra service (McNeil, 2002). Furthermore, mobile Internet access will even change the scenario. It is now expected by various studies conducted, that about 54 million Europeans will be 'regular mobile Internet users within the next two years' (Dabney, 2000), which would also further influence or even cause the reduction in the number of salespeople needed in the future. In the past, the first obligation of a salesperson is get familiar with the product or services being offered. Without such information, salespeople could not continue with their task of selling. Moreover, customers of the past have limited information about a product that is being offered, so they rely much on the information being made available through the presence of a salesperson (Dabney, 2000). However, most of product and services information, as well as the cost and discounts are readily accessible via the World Wide Web. 'In today's environment that is rich in information, the value of yesterday's salespeople, which lay in their product knowledge and ability to discuss price, is rapidly diminishing' (Dabney, 2000). Today, more and more business enterprises are confronting these issues and restructuring their 'sales support information' by making use of 'marketing website' that is compatible with mobile access. Studies confirm that salespeople don't have time and patience for non-essential information. Therefore sales support systems have to be simple, fast, and updated regularly (Dabney, 2000). However, the internet is only a fraction of the overall approach. Marketing also has a key role in delivering focused content that is continuously updated. 'To support the salesperson, marketing needs to move away from the style of working that is like a monthly magazine where information has little time dependence and the emphasis is on' appearance. Marketing needs to restructure itself and make it like 'daily newspaper', with the focus on analytical research, precise word and real-time update (Dabney, 2000). The challenge of selling and supporting goods and services is becoming more and more complex as the consumers are getting well-informed and their needs are increasingly becoming more complex. The current trend in many companies is to put emphasis and importance to way customers are being handled, at every phase of the sales and the after-sales service, in order to keep the customers faithful and keep coming back. This is more important than the product itself and even its quality. This is evident in the increased 'numbers of customer service departments, help lines and customer satisfaction surveys attests to the belief, across all industries, that treating customers well really matters' (Gandolfo, 2003). Salespeople, being the most expensive part of the sales network, are being 'strategically focused' and deployed more cheaply. Today, 'the direct sales force' no longer provide the necessary 'add value' to all types of customers in the 'marketplace'. This is due to the fact that there is numerous alternative ways that product the same results effectively. Furthermore, the sales force is becoming more expensive to maintain and therefore only used in a 'few steps of the sales cycle'. One example of this is the use of telemarketers which are more economical than having done by a direct sales force with the same outcome (McNeil, 2002). 'Notably, a survey of 173 business people and 273 salespeople by the Austin Benn Human Resourcing, has found that door to door or face-to-face selling remains to be the preferred choice of communication for both the buyers and sellers, and is predicted to become even more important in the future. The survey also reveals that most salespeople are more interested in working with companies that are honest and ethical, where they will receive support and respect for their work, than are in pay and benefits exclusively. And lastly, the process of building a relationship with the customer is the most enjoyable part of selling for almost 50% of today's salepeople, followed by closing sales (20%) and the 'challenge' (13%)' (Bulletpoint, n.d.). However, with all of the changes happening to the profession of selling which 'altered the profile and effectiveness' of the role of the selling profession, one most important thing is making the sale whichever which way that reach this goal by saying the proper things, in the proper way. To the right customer, and importantly at the correct timing, but considering that no one salesperson is perfect, no salesperson can do it right all the time (CIM analyst, 2000). Reference List Appleton Associates (n.d.). Sales Training. (n.p.); Appleton-Associates. Available from: [Accessed 21 February 2006]. Bathrooms+Kitchens magazine (2003). Selling it like it is!. Batjrooms-Kitchens magazine (n.p.); Ariston, March, p. 51-52. Bulletpoint (n.d.). Changing Times for Sales. [n.p.]; Bulletpoint Salesforce Management. Available from: Read More