This document provides information about salesmanship and personal selling. It defines salesmanship as the process of assisting and persuading prospective customers to purchase a product or service. Personal selling is described as an oral presentation to prospective customers to make a sale. The document discusses various concepts related to salesmanship including the AIDA model, types of sales executives, theories of personal selling, the selling process, and how to handle objections from customers. It emphasizes that salesmanship is an important skill that benefits producers, customers, salespeople, and society.

1. SALESMANSHIP
UNIT – 3
By-
Shoma Chatterjee

2. MEANING
Salesmanship is an art of selling
goods and services of the seller to
buyers.
It is seller-initiated effort that
provides prospective buyers with
information and motivates or
persuades them to make
favorable buying decisions
concerning the seller’s products
or service.

3. DEFINITION
The American Marketing Association defined
the term ‘salesmanship’ as “ the personal or
impersonal process of assisting and/or
persuading a prospective customer to buy a
commodity or service to act favorable upon an
idea that has commercial significance to the
seller.

4. Features of Salesmanship
Salesmanship is an art
Personal service
Art of attracting and persuading
customers
Art of converting desire into necessity
Buyer’s confidence
Consumer satisfaction
Establishment of permanent relations
Service for producer, distributor and
consumer
Mutual benefit
Educative process

5. Importance of Salesmanship
Important to producers
Important to customers
Important to salesman
Important to government
Important to society

6. Scope of Salesmanship
• transport
• repairing
• teaching
• painting
• banking
• legal
• medicine
• insurance, etc.
Salesmanship in its higher levels includes the subject-matter of:-
– product knowledge,
– knowledge of customers,
– training and control of salesman,
– organization and management of sales departments, etc.

7. Advantages of Salesmanship
Salesmanship helps in preventing the piling up of
huge stocks.
Salesmanship helps in creating demand for the
goods which leads to increase in production.
Salesmanship is the best means of two-way
communication b/w the company and customer.
Increase in sales helps to increase the profits.
Increased sales induced business activity which
provides more employment and higher income for
the community.
Consumers are benefitted as salesmen provide them
great deal of useful information.

8. Limitations of Salesmanship
High cost of personal selling.
Salesmanship adopts the methods of pressure
selling.
Good and competent sales person are scarce.

10. Personal Selling
• According to American Marketing Association,
“oral presentation is a conversation with one
or more prospective customers for the
purpose of making sales.”
• It is most important of all the market efforts of
an enterprise because through personal
selling consumers are encouraged more.

11. Characteristics of Personal Selling
It is the method of direct selling .
It involves oral communication between buyer and
seller.
In personal selling, the seller wants to convince the
buyers to sell his product.
It involve the sale of goods and services personally.
It is most effective tool of increasing the sales.
It helps in providing many important information to
the enterprise regarding the market.
It is essential for the survival of business.

12. Nature Or Functions Of Personal
Selling
Making sales
Advertise the new product
Service to customers
Executive functions
Records of the sales
Collect statistics

13. Importance of Personal Selling
• Helpful in selling
• Demonstrating the product
• Helpful in removing the doubts & confusions
of customers
• Helpful in communication
• Knowledge of prospective buyers
• Important from buyer’s point of view
• Important to the society

14. Limitations of Personal Selling
• Increase in the cost of sales
• Difficulty of reporting at right time
• Lack of efficient salesman

15. Types Of Personal Selling
• Selling for retailer or consumer salesmanship
• Selling for wholesaler or merchant
salesmanship
• Selling for manufacturers

16. Types Of Sales Executives
1. Order getting salesman
Manufacturers order getting salesmen:
these sales men deal with industrial products and raw
material. Their main function is to receive orders in
bulk quantity for their manufacturers.
Wholesale order getting salesmen:
the salesmen of this nature, receive orders from the
retailers by strolling in the markets for wholesalers.
Retailer order getting salesmen:
these salesmen receive order from consumers by
visiting door-to-door and convincing them for the
retailers.

17. 2. Order taking salesman:
These salesmen receive bulk orders and sometimes, receive the
payment for products immediately delivered to the buyers. These
salesmen work for manufacturers, wholesalers and retailers too.
3. Supporting salesman:
Such salesmen neither receive orders for any person nor do the
sale. They help the manufacturer in order to increase the sale in
the common course of business in their respective areas.
Missionary salesmen : also known as pioneer salesmen. They
act as communication media amid the manufacturers,
wholesalers and the retailers. He creates the demand for the
products and thus, enhances the popularity of the institution.
Salesmen of mechanical expertise : these salesmen generally
are highly qualified engineers or expert mechanics. they are
sent to those consumers / buyers who face any problem,
difficulty or grievance. They restore the confidence of the
customers on product and provide them with satisfaction by
solving the problem.

18. Qualities Of Sales Executives
Ability to define position’s exact functions and duties
in relation to the goals the company should expect to
attain.
Ability to select and train capable subordinates and
willingness to delegate sufficient authority to enable
them to carry out assigned tasks with minimum
supervision.
Ability to utilize time efficiently.
Ability to allocate sufficient time for thinking and
planning.
Ability to exercise skilled leadership.

20. Theories of Personal Selling
 AIDAS Theory Of Selling
 Right Set Of Circumstances
 Buying Formula Theory
 Behavioral Equation Theory

21. AIDAS Theory of Selling
A ATTRACT ATTENTION
I SUSTAIN INTEREST
D CREATE DESIRE
A INDUCTING ACTION
S BUILDING SATISFACTION

22. • ATTRACT ATTENTION
• SUSTAIN INTEREST
• CREATE DESIRE
• INDUCTING ACTION (clarify objections and
close the sale)
• BUILDING SATISFACTION (activities after the
sale)

23. Right Set Of Circumstances
• This theory can be summarized as “ everything
was right for that sale”.
• Also called “Situation Response theory”.
• In particular circumstances we respond in a
particular way .
• Salesperson needs to present PROPER STIMULI or
APPEALS so that desired response is resulted
• Seller oriented Theory
• External Factors vis-à-vis Internal Factors
• Focus on the external factors at the expense of
Internal Factors

24. • This theory sometimes is also called “Situation
Response theory”, had its psychological origin
in experiments with animals and holds that
the particular circumstances prevailing in a
given selling situation cause the prospect to
responding a predictable way.
• If the sales person succeeds in securing the
attention and gaining the interest of the
prospect, and if the salesperson presents the
proper stimuli or appeals, the desired
response will result.

25. • Furthermore the more skilled the salesperson is in
handling the set of circumstances, the more
predictable is the response. The set of circumstances
includes factors external and internal to the prospect.
Example,
Suppose a salesperson sales to the prospect, “Let’s go
out for lunch”.
The salesperson and the remarks are the external
factors. But at least 4 factors internal to the prospect
affect the response. These are the presence or the
absence of desires
(1)First to go out for lunch
(2)To have it now
(3)To go out
(4)To go out with salesperson

26. • Proponents of this theory tend to stress external
factors and at the expense of internal factors.
They seek selling appeals that evoke desired
responses. Sales personnel who try to apply the
theory experience difficulty traceable to internal
factors in many selling situations, but the internal
factors are not readily manipulated. This is a
seller oriented theory: it stresses the importance
of the salesperson controlling the situation, does
not handle the problem of influencing the factors
internal to the prospect, and fails to assign
appropriate weight to the response side of the
situation response interaction.

27. Buying Formula Theory
• Buying Formula Theory Emphasizes the
Buyer’s side of the Buyer Seller Dyad Buyer’s
needs or problems receive the major attention
and the salesperson’s role is to find solution
Buying formula is a schematic representation
of a group of responses arranged in a
psychological sequence Emphasizes the
Prospect’s responses

28. Buying Formula Theory
• Simplest Model:
Need (Problem) – Solution – Purchase
Outcome of a purchase affects the chance that
a continuing relationship will develop between
buyer and seller
Need (Problem) – Solution – Purchase-
Satisfaction

29. • Need is always satisfied by a solution in terms
of product or services accompanied by
respective Trade or Brand Name
Need (Problem) – Solution – Product or
Service/ Trade or Brand Name - Purchase-
Satisfaction
• To ensure purchase, the product or service &
the Trade Name must be considered adequate
and the buyer must experience feeling of
anticipated satisfaction

30. • Emphasis should be placed depending upon
kind of circumstance
• Need or Problem should be emphasized if
Prospect does not feel a need
• Association between need and Product must
be emphasized if Prospect does not connect it
• Association between Brand and Product to be
emphasized if Prospect fails to connect it
• In case of competition, emphasis should be on
developing the adequacy of the brand name
and pleasant feelings around it.

31. Product
Need Of Purchase Satisfaction
Problem
Brand
Adequence
Product
Need Of Purchase Satisfaction
Problem
Brand
Pleasant Feeling

32. Behavioral Equation Theory
• Buying Behavior in terms of the purchasing process
viewed as phases of learning process .
Four Essential Elements:
• Drives: Strong Internal Stimuli that impel the buyer’s
action
– Innate Drives
– Learned Drives
Eg. : Innate drive –you are hungry
Learned drive – you want to have burger

33. • Cues: Stimuli that will determine when buyer will
respond
– Triggering Cues
– Non Triggering Cues
• (i)Triggering cue – activates decision process for a given
product and evokes you to buy a product. For example :
you are hungry and want to have burger
• (ii) Non – triggering cue – influences the decision process
but not activate. It can be of two types for the product
which helps to make opinion for decision process and the
information which you get from advertisements, sales
promotion etc. For example :You believe McDonalds
provides the cheap and the best burger with quickest
service time

34. • Specific product / information – also functions as triggering cue.
For
example special offers/discounts on cold drink and French fries
with the burger.
• Response: What buyer does
Example buyer can purchase or not
• Reinforcement: Event that strengthens the buyer’s tendency to
make a particular response
Example: convenience, time saving and money factor
• Behavioral Equation:
B = P*D*K*V
B – Response or purchase of brand
P – Predisposition
D - Present drive level
K - Incentive Potential
V – Intensity of all cues

35. B = P * D * K * V
Response Force of Drive level Value of the Intensity of
purchasing habit or product to all ques
motivation provide
satisfaction

37. Selling Process
 Pre-sale preparation
 Prospecting and canvassing
 Approaching
 Sales presentation
 Demonstration
 Handling objections
 Closing the sale
 Follow-up

39. Pre-sale Preparation
• Presales is a process or a set of activities normally
carried out before a customer is acquired, though
sometimes presales also extends into the period
the product or service is delivered to the
customer.
• It is the first step in personal selling. They must be
properly selected, trained, and motivated for the
job.
• They must be fully familiar with the producer, the
product, the market and the selling techniques.
• Both the product knowledge and the company
knowledge must be aware of.

40. Prospecting and Canvassing
• It refers to locating the potential buyers for the product
and satisfying buyers about the product and screen
them to make sure that their sales efforts will not go
waste.
• A salesman should examine the need of the buyers and
their capacity to buy the product.
• He should always remember that every one cannot be
a prospect.
• While "Selling" is the art of convincing someone to
make a purchase, "Prospecting" is really the science of
setting aside or disqualifying suspects who don't fit the
right profile so your sales process can focus on the
most profitable candidates.

41. Approaching
• Before calling on the prospects, the salesman
should try to get information about their nature,
habits, spending capacity, motives, etc.
• After collecting all such information, he should
approach the customer in a polite and dignified
way and introduce himself and his product to the
prospective customers
• He should not be over-clever or deceptive at any
stage.
• A counter-sale person should always be careful in
attending the would be customer.
• He should be careful in his first impression.

42. • Types of approaching:-
1. The Instant Buddy: People will be more willing to
buy from someone they like. Salespeople who use
this approach are warm and friendly, asking
questions and showing interest in their prospects.
They try to connect on an emotional level with a
prospective customer.
1. The Guru: Salespeople who prefer a more logical
and less emotional approach often set themselves
the task of becoming experts in anything and
everything related to their industry. They position
themselves as problem-solvers, able to answer any
question and tackle any issue that the prospect lays
before them.

43. 3. The consultant: This approach combines the 'guru' and
'buddy' approaches. The salesperson who elects to use the
consultant approach presents herself as an expert who has
the customer's best interests in mind. She knows all about
her company's products and by asking a prospect a few
questions, she can match him up with the best product for
his needs.
4. The Networker: Networking can be a big help for any
salesperson. The dedicated networker takes it to the next
level, setting up and maintaining a web of friends, co-
workers, salespeople from other companies, customers and
former customers, and anyone else he meets. A strong
enough network will create an ongoing flow of warm leads
that can provide most or even all of the salesperson's needs
5. The Hard-Seller: Best described as “scare the prospect into
buying,” the hard sell approach is what gives salespeople
their bad reputation. Hard selling involves getting someone
to buy a product even though he doesn't want or need it.

44. Sales Presentation

45. • The sales person has to gain the customers attention. For this
purpose, he should start with sales pitch to present his
product and describe its characteristics in brief.
• He should understand the attitude of the prospect and match
with his attitude so that he may be able to hold his attention
and create interest in the product.
• In selling technique, a sales pitch is a line of talk that attempts
to persuade someone or something, with a planned sales
presentation strategy of a product or service designed to
initiate and close a sale of the product or service.
• A sales pitch is a planned presentation of a product or service
designed to initiate and close a sale of the same product or
service. A sales pitch is essentially designed to be either an
introduction of a product or service to an audience who knows
nothing about it, or a descriptive expansion of a product or
service that an audience has already expressed interest in.

46. Demonstration
• Demonstration is one of the best methods
of presentation.
• If necessary, the sales person should
display and demonstrate the working of
the product.
• He should explain and describe the utility
of the product in brief through
demonstration so that the prospect
realises the need for the product to satisfy
his wants.
• He should not be in hurry to impress the
customer and should avoid any
controversy.
• He may suggest uses of the product and
may create impulsive urge to possess the
commodity, by appealing to human
instinct.

47. Handling Objections
• Resistance is a wider term than
objection. Sales resistance is
purported to those imaginary or
actual hurdles that make the
sale of product different.
• The salesmen therefore, are
compelled to face resistance
from the buyers.

48. • It is necessary to evaluate correctly and
immediately the buying motives in order to
remove the sales resistance.
• Sales resistance may be of following types:
i. The product cannot be sold (product cannot be
sold on credit).
ii. Sales objections (objections raised due to
unclear, impure and inchoate presentation).
iii. Product related resistance (objection raised on
account of color, size, shape, price, design,
technical defects, etc.)
iv. Buyer related resistance (objection s raised due
to ignorance toward their necessity).

49. Closing the Sale
• Closing is a sales term which refers to the
process of making a sale.
• In sales, it is used more generally to mean
achievement of the desired outcome, which
may be an exchange of money or acquiring a
signature.
• The salesperson should not force the prospect
to buy but he should let the customer feel
that he has made the final decision.

50. • Common Techniques of Sales Closing
• The Assumptive close, also known as the presumptive close: in
which the salesperson intentionally assumes that the prospect has
already agreed to buy, and wraps up the sale. "Just pass me your
credit card and I'll get the paperwork ready."
• The Balance Sheet close, also called the Ben Franklin close, in which
the salesperson and the prospect build together a pros-and-cons
list of whether to buy the product, with the salesperson trying to
ensure the pros list is longer than the cons.
• The Cradle to Grave close, in which the salesperson undercuts
prospect objections that it is too soon to buy by telling them there
is never a convenient time in life to make a major purchase, and
they must therefore do it anyway."
• The Direct close, in which the salesperson simply directly asks the
prospect to buy. Salespeople are discouraged from using this
technique unless they are very sure the prospect is ready to
commit.
• The Indirect close, also known as the question close, in which the
salesperson moves to the close with an indirect or soft question.
"How do you feel about these terms" or "how does this agreement
look to you?

51. • The Minor Point close, in which the salesperson deliberately gains agreement
with the prospect on a minor point, and uses it to assume that the sale is
closed. "Would the front door look better painted red? No? Okay, then we'll
leave it the colour it is."
• The Negative Assumption close, in which the salesperson asks two final
questions, repeating them until he or she achieves the sale. "Do you have any
more questions for me?" and "do you see any reason why you wouldn't buy
this product?" This tactic is often used in job interviews.
• The Possibility of Loss close, also known as the pressure close, in which the
salesperson points out that failing to close could result in missed opportunity,
for example because a product may sell out, or its price rise.
• The Puppy Dog close, in which the salesperson gives the product to the
prospect on a trial basis, to test before a sale is agreed upon.
• The Sales Contest close, in which the salesperson offers the prospect a special
incentive to close, disarming suspicion with a credible "selfish" justification.
"How about if I throw in free shipping? If I make this sale, I'll win a trip to
Spain."
• The Sharp Angle close, in which the salesperson responds to a prospect
question with a request to close. "Can you get the system up and running
within two weeks?" "If I guarantee it, do we have a deal?

52. Follow-up
• After closing a sale, follow up is must.
• It refers to the activities undertaken to ensure the
customer that he has taken the right decision of
buying the product.
• These activities include installation of the
products, checking and testing its smooth
performance, maintenance and after-sale service.
• It helps in building long term relationship with
the customer.

54. Prospecting
• A salesman has to begin with
identifying the potential customers. Sales
• In personal selling it is called Leads
prospecting.
Screening
• A prospect is thus a potential
customer who has the need for Procedures for
product, has the purchasing power Qualifying Leads
and willingness to buy the product.
• Prospecting is a process whose
ultimate aim is to build a prospect Qualified
base consisting of current Prospects
customers and potential customers.

55. Techniques of Prospecting
o Cold calling via telephone
o Door to door cold calling
o Speaking at conferences
o Writing articles
o Trade shows
o Conferences
o Reading local newspapers
o Asking for referrals from existing customers
o Networking

56. Popular Prospecting Sources &
Popular Prospecting Sources &
Methods
Methods
Internal Sources External Sources
– Company – Referrals
Records
– Lists and – Introductions
Directories – Community
– Advertising Contacts (Centers
Inquiries of Influence)
– Telephone – Organizations
Inquiries
– ail Inquiries – Non-competing
– Internet or Salespeople
World Wide Web Personal Contact – Visible Accounts
– Observation
– Cold Canvassing
– Trade Shows
– Bird Dogs
(Spotters)

57. Significance of Prospecting
Prospecting looks for customers who have the
need and ability to buy our product or service.
Prospecting helps in finding out potential
customers.
Prospecting helps in bringing our lost customers.
Prospecting helps in retaining our current
customers.
Generating sales through prospecting is possible.

58. Sources of Prospects
ŏ Referrals
ŏ Friends & relatives
ŏ Directories
ŏ Trade publications
ŏ Trade shows
ŏ Telemarketing
ŏ Ads & sales letters
ŏ Internet
ŏ Seminars
ŏ Old clients

59. Approaching
Approach
means a Pre-
approach
positive, step by
step proposition
developed by a
firm or a Approach
salesperson to
win a favorable
response from Post-
the prospects . approach

60. The Sales Approach
• Unless it has been necessary to contact the decision maker(s) at the research
stage, this will normally be the first - and most important - contact at the decision
making level.
In the first 2 minutes of the approach, the customer will form an impression of the
Salesman and his Company that will not easily be changed - be it good or bad!
The first 2 minutes are therefore crucial. Polite "pleasantries" should of course be
exchanged, particularly if the local culture expects it. But these should be
completed quickly and efficiently. It is no time to talk aimlessly about the weather,
traffic, sport, politics, or to launch into a history of your company. The customer
has a "problem" and your research should have indicated the likely nature of that
problem.
Therefore,
(a) State the problem.
(b) Suggest that you might be able to solve it - in terms of BENEFITS.
(c) Start asking questions when?, what?, how?, why?

61. Pre-approach
• The planning and preparation done prior to the
actual contact with the prospect is called pre-
approach.
• It is one of the stages in sales call preparation in
which the sales person seeks out additional
information after the prospecting process is
completed.
• Allows you to be less mechanical and more
thoughtful.
• Allows you to anticipate problems and plan ways
to handle them.

62. Pre-approach
Typical information sought is:
(1) The size of the prospect company.
(2) The names and titles of decision makers.
(3) The industry the prospect in and its industry position.
(4) The prospect’s business reputation.
(5) The name of the competitors who currently serve the
prospect.
(6) The prospect’s current focus. This information, which
is usually not too difficult to acquire, is enough to
develop a sales plan that will give that first sales call a
better chance of success.

63. Objectives of Pre-approach
• To provide additional information.
• To select the best approach to meet the
prospects.
• To obtain information for planned presentation
(personal and business related).
• To avoid serious mistakes.
• To involve the prospect in product demonstration.
• To save time and energy.
• To get referrals.

64. Post-approach
Post- demonstration displaying
approach

65. (1) Sales Demonstration
• Demonstration is the act of exhibiting the
operation or use of a device, machine, process,
product, or the like, as to a prospective buyer.
• It is an effective communication tool .
• Demonstration have a positive contribution to
make the selling process.
• It is mutually beneficial to both the prospect and
the salesperson.
• It makes product evaluation easier for the
prospect.
• Demonstration can be used strategically to add
value to the sales.

66. Benefits of Sales Demonstration
¤ Better communication
¤ Proof of benefits
¤ Feeling of ownership
¤ Infuse sense of confidence

67. Planning Demonstration
• Match the demonstration to clients
• Right selling
• Sales tools
• One idea
• Sensory appeal
• Telling, showing, involving
• Rehearsal
• Creative

68. Tools for Effective Demonstration
• Product itself
• Models
• Photographs/illustrations
• Portfolio
• Reprints
• Graphs/charts, test results
• Laptops and demonstration software
• Audio-visual technology
• Bound paper presentations
• Dekho, Dekhane ke paise nahi lagte

69. (2) Sales Displays
• Display is the act of putting things for view or on view.
Sales display means "arranging systematically saleable
goods so as to attract the attention of the customer".
• By sales display, the manufacturer shows the goods or
services in an attractive manner to catch the eye of
customers. In fact, display is the silent salesman that
calls the prospective buyer's attention to the product
and hopefully makes him to purchase.
• In the past, sales display was the only media for
exhibiting products and including prospects to buy the
same. At present, sales display occupies an important
place in marketing. Sales display acts as advertising at
the point of purchase.

70. Objectives of Sales Display
 It presents the product or service to the potential buyers
 It gives an idea about every detail of the product such as
variety, quality, size, colour, design etc.
 It assists the customer to see and examine the goods
before they actually buy them.
 Sales display appeals visually to the prospects and
stimulates them to purchase.
 Sales display reminds the buyers about their need and they
are attracted to buy.
 It supplements the advertising efforts of the manufacturer.
 Wholesalers and retailers are satisfied by display tactics
undertaken by the manufacturers they buy the goods
without hesitation.

71. Forms of Sales Displays
There are three forms of display:
1. Interior display
2. Exterior display
3. Display at other places

72. Interior Display
Interior displays or demonstration are arranged inside the shop.
It includes displays on the floor, walls, in the show cases and show
boxes. Goods should be neatly arranged and displayed inside the
retail outlet (shop).
In this type of display, proper lighting and colour matching should also
be made so that overall effect of interior display becomes pleasing
and attractive.
The principles of cleanliness and orderly arrangement of stock in a
neat manner are the basic necessities of interior display.
Further, the display should provide the customers and sales personnel
adequate space to allow movement.
The stock should be kept in such a way that it remains free from dust.
Protection should be given to the displayed items so that they are not
destroyed. It is also desirable to place related items together.

73. Exterior Display
Exterior display is the display of product in the show
window of the retail outlet. It creates that long
lasting first impression. It also attracts the attention
of passers-by as well as prospects and invites them in
this way to enter the establishment. Window
dressing, shop front (shop joint) and shop sign (sign
board) are the major examples for exterior display.
• Shop front :- It is the face of the shop. It should
clearly indicate the class and variety of products that
the shop sells. The shop front should be designed in
such a way that it will remain readily identified from
among various shops. Therefore it should possess
some unique features.

74. • Shop sign:- Like shop front, it is also the face of the shop. It
should have the name of the shop, the brands it deals with
and the name of the owner. The sign board be hung in
such a place where it must be visible to the
passerby. Either it may be kept at a high place or above the
shop's entrance as found suitable for clear vision. The sign
board should possess the characteristics of distinctiveness
and attractiveness. Both the sign board as well as the shop
front should be properly lighted.
• Shop Window (Window Dressing):- It is an art of dressing
windows by attractive display of articles inside the shop
window. The idea behind window dressing is not only to
display products to the prospects but also to induce them
into the store by creating adequate interest among
them. By creating favourable image or impression upon
the prospects the window display also creates the desire to
buy. Thus it creates and maintains the goodwill of the shop

75. Show Rooms and Show Cases
• Show rooms and show cases are one of the latest types of
advertising. Most durable and industrial products are
introduced in the market with the help of these mediums.
• Show rooms are specially designed rooms in which the
products are displayed. While people pass through such
show rooms, they get an opportunity to see, touch, handle
and examine the products at close range. Price tags may be
attached to the product items. The show room may be
owner or hired. In general, the show rooms are opened by
leading companies in important cities and towns. Here the
purpose is to exhibit the product items to the prospects.
Sometimes, the show room attendants also get the role of
salesperson by providing information and clearing the
doubts /objections of the prospects.

76. Exhibitions and Trade Fairs
• Exhibitions and trade fairs are meant to display
product items before the general public,
demonstrate their uses and merits and create
market for them. Exhibitions and trade fairs are
also useful to introduce new products and exhibit
their uses. Sales literatures, folders, handbills,
notices are usually distributed to the general
public and at times free samples are also
given. At times, government also encourages
producers to exhibit their products in
international exhibitions and trade fairs in order
to expand the export trade.

77. Various Classes Of Sales Display
1. Product unit display:
The product unit displays use merchandise that is identical in size,
design, colour, shape, use, etc. This type of display is used for bag,
readymade garments, shirts, etc. Efficient merchandising is of
interest to both the dealer and the producer. The following would
probably matter to the dealer:
* Creation of a stocking point for his establishment based on an
intelligent assessment of profitability and turover.
* Careful planning of shop floor layout – placing of shelves, displays,
cabinets, etc-and to ensure maximum speed of the customer traffic
during peak period, thus avoiding over crowding and bottleneck.
2. Assortment display:
In this type of display a retailer puts a large range of products for
display. It can be classified into the following two types:
• Open display(e.g. super bazaar)
• Close display(e.g. shoes ,electronics)

78. 3.Videotape displays:
This is the latest development in the field of displays. These
displays make use of technology to "speak" to and show shoppers
the available merchandise. These pre-recorded audio/video
devices include "shelf talkers" and "rear screen projection" thus
adding a new dimension to products which need demonstrations.
4. Life-style displays:
Using the market segmentation approach life style displays are used
by retail stores/outlets focusing on life styles of customers. The
purpose here is to make the retail store appear homely for target
customer and give him the feeling that he has come to the right
place to shop.(eg; retail store of Bajaj Two wheelers)
5. Rack displays:
Clothing and household goods retailers for neatly hanging or
presenting the products items mainly use this type of display. A
variety of vertical chrome or steel tubing racks in circular and side-
wards shapes as well as mobiles are used for displays.

79. Process of Sales Display Management

80. Methods Of Sales Plan Presentation
• Visual Aids
• Proof Letters
• Printed Literature
• Models
• Video Equipment

81. Steps in Sales Presentations Plan
• Approach
• Presentation
• Demonstration
• Negotiation
• Close
• Servicing the sale