SELLING:
The
simplest way to think of the nature and role of selling (traditionally called
salesmanship) is that its function is to make a sale. This seemingly obvious
statement disguises what is often a very complex process, involving the use of
a whole set of principles, techniques and substantial personal skills, and
covering a wide range of different types of selling task.
The term selling encompasses
a variety of sales situations and activities. For example, there are those
sales positions where the sales representative is required primarily to deliver
the product to the customer on a regular or periodic basis. The emphasis in
this type of sales activity is very different from the sales position where the
sales representative is dealing with sales of capital equipment to industrial
purchasers. In addition, some sales representatives deal only in export markets
whilst others sell direct to customers in their homes. One of the most striking
aspects of selling is the wide diversity of selling roles.