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FUNDAMENTALS OF SUCCESSFUL SELLING






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Type of Product Knowledge Required

Goods may be generally classified into (1) necessity, (2) utility, and (3) luxury articles. Articles which are necessary for life generally sell on the basis of quality and price.

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Selling Points or Talking Points of knowledge

A selling point is an advantage an article possesses which if emphasized is likely to induce the customer into making the purchase. A selling point when included in the sales talk is referred to as a talking point.

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Knowledge of the goods of fundamentals

A salesman may have an exceptional personality but he will be at a handicap if he neglects this second salesmanship fundamental of acquiring a complete and useful knowledge of the goods he is required to sell.

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Improving the Personality

The nature of one's personality depends to a certain extent on heredity and environment.

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Persistence of character traits

A certain amount of persistence is also required of the salesman. This is because very often the prospect says 'No' because he is not yet convinced or wants to think it over or discuss it with somebody else.

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Industry of character traits

A person who desires to be successful in any vocation should have the quality of willingness to work.

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Enthusiasm of character traits

However, honesty in selling does not merely mean honesty towards the customer or even employer in the sense of not doctoring the expense account.

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Honesty and Reliability of character traits

Honesty is often described by some as the fear of being caught and that it is the best policy because it has so little competition.

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Important character traits

The important character traits are discussed below

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Character Traits of sales personality

There are certain moral attributes of personality known as character traits which ought to be developed by a person desiring to his sales personality.

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Empathy of social traits

Empathy is the mental ability of an individual to feel as the other person does.

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Likeable Disposition of social traits

He should develop a pleasant and likeable disposition. Good manners and avoidance of offensive mannerisms is very important to a salesman as he should have a personality which is instantly likeable and one that attracts and inspires confidence.

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Avoidance of Unpleasant Mannerisms of social traits

Mannerisms are not doubt different from manners but are very irritating as well as distressing.

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Good Manners of social traits

Good manners is the ability to tolerate bad manners in others. However rude or inconsiderate his customer may be, the salesman must always be well-mannered and polite.

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Cooperation and Helpfulness of social traits

Co-operation between employer and employees as well as among the employees themselves would result in better business and happier working conditions.

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Courtesy Rules for Salesmen

The following are courtesy rules to be remembered by salesmen, namely

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Courtesy of social traits

The salesman should always be polite and courteous. The quality of being naturally courteous can be developed by trying to be kind, polite, thoughtful and considerate of other people's feelings.

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Tact of social traits

Tact does not mean social lying. It means doing the correct thing at the right moment. This is av very essential quality to be developed by a salesman because he will come across various difficult situations which can be solved happily by tact.

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Effective Speech of social traits

A salesman's ability to speak correctly and with ease impresses the public prospects and customers. Conversation is an art and can be developed by proper thought and practice.

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Ability to Meet the Public of social traits

Before entering the profession of a salesman, one should first ascertain whether he has the aptitude to meet the pubic.

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