The success of an organisation greatly depends on

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The success of an organisation greatly depends on good manners and politeness of the salesmen. Manners of a salesman either make him prosper or mar his career. A salesman should avoid biting nails, clasping and unclasping hands, swinging back and forth in the chair, keeping hands swinging back and forth in the chair etc. 3.3.4. Character Attributes Honesty, integrity, loyalty, reliability, industriousness etc., are some of the important character traits which a sales must possess and develop. Honesty in dealings and state ments, and keeping one’s promise make salesman successful. An honest salesman appeals to the customer’s desire for safety and protection. Though an honest salesman might take time to win customers, once his reputation is established, customers will frequently come to his shop. Hence, the significance of honesty in selling. Integrity implies uprightness of character, moral Annamalai University
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151 soundness and good behaviour, honesty, fulfillment of promises and strength of character. There is no substitute for this quality. Loyalty is another character attribute which a salesman should possess and develop. He should be loyal; to (1) the organisation in which he works and its products. (2) his customers, and (3) his fellow-workers. He has to work in harmony with the authority given to him. Secretly making any profit, stealing or misusing any property of the firm are some of the acts of disloyalty. Reliability is the outcome of honesty, integrity and loyalty. A salesman should be reliable or trustworthy. A reliable salesman takes his work seriously and is honest in his dealings. Such a salesman gives value to his promises, fulfils them and loses no friend. In the process, he commands the confidence of the customers. Industriousness is another quality which means the ability to work hard. It implies persistent work to achieve a desired goal. Willingness to work is a great thing in salesmanship also. It may be pointed out here that a salesman may not possess all the qualities that are present in the best salesmen. The personality of a salesman can be improved. Salesmen are not necessarily born as qualified salesmen. They can be made qualified or ideal salesmen by developing their personality through constant and sincere efforts. Sales managers impart necessary training to their salesmen to develop their personality. Self-examination and self-improvement may turn out to prove amazingly rewarding, through out the life of the salesman. 4. SELLING PROCESS Personal selling is an oral representation in conversation. The actual process the salesmen go through to sell a product are more or less the same. (Fig.2). All salesmen attempt to locate the prospect buyers (prospecting), collect valuable information about their tests and habits (pre approach) initial contact (meeting) with the potential buyers (Approach), show the product and its use (presentation and demonstration), attempt to overcome the objections, and then close the sale.
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