THE COMPANY: ITS PRODUCTS AND COMPETITION

A KNOWLEDGE OF CONSUMER BEHAVIOR AND CHARACTERISTICS IS AN

ESSENTIAL TO SALESMAN AS THOROUGH KNOWLEDGE OF FACTUAL
INFORMATION ABOUT HIS COMPANY , ITS PRODUCT, AND ITS COMPETITION TO
REPRESENT HIS COMPANY EFFECTIVELY. SINCE THE SALESMAN PRIMARY JOB
IS TO SECURE ORDERS FROM THE CUSTOMERS, ANYTHING THAT ENHANCES
HIS ABILITY TO PERFORM HIS TASK SHOULD BE GIVEN FULL ATTENTION. THE
KNOWLEDGE THAT THE SALESMAN ACQUIRES HELPS HIM SUPPLY THE
CUSTOMERS THE APPROPRIATE FACTS, MEET COMPETITOR’S CLAIMS, DEVELOP
A REPUTATION AND EARN CONFIDENCE OF THE CUSTOMERS
• Customer Demand Facts
with the rapid advancement of technology , there are many products flooding the
market place that most of the customers have no knowledge of. They certainly need the help of
the salesman. In most cases the good salesman advise the counsel are requested by the
customers and his statement are interpreted as those of an expert and authority.
• Factors are Needed to Meet Competition
if the salesman is unable to explain the merits or construction of his products. There is
always a competing salesman who is eager and willing to supply another product and to give
the buyer all facts pertaining to it.
• Buyers has Confidence in a Well-Informed salesman
most of the present day customers ask many questions about so many things before
making their purchases from company product to competition, even the future company. If the
salesman cannot provide an accurate information about what his customer is asking for, he loses
the confidence of the customer.
• Knowledge Develops personal Confidence
the knowledge of the company, its product and its competition develops a reputation for
the company, develops enthusiasm among salesmen and a feeling of self confidence.
Salesman’s obligation to His Company and its Clientele
when a salesman joins a company, enters into that relationship of working out satisfactorily for both
himself and the company. And the company expects the salesman:
1. To make money
once the salesman is hired, the long range duty is to turn in a profit. The firm wants to continue in
business and it expects the salesman to help in carrying out of this objective.
2. To work conscientiously
when a company hires a salesman, it assumes the burden involved in adding the new employee. The
company spends his training, and of course for his compensation.
3. To be loyal
the salesman who works with the company of his choice should demonstrate unquestionable loyalty.
Salesman Obligations to His Clientele
1. To treat them ethically
just as he is expected to be loyal to his company, the salesman should also be loyal to
his customer.
2. To help them
salesman should be aware that every customer is a different individual with varying
needs and wants. There are cases that any customers are having problems as to what would be
the best buy.
3. To adjust customer complaints
through the proper handling of customer complaints, the salesman can restore customer
goodwill and loyalty toward a store.
Store’s policies on various types of complaints
Major types of complaints can be classified as dissatisfaction with merchandise , with
salespeople and with store policy.
Handling complaints about merchandise
when the retailers products do not meet a customer’s expectations, the customer will
often return them to store. Handling merchandise returns efficiently is only fair to customers
and can be easily administered by the retailers.
Handling complaints about salespersons
sometimes salesperson make unrealistic promises, oversell an item, or are not courteous
or downright rude. These kind of behaviors naturally produce unhappy customers.
Handling complaints about store policy
there are stores that have their invoice, the customer is always right . But when goods are
returned, they do not accept.
Specific information important to the salesman
Knowledge of the company- a salesman should know the growth and the development of the
company, its origin, when founded, size of early plant, philosophy of management, financing and
growth of the firm. Specifically, a salesman should know the following aspects of the company:
1. History of the company
2. Executive personnel
3. Personnel and labor relations
4. Plants and branches
5. Financial status
6. Management policies
7. Distribution methods
8. Organization
9. Research and investigations
10. Competitive position