A Sales presentation is that presentation whose main objectives it to sell some goods and services. A sale presentation is a type of conversation. The sales representative uses questions to determine the buyer’s needs, probes objections and gains temporarily and then final commitment to the purchase. Sales presentations are persuasive in nature and therefore, presentation must be unique and audience focused. Although a strong sales presentation cannot ensures sales success, but it will build credibility and support to help the presenter reach sales objectives.
Qualities should a successful sales person or Essentials for effective salesmanship.
Following are the essentials or important requisites for effective salesmanship:
(i) Sales personality: Personality of salesman determines effectiveness of selling to a great extent. To become a successful salesman, he should possess certain qualities such as:
(a) Physical traits such as appearance including facial expression, height, dress, posture, health, voice and conversation etc.
(b) Mental traits such as accuracy, alertness, imagination and resourcefulness, initiative, self-confidence, cheerfulness, good memory, etc.
(c) Social qualities such as his ability to meet people, dominance, submission, tact, courtesy, appreciation, tolerance, patience, cooperation etc.
(d) Character which includes honesty, reliability, loyalty, gratitude, industry and persistence.
(ii) Knowledge of goods: For effective selling, salesman should know all useful facts about qualities of his goods or the terms of sale or the reputation of his company.
(iii) Knowing the customers and their buying motives: For successful salesmanship, there should be proper sizing up and the effective handling of customers. For this, salesman should properly understand customer and their buying motives. There are different types of customers, each requires separate treatment. A salesman should be able to categories customer and trace out their peculiarities.
(iv) Knowing the company: Salesman should know everything about the company. He must know:
(a) The history of the company, its organisation and its physical set-up.
(b) The executives to whom he is accountable.
(c) The raw materials used for production of company products.
(d) About the unit of product, size and other information regarding plants, number of workers, etc.