Read the passage given below and answer the questions that follow:
Background information: Sales
Some people believe that you have to be a special kind of a person to sell a product. But
although it is clear that a successful sales representative does need special talents and
an outgoing personality, many of the skills he uses are used by us all: we build and
maintain relationships with different kinds of people, we listen to and take note of what
they tell us, and we explain things to them or discuss ideas with them.
A firm may depend on their own sales team and/or on the salesmanship of their
distributors, wholesalers or retailers. But any company needs to establish a personal
relationship with its major clients (‘key accounts’) and potential customers
(‘prospects’). It is often said that ‘people do business with people’: a firm doesn’t just
deal impersonally with another firm, but a person in the buying department receives
personal visits from people representing the firm’s suppliers on a regular basis – or in
the case of department stores or chain stores, a team of buyers may travel around
visiting suppliers.
Keeping sales people ‘on the road’ is much more expensive than employing them to
work in the office as much of their time is spent unproductively traveling. Telephone
selling may use this time more productively, but a face-to-face meeting and discussion
is much more effective. Companies involved in the export trade often have a separate
export sales force, whose travel and accommodation expenses may be very high.
Servicing overseas customers may consequently often be done by phone, fax or email
and personal visits may be infrequent. Many firms appoint an overseas agent or
distributor whose own sales force takes over responsibility for selling their products in
another country.
A sales department consists of many people who are based in different parts of the
country or the world, who don’t have the day-to-day contact and opportunities for
communicating with each other that office-based staff have. For this reasons, firms hold
regular sales conferences where their entire sales force can meet, receive information
and ask questions about new products and receive training.
Answer the following questions:
i
The skills of a salesperson are similar to the skills that we all require in our
daily life. Discuss.
ii
What do you mean by the term ‘people do business with people’? Give
examples from the passage.
iii
List four ways in which a salesperson need not be ‘on the road’ but yet do
business efficiently.
iv
Why do companies have sales conferences?
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