Description
In simple words, the purpose of selling is to generate sales. In most companies sales people are
the single most direct link to the customers that mean they are the company. Sales force
represents the company to the end user. Sales personnel are the people who can make or
break the image of the company present in the minds of the consumer. The effectiveness of
sales team is very important and that is why companies spend a large amount of money in
recruiting, training and managing the salesforce.
Modern Selling
In today’s world, selling requires a variety of professional skills. Those days are gone when
selling could be done successfully with good presentation and closing skills. It is analyzed that
for most of the companies, 20% of their customers generate 80% of their sales. Hence, it is
important for every organization to allocate majority of the resources to retain existing
profitable customers. Salesforce can easily focus on one or more key customers with the
concept of account management, which has proved to be an efficient way of sales
management. Reaching new customers might be costly as it requires more marketing cost. New
customers might be unprofitable for the business so it is better to drop these customers.
Characteristics of Modern Selling
Marketing the
product
Problem
Solving
Customer
Retention
Build and
Maintain
Relationship
Providing value
to customers
Customer
1
Satisfying
needs