ADVERTISING AND SALESMANSHIP UNIT-I: Advertising definition- meaning: Advertisement- Advertisingpublicity- salesmanship- objectives and functions of Advertisingimportance of Advertising

g in modern marketing. UNIT-II: Types of Advertising Advertising media- types of mediaprinting media- electronic media. UNIT-III: Characteristics of good Advertising copy- preparation of Advertisement copy- Advertising agency and its role. UNIT-IV: Definition- buyer behaviour and motives- theories of buyer behaviour- importance of personeal selling- cost of personal selling- AIDA model of selling- types of sales persons. UNIT-V: Qualities of successful sales person to consumer servicesproblems in selling with particular reference to India- Reports and documents sales manual, order books, cash memo, tour diary, daily periodical reports/

Advertisement and salesmanship:

Advertising: Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various media; including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages. .The non-personal communication of information usually paid for & usually persuasive in nature, about products (goods & services) or ideas by identified sponsor through various media.(Arenes (1996) Publicity is the deliberate attempt to manage the public's perception of a subject. The subjects of publicity include people (for example, politicians and performing artists), goods and services, organizations of all kinds, and works of art or entertainment. From a marketing perspective, publicity is one component of promotion which is one component of marketing. The other elements of the promotional mix are advertising, sales promotion, and personal selling. Promotion But the publicist cannot wait around for the news to present opportunities. They must also try to create their own news. Examples of this include: Art exhibitions Event sponsorship Arrange a speech or talk Make an analysis or prediction Advertisement: A paid announcement, as of goods for sale, in newspapers or magazines, on radio or television, etc. 2. a public notice, esp. in print. 3. the action of making generally known; a calling to the attention of the public: The news of this event will receive wide advertisement. Definition of SALESMANSHIP 1. the skill or art of selling 2. ability or effectiveness in selling or in presenting persuasively

Types of Sales persons. The U.S. Department of Commerce classifies sales persons as (1) manufacturer`s sales persons, (2) wholesaler`s sales persons, (3) retail sales persons, and (4) specialty sales persons, including sales engineers. Manufacturer`s sales persons are often classified as (a) dealer-servicing sales persons, or (b) distribution sales persons. The dealer-servicing salesman`s job is primarily to maintain a regular supply of products to dealers already carrying the manufacturer`s product and keep them satisfied. He may, however, be expected to find new dealers from time to time. Distribution sales persons, on the other hand, have as their primary function the finding of new middlemen to handle the manufacturer`s products. Wholesaler`s sales persons are employed to facilitate the services offered by wholesalers to retailers. Their function is to assist the retailer in the merchandising of his goods. The theory underlying the function of the wholesale salesman is that, by assisting the retailer in marketing his goods, the wholesaler will generate increased sales to the retailer. Retail sales persons deal directly with the consuming public. They are typified by the sales clerks behind the counter found in most retail stores. It is to their credit that the American business system maintains the vitality it exhibits today, for their function involves the final steps in getting the products to the ultimate consumer. Specialty sales persons, or door-to-door sales persons, are somewhat of a vanishing breed in America, as the shopping center, mail-order catalogs, and mass advertising become more predominant. Also included among specialty sales persons is the sales engineer, who sells highly technical and complex products and frequently must have a college degree in engineering or science to qualify for his job. 1. Management of Salesforce Sales force is directly responsible for generating sales revenue. Eight general management areas: 1. Establish Salesforce objectives Similar to other promotional objectives Demand oriented or image oriented. Major objective is persuasion, converting consumer interest into sales. Sales objectives; expected to accomplish within a certain period of time. . 2. Recruiting and Selecting Salespeople Need to establish a set of required qualifications before beginning to recruit. Prepare a job description that lists specific tasks the salesperson should perform and analyze traits of the successful salespeople within the organization. 3. Training Sales Personnel

Use formal programs, or Informal on-the-job training. Can be complex or simple. Training should focus on:

the company products selling techniques.

4. Compensating Sales People To attract, motivate and retain sales people, that facilitate and encourage good treatment of the customers. Need to understand personalities of sales people.

Straight salary straight commission (selling insurance)--single percentage of sales or sliding rate Combination plan

5. Motivating Sales People Need a systematic approach, must also satisfy non-financial needs:

Job security Working Conditions Opportunities to succeed

Functions of advertising : 1. To differentiate the product from their competitors 2. To communicate product information 3. To urge product used 4. To expand the product distribution 5. Too increase brand preference and loyalty 6. To reduce overall sales cost 7. Creates new demands To differentiate the product from their competitors Objectives of advertising:

Advertising is an extremely versatile communications tool. Depending upon the marketing situation, companies

use advertising to achieve various marketing objectives: 1. To do the entire selling job (as in mail-order marketing) 2. To introduce a new product (by building brand awareness among potential buyers) 3. To force middlemen to handle the product (pull strategy) 4. To build brand preference (by making it more difficult for middlemen to sell substitutes) 5. To remind users to buy the product (retentive strategy) 6. To publicize some change in marketing strategy (e.g., a price change, a new model, or an improvement in the product) 7. To provide rationalizations for buying (i.e.,"socially acceptable" excuses) 8. To combat or neutralize competitors; advertising efforts 9. To improve the morale of dealers and/or salesmen 10. To acquaint buyers and prospective buyers with new uses of the product. Importance of advertising: We will precisely deal with Importance of Advertising to producers and traders in this topic. Let us now discuss the Importance of Advertising to Producers and Traders. Advertising provides various benefits to the producers and traders and it can be summed up under the following head; Meeting competition: Advertising is an important means for facing competition. By creating brand loyalty, it helps to maintain sales and market share. It supplements personal selling and sales promotion. The importance of Advertising lies in the fact that it creates preference for a particular product opens doors for salesmen and reinforces point of purchase display, thereby reducing the costs of creating and maintaining demand. Dealers prefer to handle well advertised products. Steady demand: Advertising creates regular demand by smoothening out seasonal and other fluctuations. For instance, advertising is used to emphasize hot and cold uses of coffee to maintain regular sales both during summer and winter. By suggesting new and more frequent uses of product, advertising helps to maintain demand, throughout the year. Steady demand enables regular production. Higher sales volume: Advertising helps to increase demand, expand markets and enhance sales of existing products. Through repeated advertising, a producer can create new customers and enter new markets. It creates new wants and increases sales. Advertising is an essential technique of mass selling. Introduction of new product: Advertising is helpful in introducing new products by creating awareness and gaining their acceptance. By informing consumers about the new product, advertising stimulates their interest and persuades them to buy it. Effective advertising helps in overcoming consumers resistance to new products. Economies of scale: Advertising facilitates mass distribution of goods. It reduces dependence on middlemen as dealers are more willing to stock and sell well advertised goods. Direct distribution and rapid sales turnover help to reduce costs of distribution. Mass distribution and steady demand

lead to large scale and regular production. As a result, several economies of scale become available and cost of production per unit is reduced. Investment in inventories can be reduced. Goodwill : Advertising helps in creating a good image of the firm and reputation for its products. A favorable image increases the capacity of the firm to survive competition and depression. It is through effective advertising that Tatas, Birlas, etc., have become household names. It has rightly been observed that "doing business without advertising is like winking at a girl in the dark. You know what you are doing but the targets do not know." By building goodwill advertising enables business firms to obtain repeat orders. Employee morale: By building reputation of the firm, advertising provides a sense of security to employees and improves their morale. Salesmen feel happy as their task becomes easier when the product and its producer are known to customers. In a well reputed firm, executive have a feeling of pride and job satisfaction which is necessary for better performance. Types of advertising: Print Advertising Newspapers, Magazines, Brochures, Fliers The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Outdoor Advertising Billboards, Kiosks, Tradeshows and Events Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also several events and tradeshows organized by the company. The billboard advertising is very popular however has to be really terse and catchy in order to grab the attention of the passers by. Broadcast advertising Television, Radio and the Internet Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broadcasted. Covert Advertising Advertising in Movies Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports.. Surrogate Advertising Advertising Indirectly Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries. Public Service Advertising Advertising for Social Causes

Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on Celebrity Advertising Although the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products.. Types of Media and Their Characteristics In terms of overall advertising expenditures, media advertising is still dominated by Press and television, which are of comparable size (by value of 'sales'). Posters and radio follow some way behind, with cinema representing a very specialist medium. Press National newspapers - These are still traditionally categorized, from the media buyer's viewpoint, on the basis of class; even though this is of declining importance to many advertisers. so that an advertisement placed in one is taken more seriously than a comparable one in a regional newspaper, although it may be more transitory (since it is not kept for reference as some local weeklies may be). Regional newspapersThese may be dailies, which look and perform much like the nationals, or weeklies, which are more specialized, though they dominate the classified advertising market. MagazinesThese offer a more selective audience (which is more `involved', with the editorial content at least). Magazines are traditionally categorized into general interest, special interest and trade or technical. Trade and technical - In the trade and professional fields there are now a significant number of 'controlled circulation' magazines. These are like the `free Press', in that they are delivered free to the recipients;. [Television This is normally the most expensive medium, and as such is generally only open to the major advertisers, although some regional contractors offer more affordable packages to their local advertisers.. Television is relatively unselective, and offers relatively poor coverage of upper class and younger age groups. Being regionally based, however, it can be used for regional trials or promotions (including test markets). Posters This is something of a specialist medium, which is generally used in support of campaigns using other media. On the other hand, some advertisers, particularly those in brewing and tobacco, have successfully made significant use of the medium; although, to achieve this, they have developed the requisite expertise to make efficient use of its peculiarities.

Radio Radio advertising has increased greatly in recent years, with the granting of many more licenses. It typically generates specific audiences at different times of the dayadults at breakfast, housewives, and commuters during rush hours. It can be a cost-effective way of reaching these audiences Cinema Though national audience numbers are down, this may be the most effective medium for extending coverage to younger age groups, since the core audience is 15 to 24. [Internet/Web Advertising This rapidly growing marketing force borrows much from the example of press advertising, but the most effective useadopted by search enginesis interactive. Mobile Advertising Personal mobile phones have become an attractive advertising media to network operators, but are relatively unproven and remain in media buyers' sidelines. Audience Research Identifying the audience for a magazine or newspaper, or determining who watches television at a given time, is a specialized form of market research, often conducted on behalf of media owners. Advertising-free media Advertising-free media refers to media outlets whose output is not funded or subsidized by the sale of advertising space. It includes in its scope mass media entities such as websites, television and radio networks, and magazines.

UNIT-III
How to write an advertisement copy: Writing effective copy for ads, web pages, sales letters and other marketing communications isn't difficult when you know what works. These rules apply to writing copy for any type of marketing communication. 1. Define the goal of your message Define what you want your message to accomplish before you begin writing. Do you want to generate inquiries (leads)? Do you want to get orders? What action do you want readers to take? How do you want them to respond? 2. Know your audience and what they want Maybe everybody CAN use what you sell. But one targeted

group WILL be most likely to buy it. You can discover that group by defining the characteristics of your best customers. Once you know your audience and what they want you can personalize your writing to appeal to their specific interests. 3. Appeal to their self-interest, not yours Customers don't care about you, your product, your company, or your professional qualifications. They only care about the benefit they get from buying your product or service. The only thing a customer wants to know about your 1/2 inch drill is that it's guaranteed to give them a 1/2 inch hole. Keep your ad copy focused on the benefits you provide. 4. Make an emotional appeal, not a logical one Your ad copy should dramatize the feeling your customers get while enjoying the benefits provided by your product or service. Get them emotionally involved so they want to start enjoying those benefits immediately. Use word pictures and real life stories to draw readers into your message. 5. Don't give them any choices You may spend a lot of time writing your sales message and getting it "just right". Unfortunately, your prospects will rush through it and make a fast decision. Don't slow them down with any choices. They'll be afraid of making the wrong choice and will protect themselves by making none. You'll lose sales. 6. Make your best offer The offer is the "deal" you're promoting (free information, special price, free bonus with order, etc.). It's the only reason people respond to your advertising copy. Always include the best offer you can afford and a reason to act fast. 7. Simplify Everything Simple, clear copy is easy to read and understand. It propels your customer to the decision point with no hesitation. After you've written your copy, edit it for simplicity and clarity. Use lots of 1 and 2 syllable words. Shorten sentences and paragraphs. This is especially important for your web site where relief is just a click away. Seven Qualities of a Good Advertising Copy 1. Simplicity

An advertising copy should be simple and easy to understand. Use short, simple, understandable words and sentences. The words or sentences that you are using must be the ones that are easily remembered by both intelligent and non-intelligent willing buyers. 2. Informative An advertising copy should be informative. Make your copy to give information that the willing buyers are searching for in your products and services. Give true facts that are straight forward. 3. Enthusiastic Your advertising copy must be enthusiastic. Your copy must tell the willing buyers what your products and services do for them. In short, it should state the purpose and benefits. 4. Honesty It must be honest. Don't make your copy to convey false information regarding your products and services. If you do this, then you are destroying your products and services credibility's. Do not hide any facts about your products; just expose the information because the products and services tell the willing buyers about their weaknesses and usefulness. If you are not honest and you are selling inferior products, then soon or later your products may disappear from the market. 5. Urge It should create an urge. Make your copy to reveal unknown and unseen features that are in your products and services. State clearly the features that buyers derive when they use your products and services. 6. Attractive An advertising copy should be attractive. Make it to capture the attention of the people. Some people rarely find time since they're busy throughout. You should target such people by making your copy to capture their attention at a glance. You do this by adopting attractive pictures. 7. Suggestive and Persuasive Make your advertisement copy to be suggestive and persuasive. Let the words and pictures in your copy have commanding power on the buyer's ego. Steps in writing advertisement copy: The tips below -and the important warning that follows - will help you to get the very best response. 1. Start by choosing a single benefit of your product or service that you wish to highlight above everything else. This is your "principle selling position" or PSP. To choose this, ask yourself what specific benefit makes your product or service different, better, or special. Is it the price?, the convenience? the reliability?

2. Write attention-grabbing headlines. This is very important. People are overloaded with information, so they skim read, particularly on the Internet. If your headline doesn't get their attention everything else is probably wasted because it won't be read. Your headline will often be based around your PSP. 3. Write a list of all the features of your product or service then translate each of these into a benefit for the customer. One way to do this is to look at each feature in turn then ask yourself "So what?" Imagine you're a customer; why should you care about this feature? Ask "What will it do for me?"

4. Write copy that emphasises the benefits in a way that makes an emotional connection. For example, let's say you're selling toothpaste. A feature might be that it contains fluoride. Sure, but that's boring. Rather, say it "Lessens Tooth Decay!" or even better. 5. Start with your strongest selling points. The first few paragraphs are particularly important. Use them to create a desire for your product or service by briefly touching on the major benefits it will bring the customer. You don't have to go into too much detail up front as you can expand on these benefits later. Do try to get your big guns in early, though. 6. Testimonials sell. Good, believable testimonials from real people will help sales, particularly on the web where establishing credibility is a tough job. For even better credibility, ask your testimonial writers if you can include their contact details along with their testimonial. 7. Write with a natural style. Don't try to be pretentious or over friendly. Just write it the way you'd say it. 8. Decide who you're writing for and why. What tone are you trying to convey: light hearted?, serious? What level of jargon are you going to employ? Suit your language to your intended audience. 9. The final sales pitch, when it comes, must have three specific parts: o It must incorporate a good deal; e.g. "40% off!" o It must be urgent; e.g. "Only seven more days!" o It must be risk free; e.g. "Backed by a 90-day, no-questions-asked, money-back guarantee!" 10. End by telling the reader what to do; e.g. "Ring now" or "Click here to order now for immediate delivery!" Needless to say, ordering details must be clearly visible and simple to follow. Advertising Agency-meaning: An Advertising Agency or ad agency is a service provider that works for clients to create an effective and goal oriented advertising campaign aimed at representing the Company positively in the eyes of its target customers Types of advertising agencies:

Limited-Service Advertising Agencies Some advertising agencies limit the amount and kind of service they offer. Such agencies usually offer only one or two of the basic services. For example, although some agencies that specialize in "creative" also offer strategic advertising planning service, their basic interest is in the creation of advertising. Similarly, some "media-buying services" offer media planning service but concentrate on media buying, placement, and billing Specialist Advertising Agencies In addition to the full-service, general-line advertising agencies, there are also agencies that specialize in particular kinds of advertising: recruitment, help-wanted, medical, classified, industrial, financial, direct-response, retail, yellow pages, theatrical/entertainment, investment, travel, and so on In-House Advertising Agencies Some advertisers believe that they can provide such advertising services to themselves at a lower cost than would be charged by an outside agency. Interactive agencies Interactive agencies may differentiate themselves by offering a mix of web design/development, search engine marketing, internet advertising/marketing, or e-business/e-commerce consulting. Interactive agencies rose to prominence before the traditional advertising agencies fully embraced the Internet Search engine agencies Lately, pay per click (PPC) and search engine optimization (SEO) firms have been classified by some as 'agencies' because they create media and implement media purchases of text based (or image based, in some instances of search marketing) ads Social media agencies Social media agencies specialize in promotion of brands in the various social media platforms like blogs, social networking sites, Q&A sites, discussion forums, microblogs etc. The two key services of social media agencies are: social media marketing online reputation management Duty & Role of Advertising Agencies : 1 Understand the Product / Company: An advertising agency begins by getting well acquainted with the client's goals, products & target audience. This knowledge proves beneficial in planning and creating an effective advertising campaign.

2 Plan & Create an Advertising Campaign: Once an advertising agency understands its clients' needs, the process of brainstorming and planning begins. Keeping in mind the client's goals (which can range from pushing sales of its products and services introducing new products in the market reiterating its brand's benefits attracting new customers or keeping in touch with old ones 3 Strategize: Some Companies like to outsource their overall marketing responsibilities to advertising agencies. In such a case, the ad agency takes over the process of brand building, strategizing and pushing sales through other promotion techniques like sales promotions etc. Advertising Agency Functions Professionals at advertising agencies and other advertising organizations offer a number of functions including: Account Management Within an advertising agency the account manager or account executive is tasked with handling all major decisions related to a specific client. Creative Team The principle role of account managers is to manage the overall advertising campaign for a client, which often includes delegating selective tasks to specialists. Researchers Full-service advertising agencies employ market researchers who assess a clients market situation, including understanding customers and competitors, and also are used to test creative ideas. Media Planners Once an advertisement is created, it must be placed through an appropriate advertising media.. UNIT-IV: Consumer Buying Behavior: Definition of Buying Behavior: Buying Behavior is the decision processes and acts of people involved in buying and using products. Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs to analyze buying behavior for buyers reactions to a firms marketing strategy has a great impact on the firms success. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Types of buying behaviour. There are four typical types of buying behaviour based on the type of products that intends to be purchased. Complex buying behaviour is where the individual purchases a high value brand and seeks a lot of information before the purchase is made.

Habitual buying behaviour is where the individual buys a product out of habit e.g. a daily newspaper, sugar or salt. variety seeking buying behaviour is where the individual likes to shop around and experiment with different products. So an individual may shop around for different breakfast cereals because he/she wants variety in the mornings! Dissonance reducing buying behaviour is when buyer are highly involved with the purchase of the product, because the purchase is expensive or infrequent. Buying process: The 6 stages are: 1. Problem Recognition(awareness of need)--difference between the desired state and the actual condition. Deficit in assortment of products. Hunger--Food. Hunger stimulates your need to eat. Can be stimulated by the marketer through product information--did not know you were deficient? I.E., see a commercial for a new pair of shoes, stimulates your recognition that you need a new pair of shoes. 2. Information search-o Internal search, memory. o External search if you need more information. Friends and relatives (word of mouth). Marketer dominated sources; comparison shopping; public sources etc. A successful information search leaves a buyer with possible alternatives, the evoked set. Hungry, want to go out and eat, evoked set is chinese food indian food burger king klondike kates etc Evaluation of Alternatives--need to establish criteria for evaluation, features the buyer wants or does not want. Rank/weight alternatives or resume search. May decide that you want to eat something spicy, indian gets highest rank etc. If not satisfied with your choice then return to the search phase. Can you think of another restaurant? Look in the yellow pages etc. Information from different sources may be treated differently. Marketers try to influence by "framing" alternatives. Purchase decision--Choose buying alternative, includes product, package, store, method of purchase etc. Purchase--May differ from decision, time lapse between 4 & 5, product availability. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction.
o o o o

3.

4. 5. 6.

Personal selling can be defined as follows: Personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale"

Personal selling is one of the oldest forms of promotion. It involves the use of a sales force to support a push strategy (encouraging intermediaries to buy the product) or a pull strategy (where the role of the sales force may be limited to supporting retailers and providing after-sales service). What are the main roles of the sales force? Kotler describes six main activities of a sales force: (1) Prospecting - trying to find new customers (2) Communicating - with existing and potential customers about the product range (3) Selling - contact with the customer, answering questions and trying to close the sale (4) Servicing - providing support and service to the customer in the period up to delivery and also post-sale (5) Information gathering - obtaining information about the market to feedback into the marketing planning process (6) Allocating - in times of product shortage, the sales force may have the power to decide how available stocks are allocated What are the advantages of using personal selling as a means of promotion? Personal selling is a face-to-face activity; customers therefore obtain a relatively high degree of personal attention The sales message can be customised to meet the needs of the customer The two-way nature of the sales process allows the sales team to respond directly and promptly to customer questions and concerns Personal selling is a good way of getting across large amounts of technical or other complex product information The face-to-face sales meeting gives the sales force chance to demonstrate the product Frequent meetings between sales force and customer provide an opportunity to build good longterm relationships. Cost of personal selling: Main disadvantages of using personal selling 1.The main disadvantage of personal selling is the cost of employing a sales force. Sales people are expensive. In addition to the basic pay package, a business needs to provide incentives to

achieve sales (typically this is based on commission and/or bonus arrangements) and the equipment to make sales calls (car, travel and subsistence costs, mobile phone etc). 2.High cost-per-action (CPA) These costs include compensation (e.g., salary, commission, bonus), providing sales support materials, allowances for entertainment spending, office supplies, telecommunication and much more. 3.Training Costs Most forms of personal selling require the sales staff be extensively trained on product knowledge, industry information and selling skills. For companies that require their salespeople attend formal training programs, the cost of training can be quite high and include such expenses as travel, hotel, meals, and training equipment while also paying the trainees salaries while they attend. 4.A next disadvantage is that personal selling is not for everyone. Job turnover in sales is often much higher than other marketing positions. AIDA Model: AIDA is an acronym used in marketing that describes a common list of events that may be undergone when a person is selling a product or service. The term and approach are attributed to American advertising and sales pioneer, E. St. Elmo Lewis. In 1898 Lewis created his AIDA funnel model on customer studies in the US life insurance market to explain the mechanisms of personal selling. Lewis held that the most successful salespeople followed a hierarchical, four layer process using the four cognitive phases that buyers follow when accepting a new idea or purchasing a new product. A - Attention (Awareness): attract the attention of the customer. I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising). D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs. A - Action: lead customers towards taking action and/or purchasing. Using a system like this gives one a general understanding of how to target a market effectively. Moving from step to step one loses some percent of prospects. The sales presentation requires a sales man to be a friend, a guide, an advisor and sometimes a reformer to the customer.

Qualities that define an effective sales person 1.goal Oriented - The driving force behind every Company is increased sales and high profits. Most Companies draw out expected sales targets for every year. The onus lies on the sales team to not only meet these targets but go beyond them. Every sales person must be goal oriented and should work towards matching these sales figures.

2.Confident - A sales person should be confident about the product he is selling as well as his own ability to successfully close a sale. Especially in the case of door to door selling, the sales person should be able to interact well with the prospective buyer, gain their trust, arouse an interest and eventually convince them to try a new product. Sales persons should be willing to handle all kinds of tense situations. 3.Patient & Courteous - Convincing a prospective customer to buy a product is not an easy task. Selling is an art and requires patience. A sales person should be able to guide a customer through the entire process which begins with a prospective buyer's indifferent attitude towards a brand and ends with them placing an order. The sales person should be courteous and pleasant while taking a buyer through these stages. 4.Team Player - A good sales executive must be a good team player as well. An to interact and devise good sales plans should come naturally to him. ability

5.Complete Product Knowledge - Every sales executive should be trained well. He should have complete product knowledge including benefits, uses and applications of each product. A good background knowledge will help him to answer all types of questions raised by a prospective buyer. 6.Pleasing Personality - A pleasing personality adds to a sales person's appeal. He/she should be pleasant to interact with and should know how to convince and persuade a customer to place an order. Order books: An order book is a businesses list of open, unshipped, customer orders, normally time-phased and valued at actual individual order prices, that may include margin and profitability analysis.