Professional Documents
Culture Documents
Retail salespeople work in diverse types of retail enterprises helping customers select and buy consumer
products. They may work to sell or rent products and merchandise ranging from books to automobiles in specialty
stores. They may work in specific departments of large department stores, but in the small owner-managed store,
the retail salesperson is responsible for overall supervision and sales of products to customers. The basic duties of
a retail salesperson are:
Staying up-to-date regarding product knowledge
Selling products through guidance and persuasion
Securing consumer satisfaction
In addition to these three basic duties, specific related duties in a retail sales ob may include:
!andling cash and maintaining the cash register
Sorting coupons, e"change vouchers, and other items related to sales and sales promotions
#arrying cash and depositing it at a financial institution
$epending on the type of store the retail salesperson works for, general activities may include:
%reeting customers
!elping customers identify their re&uirements
'romoting products and partaking in sales-promotion campaigns
(dvising customers on the use, utility, and maintenance of products
(nswering customers) &uestions regarding the store and its products
'rocessing financial transactions
!elping customers who want to return and e"change products
(rranging for delivery of purchased products and wrapping products in packaging when needed
*egotiating on-the-spot pricing of products to clinch deals
Supervising, maintaining, and ordering supplies
(rranging merchandise on store shelves and in display areas
The Skills of a Retail Salesperson
To be successful, retail salespeople need the following skills and &ualities:
'resentable appearance and cheerful personality
+"cellent communication skills
(wareness of current trends, fashions, and consumer tastes
'atience, tact, and courtesy
(bility to handle work pressure
(bility to negotiate and persuade
(bility to make calculations &uickly
The duties and responsibilities of a sales person are as follows:
- (ssist the customers in selecting products
- (nswer their &ueries about the products or the store in general
- ,eep a check of inventory
- Sales of goods
- Report to the Store In charge
- -a"imi.e sales and profitability of the store.
- -aintaining store standards by keeping it clean
The duties of a salesperson vary depending on the type of sales job.
Interestingly, the actual words related to the selling part of the sales ob are often found &uite far down the )list of
duties) in the ob description/ This may work in some retail-type sales positions, however, when you are talking
about big ticket items0 or volume selling0 the ob description must start and end with ob duties that relate to
actually being able to S+11 a product or service to a prospect.
To find a salesperson that can start the sales process by opening up good communication with the prospect to find
out what they actually want and need0 present well0 handle the variety of customer obections0 and then closes the
sale: is a 2+R3 valuable person to any organi.ation. Salespeople are not 4born that way4 but they do have certain
attributes that make them successful. 5eing goal oriented and persistent are two of those attributes.
6f course you can)t put that in the duties of a salesperson0 but as a manager, if you mire the sales professional in
non-sales related work, like taking inventory, or a lot of administrative duties, you may be mistaking 4make work4
for valuable work.
The real ob duties of any salesperson are to )prospect for clients), whether they walk into a store, or the
salesperson has to go out and get find prospective buyers. *e"t to get into %66$ communication with the
potential customer. The attributes you are looking for is that the salesperson is willing to communicate and can do
it with ease. (s part of this communicative process, the ne"t step is to understand what the customer is looking
for.
This can be as small a thing as finding out what color dress a woman wants to a very big issue when it comes to
selling services, such as -arketing Service #ontracts0 7ebsite $evelopment0 %roup Insurance Sales0 maor
#omputer !ardware Installations0 and so on. To not understand your customers business needs and wants can
be a fatal flaw.
It)s also important that the salesperson can )&ualify) their prospect. The potential customer that enters the Rolls
Royce showroom may love the cars, but in this type of situation, )&ualifying) is a very important step.
8ob duties for a salesperson must include the ability to )present) the product or service. ,nowing the product well
is important - or in the case of highly technical sales - bringing the appropriate technical e"pert along who knows
the product inside and out is e"tremely smart tactically. 6ne way or another, a great salesperson must be able to
)present) and if he9she has done the first steps thoroughly, then the presentation will be such that it will give the
prospect everything that he wants and needs.
If the salesperson never found out this crucial information, the presentation will miss the mark and the potential
client is sure to have little to say e"cept that he)ll 4think about it4 for now. !owever, if your client begins to ask
&uestions and for clarification throughout the presentation, you know that you have hit their interest level.
The 4art of friendly persuasion4 sounds very complicated. !owever, if someone presents to you what you
personally :or corporately; actually need and want, then it will be a lot easier to )persuade) you to be interested,
won)t it< So, one of the attributes you want in a salesperson is that they can listen actively to what the client is
saying and if the client is not forthcoming, the salesperson should be able to ask enough open-ended &uestions in
order to get the client to tell him the needed information. This is difficult to state as a ob duty of a salesperson, but
it can be listed in the skills re&uired.
5ut then we come to 4the bottom line40 closing the sale and dealing with the possibility of the 4dreaded obections4.
!ere is where a professional salesperson shines and knows what they are doing. !ere is where the attributes of
being goal oriented0 and particularly that of being persistent, play a big role. This is not to say we are talking about
the pushy, irritating sales-bore, who won)t take no for an answer, but really has nothing else to offer. *o, we)re
talking about a skill. #ourteous, tactful, and skilled handling of obections and customer concerns is an essential
part of good salesmanship. !andling obections is always part of a salespersons ob duties. This cannot be up to
the manager, although certainly others can assist the salesperson, in speciali.ed situations.
+T!I#(1 ISS=+S I* S+11I*%
I; I*TR6$=#TI6*
+thics in business is act of adhering to fair deal in the transactions, voluntarily, the mentality of adhering to fair
deal which is not because of the fear of controlling authorities but arising out of the interest of well being of
humanity as a whole
+"pectation on how 6ther parties should behave with the #ompany, in the same manner, the #ompany should
behave with the 6ther parties in business dealings, is ethics.
for e"ample, when the #ompany e"pects that the #onsumer should not cheat them in the same way it should not
cheat the #onsumer.
This concept brings harmony between all the sectors and ensures healthy growth of all the sectors. The necessity
for policing does not arise and the attitude of e"ploitation among the parties involved in business dealings also
does not arise
-ost of the companies perform the -arketing activity without sacrificing on ethics that is e"pected out of them
If companies follow ethical practices in all its business activities : which includes selling activity ; the need for
bringing stringent policies by the law enforcement authorities will get reduced considerably
5ut unscrupulous #ompanies follow unethical practices while selling their products 9 services to the consumers
.
6f course law enforcement e"ists to protect the above mentioned parties from indulging in un ethical practices. In
spite of that, some greedy companies get involved into such bad practices till they are caught by the authorities
5ut some business people argue that in business there is nothing like ethics. This may me true for short time 9 one
time business operators and they could be e&uated to cheaters. 5ut companies which want to survive and grow in
the long run with accumulation of goodwill, follows ethical practices.
In this article the author is restricting his discussion only to the e"tent of ethical issues related to the dealings
which take place during the selling function and not discussing on the dealings of other functions of business : vi. ;
'roduction , >inance, !uman Resource $evelopment, etc
The author has listed some of the un ethical practices being practiced by unscrupulous companies.
The purpose of coming out with this list by the author is to educate the altruist on un ethical practices being
followed by unscrupulous companies in their business deals which is e"pected to throw light on protection of
human beings
(lso this list may help the young budding managers to create awareness on the possible un ethical practices that
their competitors : unscrupulous companies ; may adopt to capture the market share for which they should e&uip
themselves to fight against and win in the race
6f course it is the responsibility of the -anagement professionals and business community in not allowing
companies to e"ist which are indulging in such un ethical practices in business
#onsumer >orums established protect the consumers interest. The industry associations protect the industries
interest. In spite of all these unscrupulous companies 9 customers practice un ethical ways to earn money. !ence
it is the responsibility of the individuals to take care from not getting cheated
II; =* +T!I#(1 'R(#TI#+S >61167+$ 53 =*S#R='=16=S #6-'(*I+S
?; over 9 under invoicing affecting the %overnment@s revenue
A; selling harmful products causing damage to the environment and people
B; degrading competitor@s product by misinterpreting it, affecting their sales
C; under pricing the product affecting the financial status of the company of
Stakeholders
D; selling sub standard &uality products as &uality products, affecting the sales of the company, making the unit
sick and creating a situation of closing the unit
E; selling less &uantity of the product than claimed cheating the consumer
F; making false claim with the insurance companies thus cheating the service providers
G; selling directly or indirectly the product in the Sole selling agent territory
H; using substances which affects the neighbor when the consumer uses the product
?I; motivating the 'robable customer : suspect ; who is not a 'otential #ustomer : person with capacity to buy ; is
un ethical. This may indirectly make the person to mobili.e the funds re&uired like : accepting bribe in the office,
borrowing loan more than the repaying capacity, etc ;
??; hiding the truth of information about the product to the buyer
?A; applying pressure on the customer who is not interested in the product in the name of aggressive selling
?B; selling inferior goods claiming as superior &uality goods
?C; selling the product at very high price compared to its cost : production cost and distribution cost ;
?D; making false claim on the benefits of the product e"ploiting the ignorance of the customer
?E; selling the repaired 9 reconditioned product as new and selling at the price of new product : in bearings
business ;
?F; selling the product at higher price than normal price to the ignorant customer : in computer software business ;
?G; 'ricing the product for a particular &uantity but selling less &uantity for the &uoted price
?H; Retailers not passing on the frees, offers, etc to the customers given by the company
AI; *ot providing the (fter Sales Service as promised
A?; +"ploiting the physically challenged customer to the advantage of the seller like selling particular color saree
as a different color to sell the product to the color blind customer
AA; $uplicating the brand : packing the product like popular brand packaging ;
AB; -aking the customer an addict by using ingredients which is harmful to the user
AC; Selling the product on credit to the customer by providing credit above the e"tent of his repaying capacity
AD; =nscrupulous companies with huge money power buys competitors products from the open market and stocks
it in their premise making artificial scarcity
of the brand of the product
AE; making false complaints in the court of law through their persons ust to create problem
AF; misleading the consumers by making use of the sentiments of the consumers
AG; uses third party pressure 9 recommendation to sell the product
AH; sellers sell the product by bribing, giving gifts, etc
BI; by showing forged testimonials to the customer
B?; indirectly damaging the company@s product 9 components thereby increasing the demand for replacement
BA; encouraging the mechanics 9 service stations to replace the product with new components than repairing the
old components by providing commissions which will be more than labour charges
BB; over invoicing the product and using the additional income for bribing
BC; while e"porting the product over invoicing to avail more e"port incentives like cash subsidy, replenishment
license, etc
BD; selling the product without invoicing avoiding ta"es
III; #6*#1=SI6*
It will be very difficult for any country to police the companies not allowing them to cheat the other party. 6nly the
business community should believe in business in an ethical way. (ll the other parties dealing with business
community like %overnment, people, consumers, banks, employees, suppliers and others should also follow ethics
when they deal with the company.
Importance of salesmanship
Salesmanship is an art of influencing another person for the object of persuading him to buy specific product. It may be
regarded as the process of winning the confidence of consumer. According to Whitehead. t is a method of arriving at a
common point of view with the prospect in regard to the desirability of some article, service or idea. Salesmanship may
also refer to convincing a customer by certain techniue and he is really persuaded for buying the particular product.
Importance of Salesman Ship
!. Salesmanship helps to create demand for new products or new brands. It influences to change in patronage
from one source of supply to another which results concentration of purchases of specific product.
". As it wins the buyer#s confidence so it helps to ma$e regular and permanent customers.
%. &he person who is engaged in convincing the public desirability of a specific product is called salesman. 'e
informs the customers about the usefulness of commodity with a view to including him to buy the goods.
(. 'e establishes the goods will of firm in the mar$et. So the sales volume may easily be increased.
). 'e constantly observes the fashion, taste, li$e and disli$e of customers and informs the producer about their
choice.
*. 'e helps to establish close relationship between the manufacturer and consumer.
d i s t r i b u t i o n - i n t r o d u c t i o n
Distribution (or "Place") is the fourth traditional element of the marketing mix. The other three are Product, Price and
Promotion.
The Nature of Distribution Channels
Most businesses use third parties or intermediaries to bring their products to market. They try to forge a "distribution
channel" hich can be defined as
"all the organisations through which a product must pass between its point of production and consumption"
!hy does a business gi"e the #ob of selling its products to intermediaries$ %fter all, using intermediaries means gi"ing up
some control o"er ho products are sold and ho they are sold to.
The anser lies in efficiency of distribution costs. &ntermediaries are specialists in selling. They ha"e the contacts,
experience and scale of operation hich means that greater sales can be achie"ed than if the producing business tried run
a sales operation itself.
Functions of a Distribution Channel
The main function of a distribution channel is to pro"ide a link beteen production and consumption. 'rganisations that
form any particular distribution channel perform many key functions(
Information )athering and distributing market research and intelligence * important for marketing
planning
Promotion De"eloping and spreading communications about offers
Contact +inding and communicating ith prospecti"e buyers
Matching %d#usting the offer to fit a buyer,s needs, including grading, assembling and packaging
Negotiation -eaching agreement on price and other terms of the offer
Physical distribution Transporting and storing goods
Financing %c.uiring and using funds to co"er the costs of the distribution channel
Risk taking %ssuming some commercial risks by operating the channel (e.g. holding stock)
%ll of the abo"e functions need to be undertaken in any market. The .uestion is * ho performs them and ho many le"els
there need to be in the distribution channel in order to make it cost effecti"e.
Numbers of Distribution Channel Leels
/ach layer of marketing intermediaries that performs some ork in bringing the product to its final buyer is a "channel
le"el". The figure belo shos some examples of channel le"els for consumer marketing channels(
Importance of Distribution Channels
(s noted, distribution channels often re&uire the assistance of others in order for the marketer to reach
its target market. 5ut why e"actly does a company need others to help with the distribution of their
product< 7ouldn@t a company that handles its own distribution functions be in a better position to
e"ercise control over product sales and potentially earn higher profits< (lso, doesn@t the Internet make it
much easier to distribute products thus lessening the need for others to be involved in selling a
company@s product<
7hile on the surface it may seem to make sense for a company to operate its own distribution channel
:i.e., handling all aspects of distribution; there are many factors preventing companies from doing so.
7hile companies can do without the assistance of certain channel members, for many marketers some
level of channel partnership is needed. >or e"ample, marketers who are successful without utili.ing
resellers to sell their product :e.g., $ell #omputers sells mostly through the Internet and not in retail
stores; may still need assistance with certain parts of the distribution process :e.g., $ell uses parcel post
shippers such as >ed+" and ='S;. In $ell@s case creating their own transportation system makes little
sense given how large such a system would need to be in order to service $ell@s customer base. Thus,
by using shipping companies $ell is taking advantage of the benefits these services offer to $ell and to
$ell@s customers.
7hen choosing a distribution strategy a marketer must determine what value a channel member adds to
the firm@s products. Remember, as we discussed in the 'roduct $ecisions Tutorial, customers assess a
product@s value by looking at many factors including those that surround the product :i.e., augmented
product;. Several surrounding features can be directly influenced by channel members, such as
customer service, delivery, and availability. #onse&uently, for the marketer selecting a channel partner
involves a value analysis in the same way customers make purchase decisions. That is, the marketer
must assess the benefits received from utili.ing a channel partner versus the cost incurred for using the
services.
Benefits ffered by Channel !embers
#ost Savings in Speciali.ation J -embers of the distribution channel are specialists in what they
do and can often perform tasks better and at lower cost than companies who do not have
distribution e"perience. -arketers attempting to handle too many aspects of distribution may end
up e"hausting company resources as they learn how to distribute, resulting in the company being
Ka ack of all trades but master of none.L
Reduce +"change Time J *ot only are channel members able to reduce distribution costs by
being e"perienced at what they do, they often perform their ob more rapidly resulting in faster
product delivery. >or instance, consider what would happen if a grocery store received direct
shipment from +2+R3 manufacturer that sells products in the store. This delivery system would
be chaotic as hundreds of trucks line up each day to make deliveries, many of which would
consist of only a few bo"es. 6n a busy day a truck may sit for hours waiting for space so they can
unload their products. Instead, a better distribution scheme may have the grocery store
purchasing its supplies from a grocery wholesaler that has its own warehouse for handling
simultaneous shipments from a large number of suppliers. The wholesaler will distributes to the
store in the &uantities the store needs, on a schedule that works for the store, and often in a single
truck, all of which speeds up the time it takes to get the product on the store@s shelves.
#ustomers 7ant to #onveniently Shop for 2ariety J -arketers have to understand what
customers want in their shopping e"perience. Referring back to our grocery store e"ample,
consider a world without grocery stores and instead each marketer of grocery products sells
through their own stores. (s it is now, shopping is time consuming, but consider what would
happen if customers had to visit multiple retailers each week to satisfy their grocery needs. !ence,
resellers within the channel of distribution serve two very important needs: ?; they give customers
the products they want by purchasing from many suppliers :termed accumulating and assortment
services;, and A; they make it convenient to purchase by making products available in single
location.
Resellers Sell Smaller Muantities J *ot only do resellers allow customers to purchase products
from a variety of suppliers, they also allow customers to purchase in &uantities that work for them.
Suppliers though like to ship products they produce in large &uantities since this is more cost
effective than shipping smaller amounts. >or instance, consider what it costs to drive a truck a
long distance. In terms of operational e"penses for the truck :e.g., fuel, truck driver@s cost; let@s
assume it costs :=S; N?,III to go from point ( to point 5. 3et in most cases, with the e"ception of
a little decrease in fuel efficiency, it does not cost that much more to drive the truck whether it is
filled with ?III bo"es containing the product or whether it only has ?II bo"es. 5ut when
transportation costs are considered on a per product basis :N? per bo" vs. N?I per bo"; the cost is
much less for a full truck. The ability of intermediaries to purchase large &uantities but to resell
them in smaller &uantities :referred to as bulk breaking; not only makes these products available
to those wanting smaller &uantities but the reseller is able to pass along to their customers a
significant portion of the cost savings gained by purchasing in large volume.
#reate Sales J Resellers are at the front line when it comes to creating demand for the marketer@s
product. In some cases resellers perform an active selling role using persuasive techni&ues to
encourage customers to purchase a marketer@s product. In other cases they encourage sales of
the product through their own advertising efforts and using other promotional means such as
special product displays.
6ffer >inancial Support J Resellers often provide programs that enable customers to more easily
purchase products by offering financial programs that ease payment re&uirements. These
programs include allowing customers to: purchase on credit0 purchase using a payment plan0
delay the start of payments0 and allowing trade-in or e"change options.
'rovide Information J #ompanies utili.ing resellers for selling their products depend on
distributors to provide information that can help improve the product. !igh-level intermediaries
may offer their suppliers real-time access to sales data including information showing how
products are selling by such characteristics as geographic location, type of customer, and product
location :e.g., where located within a store, where found on a website;. If high-level information is
not available, marketers can often count on resellers to provide feedback as to how customers are
responding to products. This feedback can occur either through surveys or interviews with
reseller@s employees or by re&uesting the reseller allow the marketer to survey customers.
Costs of "tili#ing Channel !embers
1oss of Revenue J Resellers are not likely to offer services to a marketer unless they see financial
gain in doing so. They obtain payment for their services as either direct payment :e.g., marketer
pays for shipping costs; or, in the case of resellers, by charging their customers more than what
they paid the marketer for ac&uiring the product :termed markup;. >or the latter, marketers have a
good idea of what the final customer will pay for their product which means the marketer must
charge less when selling the product to resellers. In these situations marketers are not reaping the
full sale price by using resellers, which they may be able to do if they sold directly to the customer.
1oss of #ommunication #ontrol J -arketers not only give up revenue when using resellers, they
may also give up control of the message being conveyed to customers. If the reseller engages in
communication activities, such as personal selling in order to get customers to purchase the
product, the marketer is no longer controlling what is being said about the product. This can lead
to miscommunication problems with customers, especially if the reseller embellishes the benefits
the product provides to the customer. 7hile marketers can influence what is being said by training
reseller@s salespeople, they lack ultimate control of the message.
1oss of 'roduct Importance J 6nce a product is out of the marketer@s hands the importance of
that product is left up to channel members. If there are pressing issues in the channel, such as
transportation problems, or if a competitor is using promotional incentives in an effort to push their
product through resellers, the marketer@s product may not get the attention the marketer feels it
should receive.
d i s t r i b u t i o n - t y ! e s o f d i s t r i b u t i o n i n t e r me d i a r y
Introduction
There is a "ariety of intermediaries that may get in"ol"ed before a product gets from the original producer to the final
user. These are described briefly belo(
Retailers
-etailers operate outlets that trade directly ith household customers. -etailers can be classified in se"eral ays(
0 Type of goods being sold( e.g. clothes, grocery, furniture)
0 Type of ser"ice (e.g. self*ser"ice, counter*ser"ice)
0 1i2e (e.g. corner shop3 superstore)
0 'nership (e.g. pri"ately*oned independent3 public*.uoted retail group
0 4ocation (e.g. rural, city*centre, out*of*ton)
0 5rand (e.g. nationide retail brands3 local one*shop name)
"holesalers
!holesalers stock a range of products from se"eral producers. The role of the holesaler is to sell onto retailers.
!holesalers usually specialise in particular products.
Distributors and dealers
Distributors or dealers ha"e a similar role to holesalers 6 that of taking products from producers and selling them on.
7oe"er, they often sell onto the end customer rather than a retailer. They also usually ha"e a much narroer product
range. Distributors and dealers are often in"ol"ed in pro"iding after*sales ser"ice.
Franchises
+ranchises are independent businesses that operate a branded product (usually a ser"ice) in exchange for a licence fee and
a share of sales.
#gents
%gents sell the products and ser"ices of producers in return for a commission (a percentage of the sales re"enues)
A channel of distribution comprises a set of institutions which perform all of the activities utilised to move a
product and its title from production to consumption.
Bucklin - Theory of Distribution Channel Structure (!""#
Another element of $eil %.Borden&s 'arketin( 'i) is Place. *lace is also known as channel+ distribution+ or
intermediary. ,t is the mechanism throu(h which (oods and-or services are moved from the manufacturer- service
provider to the user or consumer.
There are six basic 'channel' decisions:
Do we use direct or indirect channels. (e.(. &direct& to a consumer+ &indirect& via a wholesaler#.
Sin(le or multiple channels.
Cumulative len(th of the multiple channels.
Types of intermediary (see later#.
$umber of intermediaries at each level (e.(. how many retailers in Southern Spain#.
/hich companies as intermediaries to avoid &intrachannel conflict& (i.e. infi(htin( between local
distributors#.
Selection Consideration - how do we decide upon a distributor?
'arket se(ment - the distributor must be familiar with your tar(et consumer and se(ment.
Chan(es durin( the product life cycle - different channels can be e)ploited at different points in the *0C e.(.
1oldaway scooters are now available everywhere. 2nce they were sold via a few specific stores.
*roducer - distributor fit - ,s there a match between their polices+ strate(ies+ ima(e+ and yours. 0ook for
&syner(y&.
3ualification assessment - establish the e)perience and track record of your intermediary.
%ow much trainin( and support will your distributor re4uire.
Types of Channel Intermediaries.
There are many types of intermediaries such as wholesalers+ a(ents+ retailers+ the ,nternet+ overseas distributors+
direct marketin( (from manufacturer to user without an intermediary#+ and many others. The main modes of
distribution will be looked at in more detail.
. Channel Intermediaries - !holesalers
They break down &bulk& into smaller packa(es for resale by a retailer.
They buy from producers and resell to retailers. They take ownership or &title& to (oods whereas a(ents do
not (see below#.
They provide stora(e facilities. 1or e)ample+ cheese manufacturers seldom wait for their product to mature.
They sell on to a wholesaler that will store it and eventually resell to a retailer.
/holesalers offer reduce the physical contact cost between the producer and consumer e.(. customer service
costs+ or sales force costs.
A wholesaler will often take on the some of the marketin( responsibilities. 'any produce their own
brochures and use their own telesales operations.
". Channel Intermediaries - #$ents
A(ents are mainly used in international markets.
An a(ent will typically secure an order for a producer and will take a commission. They do not tend to take
title to the (oods. This means that capital is not tied up in (oods. %owever+ a &stockist a(ent& will hold
consi(nment stock (i.e. will store the stock+ but the title will remain with the producer. This approach is used
where (oods need to (et into a market soon after the order is placed e.(. foodstuffs#.
A(ents can be very e)pensive to train. They are difficult to keep control of due to the physical distances
involved. They are difficult to motivate.
%. Channel Intermediaries - &etailers
5etailers will have a much stron(er personal relationship with the consumer.
The retailer will hold several other brands and products. A consumer will e)pect to be e)posed to many
products.
5etailers will often offer credit to the customer e.(. electrical wholesalers+ or travel a(ents.
*roducts and services are promoted and merchandised by the retailer.
The retailer will (ive the final sellin( price to the product.
5etailers often have a stron( &brand& themselves e.(. 5oss and /all-'art in the 6SA+ and Alisuper+ 'odelo+
and 7umbo in *ortu(al.
'. Channel Intermediaries - Internet
The ,nternet has a (eo(raphically disperse market.
The main benefit of the ,nternet is that niche products reach a wider audience e.(. Scottish Salmon direct
from an ,nverness fishery.
There are low barriers low barriers to entry as set up costs are low.
6se e-commerce technolo(y (for payment+ shoppin( software+ etc#
There is a paradi(m shift in commerce and consumption which benefits distribution via the ,nternet
Types of Retail outlets
Department Stores
A department store is a set+up which offers wide range of products to the end+users under one roof. In a department store, the
consumers can get almost all the products they aspire to shop at one place only. ,epartment stores provide a wide range of
options to the consumers and thus fulfill all their shopping needs.
Merchandise:
-lectronic Appliances
Apparels
.ewellery
&oiletries
/osmetics
0ootwear
Sportswear
&oys
1oo$s
/,s, ,2,s
-3amples 4 Shoppers Stop, 5antaloon
Discount Stores
,iscount stores also offer a huge range of products to the end+users but at a discounted rate. &he discount stores generally offer a
limited range and the uality in certain cases might be a little inferior as compared to the department stores.
Wal+6art currently operates more than !%77 discount stores in 8nited States. In India 2ishal 6ega 6art comes under discount
store.
Merchandise:
Almost same as department store but at a cheaper price.
Supermarket
A retail store which generally sells food products and household items, properly placed and arranged in specific departments is
called a supermar$et. A supermar$et is an advanced form of the small grocery stores and caters to the household needs of the
consumer. &he various food products 9meat, vegetables, dairy products, juices etc: are all properly displayed at their respective
departments to catch the attention of the customers and for them to pic$ any merchandise depending on their choice and need.
Merchandise:
1a$ery products
/ereals
6eat 5roducts, 0ish products
1reads
6edicines
2egetables
0ruits
Soft drin$s
0ro;en 0ood
/anned .uices
Warehouse Stores
A retail format which sells limited stoc$ in bul$ at a discounted rate is called as warehouse store. Warehouse stores do not bother
much about the interiors of the store and the products are not properly displayed.
Mom and Pop Store (also called Kirana Store in India)
6om and 5op stores are the small stores run by individuals in the nearby locality to cater to daily needs of the consumers staying
in the vicinity. &hey offer selected items and are not at all organi;ed. &he si;e of the store would not be very big and depends on
the land available to the owner. &hey wouldn<t offer high+end products.
Merchandise:
-ggs
1read
Stationery
&oys
/igarettes
/ereals
5ulses
6edicines
Speciality Stores
As the name suggests, Speciality store would speciali;e in a particular product and would not sell anything else apart from the
specific range.Speciality stores sell only selective items of one particular brand to the consumers and primarily focus on high
customer satisfaction.
-3ample 4=ou will find only >eebo$ merchandise at >eebo$ store and nothing else, thus ma$ing it a speciality store. =ou can
never find Adidas shoes at a >eebo$ outlet.
Malls
6any retail stores operating at one place form a mall. A mall would consist of several retail outlets each selling their own
merchandise but at a common platform.
Tailers
?ow a days the customers have the option of shopping while sitting at their homes. &hey can place their order through internet,
pay with the help of debit or credit cards and the products are delivered at their homes only. 'owever, there are chances that the
products ordered might not reach in the same condition as they were ordered. &his $ind of shopping is convenient for those who
have a hectic schedule and are reluctant to go to retail outlets. In this $ind of shopping@ the transportation charges are borne by the
consumer itself.
-3ample 4 -1A=, >ediff Shopping, Ama;on
Dollar Stores
,ollar stores offer selected products at e3tremely low rates but here the prices are fi3ed.
-3ample 4 AA Store would offer all its merchandise at >s AA only. ?o further bargaining is entertained. 'owever the uality of the
product is always in doubt at the discount stores.
The folloing table describes the factors that influence the choice of distribution channel by a business(
Influence Comments
Market factors %n important market factor is $buyer behaiour$3 ho do buyer,s ant to purchase the product$ Do they
prefer to buy from retailers, locally, "ia mail order or perhaps o"er the &nternet$ %nother important
factor is buyer needs for product information, installation and ser"icing. !hich channels are best ser"ed
to pro"ide the customer ith the information they need before buying$ Does the product need specific
technical assistance either to install or ser"ice a product$ &ntermediaries are often best placed to pro"ide
ser"icing rather than the original producer * for example in the case of motor cars.
The illingness of channel intermediaries to market product is also a factor. -etailers in particular in"est
hea"ily in properties, shop fitting etc. They may decide not to support a particular product if it re.uires
too much in"estment (e.g. training, display e.uipment, arehousing).
%nother important factor is intermediary cost. &ntermediaries typically charge a $mark-u!$ or
$commission$ for participating in the channel. This might be deemed unacceptably high for the ultimate
producer business.
Producer factors % key .uestion is hether the producer ha"e the resources to perform the functions of the channel$ +or
example a producer may not ha"e the resources to recruit, train and e.uip a sales team. &f so, the only
option may be to use agents and8or other distributors.
Producers may also feel that they do not possess the customer*based skills to distribute their products.
Many channel intermediaries focus hea"ily on the customer interface as a ay of creating competiti"e
ad"antage and cementing the relationship ith their supplying producers.
%nother factor is the extent to hich producers ant to maintain control o"er ho, to hom and at hat
price a product is sold. &f a manufacturer sells "ia a retailer, they effecti"e lose control o"er the final
consumer price, since the retailer sets the price and any rele"ant discounts or promotional offers.
1imilarly, there is no guarantee for a producer that their product8(s) are actually been stocked by the
retailer. Direct distribution gi"es a producer much more control o"er these issues.
Product factors 4arge complex products are often supplied direct to customers (e.g. complex medical e.uipment sold to
hospitals). 5y contrast perishable products (such as fro2en food, meat, bread) re.uire relati"ely short
distribution channels * ideally suited to using intermediaries such as retailers.
Distribution Intensity
There are three broad options * intensi"e, selecti"e and exclusi"e distribution(
Intensive distribution aims to pro"ide saturation co"erage of the market by using all a"ailable outlets. +or many products,
total sales are directly linked to the number of outlets used (e.g. cigarettes, beer). &ntensi"e distribution is usually
re.uired here customers ha"e a range of acceptable brands to chose from. &n other ords, if one brand is not a"ailable, a
customer ill simply choose another.
Selective distribution in"ol"es a producer using a limited number of outlets in a geographical area to sell products. %n
ad"antage of this approach is that the producer can choose the most appropriate or best*performing outlets and focus
effort (e.g. training) on them. 1electi"e distribution orks best hen consumers are prepared to "shop around" * in other
ords * they ha"e a preference for a particular brand or price and ill search out the outlets that supply.
(actors #ffectin$ Choice of )istribution Channel- Part %
%. Product (actor
a# Si*es + wei$ht of the product , ,f the si8e+ wei(ht 9 price of the product is very lar(e+ then direct supply
should be there as it will lead to convenience 9 low transportation cost 9 there will be less chances of dama(e
durin( transportation. 1or e(. Bi( industrial products like boilers+ (rinders etc.
2n the other hand+ if si8e 9 wei(ht of product is not so bi(+ a lon( chain can be as in case of 1ast 'ovin(
Consumers :oods (1'C:#
b# -nit .alue , ,f the per unit value of product is less+ say for e(. salt+ su(ar+ wheat+ rice etc. then the
distribution channel may be lar(e as consumption of it is comparatively more. But+ if the unit price is very hi(h+ for
e(. (old+ silver+ then a smaller distribution channel is re4uired.
c# Stability of the product , ,f the product is of perishable in nature+ i.e. it becomes useless after a specific
period of time+ like milk+ butter+ cheese+ fish+ etc. then a small distribution channel is re4uired to ensure prompt
delivery+ but if the product is stable in nature like soaps+ shampoo etc+ then the distribution channel can be lon(.
d# Standard /0s Specific products , Some distributors only want to sell standard 9 famous products+ so if the
product is standard in nature+ manufacturer has to use these types of distributors or middlemen.
But+ if the product is specific one+ say ; en(ineerin( 9 medical books+ which are not kept by all book-sellers+ so in
that case+ these specific dealers on middlemen have to be chosen.
e# Technical nature of product , ,f the product is of technical nature then an effective after sales service is also
to be provided. So+ in this case+ either direct marketin( or marketin( throu(h authori8ed dealer should be used+ on
only then company can use the services of its services- en(ineers more effectively. 1or e(.+ in case of electronic
item T<=s and 5efri(erators+ outlet is authori8ed dealers+ so if after sales service is re4uired customers may contact
the dealer+ which passes it to the company for final service.
f# 1xpert of product line , The manufacturer has to decide that he should take the services of a wholesaler or
retailers or both and then accordin(ly decide to increase or decrease the product line. 1or e(.+ if the manufacturer is
manufacturin( soaps+ then he can increase the product line by incorporatin( shampoos also+ as the distribution
channel will be the same
?. #osts
A. %eographic dispersion of the market
B. Type of product e.g. 7hether it is comple", simple, new, perishable, heavy
C. #ompetition0 the choice of channel by rivals
D. 'rice elasticity of demand
E. 1egal restrictions e.g. 'rescription drugs
F. The company 0 si.e and services
G. Muantity to be delivered
H. 5udget available
?o. The market coverage re&uired: %eographical concentration of customers would re&uire shorter channels
(nonymous
OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO..------------------------
-----------------
There are plenty of objections that a prospect can throw at you over the course of the sales cycle. Every time you think
youve heard them all and have the perfect responses prepared, your latest prospect will suddenly serve up a brand new
objection and youll be left stuttering over your answer... only to think of the perfect response ten minutes after you
leave.
Memorizing responses to specific objections is important, especially if you hear them all the time. ut coming up with a
few general responses can save you from a few unfortunate moments. !ou can easily prepare a general response for each
type of objection.
Money
These objections have something to do with the cost of your product or service. "t might be #" can get this cheaper
somewhere else,$ or #" dont want to spend money on non%essentials right now,$ or #&hy does it cost so much'$
Risk
(isk objections show that your prospect is worried about the future. They will sound like, #" dont want to have to deal
with maintenance,$ or #" dont know if it will work as well as what we already have,$ or #&hat if it breaks down at a critical
moment'$
Trust
"f you havent built sufficient rapport, the prospect might hesitate to buy from you. !oull hear things like #" dont know
anything about your company,$ or #My brother%in%law bought from you and had all kinds of problems,$ or #)ow do " know
youll deliver on time'$
Inertia
*ales trainer and e+pert *tephan *chiffman says that a salespersons biggest opposition is the status ,uo. "f youre up
against prospect inertia, youll hear objections like #" have one of those and it works -.,$ or #"m happy with my current
supplier,$ or #&hy should " buy one when "ve never needed one before'$
Time
These objections are usually delaying tactics. The prospect is interested, but not convinced enough to want to buy right
now. )e might say, #" want to think it over,$ or #" need to talk to my boss / wife / friend first,$ or #&hy dont you call me
in a month and well talk more'$
The ob2ections
. 0ack of perceived /alue in the product or service
>. 0ack of perceived ur$ency in purchasin( the offerin(
?. *erception of inferiority to a competitor or in-house offerin(
@. Internal political issue between parties- departments
A. 0ack of funds to purchase the offerin(
". Personal issue with the decision maker(s#
B. Initiati/e with an e)ternal party
C. *erception that Dit=s safer to do nothin(E
6bection-handling proces
This is an overall process to handle obections. See the obection-handling page for a list of methods for the detail
of handling obections.
$. %isten
Stop/ $o not try to ump in at the beginning - this may cause further obection. 7hen you interrupt them, you are
obecting to their obection. If you refuse to listen, then their ne"t steps may well be towards the door.
=se active listening methods, nodding and physically showing interest.
They are trying to tell you something that will help you sell to them, which is a gift from them to you. If you do not
listen, then their ne"t step may well be towards the door.
&. 'uestion
(s appropriate, ask some &uestions. This not only shows you are interested in them, but it also gives you more
information with which to make the sale. (s you &uestion them, watch carefully for body language that gives you
more information about what they are thinking and feeling.
Remember that this is not an interrogation, and that giving them the )third degree) will turn them off. So keep your
&uestions light and relevant.3ou might also tip the bucket at this time, asking them if there are any more concerns
:Pobections; that they have, and which, if you can resolve them, you might gain a close.
It is not always necessary to ask &uestions. 5e deliberate about what you are doing if you do.
(. Think
*ow before you dive into obection-handling, think/ 7hat methods will work best with them< Should you take a
direct and confrontational approach or should you use the soft-soap to finesse the situation< 6r maybe you should
put it off to another day :but only if you can be sure that you can return to the selling situation;.
Thinking is a good thing where you are adding a little pause into the proceedings, thus demonstrating how you are
taking their obection seriously.
). *andle
This stage may sometimes only be a few seconds after they obect or it may re&uire more time in the previous
three steps. *ow, when you are ready, use the obection-handling method that you believe will work best. 6r make
up your own. 3ou are under no obligation to try and force-fit a method where it is unlikely to work.
+. Check
>inally, check to find out whether your obection-handling worked/ (sk if you have answered their &uestion. (sk if
there are any more concerns. (s necessary, handle outstanding obections.
Then go for the close.
There are many types of obection. !ere are a few of the main ones. If you can classify how they obect then you
are on the first step to handling the obection.
,eed
They say that they do not need your product or service for some reason or another, or perhaps have a need that
you cannot satisfy.
+"amples
I have one of those already.
-y car works ust fine thank you.
I have no space for any more.
Sorry, I ust don)t want it.
-rice
The obections here are about the price of the product.
+"amples
!ow much<<
I have already spent my budget for the month.
3our competitors sell a better product for less money.
I could get it cheaper on the web.
I didn)t reali.e that service was not included.
.eatures
They obect to some element of what you are selling, whether it is aspects of a service or details of a
product.+"amples
I don)t like that style. It looks rather modern for me. It does not have the latest gadgets.
The guarantee is only si" months. It is far too big.
It is not good enough &uality.
Time
In this, the obection is around time, such as the person not being ready to buy.
+"amples
I don)t know. I need to think about it.
I won)t have the money until ne"t month.
I am moving ne"t year, maybe then.
I need to talk to my manager first.
Source
They &uestion the source of the product, often its credibility. This may include &uestions about you, too.
+"amples
I do not know you from (dam. I prefer to buy from people I know.
I saw a report about how badly your company treated its workers
!ow will I know if you are around to service this in five years<
7hen a sales person demonstrates a feature, talks about a benefit or uses a sales closing techni&ue, their
customer may well respond in the negative sense, giving e"cuses or otherwise heading away from the sale. The
response to this is to handle these obections. This is )obection-handling).
bjection/handling process0 The overall process for handling objections
Tip the bucket: (sk for all remaining obections.
Types of obection: #ommon categories of obection.
6bection-handling techni&ues and methods
5oomerang: 5ouncing back what they give you.
6bection #hunking: Taking a higher or lower viewpoint.
#onditional #lose: -ake closure a condition for resolving their obection.
#uriosity: $on)t be sad, be curious.
$eflection: (void responding to obection, ust letting it pass.
>eel, felt, found: ( classic way of moving them.
!umor: Respond with humor rather than frustration.
8ustification: Say how reasonable the obection is.
1((R#: 1isten, (cknowledge, (ssess, Respond, #onfirm.
1(IR: 1isten, (cknowledge, Identify obection, Reverse it.
6bection 7riting: 7rite down and cross out obections.
're-empting: !andle them before they happen.
'ushback: 6bect to their obection.
Reframing: #hange their cognitive frame.
Renaming: #hange the words to change the meaning.
Reprioriti.e: So ones you can)t handle are lower.
7riting: 7rite down obections then cross them off as you handle them.