Professional Salesmanship: The company and its products

1. CHAPTER 5
The Company: its products and its
salespersons

2. Customer Demands Facts
The good salesman’s advise and counsel are requested by
the customers and his statements are interpreted as those
of an expert and authority.

3. Facts are Needed to Meet
Competition
The salesman who has prepared himself with full
knowledge of his company, its products and
competition does not fear competition.

4. Buyer has Confidence in a
Well-Informed Salesman
If the salesman cannot provide an accurate information
about what his customer is asking for, he loses the
confidence of the customer.

5. Knowledge Develops
Personal Confidence
The knowledge of the company, its products and its
competition develops for the company, develops
enthusiasm among salesmen, and a feeling of self-
confidence.

6. Salesman's Obligation to his
Company
To make money
The firm wants to continue in business and it
expects the salesman to help in carrying out this
objective. Since the customers are considered as
the life-blood of business, salesman is required to
render satisfactory services to the company’s
clientele.

7. To work conscientiously
The company spends for his training, and of
course for his compensation. This is in turn should
be reciprocated in terms of industry, hard work, and
intense desire to make sale, thus adding profit to the
company. He should develop keen sense of
responsibility and must be worthy of the company’s
trust and confidence.

8. To be loyal
 He continues to learn what his authority is and what his
responsibilities are
 In answering inquiries, he sees to it that he gives accurate
information, he speaks well of his company.
 He never divulges the company trade secret to its
competitors.
 He plans activities so that he contacts his customers
systematically and covers the areas according to the plans of
the company.
 He always keeps himself assertive, positive, loyal with
enthusiastic frame of mind toward his company, its
management, and his work.

9. Salesman’s Obligation to his
Clientele
 To treat them ethically
The salesman should avoid giving promises which
cannot be fulfilled.
 To help them
A salesman should be aware that every customer is a
different individual with varying needs and wants.
 To adjust customer complaints
Through the proper handling of customer complaints,
the salesman can restore customer goodwill and loyalty toward
a store.