MadCap Blog-Business

The successful working of a business depends upon the creation of an efficient sales force. As such, recruitment of the right type of salesman becomes absolutely necessary. Recruitment of efficient competition, changing fashions and tastes, tendency of the manufactures to sell directly to the retailers and even to the final consumers.

Recruitment and selection are closely related terms. Recruitment is the process where the prospective candidates are found and encouraged to apply. The aim of recruitment is to attract potential salesmen to fill up the vacancies. Selection is the process of choosing some out of the total candidates who have applied. The main aim of selection is to find out the most suitable candidates for the job and employ them. The nature of duties and responsibility of salesmen vary not from one product to another, but also from one firm to another. For instance, the duties and responsibilities of wholesaler’s salesmen will be different from those of manufacture’s salesmen or retailer’s salesmen. Further, the duties and responsibilities of counter salesmen will differ from those of outdoor salesmen. Again, the duties and responsibilities of salesmen selling convenience goods will differ from those of salesmen selling specialty goods. Hence, to recruit the right type of salesmen is important.

Creative salesmanship is that type of salesmanship which creates markets for a new product and creates new markets for an existing product. Creative salesmanship is a challenging and difficult task. It requires creative thinking, imagination, skill and tact on the part of the salesman. This type of salesmanship is indispensable in the sale of products, such as refrigerators, washing machines, fashion goods, insurance and banking service, etc., In fact, modern salesmanship is creative salesmanship.

Modern salesman is always looking for new ideas. He makes the consumer ‘realize’ and later on converts the consumer’s ‘need’ into ‘demand’. Thus, the main feature of his salesmanship is its originality and the purpose is to introduce, achieve and establish a new market.

Creative selling requires both persuasive and informative efforts on the part of the salesman. It is much more than merely taking orders. Creative selling often implies educating and influencing the immediate behavior of the prospect. Creative selling initiated by the salesman is the most challenging sales situation.