Contents Contents Module 1 – Nature and extent of personal selling


1. Personal sales and the marketing mix .............................................................................................................................................2 2. The importance of personal selling in marketing .................................................................................................................2 2.1 Marketing research................................................................................................................................................................................3 2.2 Product planning .....................................................................................................................................................................................3 2.3 Standardisation and grading ........................................................................................................................................................3 2.4 Price determination ..............................................................................................................................................................................4 2.5 Distribution and transport .............................................................................................................................................................4 2.6 Risk factor .......................................................................................................................................................................................................4 2.7 Advertising .....................................................................................................................................................................................................4 2.8 Promotion and sales .............................................................................................................................................................................4


3. The role, task and function of personal selling........................................................................................................................5 3.1 The role of personal selling ............................................................................................................................................................5 3.2 The function and task of personal selling ........................................................................................................................6 3.3 Task of the salesperson ......................................................................................................................................................................6 3.3.1


Sales tasks ..................................................................................................................................................................................6


3.3.2 Supplementary services ...............................................................................................................................................7 3.3.3 Non-sales tasks ......................................................................................................................................................................8


4. Job analysis, job description, job specification ........................................................................................................................9 4.1 Job analysis ....................................................................................................................................................................................................9 4.2 Job description ...........................................................................................................................................................................................9 4.3 Job specification .....................................................................................................................................................................................10


5. Personality traits of a successful salesperson ........................................................................................................................11 5.1 Creativity, resourcefulness and imaginativeness ..................................................................................................11 5.2 Self-motivation to attainment of goals .............................................................................................................................11 5.3 Persuasive and mentally sharp ...............................................................................................................................................11 5.4 Self-confidence and self-assuredness ................................................................................................................................11 5.5 Social, person- and service-orientated .............................................................................................................................12 5.6 Perseverance and drive ..................................................................................................................................................................12 5.7 Observant, sharp-witted and studious .............................................................................................................................12 5.8 Adaptable and versatile ..................................................................................................................................................................12 5.9 Reliable, responsible and punctuality ..............................................................................................................................12 5.10 Empathy, tolerance and understanding ..........................................................................................................................13


6. Physical image of the salesperson .....................................................................................................................................................14 6.1 Personal neatness and attire .....................................................................................................................................................14 6.2 Appearance .................................................................................................................................................................................................14 6.3 Good health ................................................................................................................................................................................................14 6.4 Manners and habits............................................................................................................................................................................14 6.5 Use of voice .................................................................................................................................................................................................14


Module 2 – Essential knowledge needed for successful selling 1. The importance of knowledge ..............................................................................................................................................................18 1.1 Self-confidence ........................................................................................................................................................................................18 1.2 Enthusiasm .................................................................................................................................................................................................18 1.3 Promotes specialisation and professionalism ...........................................................................................................18 1.4 Increased income .................................................................................................................................................................................18 1.5 Personal development and progress..................................................................................................................................18 1.6 Knowledge builds loyalty ..............................................................................................................................................................18


2. Types of knowledge needed ....................................................................................................................................................................19 2.1 Know your business ...........................................................................................................................................................................19


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