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• Товарознавство продовольчих товарів

PERSONAL SELLING

What do I do? I'm a salesman. Well, actually,because there are several women in our sales force, I guess I should say I'm a salesperson or a sales representative, or a sales rep for short. My job is to contact existing and prospective cus­tomers. Some salespeople are based in companies' offices, but I've always worked "in the field", in other wordstravelling and visiting customers.

You know, sales reps are often the only person from a com­pany that customers ever see, thereforewe're an extremely important channel of information. Someone calculated along time ago that the majority of new product ideas come from customers, via sales reps. So our tasks include not onlyprospecting for customers, but alsocommunicating informa­tion to them about our company's products and services. On top of thatwe are selling these products and services and helping the customers with possible technical problems. In additionwe are gathering market research information. Since we have to be able to recognize customers' needs and problems, we often collaborate with engineers, particularly for technical products, and with market researchers.

Howeverthe trouble with personal selling is that it's the most expensive element in the marketing mix, as a resultmost firms only use it sparingly, often as acomplement to advertising. Sales reps like me are more often necessary for closing deals than for providing initial information.

But these days we think about more than making a single deal. In the first place head office keep reminding us of "the marketing concept", and telling us not to think about making short-term sales, inthe second place they tell us about solving customers' problems, bringing back information, that is tosay achieving long-term sales, and maximizing profits. And finallywe have to know all about the company and its prod­ucts, about the customers, and about competitors because wehave to know how to give an effective sales presentation.

In this company, each salesperson is allocated a particular territory in which to represent our entire range of products. This allows us to cultivate personal contacts, and means we don't have to travel too much. ButI know other companies with highly diversified products or customers that prefer to have different sales reps for different products, or for differ­ent sets of customers.

Like most salesmen, I receive a fixed salary plus commis­sion on the quantity I sell. I'm also set a quarterly sales quota that I'm expected to meet, as part of the company's annual marketing plan.

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