Salesmanship has become an indispensable part of business activity. Today ‘everybody is a seller, selling something or the other. It has been rightly pointed out that sales are the life blood of business.
The job of today’s salesman is not confined to selling consumer goods. He also has to sell industrial and agricultural goods and services like transport, repairing, teaching, painting, banking, legal consultancy, medicine, insurance, and so on.
Thus, the scope of salesmanship is vast and varied. With the advancement of science and technology, the scope of salesmanship has become unlimited. It is a skill which is essential in every sphere of human activity. Every one of us, in one sense or the other is a salesman.
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The job of a lawyer pleading his case, a teacher teaching his ideas, an applicant applying for a job, resembles the job of a salesman. In each of these cases, skill and ability of a salesman is very much necessary in order to be successful. Thus, we observe that the skill of salesmanship is not restricted to selling goods and services but is applicable in several other fields.
A modern salesman occupies a pivotal position in the structure of an organisation. Modern sales managers take decisions about recruitment, selection, training and controlling of sales force. Similarly, the activities of production and sales are also considerably regulated by the sales manager of an organisation.
As we see, salesmanship today covers a wide range of activities and constitutes an integral part of management. It also offers wide scope for development in future. In fact, modern salesmanship is growing on scientific lines, day by day. Time is not far when a salesman will be in a position to dictate to the producers of goods and services, what, when and how much to produce for sale in the market.