The Selling Profession
Selling is an important part of marketing, though
it is subsumed under marketing, i.e. it is a subset of marketing.
Marketing is very essential in any organization and
may be regarded as the life of the organization but more strategic to the
concept of marketing is that of selling. Peter Drucker noted that an
organization has two major functions, one is innovation, the other is marketing
i.e. selling, and this is because most organization is only involved in selling
and not marketing.
Allan J Zell, Ambassador of selling “noted that
selling is the last part of 4 process of decision making, the others being
marketing, buying, and presenting.” Continuing he said “that one never knows where
the information will go after contact with the customer is over. At each
passing of information from the first person doing the selling/telling to the
last person in the chain is that they all share the same three fears as it
relates to the information and to who was offering it.”
Selling is very essential to an organization
because it provides the revenue for the organization, i.e. the needed financial
base to extend their business, make profit and sustains the economy and that
brings to the idea of what I like most about selling and they include the
following:
Revenue:
in this period of global financial crises, with one or more economies failing,
organizations, business and economies failing, selling is very essential to any
organization. What therefore sustain the economy of the firm in a micro economy
are the revenues that come from sales.
Relationships
are developing from selling, which in turn becomes a sort of good will which is
an intangible asset in the balance sheets of organizations. People have become
politicians, great men in life as result of the relationship they have
individuals in the course of selling to this great men, a typical example is
the life of Andrew Johnson. Andrew
Johnson was the only United States chief of staff who never went to school not
even a primary school. He was a tailor by profession and was taught how to
write and do arithmetic by his wife. He carved a niche for himself first as a
tailor but the success of his tailoring profession was hinged upon an selling
and excellent use of customer relations with his politician customers who are
in serious desire of his well tailored suits. The relationship between him and
his clients became so cordial that they encouraged him to go into politics.
They provided him with both moral and financial support. He became Mayor of
Glennville, member of the Tennessee house of assembly and later United States
house of Representative between 1843-1853, Governor of Tennessee from 1853 to
1857 and United States Senate (1857 -1862) and following the assassination of
Abraham Lincoln, he served as president from 1865 to 1869.
I am not interested in telling history of vice
president Andrew Johnson but I am fascinated to bring this story to highlight
on the gains of an excellent relationship. It was an exciting customer
relationship between clients that shot this man to limelight, Relationship is
essential to business concern and that underscore the position of relationship
managers in organizations.
Profession: Selling is a profession and
an important one at that, the idea of selling has inspired men to write and
develop the discipline of selling etc
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