Salesmanship helps to create demand for new products or new brands. It influences to change in patronage from one source of supply to another which results concentration of purchases of specific product.

As it wins the buyer’s confidence so it helps to make regular and permanent customers. The person who is engaged in convincing the public desirability of a specific product is called salesman.

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One of America’s foremost advertising experts differentiates between Salesmanship and Advertising with this colorful explanation, “Salesmanship blossoms- Advertising concentrates,” which is to say that as, a general thing, Salesmanship permits of elaboration-of the persuasion of personality – whereas, at so much per click, Advertising can afford no such luxuries. Concentration, conciseness, terse pictures and expressions- these are the requirements of Advertising. The profession of Advertising is possessed of numberless ramifications, and to the average young man or woman its inner workings are a complete mystery. For that reason there are thousands who enter it without the least idea of what it really offers and exacts, and many stay out who are especially fitted to enter because they do not understand its peculiarities-the very peculiarities they are naturally fitted to meet.

The advertising person is not as common to us as the salesperson. We see their work, but we do not see them. We hear that they are paid a tremendous salary for preparing wonderful “copy” and that such and such a company spends a million dollars a year advertising. There are two general classes of Advertising: Publicity and Appeal. Advertising that merely tends to make popular or explain a product is called publicity advertising. Advertising which makes a direct appeal that you purchase the article advertised right away, and includes the price and a coupon for mailing that price to the advertiser is Appeal advertising. Still other divisions of advertising are reader publicity, educational, display, outdoor and circular. The media used may be the newspapers, magazines, billboards, electric signs, placards, circulars, handbills, booklets, novelties, motion pictures, phonograph, PPC, banners, email blasts or even radio. Advertising is not limited to any one medium and the true advertiser must leverage all venues to be successful.

On the one hand there is something for sale, whether it be a life insurance policy, an automobile, a suit of clothes, or a barrel of potatoes. The owner of what is for sale, or his representative, desires to sell what he has to somebody who wants it or can be made to want it. To do this, he employs every method which will in any way influence the buyer, including printed matter, e-mail, websites, pay-per-click advertising, television commercials, radio ads, handsome office fittings, and, most important of all, a proper presentation of the thing for sale adding personality and voice to the selling argument.

The salesman exists for two reasons: first, custom; secondly, because it is obvious that even the best informed buyer cannot know everything. There is opportunity for a discussion person-to-person, and for the presentation of argument; and this information and these arguments cannot be given with any degree of fullness by the printed page or advertisement. Or, if they could be, they would not even then take the place of personal information-giving and custom-made argument. Salesmanship cannot be analyzed with chemical or other exactness. To define it, to separate it into its component parts, would be as difficult as it would be to analyze ability and to tell what it consists of. Yet we all know what salesmanship is, and we are able to measure the results of its qualities and quantities.

Selling is an art that you can learn if you make serious efforts. Work at it and salesmanship will work for you. It will make your customers to like you, trust you and give preference to you in all their dealings. You just keep on trying and learning the art of selling irrespective of the results. There is no such thing as a born salesman. You can learn salesmanship by training, observing, practicing and studying.

What is common in salesmanship and swimming? If you do not know swimming and try to cross a deep river by swimming, you will drown. So is the case with selling. Many people fail because they expect to succeed in sales without learning.

It is a part of the game of the salesmanship to hear and digest ‘NO’ with a smile. A salesman must get rid of the fear of rejection. The best way to do it to expect more or less 900 to 950 people out of 1000 to say NO and you won’t be hurt. You just keep on liking all your prospects even those who say NO. But from every contact you learn something new if you keep your eyes and ears open. You hurt yourself only by your own feeling of remorse and regret. Even the best of the salesmen average success rate of hardly 10% of the people contacted.

Selecting and finding people whom you can sell is called Prospecting. The success or failure in sales depends a lot the way you do your prospecting. Maintaining a diary, seeking appointment and obtaining introductions or referrals must a part of daily routine.

Integrity of the salesman and his willingness to provide after sales service and to work out a solution best suited to his client and his interests are among the common denominators of highly successful sales and marketing executives and other personnel.

Planning and setting goals & targets are stepping stones for the sales work ‘In sales your goals must be out of reach but not of out of sight.’ Ben Feldman the greatest life insurance salesman who made millions just by selling life insurance stated this. He pursued the goals that were not achievable without extra ordinary efforts. But he never set the goals that were foolishly high. He kept on reviewing his progress and goals. He believed that that you goals must not only for your business, but also for family as well as social and cultural life.

It is said that in sales your Altitude depends on your Attitude. This is quite correct. Somebody coined a phrase “”KASH FORMULA for success in selling and defined it as follows:

1. K for knowledge of the product and familiarity with the basic principles of selling and marketing techniques. 2. A for attitude. Perseverance and positive approach. 3. S for skills. Mastering presentation techniques, polishing up sales talk and using psychological appeal. 4. H for habits. Punctuality and prospecting, obtaining leads and references

Here’s the rule for bargains: “”Do other men, for they would do you.”" That’s the true business precept. _Charles Dickens (1812-70), English novelist.”