Selling can be appropriately called a process of making the customers buy. In other words, the salesman should, first of all create a mental condition which is necessary for the final purchase. The salesman can, sell only when the buyer is willing to buy.
Thus, a sale originates in the mind of the buyer. The salesman, therefore, has to understand the mind of the buyer. Selling is nothing but understanding human desires, converting such desires into needs and wants and pointing out ways and means to fulfill those needs and wants.
Modern salesmanship, as a matter of fact, tries to understand the needs and problems of the customers through their viewpoint. Thus, the salesman is in a position to suggest a solution to the customer’s problems and needs.
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Therefore, it only by knows the minds of the customers that the salesman is able to put forth the sales proposition with lots of persuasion. The salesman thus creates a desire in the mind of the buyer to purchase the product.
Then, the customer is assisted in getting what he wants, ultimately satisfying his desire. Therefore, the salesman should remember that he is not selling anything but simply helping and assisting the ultimate buyer in his decision to buy. In order to accomplish his job satisfactorily, the salesman is required to know the psychology of the customers.
Thus, a modern day salesman places greater emphasis on ‘buy’, ‘buying’ and ‘buyers’ instead of ‘sale’, ‘selling’ and ‘sellers’. Nowadays, salesmanship is universally accepted as a service to assist the consumers in making wise buying decisions. Thus, every sale is made first in the mind of the buyer and that is why it is said that selling is a buying process.