The Role of the Salesman becoming more professional

The factors of economic life and changes in the marketing environment do not lessen the importance of the sales force. On the contrary they mean that the sales force will have a more decisive influence on the success of the marketing plans as their work beocmes more specific. companies have recognised that customers create a business, but only by keeping them satisfied can a company prosper. If they don't others will. this means that every salesman must be recruited and selected, trianed, motivated and developed to perfomr as skillfully as they can their prime and vital task - the reason for their existence - to identify the needs of customers and satisfy them.

Customers are becoming more sophisticated in their tastes, more knowledgable about the products and services they buy or reject, and more critical and concious of those who supply them. The Salesman who sells them must be more professional.