Orders takers are of three types:

(i) Driver salesman: Salesman delivering goods like chips, bread, petrol etc. do not have to do extra efforts to make the sales. Customers order by themselves. They are driver salesmen.

(ii) Inside Order taker: It includes retail sales person such as at departmental stores.
Customers already know what they want to buy, salesman just provide the product to the customer. He can advise the customer on the choice of the brands or new products.

(iii) Outside Order taker: They go to shops like departmental stores or general stores to take orders for general consumer goods. He is outside order takes as he go out to take the orders. So they deliver required quantities of product to the merchant.

Order getting: It is not as easy as order taking. Salesperson needs to be creative to get the order. He meets the customers, convinces him to but the product by explaining its features and benefits. They have to make the sale by influencing the customers. Order getter are of two types:

Creative sellers of tangible products: Salespeople who sell tangible products like dictionaries, computers etc. that require technical assistance. Salesman has to be creative to sell these products and to make the customers realize the need for the product.

Creative sellers of intangible products: Salespeople trying to solicit an order of intangible product like insurance, travel and tourism etc. They require more creative approach to persuade the customer.

3. Sale Support Services: Such salespeople do not make the sale or get the order but to carry promotional activities that can add to the goodwill of the company by providing better services to the customers.

Explain various theories of personal selling.

Personal selling theories on the basis of sales person collective experiences are:
AIDA Theory: This theory says when a salesperson makes a presentation his prospect goes through four stages:

Attention
Interest
Desire
Action

Attention: The very first task of the salesperson is to grab the customer’s attention.
Interest: Next is to attain the interest of the prospect by demonstrating the features, explaining the benefits and advantages of purchase.

Desire: Convincing the customer that he needs the product and desire for it.

Action: In this state customer buys the product. In case there is some obstacle salesman should handle is smartly.

Right Set Our Circumstances Theory: This is a seller oriented theory according to which if the salesperson is able to set the situation perfectly, he can make the desired sale. This implies seller controlling the circumstances that would result in sale. Seller should try to control the external and internal factors that can lead to sales.

Buying Formula Theory: This theory explains that a consumer will buy a product when he will identify the need for that product. A salesman can help him to recognise the problem i.e. identify the need. He can suggest and convince the prospect towards his product and associate with the company’s or brand name. He can explain the advantages from purchase. Five stages in the buying process for the theory are:

Behavioural Equation:
B = Act of Purchasing a product.
P = Strength of habit of inward response tendency.
D = Present level of motivation.
K = Value of the product.
V = Strength of the cue.

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