Sales and Distribution Management
AN ESSAY ON SALES and DISTRIBUTION MANAGEMENT
“HOW WOULD YOU SELL A PREMIUM BRANDED FOUNTAIN PEN TO AN ILLITERATE BUYER?”
Saptarshi Prasad Sinha, BBA -5thSemester, Amity Global Business School,Kolkata.
“Throughout recent years, a vast amount of money and time and brains has been employed in overcoming sales resistance, i.e. in inducing unoffending persons to waste their money in purchasing objects which they had no desire to possess. It is characteristic of our age that this sort of thing is considered meritorious: lectures are given on salesmanship, and those who possess the art are highly rewarded. Yet, if a moment 's consideration is given to the matter, it is clear that the activity is a noxious one which does more harm than good. Some hard-working professional man, for example, who has been saving up with a view to giving his family a pleasant summer holiday, is beset in a weak moment by a highly trained bandit who wants to sell him a grand piano. He points out that that he has no room large enough to house it, but the bandit shows that, by knocking down a bit of wall, the tail of the piano can be made to project from the living room into the best bedroom. Paterfamilias says that he and his wife do not play the piano and his oldest daughter has only just begun to learn scales. ``The very reason why you should buy my piano ' ' says the bandit. ``On ordinary pianos scales may be tiresome, but on mine they have all the depth of the most exquisite melody. ' ' The harassed householder mentions that he has an engagement and cannot stay any longer. The bandit threatens to come again next day; so, in despair, the victim gives way and his children have to forgo their seaside holiday, while his wife 's complaints are a sauce to every meal throughout the summer.” 1
A fitting
“HOW WOULD YOU SELL A PREMIUM BRANDED FOUNTAIN PEN TO AN ILLITERATE BUYER?”
Saptarshi Prasad Sinha, BBA -5thSemester, Amity Global Business School,Kolkata.
“Throughout recent years, a vast amount of money and time and brains has been employed in overcoming sales resistance, i.e. in inducing unoffending persons to waste their money in purchasing objects which they had no desire to possess. It is characteristic of our age that this sort of thing is considered meritorious: lectures are given on salesmanship, and those who possess the art are highly rewarded. Yet, if a moment 's consideration is given to the matter, it is clear that the activity is a noxious one which does more harm than good. Some hard-working professional man, for example, who has been saving up with a view to giving his family a pleasant summer holiday, is beset in a weak moment by a highly trained bandit who wants to sell him a grand piano. He points out that that he has no room large enough to house it, but the bandit shows that, by knocking down a bit of wall, the tail of the piano can be made to project from the living room into the best bedroom. Paterfamilias says that he and his wife do not play the piano and his oldest daughter has only just begun to learn scales. ``The very reason why you should buy my piano ' ' says the bandit. ``On ordinary pianos scales may be tiresome, but on mine they have all the depth of the most exquisite melody. ' ' The harassed householder mentions that he has an engagement and cannot stay any longer. The bandit threatens to come again next day; so, in despair, the victim gives way and his children have to forgo their seaside holiday, while his wife 's complaints are a sauce to every meal throughout the summer.” 1
A fitting
References: 1. Bertrand Russel “Mortals and Other Essays” -‘On Sales Resistance’ 2.The Wall Street Journal “In China, the Pen Is Mightier When It 's Pricier”