abhishreshthaa
Abhijeet S
Personal Selling is an essential element in rural marketing. Rural Marketing involves more intensive personal selling efforts than Urban Marketing. The basic traits of Personal Selling are enthusiasm, communication skill and knowledge of selling techniques which are required in equal measures by both urban & rural salesmen. In order to match the peculiar rural market conditions, the rural salesman require certain additional traits & capabilities listed below-
1. Knowledge of Local Language: This is the basic requirement for a rural salesman that he should be well versed with the local language. The rural salesman needs a strong background of the local language.
2. Willingness to Get Located in Rural Areas: It is common knowledge that the rural areas lack modern amenities compared to urban areas. Because of this factor salesmen are generally elected to work in rural centres. It is only those who are genuinely happy in living and working in the villages can become good rural salesman.
3. Cultural Congruence: The salesman must have proper acquaintance with the cultural pattern of rural in the given rural territory. Since the cultural patterns of the rural community differ from one another, a cultural background i.e. in consolance with the culture of given rural community is a specific requisite of success for the rural salesman.
4. Attitude Factor: The rural salesman must have a great deal of patience and perseverance as their customer is a traditional person. It will not be possible for the rural salesman to clinch the sales quickly. He may have to spend a lot of time with the customer and also make several visits to gain a several response from him.
5. Capacity to Handle a Large Number of Product Lines: The rural salesmen are often required to handle a much large number of product lines as compared to their urban counterparts. The rural salesman usually does not generate economic value of business if they handle few products. They are compelled to handle a large variety of items and basically become a jack of all trades.
6. Greater Creativity: Often the product concerned may be very new in the rural context. The rural salesman must endeavor to introduce them in the rural market through creative selling, using consumption pioneers and opinion leaders.
1. Knowledge of Local Language: This is the basic requirement for a rural salesman that he should be well versed with the local language. The rural salesman needs a strong background of the local language.
2. Willingness to Get Located in Rural Areas: It is common knowledge that the rural areas lack modern amenities compared to urban areas. Because of this factor salesmen are generally elected to work in rural centres. It is only those who are genuinely happy in living and working in the villages can become good rural salesman.
3. Cultural Congruence: The salesman must have proper acquaintance with the cultural pattern of rural in the given rural territory. Since the cultural patterns of the rural community differ from one another, a cultural background i.e. in consolance with the culture of given rural community is a specific requisite of success for the rural salesman.
4. Attitude Factor: The rural salesman must have a great deal of patience and perseverance as their customer is a traditional person. It will not be possible for the rural salesman to clinch the sales quickly. He may have to spend a lot of time with the customer and also make several visits to gain a several response from him.
5. Capacity to Handle a Large Number of Product Lines: The rural salesmen are often required to handle a much large number of product lines as compared to their urban counterparts. The rural salesman usually does not generate economic value of business if they handle few products. They are compelled to handle a large variety of items and basically become a jack of all trades.
6. Greater Creativity: Often the product concerned may be very new in the rural context. The rural salesman must endeavor to introduce them in the rural market through creative selling, using consumption pioneers and opinion leaders.