Marketing

Marketing and selling in tough economic conditions:

Putting the glamour back into selling

Prasanna Perera - Marketing and Management Consultant, Chartered Marketer, CIM UK

Many organizations in Sri Lanka today, are finding it really difficult to attract good calibre salespersons. This is the case across a wide spectrum of businesses from consumer goods, to industrial goods and services.

Why is this the case? I will endeavour to examine this issue and provide some recommendations.

Selling as a 'Profession'

In the days gone by in Sri Lanka, salespersons were held in high esteem.

No longer is it the case today. The reason is that salespersons have not maintained their status and integrity. This is sad since selling is considered as the world's second oldest profession!

Through selling, you develop a range of useful life skills such as empathy, patience, perseverance, ambition, leadership, problem solving, PR to name a few.

In addition, you receive a good foundation about the world of business, since salespersons are the link between the organization and their customers.

There are many excellent examples of salespersons in Sri Lanka, who have risen to the highest ranks in organizations.

Why is it difficult to obtain the services of good salespersons?

This is a question that I have been asked many a time and having given thought, my view is as follows.

Today's youth have a range of professions to choose from. Opportunities in ICT, banking, call centre's, BPO's, finance, travels are available. The youth of today, prefer "desk" jobs rather than "field" jobs. (To work in airconditioned comfort).

Field work is considered to be tough and not glamorous any more. Even if they select sales as a profession, in-house and tele selling is what they prefer.

Another reason in my mind, is the generation gap. The present generation (born after 1980) are extremely tech savvy and intelligent. However, they are looking for easy ways to earn a living. (Work smart, not hard). Working smart is acceptable, provided the task at hand is effectively carried out.

Market conditions prevailing in Sri Lanka in the past few years, also created enormous challenges to salespersons. Target related pressures were high, as organizations strived for survival and if possible growth.

Salespersons in certain instances were treated unfairly, and their negative word-of-mouth publicity, turned away potential candidates.

The knowledge of the English Language could be another problem. Even in bazaar selling (retailing), although selling can be carried out in Sinhala or Tamil, sales documentation and reporting has to be carried out in English.

This has also created problems to many salespersons.

What is the solution?

There is no quick fix solution that comes to mind. This scarcity of salespersons did not occur overnight, but probably over the last ten years.

The first step is to recognize "Selling" as a top flight profession for youth. For this to happen, professional qualifications in selling is a must.

Selling is one of the few professions in the world that can be practised without a license! This is where the problem lies. Everybody does not have the aptitude to sell and selling should not be embarked upon by those who cannot secure alternate employment.

A "Diploma in Sales Management" and a "Certificate in Selling" would be excellent qualifications for starters.

Of course, reputed organizations should be engaged in running these courses.

Further, these Diploma and Certificate courses should lead to the possibility of obtaining post graduate qualifications in Sales Management.

The second step is to educate students in A/L classes that selling is an attractive profession. (Just like Marketing, Finance and ICT).

A lack of proper understanding of what selling entails could be a part of the problem.

The key "selling" points to students is that selling provides three benefits i.e. good income, ability to build personal networks and learn life-skills.

Whilst sales training should be bi-lingual, English is critical, specially when selling in specific industries and as higher positions are secured in sales. Hence, the importance of English should not be forgotten.

Organizations would do well to treat their sales staff in a fair and friendly manner. Do not unnecessarily pressurize salespersons and also make it a point to pay their allowances, commissions on time.

Many salespersons who are dishonest, have been driven by their organizations towards this position. (By not making reimbursements on time and paying low salaries)

The Marketing and Sales fraternity should get together and develop a "code of conduct and ethics" for all professionals practising these disciplines.

This should be a common code of conduct that all organizations practise for up lifting the status of the selling profession. Senior Marketing and Sales professionals, should lend a hand to young salespersons, by training, coaching and even mentoring them. "Lead-by-example, is the best motto for senior professionals, embarking on developing younger staff.

Public relations and its impact on development

Premasara EPASINGHE

Public Relations is a highly recognized and respected profession in developed countries. Most of the leading organizations in the world has a professional, a highly qualified person on public relations in their staff and he occupies an important position in the hierarchy.

To begin with no company, institution, or for that matter a democratic government can survive without good public relations.

Firstly, for people to be united, a friendly relationship should prevail.

If any institution is divided, not committed to serve the citizens, it automatically gives bad signals to the people.

Under the charismatic leadership of our President Mahinda Rajapaksa, we defeated Terrorism and Separatism, which outcome at one time was thought to be impossible.

We are now on our path to lead our children, our greatest asset, and our Nation to a Brighter Future as stakeholders of a Free Motherland. According to the Mahinda Chintana - vision for the future, we are deeply focussed to elevate this beautiful, resplendent island to a bright future.

The M.C. Fourteen Point/14) Plan:- making Sri Lanka the Emerging wonder of Asia; prosperous country; a land of plenty; Disciplined and Law Abiding society; Comforts, convenience and satisfactory life styles; Developed road network and transport system; a unitary state; not to be divided; shared values; rapid development and lasting peace; respect for Fauna and Fora; Priority for Youth our future; Focus on Modern Education and knowledge systems; A Healthy Society; Entrepreneurs with strength to conquer the world; Reawakening the Performing Arts and Sports; People return rather that Migrate; is mentioned above.

To achieve these goals, public relations play a vital role. Without the commitment, support of the 'Public', the "Government" will not be able to achieve these 'golden targets'. We must be united as a Nation - One Sri Lanka and our people should be motivated to "Put the country before self."

Given the broad dimensions of public relations, there are various scientific definitions offered by reputed scholars of the calibre of Edward Bernays, John W. Hill, Herbert M Baus and Charles Plackard.

The British Institute of Public Relations defines "Public Relation as the planned and sustained effort to establish and maintain goodwill and mutual understanding between an 'Organisation' and its 'Public' what is known as the Mexican statements defines PR practice as the art and social science of analysing trends, predicting their consequences, counselling organization leaders and implementing planned programs of action which will serve both the organization and its public interest.

If you analyse the beginning of public relations in Sri Lanka it started time immemorial, with an agricultural background with the Tank and Temple as the main centres.

The farmers were so closely linked to each other, they lived a peaceful serene life. If not for the cordial relationship with the ancient administrative system and the 'Public' and if not for a very high level of public relations maintained with the 'State' and 'Public', our great great grandfathers would not have constructed tanks not second to oceans or Dagabos and massive construction marvels. The golden thread woven round our success was undoubtedly Buddhism. Its way of life and its culture.

The villagers always stood together in the happier times and in the hour of disaster. Unfortunately with the all of Anuradhapura, Polonnaruwa and in our "Drift to the South West" beginning from Dambadeniya, Yapahuwa, Kurunegala, Gampola, Raigama and Kotte and later with the advent of Portuguese. Dutch and Britishers there took place a transformation for and Agricultural Economy to a Plantation Economy. With the Revolution white collar jobs began and our people became more money conscious and our bondage, cordiality in the society was affected.

There would have been a 'Rajakariya System' in the good old days but even to make the 'public' to work there would have even to make a certain public relations exercises.

The sudden acceleration of Technical and Economic development that began in Britain in the second half of the 18th century and signalled the Industrial Revolution.

The traditional agrarian economy was replaced by one dominated by Machinery and Manufacturing, made possible through technical advances such as steam engine.

This transferred the balance of political power from the landowner to the Industrialist capitalist and created an urban working class.

From 1830 to the early 20th century, the Industrial Revolution spread throughout Europe and the USA and to Japan and various colonial powers. During the period, 1832 with the Colebrooke Cameron Reforms many changes took place in Ceylon.

By 1848, the Plantation Economy took deep root and by 1880s, the Public schools culture spread over Ceylon and the society underwent a big change. With the plantation economy and with the opening of new industries the labour forces became powerful.

The trend changed from Feudalis and capitalism and became the order of the day. When the Labour Forces developed their Trade Unions, the company owners recruited a set of personnel to handle the grievances of the Labour Forces. This can be traced as the beginning of the public relations concept in Sri Lanka.