Types of Salesmen

Salesmen are not all alike; they differ according to whom they sell to, what they sell and where they work. Classifying them helps us understand the very different skills each kind of selling demands. A common classification is by the employer they work for and the market they serve.

1. Manufacturer's salesmen. Employed by the producer, they sell the manufacturer's goods to wholesalers, retailers or industrial users. Two important sub-types are:

• Pioneer / creative salesmen — who introduce new products and new ideas and create fresh demand, often facing resistance and needing great persuasive skill.
• Dealer-servicing salesmen — who call regularly on existing dealers to take repeat orders, help with displays and stock, and maintain the relationship rather than open brand-new markets.

2. Wholesaler's salesmen. Employed by wholesalers, they sell a wide range of goods to retailers. They usually handle many products, book repeat orders, extend credit and advise retailers, so relationship-building matters as much as fresh persuasion.

3. Retailer's salesmen. Employed by retail shops, they deal directly with the final consumer. Two familiar sub-types are:

• Counter (indoor) salesmen — who serve customers who come into the shop; here courtesy, product knowledge and quick, pleasant service are key.
• Travelling / outdoor / canvasser salesmen — who go out to the customer's home or place of business (door-to-door or house-to-house selling); here initiative, endurance and persuasive skill matter most.

4. Specialty salesmen. They sell high-value or technical specialty goods — insurance policies, machinery, scientific instruments, real estate. Such selling needs deep product knowledge, patience and strong persuasive ability, because the purchase is large and infrequent.

5. Industrial salesmen. They sell industrial or capital goods (raw materials, machines, components) to business buyers. Because industrial buyers are expert and buy in bulk, these salesmen must be technically well informed and able to deal with professional purchasers.

A simpler two-way grouping cuts across all of the above:

• Indoor salesmen, who sell from a fixed place such as a shop counter, and …