IGNOU BCOS 186 Important questions answer| BCOS 186 previous Year Question paper solution

0:01 Hello friends, I am Vijay Tiwari welcome you to The Book Society. Where we will discuss with you the previous year question paper of subject code BCOS 1886 through today's video. Where every question will be explained in detail and along with that the complete draft of the answer writing will be shown to you here. The question paper we have picked up in today's video is the question paper of June 2022. As you can see, the question paper will be of 100 marks. You will get three hours of time and in total you will have to answer five questions. Talking about the first question, the first question is what do you understand by personal selling? Explain its nature and characteristics. Now this question is from chapter number one. So that means chapter number one is

0:46 very long. Every time, one of those questions comes up. Now let us talk about the answer, brother, what is personal selling? What is its nature ? What are its characteristics? So see, we have created this PDF of the answer of each question. If you want this PDF then you can join our Telegram group. This PDF will be provided to you there. Apart from this, if you are not on Telegram then you can follow me on Insta. Otherwise you can also join us in WhatsApp group. You can get the PDF from me there also. All these links will be provided in our description. You can connect with us from there through these links. Now we are talking about what is personal selling, brother? That is, what is personal selling? So nowadays you can see that the companies are finding different ways to

1:32 connect with the customers in any way possible. This means that companies are finding new ways to connect with their customers. And one of those methods is personal selling. So personal selling is a marketing technique. In which the seller, seller means the one who sells the goods. It will directly interact with the customers and try to understand what the customers' needs are. Will try to understand the wishes of the customers. That means that in today's time, a lot of importance is being given to the customers. An effort is being made to understand the customers. Efforts are being made to understand their wishes. And through that, products and services are being presented. That is, the products that are being made today are based on the likes and dislikes of the customers, based on the purchasing capacity of the customers, i.e., on the basis of the purchasing power of the customers.

2:18 Products are being created and services are being promoted. So if someone asks you brother what is personal selling? What is personal selling? So you will say that personal selling is simply a commercial technique, i.e. a marketing technique in which the seller of the product, i.e. the salesman will directly contact the customers and see what the needs of the customers are. What are the wants of the customers and based on that, based on the needs of the customers , what will make them buy the goods based on the wants of the customers? It will motivate you. Will inspire you to buy the item. It is a personalized communication in which the customer's needs are properly met. Let me give you an example. When you shop online, what would you know if you bought something at a cheap rate? Whenever you get a discount on that item, it will

3:06 automatically recommend it to you. So, it is as simple as that, customers are not being made to understand that what type of customers buy what type of products and the type of products that customers buy, the same type of products are recommended to them. So, this has become a complete process where the mind of the customers is being understood, and the areas are also being kept in mind as to what kind of products will be available and sold in which area. So, this means that a whole new trap is being created in which new methods are being used to trap the customers so that they keep buying the goods somehow. Even if customers have to borrow for this. Even if this requires customers to purchase goods on installments. So, someone should ask, what is personal selling? So you will ask what is personal selling? This is a commercial technique. In which the seller, that is, the one who sells the goods will directly contact the customers. Will

3:52 understand their desires based on their needs. And then on that basis he will present his services and his products to him. And then he will say that brother, that person should buy those goods and services. Now we are talking about what is the nature of personal selling? That means, what is nature? So the first thing to look at is that personal selling is a two-way communication. Sanprasan means communication. So when do we do personal selling and what do we call personal selling? So personal selling is called personal selling. So look, personal selling is an activity which involves two-way communication. That means, on one side there is a buyer and on the other side there is a seller. In this, the sales person is the one who wants to sell the goods and the customer wants to buy the goods. So in this, what does the sales person tell the customer about the product? Describes the features of your product. Tells the benefits of his product

4:38 that brother, if you buy this product then what profit will you get from it? What is its value? What is its distribution? He makes his customers aware about this and the buyers ' questions, now see, when a person goes to purchase goods, he does not purchase the goods immediately. There are many doubts about him. There are a lot of questions. So in this, the questions of the buyers are also taken into consideration and what objections does the buyer have, that is, the customer who is going to buy ? He can solve this also and motivate people to buy goods. So what is the nature of personal selling brother? So the nature of personal selling is that it is a two-way communication. That means there is two-way communication. In which the sales person will tell the customer the features of the product, its benefits and its price. But it is not moving in just one direction. Now the customer will also ask questions related to the product, what is the profit of this? It will be compared with other products. Now in such a situation, the sales

5:25 person will clear all the doubts of the customer and then motivate him to buy the goods. Now what happens in this? The first thing in this is that there is direct contact in personal selling. That means there is direct contact with the customers. Both men are face to face. So in personal selling there is face to face conversation between the seller and the customer. This direct contact gives the seller an opportunity to understand the customer's response. Brother its a simple thing. Look, now if I were teaching you in the classroom and at that time if you were not able to understand something then you would have raised questions in the middle. But the current contact between you and me is one sided where I am making videos and uploading them and then after that you are understanding them and then commenting and reacting in the comment box. So if we talk about direct contact then it is very important. So this is the biggest advantage of personal selling.

6:11 Its nature is so good. Its nature is very strong because there is direct contact in it. There is no question of indirect contact. Like how is the contact between you and me ? It is indirect. But if this class had been going on in the classroom, then it would have been a direct contact. So in personal selling there is face to face conversation between the seller and the customer. First of all, keeping this in mind and direct contact provides the seller an opportunity to understand the customer's reaction. What is the second thing in this? It is an individual process. Now what does this mean? This means that the product or service is presented keeping in mind the needs and interests of every customer. That means, whatever type of customer there is, the same type of products will be presented to him. He will be shown similar objects. He will be shown similar services. This is based on personal experience. You can go to the mall any time. After seeing you, the person will automatically make his own setup and then he will do things according to you

6:57 ? It will start showing. Or if you go to the shop, it will start showing you things as per your choice. The third thing in this is B to B and B to C. Look, B to B means business to business. And B to C means business to consumer. Now when you are talking about personal selling, then more emphasis is given on business to business selling. Whereas business to consumer gets a little less attention. Because advertising is used in business to consumer. Look brother, we have made some goods, now we have to sell those goods. So what should we do? To sell that item, we will talk to the dealer who sells that item. So this was a business to business conversation. Now if you want to attract consumers, what will you use for this? Will use advertisement. So brother we are asking this question that what is personal selling? And the second thing is what is the nature of personal selling? So in personal selling we read, brother,

7:43 what is personal selling? In this, the customer is motivated to buy goods through the sales person. If I talk about its nature, then there is direct contact in it. The first thing is the personal process. Second thing is that the goods are shown to the customer keeping his needs in mind. The third thing is that there is a business to business approach in this. Fourth thing is that it is a little flexible in its nature. That means it can be changed as per the requirements of the customer. There is two-way communication in this. That means, there is a conversation between both the seller and the customer. Through which all the solutions to the confusions and questions are resolved. So the biggest thing in the personal process is that what will happen between the two parties, be it the seller or the customer? There will be a conversation. Now, brother, if the customer has any kind of confusion , any doubt, any question in his mind , it will be resolved

8:29 directly. There is nothing indirectly method here. The second thing is art and science. So personal selling is both an art and a science. Now you will say brother how is this arts and science? So personal selling is a form of art because the sales person will create a unique selling presentation for each customer and will show his creativity. Brother its a simple thing. See, when a person goes to buy something, he is attracted not just to the stuff but to many other things. As the person in front of you came, he showed his emotions so well to you. If the presentation is given very well, you will buy the product even if you don't want to. That is why it is said that selling is an art. Not every guy can do this. Not everyone can become a salesman. Second one, now what kind of science is this, brother? Why is it considered a science? Look, every thing that is systematic is

9:15 a science and the sales person is convincing the person to buy the product, so for that he has some principles, some theories, he is doing it after studying those theories, so it is moving in one step, it is moving theoretically, hence it is also a science. So personal selling is an art and also a science. Now we are talking about what are the characteristics of personal selling. Till now we have talked about nature. If you read the question, it was, what is personal selling? Describe its nature and tell its characteristics. So the biggest feature of personal selling is that our salesman has the skills to present the goods. So the job of the seller is not just to sell the product to the customer. But the features of the product also have to be mentioned. The product

10:00 also has to be explained and in such a situation communication skills matter a lot. A person who does not have communication skills cannot become a salesman. Because he will not be able to satisfy his customers. So presentation skill is the first feature of personal selling. Second, it is customer-centric. That means in this the customer will be considered God. This technique lays emphasis on understanding the needs of the customer. Because the product will be sold only when the customer's problems are solved. The third thing, its biggest feature is trust building because brother, if you sell your product and you sell a poor quality product, then your trust with the customers will break, so that is why the system of personal selling emphasizes on trust building that a good personal selling will create trust and confidence in the mind of the customer so that you can take our goods because nowadays you have competition with 50 companies

10:47 and in such a situation, a person who is a good salesman will win the trust of the customer, the next thing is marketing and influence, the objective of personal selling is not only to sell the product but to impress the customer about the utility of the product and to connect it with his life. That's why if you look at today's time, sales persons are also given special training so that they can attract customers. The next thing is market research, that is, continuous research is done on the market to find out what is in demand in the market. The type of customers are there and the services are provided based on the customers. Look at the Push Strategy. Push means to push. So, in personal selling, the sales persons will provide such information about the product that the consumer will definitely buy the product. The consumer should agree to buy the goods. Hence, it is

11:33 known as reinforced strategy. Because in this the goods are pushed towards the consumers and are presented in such a way that the person takes the goods even if he does not want to. While on the other hand there is a pull strategy. What does a pull strategy consist of? An advertisement is prepared in this. In which the consumer is attracted towards this. Look brother, what is the most special thing about all the advertisements ? Sir, the special thing about all advertisements is what do they do for their customers? Attract. This creates interest in the customers and the customer is compelled to purchase the product. That's why it is called a bridge. It is called pull strategy. So what is a pull strategy? In which the customer himself pulls it. And what is push strategy? In which the customer is pushed. No brother, you just take this stuff. Even if I have to call 50 times for that. Further the conclusion of this question is that brother personal selling is an effective marketing tool which helps in understanding the customers and building strong relationship with them

12:19 and it is flexible in nature and different and effective from other techniques. So if this question comes in your paper that what is personal selling? Describe its nature and tell its characteristics. So I am assuming that you are capable of answering this question. First of all I want to tell you that personal selling is a commercial technique, what are we doing in this ? Directly connecting the sales person to the customer and understanding the customer's needs. They are understanding his desires and on that basis he is being persuaded to sell the goods. So, I hope you understood this much. Now let us move towards its question number two. Now when you see question number two, it has two parts of 10 marks each. The first part is saying explain the different types of salesmanship and its

13:05 importance. The second part is saying what is creative selling? Now if you search for the answer of this question in the book then you will find the answer of this question in the second chapter of the book. But why would you go towards the book brother? When we have prepared the answers right here for you. So let us first understand what are the different types of selling skills? Look brother, definitely give your feedback in the comment box so that we can know whether you are understanding the things or not and based on this, we will keep uploading the video of your next code as quickly as possible so that your exam preparation can be done very well. Now look, let's move on to question number two. Our question number two starts from here. I have also written the question here so that you do not face any problem. The question is what are the different types of salesmanship? We have to explain its importance. I have also written the chapter.

13:53 So look brother, what does selling mean? Selling and merchandising is an art. So salesmanship is a description strategy. That is, a commercial is exactly the technique through which a sales person can sell his goods or services to someone. The art of selling or salesmanship is a process in which the salesman, that is, the seller of goods, will deliver his product or his services to the customers in an effective and creative way and what will he do to get people to buy the goods? It will inspire and motivate. In salesmanship, the art of selling, the customer's needs will be understood and efforts will be made to satisfy the customer. Now there are different stages in salesmanship and the question asked to us is, what do you understand by salesmanship ? So what do you understand by the art of selling? The art of selling simply means that a sales person wants to sell his goods or services to

14:38 someone and he will motivate him for the same. There are many steps to the art of selling. And if we talk about these steps, they are like this. First is the wholesaler. So look, you know that the business that happens is done in retail as well as in wholesale. Now, what will happen if there is wholesale trade? The wholesaler will have his own sales person. But this will be related only to the wholesaler. The objective of this type of salesmanship is to sell the produce to the wholesaler. That means it is a simple thing. There is a company which is making its own product. Now after manufacturing the product, it cannot go directly to the customer's house. What will happen to him for that? A wholesaler will be needed. Now what will the company do first? She will appoint a sales person of her own and will tell that person to go and convince this wholesale shopkeeper to sell our goods at his shop.

15:24 So in such a situation, this type of process will happen, this type of sales person will be the sales person of the wholesaler. And what are we reading the question? We are also reading the question, brother, tell me the different types of selling art. So what is the first type of salesmanship? Wholesaler. This means that these types of sellers will be related to wholesale traders. Where they will directly tell the wholesale traders to sell the company's products at their shops and they will try to convince them for the same. Brother, will he tell me what is the benefit of this stuff? How much profit do you make in this ? Along with this, what will you do to that shopkeeper by comparing it? We will agree so that the shopkeeper can sell his goods there. What is the second thing? Retail selling. Now, wholesale selling has taken place. what's the second one? Retail Retail Sales. in retail sales. Now you are understanding retail selling in which the customer is directly going and

16:11 purchasing goods from the shop. Now the sales person in this will be a retail person. And here it will sell the goods directly to the consumer. Who is a consumer? We are consumers who use the products directly. The one who directly uses the goods is the final consumer. That means no one else will use the item after that. Like goods arrived at the shop from the company. The goods came from the shop, we bought them and after buying them, we used them. So we are the end consumers. So the retail salesman will work directly with the end consumer and it will sell the product directly to the customers. All purchases made for daily routine are done in retail only. Like grocery store, clothes store, all these are retail selling. The third thing is teleselling i.e. remote selling. So when we sell goods through telephone or digital medium then it is called remote selling and it is an effective way of saving time and cost

16:58 and in today's time, you know that most of the selling that is happening is through tele selling. The next thing is, for example, today the sale of credit cards, the sale of telecom services, all this comes under this. One is specialty salesmen. What do specialty salesmen do? Their job is to sell expensive durable goods like furniture, books, household items, washing machines, automobiles, refrigerators etc. Such salesmen should have mastery in the art of selling, that is, such salesmen should be absolutely skilled because they are selling such products in which they are satisfying the customers and at the same time they are also representatives of the manufacturers. That is, these people are representing those who are manufacturing the products, specialty salesmen, and at the same time, they are also winning the trust of the customers because their job is to satisfy the customers as well, so that,

17:44 brother customers, because many times, the customers say, tell me according to your understanding, whether things are correct? So in such a situation, the specialty salesman's advice is not to cheat customers because if he cheats only once, then the customers will not come again. Now we are talking about the importance of salesmanship. Because if we talk about the question, read the question once again because understanding the question is very important for the answer. The question is asking us to explain the art of selling and tell its importance. So till now we have explained the art of selling. Its steps are explained. Now we are talking about the importance of salesmanship. So if we talk about the importance of selling art, then look, a salesman is also a friend to his customers. Because customers buy the goods by trusting him. And he is also his guide. That means when the customer gets confused then he says, tell me as per your understanding. And there is support for its creator.

18:29 And look, this salesman plays a dual role. One is a friend and guide of the customer and he also has to support the manufacturer of the product. This means that you have to sell your goods and also win the trust of your customers. In such a situation, the art of selling becomes very important. This means that the arts of the sales person have a different importance. And on this basis we can call it a flexible device. So the salesman presents his ideas as per the needs and wants of the customers. That means the salesman sees what the customer likes. Now suppose you go to a shop to buy clothes. If you accidentally pick up a shirt in your hand then the salesman will understand that you like this shirt. Now he will say Sir this is the most unique piece. This is what is going on the most. It looks great on you. Understand that he is throwing it but still if you have to take it then you have to take it. So the salesman will look into the requirements of the customer. He will look at his wishes and then present his ideas and

19:16 take decisions based on the consumer's response and setup his items accordingly. What products like this do is provide a flexible tool. Its second feature is that a relationship is established with the customers. So the salesman through his selling skills not only sells the goods but also conveys his ideas and takes feedback from the buyers and this feedback helps the company a lot in the future. Because if the customers are getting feedback then the company makes the same type of products in the future. It builds strong relationships with customers and also establishes long-term communication. Thirdly its feature is that it is beneficial for the consumers because the salesman is very helpful to the customers. The salesman also provides information about the existing products along with the new products in the market,

20:02 brother, what are the new things? What are the first things? What things are correct in comparison between the two? The salesman also resolves the customer complaints. He also clears whatever questions or doubts the customers have. So, it is very beneficial for the customers. Fourth and most important feature is that it requires minimum wasted effort. That means a salesman is attracted only to those customers. In such a case, if someone wants to buy something, he does not waste his time. So that is why we say minimum means least waste means waste effort and its biggest feature is that it focuses on customer satisfaction. Thinking about the needs of customers and solving their problems increases customer satisfaction. So the art of selling is not only a medium of selling goods to customers but it is also a medium of understanding the needs of the customers. There is also a means to establish a relationship with them. It is

20:47 also a medium to explain the usefulness of your product. And at the same time, it acts as a bridge between customer satisfaction and company success. So I hope that if this question comes that brother, what is the art of selling? Tell me its importance then you will be able to answer this question. Now look, there were two parts in this question. One was salesmanship, the other was creative salesmanship. That is, what is creative selling? One is selling and the other is creative selling. So this is just a little more update than that, nothing else. Rest of the things are same. Now see what is creative selling? This is also a process. What will happen in this also? There will be a seller of goods. He will sell his stuff. But what will it do by showing some creativity ? Will try to satisfy the customers. Our question for this was to explain the various steps in creative selling art. You can see the question here first. So our question

21:34 was, see this. There were two questions here. The first was to tell us about the different types of salesmanship. Now here I want to tell you the process of creative curve. Whose process should I tell? Creative selling art. of Creative Selling. So look, if we talk about the process of creative selling, then creative selling is a process in which the seller, that is, the person selling the goods will present his product in such a way that the customer feels that he just wants to buy this. And this will definitely be related to the psychology of the customer. What are its stages? This is its first step. That means the first step is to identify the customers. So the seller will identify the potential customers. That means a lot of people come to buy goods and to see the goods. It doesn't matter who actually takes the goods. So the first step is for the

22:21 seller to identify the potential customers and this step is the basis for reaching the right customers. That is, the most important step is that we should find out from the customer's activity that this person has come to buy this product. The second thing is eligibility determination. What does the potential customer need? What is his budget? What type of product does he want? What type of service does he want? This is understood in the second stage. What is done now in the third step ? The customer is framed. That means he is attracted. His attention is attracted. Contact with the customer is established. The sales person himself comes to him and greets him. The welcomes. After that, an attempt is made to build a trusting relationship with him by saying, brother, I want the best for you. This step is most important to understand the customer’s preferences. Because this is where the customer will get stuck. Now a presentation of your goods will be given. That

23:09 is, here the products and services will be presented in such a way that they provide solutions to the customer's needs and problems. And this is what happens through good ways of speaking through creative communication. The fifth is handling objections. Now brother, the customer will definitely have some doubt or the other. So the customer 's doubts will be cleared in this stage. And in the next stage the goods will be finally sold. The sale will be confirmed. Once the customer is fully confident, the seller will take action to finalize the sale. And lastly after the sales process, after sales services will also be provided to keep the customer satisfied so as to build a long term relationship. It will be told in this, you should come in future also. Ok? No other guarantee will be given for the goods and it will be said that replacement is within 7 days. This will be done so that the customer gets a chance to come back again. The conclusion is

23:57 that creative selling is not just limited to selling products. Rather, it is talking about building a strong relationship with the customers and ensuring that the relationship with customers remains established in the future as well. This thing has an emphasis on it. So in this video we will discuss only two questions because the video will become long. It will be a one hour long video. Then we won't even be able to study. So in every video we will discuss two questions each. Next is the third question. We will discuss this in the next part of this video. So please give your feedback in the comment box so that we can upload the video as quickly as possible. So thank you very much. See you in part two of this video with question number three.