The most common question which arises with the discussion of a new subject is, whether it is an art or a science or both or something else? Such a question demands a precise answer since a variety of opinions exist about a salesman.
One group is of the view that ‘salesmen are made’ whereas another group opines that ‘salesmen are born’.
To others, salesmen are both born and made. Since there are conflicting opinions about salesmanship, it is necessary to decide whether salesmanship is an art or a science. An art is defined as ‘skill in performance acquired by study, observation and experience’. It is knowledge made efficient by skill and experience. Hence dancing, singing, acting, writing, etc. are considered as arts. Besides, art can be developed to a great extent by systematic application of skill and effort.
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Viewed from this angle, salesmanship can be considered as an art. Success in a specific art requires certain quality which is achieved by practical knowledge and experience. To be successful in salesmanship, application of knowledge and experience is essential as is the case with other professions.
Science is defined as ‘systematised knowledge’. Science is a branch of knowledge based on laws of derivations from facts or deductions from self evident truths. It confirms to certain laws, theories and techniques. The laws of science have universal applicability. In other words, they hold good under any situation, at any time, at any place on earth.
Hence, mathematics, physics, chemistry, is regarded as science. Salesmanship may also be considered as science on the basis that salesmanship is a specialised knowledge that has its own standards, principles and theories. It has already developed a systematised knowledge of its own like the other subjects of science.
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However, these rules and principles cannot be applied to each and every one in the world since all human beings are not equal. No doubt, although a majority of the customers can be convinced by a particular line of approach and behaviour of the salesman, the same cannot be applied to all customers and it may not be successful in each and every case.
This is so because the process of handling customers can, never be reduced to unchangeable laws and rigid principles. Thus, salesmanship is not exact science like physics or mathematics. It is science based on human psychology. It can be considered as a science like sociology or economics.
Therefore we can conclude that salesmanship is both an art and a science. There exist some definite rules and principles in salesmanship as in science. Salesmanship also requires certain talents which can be acquired through experience and regular practice as in arts.
