Personal Selling

Personal selling is the face-to-face conversation between a seller and one or more prospective buyers, aimed at making a sale. Unlike advertising or sales promotion, it is a direct, personal form of communication. Companies appoint salespersons to contact potential customers, create awareness about the product, and develop product preferences — all with the goal of closing a sale.

Features of Personal Selling

• (i) Personal Form: It involves a direct, face-to-face dialogue that creates an interactive relationship between the seller and the buyer.
• (ii) Development of Relationship: A salesperson can build personal relationships with prospective customers, which often becomes crucial in making the sale.

Merits of Personal Selling

• (i) Flexibility: The sales presentation can be adjusted to fit the specific needs of each individual customer.
• (ii) Direct Feedback: Because communication is face-to-face, the salesperson gets immediate feedback from the customer and can adapt the presentation accordingly. …