Objectives of Personal Selling
Personal selling is used to meet the five objectives of promotion in thefollowing ways:
Building Product Awareness
– A common task of salespeople, especially when selling in business markets, is to educate customers on new productofferings. In fact, salespeople serve a major role at industrytrades shows where they discuss products with show attendees.But building awareness using personal selling is also importantin consumer market. The advent of controlled word-of-mouthmarketing is leading to personal selling becoming a usefulmechanism for introducing consumers to new products.
– The fact that personal selling involves person-to-personcommunication makes it a natural method for getting customersto experience a product for the first time. In fact, creatinginterest goes hand-in-hand with building product awareness assales professionals can often accomplish both objectives duringthe first encounter with a potential customer.
– When salespeople engage customers a large part of theconversation focuses on product information. Marketingorganizations provide their sales staff with large amounts of sales support including brochures, research reports, computer programs and many other forms of informational material.