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Personal Selling

Personal Selling

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Published by ramanrockstar21

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Categories:Types, Research
Published by: ramanrockstar21 on Sep 13, 2010
Copyright:Attribution Non-commercial

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09/18/2012

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Meaning of Personal Selling
Personal selling is a promotional method in which one party (e.g.,salesperson) uses skills and techniques for building personalrelationships with another party (e.g., those involved in a purchasedecision) that results in both parties obtaining value. In most cases the"value" for the salesperson is realized through the financial rewards of the sale while the customer’s "value" is realized from the benefitsobtained by consuming the product. However, getting a customer to purchase a product is not always the objective of personal selling. For instance, selling may be used for the purpose of simply deliveringinformation.Personal selling refers to the presentation of goods before the potential buyers and persuading them to purchase it. It involves face-to-face interaction and physical verification of the goods to be purchased. The objective is not only just to sell the product to a person but also to make him/her a permanent customer.
 
Personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling mayfocus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale"Personal selling is one of the oldest forms of promotion. It involvesthe use of a
sales force
to support a
push strategy
(encouragingintermediaries to buy the product) or a
pull strategy
(where the roleof the sales force may be limited to supporting retailers and providingafter-sales service).For example: Eureka Forbes is one of the companies that is indulgedinto personal selling of products. Its salesmen go house to house to tryand sell the water purifier systems.
 
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.
Creating Interest
– 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.
Providing Information
– 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.

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