Subject Name: Marketing Management

Department of Management Studies

Created By: Ms. Anu Bhardwaj

Jagannath International Management School

Vasant Kunj, New Delhi - 110070
(Affiliated to Guru Gobind Singh Indraprastha University, New Delhi)
Recognized u/s 2(f) by UGC & Accredited with ‘A’ Grade by NAAC
Participant of UNGC & UNPRME, New York
ISO 9001:2015 Quality Certified
Programme : BBA
Semester : III
Subject Code : BBA-203
Subject : Marketing Management
Topic : Introduction to Personal Selling
Lecture No. : 29
Faculty : Ms. Anu Bhardwaj
Introduction to Personal Selling
Lecture 29

Anu Bhardwaj
 Topics to be Covered
• Personal Selling Introduction
• Characteristic of Personal Selling
• Important aspect of Personal Selling
• Essential elements of Personal Selling
• Benefits of Personal Selling
• When do we use Personal Selling
• Qualities of a good sales person
• Difference between transactional And Relationship Selling
 Personal Selling
• The process of assisting and persuading a prospective buyer to
buy a product in face-to-face situation.
• Acc. To Kotler “Personal Selling: Face to face interaction with
one or more prospective purchaser for the purpose of making
presentations, answering questions and procuring orders.”

 Personal selling –
1) Two-way flow of communication
2) Between a buyer and seller
3) A face-to-face or real time encounter
 Characteristics of Personal Selling
• Personal Selling is Informative
• Personal Selling is Persuasive
• Personal Selling Involves Direct and Personal Contact
• Personal Selling is Creative
• Personal Selling is Pervasive
 Some Important Aspects of Personal Selling are:
1.It enhances customer’s confidence in the seller.
2. It promotes long-term business relations through personal intimacy.
3. It provides a human touch to business transactions.
4. It helps facilitate the seller to understand each customer’s needs and preferences more
clearly.
5. It helps satisfy a customer by modifying the product as per the customer’s choice and
preference.
6. Personal selling followed by personal service helps build long-term relations between
the business and the customer.
7. It helps keep up with the competition in the market, based on product customization as
per customer’s preferences.
8. It is a powerful and effective tool for convincing the customer about the product.

9. Through personal selling the time lag between introducing a product through the
media and actually selling it is reduced.

10. It provides prospective customers with a better understanding of the product and
an interactive opportunity to liaise with the sales personnel
 Essential Elements of Personal selling

• Face to face interaction

• Persuasion
• Flexibility
• Promotion of sales
• Supply of information
• Mutual benefit
 Benefits of Personal Selling
• Immediate Feedback
• Flexible
• Demonstration
• Most suitable for technical and industrial products
• Minimum wastage of selling efforts
• Clarification of Doubts, Queries and Objections.
• Convey more information
When to Use Personal Selling

Product
Product has
has aa high
high value
value

Product
Product is
is custom
custom made
made

Product
Product is
is technically
technically complex
complex

There
There are
are few
few customers
customers

Customers
Customers are
are concentrated
concentrated

Selling
Selling image,
image, not
not product
product
Qualities of a Successful Salesman
• Physical Attributes- Sound health, Pleasing personality, capacity to
work hard, good stamina and sufficient tolerance. Good Personality
consist of several attributes such as appearance, refined taste, good
habits, etc
• Mental Attributes- intelligence, foresightedness, imaginative,
balanced judgement, self confidence, poise, tact, patience, etc.
 Transaction v/s Relationship Selling
Transaction Selling Relationship Selling
Objective Get the order or sale Become sole or preferred supplier

  Present, overcome objections and close Build trust and superior customer service
Focus
Customer Type Many customers with low potential Few high profit potential customers

Length of relationship Short period – few days Long period – years

Sales team 1 or 2 junior level sales people Team selling with a mix of junior and
senior people
Selling efforts Low to medium, involving few functions High involving many functions

Pricing Strategy Competitive or lowest price Mutually acceptable price for profits or
mutual benefits
Thank You !!