PERSONAL

SELLING
 INTRODUCTION
PERSONAL SELLING:
It involves direct and personal contact between the salesperson and the buyer. It means face-to-
face communication between the buyer and the seller. Some popular definitions of personal
selling are given below:

According to Philip Kotler:

"As face to face interaction with one or more prospective purchasers for the purposes of making the sales."

American Marketing Association defines Personal Selling as:

"Personal Selling is the oral presentation in a conversation with one or more prospective purchases for the
purpose of making sales, it is the ability to persuade the people to buy goods and services at a profit to the
seller and benefit to the buyer."
• Personal selling is a part of promotional mix and it comes under below the line
promotion technique.
•  Below-the-line promotion techniques : on which the firm can has a direct control
over its promotional efforts.
• BTL promotions target individuals based on their needs or preferences and can
lead directly to sales. 
 OBJECTIVES OF PERSONAL SELLING
1. Creation of Demand: The basic objective of personal selling is to create demand for a product or service.
The salesman personally talks to the customer and explains the utility of the product. He tries to convince the
customer so that the customer may buy the product.

2. Handling Objections: The aim of salesman is to listen the grievances of customers patiently and to solve all
their doubts and objections.
3. Exploring Hidden Wants: A salesman studies the hidden desires of customers. He helps them appreciate
their needs and take action to satisfy them. In this way personal selling converts hidden wants into demand.

4. Educating Customers: A salesman informs and educates customers about new products and their uses. He
guides the customers in the selection of suitable products.
5. Building Relationships : Salesman is aimed at developing permanent relationships with customers for the
benefit of both the buyer and the seller.

6. Providing Feedback: Personal selling are in direct touch with customers. They provide instant feedback of
the customers which helps the producers in improving product quality and distributions system
  Importance of Personal Selling
1. Developing Customer Relationships
To build long-term revenue for the future, representatives use personal selling skills to develop
strong relationships with customers. By contacting customers after they make a purchase, for
example, representatives can demonstrate that their company offers high levels of customer care
2. Persuading Prospects
Sales person aim to understand a prospect's needs and offer a solution to those needs in the form of a product or
services. If prospects pose objections, sales representatives use their powers of persuasion to overcome the
objections and convince prospects that they are making the right choice by buying a product or service.
3. Demonstrating the Product: It is necessary to demonstrate the product before customers so that
they may be aware of the qualities and characteristics of that product. 
4. Cost Control: Personal selling plays an important role in reducing the selling expenses and thereby bringing
more profits for the company. The selling expenses are controlled by emphasizing only on those prospects
who have higher probability of making a purchase decision .
5. Customer confidence: Personal selling finds the right solution at the right place, delivering better products
and services ultimately results in winning the customer confidence and building a long term relationships .
 PERSONAL SELLING OFFERS SEVERAL BENEFITS TO
CONSUMERS, BUSINESSMEN AND THE SOCIETY

Consumers Businessmen society

• It provides knowledge • It provides valuable • It stimulates consumption

and uses of the product feedback. • It creates employment
• It helps consumers in • It helps to build good opportunities
selecting products image of the company • It helps to raise the standard
• It provides solutions to • It helps to locate of living of people
problems. prospective customers • It converts latest demand.
PERSONAL SELLING PROCESS
1. Prospecting: The salesperson identifies qualified potential customers.

2. Pre approach: The salesperson learns as much as possible about a prospective customer
before making a sales call.

3. Approach: The salesperson meets the customer for the first time.

4. Presentation: The salesperson tells the "product story" to the buyer, highlighting customer
benefits.

5. Handling Objections: The salesperson seeks out, clarifies, and overcomes customer
objections to buying.

6. Closing: The salesperson asks the customer for an order.

7. Follow-up: The salesperson follows up after the sale to ensure customer satisfaction and
repeat business.
 ADVANTAGE OF PERSONAL SELLING

• Better Image : If customers have misinterpreted the company’s messages. The sales
staff could clarify the company’s message and represent a better image of the company.
• Quick Feedback: The main benefit of personal selling is the immediate feedback after
delivering the company’s promotional message.
• Flexibility :  if the customers are looking for some type of assistance, and the salesmen
are there to guide and help them out, then it would increase their satisfaction level. 
• Two Way Communications : If customers have doubts and questions about the
product, then they can directly talk with the salesperson and ask his/her views.
 DISADVANTAGE OF PERSONAL SELLING
• Reach may be limited: The method can only reach a limited number of people.
Unlike TV or Radio ads it does not cover a huge demographic
• Expensive: It is a relatively expensive method of selling. There is a requirement of
high capital.
• Labour intensive method: because a large sales force is required to carry out
personal selling successfully.
• Negative Image of Salesmen: One of the biggest flaws of personal selling is a
negative perception of the sales personals. Some of the salesmen follow the
aggressive tone, and the others have the low, and it annoys customers. However, their
negative attitude would cost the company in the form of low sales and a negative
reputation of the company. 
 QUALITIES OF SALES- PERSON
ENGAGED IN PERSONAL SELLING
1. PHYSICAL QUALITY : Personality, sound Health, Discipline
2. MENTAL QUAILTY : Presence of mind, Alertness, sharp memory
3. KNOWLEDGE OF THE PRODUCT
4. KNOWLEDGE OF THE COMPANY
5. KNOWLEDGE OF THE COMPETITORS
6. KNOWLEDGE OF THE CUSTOMERS
 EXAMPLES
• One can witness personal sales in:
• Retail Stores: Retail stores like Walmart, Ikea, etc. employ a sales staff that
help customers choose the best product according to their own needs and
wants.
• • Door-to-Door Sales: Some B2C businesses (like Gillette) and B2B
businesses (like PayTM) employ sales staff that visit prospective customers
homes and offices to educate them about the company’s offerings and
persuade them to use or buy the same.
• B2B Outreach: B2B salespersons often outreach prospective clients online
or offline and use person-to-person communication to close sales.
THANKYOU