INTRODUCTION

Personal selling plays a pivotal role in integrated marketing communications

(IMC), which refers to the coordinated efforts of various promotional tools to
convey a unified message to target audiences. Unlike mass media
advertising, personal selling involves direct interaction between a
salesperson and a potential customer. This method allows for tailored
communication, relationship-building, and addressing specific customer
needs, making it a crucial component in the overall IMC strategy of a
business. It contributes to building trust, providing personalized solutions,
and ultimately driving sales by engaging customers on a more individual level
within the marketing mix
 Role of personal selling in integrated marketing
communications

• Direct Interaction
• Relationship Building
• Customization
• Feedback Loop
• Complementing Other Channels
• Closing Sales
• Adaptability
• High Engagement