Personal Selling1.Personal selling is oral communication withpotential buyers of a product with theintention of making a sale.3.Personal selling is one of the oldest form ofpromotion.
When Is it More Useful ?1.Company is small or has insufficient funds to carryon an advertising program.3.When the market is concentrated5.When the personality of the salesman is needed toestablish rapport or create confidence7.When the product has higher unit value
When Is it More Useful ?3.Requires demonstration.5.Must be fitted to the individual customer’s needs.7.Is purchased frequently.
DefinitionsAmerican Marketing Association defines PersonalSelling as:- “Personal Selling is the oral presentation in aconversation with one or more prospective purchases forthe purpose of making sales , it is the ability to persuadethe people to buy goods and services at a profit to theseller and benefit to the buyer.”
DefinitionsAccording to Philip Kotler:- “As face to face interaction with one ormore prospective purchasers for the purposesof making the sales.”
Objectives of Personal Selling 1.Creation of Demand 2.Handling Objectives 3.Exploring Hidden Words 4.Educating Customers 5.Building Relationships 6.Providing Feedback
Importance of Personal Selling 1.Benefits to consumers 4.Benefits to company 7.Benefits to society
Principles of Personal SellingRepresentatives are taught the SPIN method to build longterm relationships with questions such as:3. Situation Questions4. Problem Questions5. Implication Questions6. Need-pay off Questions
Six Things Which Makes A Salesman Successful 1.Know the product 2.Know the company 3.Know the competition 4.Know the customer 5.Know the process of selling 6.Know own self
Advantages of Using Personal Selling1. Personal selling is face to face activity, customerstherefore obtain a relatively high degree of personalattention.2.The sales message can be customized3.The two way nature of sales4.Good way of getting across large amounts ofinformation about product.5.Demonstrate the product6.Frequent meetings help in building long termrelationships
Disadvantages Of Personal Selling1.Cost of employing sales force3.In addition to basic pay incentives are to beprovided5.Sales person can only call on one customer ata time.
References1.Marketing Management by Dr.karunakarn•Marketing Management by DrC.B.Momoria Dr. Pradeep Jain and Dr PritiMitra•Marketing Management by Ramaswamyand Namakumari•www.google.com•www.wikipedia.com