1

Ch. 18 Personal Selling

Personal selling is the face-to-face presentation of a product/service or an idea to a potential customer by a representative of the company or organization.

2

Process of Personal Selling

Attaining Knowledge

Prospecting

Pre-approach

Approach

Sales Presentation

Follow-up

3

Personal Selling vs. Other Marketing Communication Tools

Qs: As marketing communication tools, what are the differences b/t personal selling and others (i.e., Advertising, Sales Promotion, Direct Marketing, and PR/Publicity)?

4

Pros and Cons of Personal Selling

Pros:

Cons:

5

Combining Personal Selling with Other Promotional Tools

Combining Personal Selling and Advertising

6

Combining Personal Selling with Other Promotional Tools (cont.)

Combining Personal Selling and Public Relations

7

Combining Personal Selling with Other Promotional Tools (cont.)

Combining Personal Selling and Direct Marketing

8

Combining Personal Selling with Other Promotional Tools (cont.)

Combining Personal Selling and Sales Promotions