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Defining Personal selling essential elements of personal selling; importance of personal selling; and The personal selling process.

identify the qualities of a successfulsalesman.

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Personal selling refers to the presentation of goodbefore the potential buyers and persuading them topurchase it.

It involves face-to-face interaction and physicalverification of the goods to be purchased. Theobjective is not only just to sell the product to aperson but also to make him/her a permanentcustomer.

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you can find such salesmen in jewellery stores,consumer goods stores, saree houses, etc.

In case of some services, we also find personal

selling used in shops. For example, we findpeople going to the same barbershop to cut theirhair and get a massage from a specific barber.

This shows that in case of personal selling theseller usually come to know about the tastes andpreferences of the customer and thus attractshim to buy the goods or services.

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VIEWS OF PERSONAL

SELLING

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F ace-to- F ace interaction : Personal selling involves a salesmen having face-to-faceinteraction with the prospective buyers.

Persuasion : Personal selling requires persuasion on the part of the seller to theprospective customers to buy the product. So a salesman must have the ability toconvince the customers so that an interest may be created in the mind of thecustomers to use that product.

iii. F lexibility : The approach of personal selling is always flexible. Sometimessalesman may explain the features and benefits of the product, sometimes givedemonstration of the use of product and also faces number of queries from thecustomers. Looking into the situation and interest of the customers, the approach ofthe salesman is decided instantly.

iv. Promotion of sales : The ultimate objective of personal selling is to promote

sales by convincing more and more customers to use the product.

v. Supply of Information : Personal selling provides various information to thecustomers regarding availability of the product, special features, uses and utility ofthe products. So it is an educative process.

vi. Mutual Benefit : It is a two-way process. Both seller and buyer derive benefitfrom it.While customers feel satisfied with the goods, the seller enjoys the profits

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ELEMENTS OFPERSONALSELLING

PERSUASION

FACE TOFACE

INTERACT-ION

INFORMATI-ON

PROMOTION

FLEXIBILITY

MUTUALBENEFITS

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PERSONALSELLING

PERSONAL

SELLING

PERSUASION

PROSPECTING

APPROACH

PRE-APPROACH

PRESENTATION

CLOSINGTHE SALES

FOLLOW-UP

HANDLING

OBJECTIONS

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i. Physical Quality

ii. Mental Quality iii. Integrity of character iv. Knowledge of the product and the company v. Good behaviour vi. Ability to persuade Now

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It is very difficult to enlist the qualities ofpeople engaged in personal selling. Thequality will vary from time to time and from

situation to situation. It also depends uponthe customers demand and nature of theproduct.

For Personal selling there is a need of

presentation of goods and services and sellershould have the ability to convinced andpersuade the potential customers to buy theproduct or service.