Descriptions of the options available to those seeking a career in sales. Prices are fixed by the firm on the basis of what the traffic can bear. The personal selling process consists of six stages. Companies can undertake personal selling by hiring sales representatives who visit customers or by contacting customers by telephone. The importance of personal selling business libretexts.
Selling, and particularly order getting, is a complicated activity that involves building buyerseller relationships. Taking place after an information search and esposure to advertisements. The research survey design was adopted in the study while simple random sampling technique was used to select a sample size of 100 staff of the organization that participated in the study. Monopoly is a market situation where only one firm dominates the market and there is no close substitute for the product. Personal selling is also expensive, especially when considering the salespersons salary, commission, bonus and travel time. Personal selling is also known as the door to door selling which is face to face communication between the buyer and the seller. We support all the top citation styles like apa style, mla style, vancouver style, harvard style, chicago style, etc. Personal selling is a personal form of communication which involves an interactive relationship between the seller and the buyer. The impact of personal selling on sale volume of mobile phones in calabar municipality.
Personal selling is an important marketing tool for small businesses, particularly those that sell complex or highvalue products and services to other businesses, rather than consumers. Pdf pthis study aimed to find the impact of personal selling on the. Pdf the role of affect in personal selling and sales management. Here, the producers promote their products, the attitude of the product, appearance and specialist product knowledge with the help of their agents. One of the reasons for the importance of personal selling for many companies is that it allows for lower costs. The situations or the conditions favouring personal selling can be lumped into four broad categories. To learn about our use of cookies and how you can manage your cookie settings, please see our cookie policy. Advertising acquaints potential customers with a product and thereby makes personal selling easier.
Taylor and francis journal of personal selling and sales. What would happen to movie theaters if no one went to the movies. These costs are incurred regardless of whether the sales person makes the sale. Therefore, personal selling quality has to be explored, instead of focusing only on sales outcomes, management perspectives, salespeoples selfassessment, or service quality. Personal selling enables a salesperson to demonstrate a product and tailor. Personal selling minimizes wasted effort, promotes sales, and boosts wordofmouth marketing. So instead of taking a megaphone to share features far and wide, you take a step back and turn your head to listen. Personal selling offers the following compensation. By closing this message, you are consenting to our use of cookies. Advertising increases awareness while personal selling reinforces the advertising message. This study extends the current knowledge of personal selling quality by addressing these. Personal selling is an approach that individualizes the sales process. Sales personnel include stockbrokers, manufacturing sales representatives, real estate brokers etc.
When youre having a conversation with a customer, your main goal is always to figure out. Personal selling costs can be controlled by adjusting the size of the sales. Pdf unit i 1 introduction to personal selling rasheed. So a salesman must have the ability to convince the customers so that an interest may be created in the mind of the customers to use that product. Personal selling ensures development of relationship between the sales person and the prospective customer. Personal selling happens when companies and business firms send out their salesmen to use the sale force and sell the products and services by meeting the consumer face to face. Definition, perspectives, and research agenda peterson, robert a. The importance of listening to customers, clarifying the difference between selling a product and a service, and emphasizing the importance of business ethics are revealed.
The importance of the personal selling is three fold i. In personal selling second edition, the authors outline the 10 key steps in the selling process that. Chapter 20 personal selling and sales management, class notes. Personal selling requires persuasion on the part of the seller to the prospective customers to buy the product. Selling defined selling is a marketing function that involves determining. Pdf the impact of personal selling on the purchasing behavior. Sellers humanize themselves and show theyre there to help prospects, not sell at them. Personal selling is also known as facetoface selling in which one person who is the salesman tries to convince the customer in buying a product. Personal selling is the use of a sales force to promote and sell a product using social interactions such as facetoface and social media conversations. Personal selling costs can be controlled by adjusting the size of the sales force and resulting expenses. Similarly, it can make sales promotion tools more effective by personal guidance or conviction.
So the selling agent can get instant feedback from the prospective buyer. Personal selling meaning, definition, features, importance, and. However, some selling approaches work better than others. Outlining 10 steps in the personal selling processfrom prospecting for new business to closing a dealthis guide explains the art of the sale. Personal selling can support advertising, sales promotion, and publicity. The ultimate objective of producing goods and services is to sell them. Salespersons are appointed by the companies to create awareness and develop preference about their products with the eventual aim of making sale. Role of personal selling as a tool of direct marketing. Barring a few public utility concerns, such firms are very rare in our economy. Main steps in the personal selling process the marketing. Note that personal selling in not only important to sell the products, but also. What is the importance of personal selling for the growth. Personal selling often occurs facetoface, however it can also take place through telephone conversations, online video conferencing or online text communication.
This is practiced by many companies in the retail industry and in businesstobusiness sales. Selling is 60 percent listening and 40 percent talking. Importance of personal selling personal selling is an important element of promotion mix and an effective promotional tool. Although the salespersoncustomer interaction is essential to personal selling, much of a salespersons work occurs before this meeting and continues after the sale itself. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to close the sale importance of personal selling personal selling is an important element of promotion mix and an effective promotional tool. This applies to inperson meetings, calls, and even initial emails. According to adamu 200 personal selling is the presentation of a persuasive message by selling to a potential customer or group of customers, personal selling can also take place through.
Scope and importance of personal selling in the us, 14 million people are employed in sales positions, according to the department of labor. Sales jobs range from salesclerks at clothing stores to engineers with mbas who design large, complex systems for manufacturers. Explain personal characteristics of successful salespeople. Personal selling involves facetoface contact with a customer. There are certain marketing situations where personal selling is more relevant as it provides easy and effective answers to the multidimensional sales problems. Personal selling is a personal form of communication where direct face to face conversation takes place between the buyer and the seller for the purpose of exchanging goods and services. In considerable number of definitions of the concept there is the emphasis on the fact that this is the oldest instrument of promotional mix which actualizes a facetoface interaction of seller with one or more of.
Personal selling clinches sales and is often the last stage in the cons umers decision process. Personal selling is an important element of promotion mix and an effective promotional tool. Personal selling is a facetoface selling technique by which a salesperson uses his or her interpersonal. Some sales reps even travel to other cities by plane. Pp21bb personal selling personal selling involvesa twoway flow of communication between a buyer and seller, often in a facetoface encounter, designed to influence a persons or groups purchase decision. For example, in case of this journal, when you write your paper and hit autoformat, it will automatically update your article as per the journal. Challenges in personal selling management study hq. These are salesman employed by a manufacturer to sell his products either directly to consumers or to wholesalers and retailers. Also, personal selling measures marketing return on investment roi better than most tools, and it can give insight into customers habits and their responses to a particular marketing campaign or product offer. Personal selling is a process in which an individual salesperson works oneonone with a customer to try to match a product to her needs. In this twoway communication, the seller can identify the specific needs and problems of the buyer and tailor the sales presentation in light of this knowledge. Salesman can personally attend each customer to convince as well to solve problems. Importance of personal selling 10 benefits your article library.
A b if a business doesnt sell any goods or services, it wont stay open for long. Instead, it can rely on salespeople to go out and sell products. There are a large number of definitions of personal selling in literature. Companies incur a high cost per action with personal selling. Advantages of personal selling it is a twoway communication. The importance of promotions has, since then, increased in nigerian business environment. Personal selling provides an opportunity to develop bondage between the buyers and the business. The major elements in the promotional mix are the companys advertising, sales promotion, and personal selling efforts. Marketing abstract the study evaluated the impact of personal selling on sales volume. The impact of personal selling on sale volume marketing. Personal selling is when salespersons use a process to engage customers and take a sales order that may not otherwise have been made. Personal selling is required to sell highpriced consumer durables like.
It is a promotional method by which the salesperson uses his or her skills and abilities in an attempt to make a sale. Personal selling can be directed only to qualified prospects. With advances in telecommunications, however, personal selling takes place overthe telephone, through video teleconfer encing. The ability to build relationships with customers, persuade them to make purchases and generate repeat business is at the heart of selling. Each step of the process has salesrelated issues, skills.
Selling skills are critical in organizations that rely on ongoing buying from customers or clients. Despite the above advantages, personal selling suffers from several disadvantages. Personal selling meaning personal selling is selling technique involved between person to person and between the prospective buyer and seller. Such salesman normally carries a limited line of products are possess specialized knowledge of those products. It is the primary way to sell products and services in many industries and is particularly common in high value businesstobusiness sales. Personal selling plays a vital role in promotion of goods and services of an organization. Firstly personal selling is the costliest method of promotion. Personal s slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Personal selling is a facetoface sales presentation to a prospective customer. Personal selling involves individual and personal communication as compared to the mass and impersonal communication of advertising and sales promotion. Secondly, it can cover only limited number customers at a time. If it is not according to plan he can even adjust his approach accordingly.
Hypotheses 1 nigerian insurance companies do not use personal selling to reach their clients. There is direct interaction between the buyer and the seller. With a personal selling arrangement, the company does not have to put many resources into marketing. Characteristics of personal selling selling concept. Nature, scope and objectives of personal selling 2. Personal selling, the process of persontoperson communication between a salesperson and a prospective customer, is an ageold art. It removes the drawbacks of advertising and sales promotion. Personal selling in monopoly setting or no direct competition setting. Personal selling is a part of promotional mix, or the communication mix, in the companys marketing program. The importance of personal selling introduction to business. In simple words, it is an art of persuasion in which the salesperson tries to win the confidence of the customer and also tries to know the importance of marketing strategies however, personal selling has become consultative selling where the seller has become. Promotion, one of the 4ps of the marketing mix has. Personal selling is an important marketing tool for small businesses, particularly those that sell complex or highvalue products and services to other businesses.
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