Personal Selling :
Personal selling involves face to face contact between the seller and prospective customer with an intension of selling some products. It is a personal form of communication.
Features of Personal Selling
(1) It is a direct presentation of the product to the consumers.
(2) Develop personal relationships with the prospective customers.
(3) The sales presentation can be adjusted according to the specific needs of the individual customers.
(4) It is possible to take a direct feedback from the customer.
Role of Personal Selling
(1) Importance to Businessmen
(1) It helps in influencing the prospects about the merits of a product and thereby increasing its sale.
(2) Personal selling helps to develop lasting relationship between the sales persons and the customers.
(3) Personal selling plays very important role in the introduction stage of a new product.
(4) Personal selling increases the competitive strength of a business organisation.
(2) Importance to Customers
(1) Personal selling helps the customers in identifying their needs and wants.
(2) Customers get latest market information.
(3) Customers get expert advice and guidance in purchasing various goods and services.
(4) Personal selling induces customers to purchase new products.
(3) Importance to Society
(1) Personal selling offers greater employment opportunities.
(2) Personal selling provides attractive career with greater opportunities.
(3) Personal selling increases product standardisation and uniformity in consumption pattern.
