What is Personal Selling?
Introduction
Personal selling is also known as the act of convincing a customer to buy a given product or device. It is also considered to be one of the most costly and effective promotional methods that are ever seen. It is effective as there is a face-to-face interaction observed between the seller and the buyer which helps the seller to change their promotional techniques used as the situation asks for. If you have been wanting to know more about Personal Selling - Concept, Importance, Advantages, and Limitations then now you can check out this article through Vedantu to get a detailed view on personal selling and the concepts that are involved.
Personal Selling is yet another type of selling initiative by the business companies, a way to persuade the local people to try their products. Personal Selling is surely one of the distinctive methods which are used by the selling strategists to achieve their goal of selling a destined quantity of sales.
In our discussion, we have included this interesting topic of ‘Personal Selling’, and to further strengthen our knowledge we have discussed the pros and cons related to this.
Concept of Personal Selling
Personal selling is face-to-face selling where one person who is the salesman tries to convince the customer to buy a product assigned by the company. It is a promotional activity by which the salesperson uses his or her skills and abilities to persuade people to buy the product thereby in an attempt to make a sale.
Here, the salesperson tries to highlight the features of the product to convince the customer that the product will hold benefits in the long term. However, getting a customer to buy a product is not always the motive behind personal selling, this personal selling is also done to make the customers aware of new products in the market.
Personal Selling Examples
Personal selling is where businesses use the sales force to sell the product after meeting the customer face-to-face.
The sellers advertise these products through their skills such as attitude, appearance, and specialist product knowledge. The salesperson informs and encourages the customer to buy or at least try the product.
A unique example of personal selling is found in the department stores on the perfume and cosmetic counters. A customer can get advice on how to apply the product, its specialties and can try different related products, these all are guided by the personal selling staff present there. Products with high prices, and with complex features, are often sold using this type of technique. Examples: Cars and many products that are sold by businesses to other industrial customers.
Importance of Personal Selling
The following points explain the importance of personal selling:
1. Two-Way Communication:
This is the best tool for personal selling. Salesmen can provide necessary information to customers about the company's offer, and also can collect feedback from customers. He can ask if there are any queries about the product to the salesman present for personal selling.
2. Personal Attention:
Advertising and publicity are among mass communication tools, and thus personal selling is concentrated and is focused on one individual, this will result in ineffective results.
3. Detail Demonstration:
Television demonstrations are limited; thus, salesmen can provide a detailed demonstration and can supervise the customer through personal selling.
4. Complementary to other Promotional Tools:
Personal selling supports advertising, sales promotion, and publicity. Personal Selling even removes the drawbacks of advertising and its sales promotion.
5. Immediate Feedback:
This is the only market promotion technique that provides immediate feedback from the customers.
Advantages of Personal Selling
The Advantages of Personal Selling are as follows -
This is a two-way communication where the selling agent gets instant feedback from the prospective buyer about their intention to buy.
This is an interactive form of selling, which helps in building trust with the customer. While selling high-value products like cars, the customer must trust the product and thus personal selling is needed.
Personal Selling is a persuasive form of selling as in this type of sale the customers come face to face with the salesperson where it is not easy to dismiss them, there is an effort of the customer to listen to them.
Direct selling helps in reaching the audience.
Limitations of Personal Selling
It is an expensive method of selling that requires high capital costs.
Also, this method involves many labours as it is a labour-intensive method as a large sales force is needed to carry out personal selling successfully.
The training of the salesperson for personal selling is also a very time-consuming and costly process.
The method can only reach a limited number of people, it does not provide mass advertisements like TV or Radio ads.
FAQs on Personal Selling: Meaning and Benefits
1. What is the meaning of personal selling?
Personal selling is a marketing strategy where a salesperson communicates directly with potential customers to promote products or services. This approach relies on face-to-face interaction, allowing the salesperson to explain benefits, answer questions, and persuade the customer to make a purchase decision.
2. What is an example of personal selling?
An example of personal selling is a car salesperson helping a customer choose a vehicle at a dealership. The salesperson provides information, demonstrates features, and answers questions, guiding the buyer toward the best option based on individual needs.
3. What are the three types of personal selling?
There are three types of personal selling:
- Order-takers (process routine sales)
- Order-getters (actively seek new customers)
- Support personnel (assist with technical support or promotion). Each type helps build relationships and increases sales effectiveness.
4. What are the 7 steps of personal selling?
The seven steps of personal selling include:
- Prospecting
- Pre-approach
- Approach
- Presentation
- Handling objections
- Closing the sale
- Follow-up
5. Why is personal selling important in marketing?
Personal selling is important because it helps build customer trust and long-term relationships. By providing tailored advice, answering questions, and handling objections, salespeople can better address customer needs, which often leads to higher satisfaction and repeat business.
6. How does personal selling differ from advertising?
Personal selling involves one-on-one communication, allowing direct interaction and custom solutions for each customer. In contrast, advertising sends messages to large audiences with no personal contact. Personal selling offers immediate feedback and deeper engagement during the sales process.
7. What skills are important for effective personal selling?
Key personal selling skills include:
- Communication
- Active listening
- Problem-solving
- Persuasion
- Product knowledge
8. Can personal selling be used in both B2B and B2C sales?
Yes, personal selling works in both B2B (business-to-business) and B2C (business-to-consumer) markets. In B2B, it is common for complex products, while in B2C, it helps with high-value or specialized goods that need personal attention.
9. What are the main advantages of personal selling?
Personal selling offers key advantages:
- Allows for two-way communication
- Builds customer relationships
- Can customize solutions
- Handles objections directly
10. What challenges do salespeople face in personal selling?
Challenges in personal selling include:
- Handling customer objections
- Overcoming rejection
- Meeting sales targets
- Staying updated on products
11. How can personal selling improve customer loyalty?
By giving customers personal attention, answering questions, and resolving problems, personal selling builds trust. Satisfied customers who have positive interactions are more likely to return and recommend the business, which increases customer loyalty and supports business growth.
