Importance to customers
Personal selling offers the following benefits to the customers.
- Help in identifying needs – By providing an opportunity to interest with the seller on one to one basis, helps the customers to identify their individual needs and wants also learn about the different ways in which they can be satisfied. Like a good salesman may advise a customer to use a particular brand of face wash keeping in mind his/her skin type.
- latest market information – The salesman may update the knowledge of the customers, by providing them the information about the new product, availability of product, variation in price etc. Thereby enabling them to take effective purchasing decisions.
- Expert advice – A good salesman possesses in-depth knowledge about the product and its usefulness. Therefore personal selling provides an opportunity to the prospective buyers to get an expert advice and guidance about the suitability of the product with regard to their specific needs and wants.
- Induces customers – Personal selling not only makes the customers aware about the new products in the market, but also persuades them to make a purchase. This helps the customers to use better products and their standard of living.
Importance to society
Personal selling helps to promote the growth of an economy by offering the following advantages to the society at large. -
- Converts latest demand – Personal selling helps to translate latest demand into effective demand for a firm’s products. As the production turnover of a firm increases it also provide opportunities to create more jobs, more incomes, more demand for different kinds of products and services and so on. Consequently, it leads to growth of the economy as a whole due to a rise in the level of economic activities.
- Employment opportunities – personal selling offers employment avenue to the unemployed youth of the country.
- Mobility of sales people – The very nature of person selling involves physical movement of the same distance from one place to another, so as to create a face to face interaction with the potential customer.
- Product standardization – personal selling encourages sale of standardized product and establishes a uniform pattern of consumption in a divers society.
