Personal Selling: Personal selling is a process of informing customers and persuading them to purchase products through personal communication. It involves direct face-to-face contact and is a two-way form of communication. Under personal selling, companies appoint sales staff, who contact the prospective buyers to create product awareness and preferences with the aim of making sales.
Benefits or importance of personal selling are as follows:
(i) Flexibility: Personal selling is flexible as sales presentation can be adjusted according to the specific needs of the individual customers.
(ii) Direct feedback: In personal selling, direct and immediate feedback from the customer is possible as there is a direct face-to-face communication.
(iii) Minimum wastage: There is minimum wastage of efforts as company pre-decides the targeted customers before making any contact with them.
(iv) Effective promotion tool: Personal Selling is an effective tool to increase the sales of a product. Salesman explains the merits of products to customers.
(v) Relationship: Personal Selling helps to create long and lasting relationship between customers and sellers which helps in increasing sale.
(vi) Personal support: Through personal selling salesman can create personal support with the customers.
