Personal Selling

Definition of Personal Selling :-
According to American Marketing Association, “Personal selling is the oral presentation in a

conversation with one or more prospective purchasers for the purpose of making sale; it is
the ability to persuade the people to buy goods and services at a profit to the seller and
benefit to the buyer”.
Meaning of Personal Selling:

Personal selling is an act of convincing the prospects to buy a given product or
service. It is the most effective and costly promotional method. It is effective
because there is face to face conversation between the buyer and seller and
seller can change its promotional techniques according to the needs of situation.
It is basically the science and art of understanding human desires and showing
the ways through which these desires could be fulfilled.
Personal Selling Process: Steps and Stages

Personal Selling Process – Identifying the
Prospective Buyer, Pre-Approach, Approach,
Presentation, Demonstration, Overcoming
Objection, Closing and a Few Others
This process involves identifying the prospective buyer, establishing
a contact and relationship with the buyer, presentation of the
product to the buyer and demonstrating its uses and benefits,
convincing the customers about the product by efficiently handling
objections from the customers, negotiating the price and terms of
payment and finally getting the orders.
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A follow up call from the sales personnel, after the sales process is
over ensures customer satisfaction and establishes long term
relationship between the seller and customer and improves
goodwill.
1. Identifying the Prospective Buyer (Prospecting and
Qualifying):
The first stage of personal selling process involves identifying
potential customers. All prospects identified may not turn out to be
actual customers. Hence identifying the right prospect is essential
as it determines the future selling process. Marketers tap different
sources to identify the prospective customers. Marketers search for
prospects in directories, websites and contact through mail and
telephone.
Marketers establish booth at trade shows and exhibitions, get the
names of the prospects from existing customers, cultivate referral
sources such as – dealers, suppliers, sales representatives,
executives, bankers etc. After identifying the prospect the sales
person qualifies the prospects on the basis of their financial ability,
needs, taste and preferences.
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2. Pre-Approach:
The next step to prospecting and qualifying is pre-approach. At this
stage the salesperson needs to decide as to how to approach the
prospective customer. The salesperson may make a personal visit, a
phone call or send a letter, based on the convenience of the
prospects.
3. Approach:
At this stage the salesperson should properly approach the
prospects. He should properly greet the buyer and give a good start
to the conversation. The salesperson’s attitude, appearance, way of
speaking matters most at this stage.
4. Presentation and Demonstration:
At this stage the salesperson provides detailed information about
the product and benefits of the product. The salesperson narrates
the features of the product, explains the benefit and the worth of the
product in terms of money.
5. Overcoming Objections:
After presentation and demonstration, when customers are asked to
place order, they are reluctant to buy and raise objection.
Customers give importance to well-established brands, show
apathy, impatience, reluctance to participate in the talk etc.
Customer may raise objection with regard to price, delivery
schedule; product or company characteristics, etc. Salesperson
handles such objections skillfully by clarifying their objections and
convinces the customer to make purchase.
6. Closing:
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After handling objections and convincing customers to buy the

product, the salesperson requests the customer to place order. The
salesperson assists the buyer to place order.
7. Follow-Up and Maintenance:
Immediately after closing the sale, the salesperson should take
some follow up measures. The sales person assures about delivery at
right time, proper installation, after sales service. This ensures
customer satisfaction and repeat purchase.
In case of newly introduced product and product that requires
demonstration and presentation, personal selling is effective.
LINKS:- https://www.economicsdiscussion.net/marketing-
2/personal-selling-process/31782

Personal Selling

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Personal Selling

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Definition of Personal Selling :-

According to American Marketing Association, “Personal selling is the oral presentation in a

Meaning of Personal Selling:

Personal Selling Process: Steps and Stages

After handling objections and convincing customers to buy the

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