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PERSONAL SELLING

                PERSONAL SELLING
MEANING AND DEFINITION

      Personal selling has a vital role in pushing sales of company’s product. It is the only method available to market some specific products and service. The meaning of personal selling may be understood well with the help of the following definition:

(1) According to W. J. Stanton, “Personal selling consist in individual personal communication in contrast to mass, relatively impersonal communication of advertising, sales promotion and the other promotional tools.”

(2) In the opinion of Cundiff and Still, “Personal selling is basically a method of communication. It involves not only individual, but social behavior each of the person in face to face contrast-salesman and prospect-influence the other.”

(3) According to Richard Buskrik, “Personal selling consists of contracting prospective buyers of product personally.”

(4) According to American Marketing Association, “Personal selling is an oral presentation in a conversation with one or more perspective purchases for the purpose of making sales.”
                 

                  CHARACTERISTICS
The important characteristics of personal selling may be described as under:
(1) Personal selling is an important element of marketing promotion mix.

(2) Personal selling is also a form of business communication.

(3) Personal selling is a goal-directed activity. After the identification of prospective buyer, the salesman try his best to sell him company’s product or service.

(4) In personal selling an oral presentation is made to the prospective buyer.

(5) Personal selling is a paid form of communication. Sales people engaged in personal selling get either salary or commission or salary plus commission on the sales of products to prospective buyers.

(6) The main task involved in personal selling is too much specific products with specific consumers so as to secure definite selling.

(7) The role of salesmanship is crucial in personal selling.

(8) Personal selling is basically an art, having little proportion of science.

(9) Person engaged in the task of personal selling are called by various names such as salesman, sales representatives, missionary salesman etc.

(10) Personal selling is a goal directed activity, therefore, the chances of wastage of efforts are minimum in personal selling in comparison to advertising.

(11) Personal selling is a process. It comprises –prospecting, pre-, approached presentation handling of objections, closing and follow-up.

(12) Personal selling is a mode of direct selling.

(13) Some non-selling tasks may also be performed by the salesman, along with their main selling task. These non-selling tasks involves recovery of debts from the middle-men and collection of market information etc.

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