The impact of personal selling on the purchasing behavior towards. The process of influencing others to buy may be viewed from four different angles on the basis of different theories. Selling, and particularly order getting, is a complicated activity that involves building buyerseller relationships. Difference between personal and nonpersonal selling personal selling. The role of affect in personal selling and sales management article pdf available in journal of personal selling and sales management 331. Thus, there is twoway communication in personal selling. So instead of taking a megaphone to share features far and wide, you take a step back and turn your head to listen. Personal selling clinches sales and is often the last stage in the cons umers decision process.
Personal selling is the oral presentations made by the individual salesperson. Feb 01, 2010 personal selling meaning personal selling is selling technique involved between person to person and between the prospective buyer and seller. These costs are incurred regardless of whether the sales person makes the sale. Personal selling occurs when an employee or salesperson has a conversation with a potential customer. Definition, perspectives, and research agenda peterson, robert a. This article presents a definition and discussion of direct selling, a marketing method that has received scant attention in the literature. Personal selling boundless business lumen learning. Personal selling helps in minimum wastage of the goods. Personal selling, on the other hand, differs from conventional advertising, in that salespersons of a company build and maintain a longterm relationship with their customers. Definition of personal selling the american marketing association has defined the term personal selling as the personal process of assisting andor persuading a prospective customer to buy a commodity or service and to act favorably upon an idea that has commercial significance to the seller. Direct selling is discussed from operational, tactical, and strategic perspectives, and a summary of the available knowledge about direct selling its worldwide revenues, product and service lines sold, its customers, and its salespeopleis presented. Here is the definition of selling face to face personal selling put forward by the experts. Characteristics of personal selling selling concept.
We will take a look at the definition of personal selling and the legal and ethical issues that can arise. Definitions american marketing association defines personal selling as. In simple words, it is an art of persuasion in which the salesperson tries to win the confidence of the customer and also tries to know the importance of marketing strategies. Difference between personal and non personal selling. Personal selling offers the following compensation. Some sales reps even travel to other cities by plane. With advances in telecommunications, however, personal selling takes place overthe telephone, through video teleconfer encing. Personal selling is the oral presentation in a conversation with one or more prospective purchases for the purpose of making sales, it is the ability to persuade the people to buy goods and services at a profit to the seller and benefit to the buyer.
On the contrary, personal selling, as the name suggest involves salesman visit to customers place individually, which is a personal form of communication. Personal selling is one of the major elements of promotional mix. Explain personal characteristics of successful salespeople. Personal selling meaning importance arguments steps. Apr 06, 2017 the main difference between advertising and personal selling is that the advertising is a non personal form of communication the message reaches the target audience after it is being aired. Characteristics of personal selling september 22, 2012 personal selling has a number of positive and negatise atributes, on the positive side, personal selling provides individual attention for each consumer and is able to pass along a lot of information. Personal selling is an approach that individualizes the sales process. What is personal selling difference between personal selling and salesmanship as per professor philip kotler personal selling and salesmanship. Salespersons are appointed by the companies to create awareness and develop preference about their products with the eventual aim of making sale.
Personal selling definition in the cambridge english. Read this article to learn about the meaning, definition, features, merits, role and importance of personal selling. Role of personal selling as a tool of direct marketing. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to close the sale importance of personal selling personal selling is an important element of promotion mix and an effective promotional tool. Personal selling is flexible and efficient on t he o ther s ide. Direct selling is discussed from operational, tactical, and strategic perspectives, and a summary of the available knowledge about direct sellingits worldwide revenues, product and service lines sold, its customers, and its salespeopleis presented. It is a facetoface activity which takes place between the sales force of a company and the customers. In line with koschnicks 1995 definition, selling is. Although the salespersoncustomer interaction is essential to personal selling, much of a salespersons work occurs before this meeting and continues after the sale itself. Personal selling is where businesses use people the sales force to sell the product after meeting facetoface with the customer. The american marketing association has defined the term personal selling as. There has been a lot of research by behavioural scientists and marketing scholars to examine whether selling is an art or science and various theories have been developed to explain the buyerseller buying process. Also, personal selling measures marketing return on investment roi better than most tools, and it can give insight into customers habits and their responses to a particular marketing campaign or product offer.
Personal selling financial definition of personal selling. What are the differences between personal selling and direct. Personal s slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Taking place after an information search and esposure to advertisements. It is a promotional method by which the salesperson uses his or her skills and abilities in an attempt to make a sale. Sellers humanize themselves and show theyre there to help prospects, not sell at them. Personal selling is a process in which an individual salesperson works oneonone with a customer to try to match a product to her needs.
Interpersonal influence process involving a sellers promotional presentation conducted on a persontoperson basis with the buyer. Personal selling meaning, definition, features, importance. Personal selling meaning personal selling is selling technique involved between person to person and between the prospective buyer and seller. Nov, 2014 process of personal selling the approach of selling method is different from salesman to salesman. Notes on personal selling, types and qualities of salesperson. The problem area of the two studies will subsequently be developed and presented. Personal selling aims at oral presentation by talk or conversation between a salesman and a prospect. However, getting a customer to purchase a product is not always the objective of personal selling. After having an idea about personal selling, let us know about some of the essential elements of. Personal selling defines as hand to hand exchange goods and money or facetoface selling in which a seller attempts to persuade a buyer to make a purchase. They do this by directly interacting with customers via phone or web conferences or in person.
People power personal selling uses inperson interaction to sell products and services. The importance of listening to customers, clarifying the difference between selling a product and a service, and emphasizing the importance of business ethics are revealed. Here, the producers promote their products, the attitude of the product, appearance and specialist product knowledge with the help of their agents. The nature of personal selling and the role of the sales. Personal selling is also known as facetoface selling in which one person who is the salesman tries to convince the customer in buying a product. Describe the stages in the personal selling process. Main steps in the personal selling process the marketing. Each step of the process has salesrelated issues, skills. Pdf the role of affect in personal selling and sales.
In considerable number of definitions of the concept there is the emphasis on the fact that this is the oldest instrument of promotional mix which actualizes a facetoface interaction of seller with one or more of. In the competitive market place, it is important that the product is communicated across to the customers. Personal selling 99 lesson 22 personal selling when you want to buy something you usually go to a concerned shop and purchase it from there. The sellers promote the product through their attitude, appearance and specialist product knowledge. In personal selling, the salesman will call on every potential buyer personally, show him the product, convince him and even persuade him to buy. A famous writer philip kotler says, personal selling is a type of personal or local presentation by the firms sales force for the motive of making sales and building customer relationship. Pp21bb personal selling personal selling involvesa twoway flow of communication between a buyer and seller, often in a facetoface encounter, designed to influence a persons or groups purchase decision. Apr 05, 2017 its hard to give a personal selling definition when there are so many out there. Personal selling, the process of persontoperson communication between a salesperson and a prospective customer, is an ageold art. Kotler, personal selling is a broader concept and involve oral presentation in a conversation with one or more prospective buyers for the purpose of making sales. You can browse online for a minute or ten and its still very unclear. In personal selling, a salesman can select the target market and concentrate on the customers. Today it may take place face to face, over the telephone or even through interactive computer links. Unlike passive means of communicating with buyers such as advertising, facetoface meetings with customers facilitate a more proactive approach, with sales representatives being able to explain fully the details of a product.
Personal selling, types and qualities of salesperson. A b if a business doesnt sell any goods or services, it wont stay open for long. They aim to inform and encourage the customer to buy, or at least trial the product. Personal selling is a personal form of communication where direct face to face conversation takes place between the buyer and the seller for the purpose of exchanging goods and services. Definition, techniques, and examples once upon a time, sales was 100% personal selling. Pdf the role of affect in personal selling and sales management.
Therefore, personal selling involves minimum wastage of effort. What would happen to movie theaters if no one went to the movies. Pengertian personal selling, tujuan, sifat, jenis, bentuk. Each step of the process has salesrelated issues, skills, and training needs, as well as marketing solutions to improve each discrete step. Definition of personal selling some basic definitions are given below. Personal selling is also expensive, especially when considering the salespersons salary, commission, bonus and travel time. According to david jobber, there are three types of personal selling. In this case a conversation with one or more prospective buyers who intended to create sales.
Direct marketing involves using campaign materials like emails, text messages, fliers, catalogs, letters and postcards, and does not involve interacting directly with customers. In personal selling second edition, the authors outline the 10 key steps in the selling process that. Personal selling can be defined as the process of persontoperson communication between a salesperson and a prospective customer, in which the former learns about the customers needs and seeks to satisfy those needs by offering the customer the opportunity to buy something of value, such as a good or service. For instance, selling may be used for the purpose of simply delivering information.
Oct 24, 20 this article presents a definition and discussion of direct selling, a marketing method that has received scant attention in the literature. Outlining 10 steps in the personal selling processfrom prospecting for new business to closing a dealthis guide explains the art of the sale. Personal selling law and legal definition uslegal, inc. The personal selling process consists of six stages. Companies have turned to personal selling to help sell their products and services. This is practiced by many companies in the retail industry and in businesstobusiness sales. Personal selling refers to the presentation of goods and services before the customers and convincing or persuading them to buy the products or services. Promotion that includes advertising, product placement, sales promotion, direct marketing, public relations, and guerrilla marketingall conducted without being facetoface with the buyer. Difference between advertising and personal selling with. Companies incur a high cost per action with personal selling. Personal selling is also known as the door to door selling which is face to face communication between the buyer and the seller. Personal selling minimizes wasted effort, promotes sales, and boosts wordofmouth marketing. Personal selling is a facetoface contact between the salesman and the prospect.
Personal selling is when salespersons use a process to engage customers and take a sales order that may not otherwise have been made. This type of communication is carried out by sales representatives, who are the personal connection between a buyer and a company or a companys products or services. There are a large number of definitions of personal selling in literature. But, sometimes you find people bring certain goods or products and make them available to you. Personal selling law and legal definition in the language of sales and marketing, personal selling singles out those situations in which a real human being is. However, some selling approaches work better than others. Difference between personal and non personal selling personal.
Selling defined selling is a marketing function that involves determining. A seller can adapt t he message to the ability of t he customer at the t ime of the presentation, and st imuli can be presented t o. Personal selling happens when companies and business firms send out their salesmen to use the sale force and sell the products and services by meeting the consumer face to face. The main difference between advertising and personal selling is that the advertising is a non personal form of communication the message reaches the target audience after it is being aired. The salesman endeavors to convert the prospect into a buyer. Pdf unit i 1 introduction to personal selling rasheed. Notes, exercises, videos, tests and things to remember on personal selling, types and qualities of salesperson. But now, thanks to globalization, advances in technology, and the rising cost of travel, personal selling is just one of many techniques available to salespeople to warm up a lead and close a deal. Definition and difference between product positioning and product placement product positioning. Oct 25, 2018 personal selling is also expensive, especially when considering the salespersons salary, commission, bonus and travel time. Jun 06, 2014 these forms of sales employ oneway communication, whereby messages are communicated from manufacturer to endconsumer with no immediate feedback.
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