Personal selling

Personal selling

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  PERSONAL SELLING By Aparna
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  After studying thislesson, you will be ableto:  State the meaning of personal selling  Explain the essential elements of personal selling  Describe the importance of personal selling  Identify the qualities of a successful salesman.
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  Meaning of PersonalSelling Personal selling refers to the presentation of goods and services before the customers and convincing or persuading them to buy the products or services. Personal selling (or salesmanship) is the most traditional method, devised by manufactures, for promotion of the sales of their products. Prior to the development of the advertising technique, personal selling used to be the only method used by manufacturers for promotion of sales. It is, in fact, the forerunner of advertising and other sales promotion devices.
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  Essential elements ofPersonal Selling  Face-to-Face interaction: Personal selling involves a salesmen having face-to-face interaction with the prospective buyers.  Persuasion: Personal selling requires persuasion on the part of the seller to the prospective customers to buy the product. So a salesman must have the ability to convince the customers so that an interest may be created in the mind of the customers to use that product.  Flexibility: The approach of personal selling is always flexible. Sometimes salesman may explain the features and benefits of the product, sometimes give demonstration of the use of product and also faces number of queries from the customers. Looking into the situation and interest of the customers, the approach of the salesman is decided instantly.
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   Promotion ofsales: The ultimate objective of personal selling is to promote sales by convincing more and more customers to use the product.  Supply of Information: Personal selling provides various information to the customers regarding availability of the product, special features, uses and utility of the products. So it is an educative process.  Mutual Benefit: It is a two-way process. Both seller and buyer derive benefit from it. While customers feel satisfied with the goods, the seller enjoys the profits. Cont…
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  Importance of PersonalSelling From manufacturer’s point of view:  It creates demand for products both new as well as existing ones.  It creates new customers and, thus help in expanding the market for the product.  It leads to product improvement. While selling personally the seller gets acquainted with the choice and demands of customers and makes suggestions accordingly to the manufacturer.
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  From customer’s pointof view :  Personal selling provides an opportunity to the consumers to know about new products introduced in the market. Thus, it informs and educates the consumers about new products.  It is because of personal selling that customers come to know about the use of new products Business Studies 102 in the market. The sellers demonstrate the product before the prospective buyers and explain the use and utility of the products.  Personal selling also guides customers in selecting goods best suited to their requirements and tastes as it involves face-to-face communication. iv. Personal selling gives an opportunity to the customers to put forward their complaints and difficulties in using the product and get the solution immediately.
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  Qualities of salespersonengaged in Personal Selling Physical Quality Mental Quality Integrity of character Knowledge of the product and the company Good behavior Ability to persuade
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  Cont..  Physical quality:A salesman should have a good appearance and an impressive personality. He should also have a sound health.  Mental quality: A good salesman should posses certain mental qualities like imagination, initiative, self-confidence, sharp memory, alertness etc. He should be able to understand the needs and preferences of customers.  Integrity of character: A good salesman should posses the qualities of honesty and integrity. He is to gain the confidence of the customers. He should be able to understand their needs and guide them how to satisfy those needs. His employer too should have faith in him. A salesman should be loyal both to the employer and to the customers.
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  Cont...  Knowledge ofthe product and the company: A salesman should have full knowledge of the product and the company he is representing. He should be able to explain each and every aspect of the product i.e. its qualities, how to use it, what precautions to be taken, etc. He should be able to explain the business and service record of the company. He should also have knowledge of products of rival companies. So that he can put across the superiority of his own products.
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  Cont...  Good behavior: A salesman should be co-operative and courteous. Good behavior enables one to win the confidence of the customers. He should not feel irritated if the buyer puts up many questions even if the questions are irrelevant. It is also not necessary that the person he is trying to convince buys the product. The salesman has to remain and courteous in every case. to convince him and create the desire in his mind to posses the commodity.  Ability to persuade: A good salesman should be good in conversation so that he can engage the person he is attending in conversation. He should be able to convince him and create the desire in his mind to posses the commodity.