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The presentation of a persuasive message by a seller to a potential
customer or group of customers, generally in a face-to-face meeting.
Personal selling can also take place through personal correspondence,
telephone conversations, or emails.

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‡ Personal selling is a face-to-face activity; customers therefore obtain a

relatively high degree of personal attention

‡ The sales message can be customised to meet the needs of the customer

‡ The two-way nature of the sales process allows the sales team to respond
directly and promptly to customer questions and concerns

‡ Personal selling is a good way of getting across large amounts of

technical or other complex product information

‡ The face-to-face sales meeting gives the sales force chance to demonstrate
the product

‡ Frequent meetings between sales force and customer provide an

opportunity to build good long-term relationships


‘ 
 Y
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3 ?tage One - Prospecting.
3 ?tage Two - Making First Contact.
3 ?tage Three - The ?ales Call (or ?ales Presentation).
3 ?tage Four - Objection Handling.
3 ?tage Five - Closing the ?ale.


The main thing that sets personal selling apart from other methods of
selling is that the salesperson conducts business with the customer in
person. Though personal selling is more likely to be effective with certain
types of products or services, it has important applications for nearly all
kinds of small businesses. In fact, most of history's successful
entrepreneurs have been skilled salespeople, able to represent and promote
their companies and products in the marketplace.

BIBLIOGRAPHY-

3 {


 
  {

  
 
3 Bednarz, ?hirley. "The ?elling Blues: Myths That ?abotage Positive ?ales
Outcomes." m 

 
 ?eptember 1998.
3 Cannon, Joseph P., and William D. Perreault, Jr. "Buyer-?eller Relationships in
Business Markets." X


 
  November 1999.
3 Comer, Lucette B., and Tanya Drollinger. "Active Empathetic Listening and
?elling ?uccess." X

  
 

 

   Winter 1999.