PERSONAL SELLING
September 3, 2022
Personal selling involves the direct personal contact of sellers with the potential buyers with view to making sales. It can also be referred to as the face-to-face meeting of the salesmen with the potential buyers in their houses, offices or market place, e.g. door-to-door selling. It is good for industrial goods or specialised goods.
Importance of Personal Selling
The reasons why a manufacturer engages in personal selling include:
- Form of Sales Promotion: Personal selling is a form of sales promotion which encourages on the spot purchase and orders.
- Creation of Personal Contact: It makes personal contact between buyer and seller possible, thus facilitating immediate feedback.
- Best for Sale of Technical Goods: It is used for selling technical goods requiring demonstration on the usage and installations.
- Introduction of New Product: Personal selling is good for introducing a new product to the market.
- Provides Opportunity for Enlightenment: It affords the marketer the opportunity of explaining the qualities and usefulness of the products to customers.
- Product Modification: The product can be modified to suit the personal needs of the consumers.
- Helps in Product Revival: Personal selling helps to revive customers’ interest in the old products of the firm.
- Suitable for Sales of Certain Products: It is used for custom-made, expensive or perishable goods.
- Poor Performance by Middlemen: Lack of active selling by intermediaries can propel a firm to sell directly to the customers.
Argument Against the Use of Direct Selling
- Lack of Financial Resources: Communication with customers directly results in high cost, hence most firms cannot afford it.
- Geographically Scattered Market: Personal selling will not be useful when there are large numbers of potential buyers who are geographically scattered.
- Inadequate Skilled Salesmen: Use of direct selling leads to involvement of unskilled marketers in effecting final distribution.
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