Personal Selling, Evolving face of Personal Selling, Nature, importance, Types, Advantages and Disadvantages

The Personal Selling concept is a marketing strategy that emphasizes building personal relationships with customers through one-on-one interactions. It involves the use of salespeople to engage with potential customers, understand their needs and preferences, and present products or services that can meet those needs.

The Personal Selling concept is based on the idea that people are more likely to buy from someone they trust and with whom they have a personal connection. Therefore, it involves developing relationships with customers by providing personalized attention, offering solutions to their problems, and addressing any concerns they may have.

Personal selling can take place in various settings, such as face-to-face meetings, phone conversations, or online chats. The salesperson is responsible for understanding the customer’s needs and preferences, explaining the benefits of the product or service, and guiding them through the buying process.

The Personal Selling concept has several advantages, including the ability to provide personalized attention to customers, build long-term relationships, and gather feedback about the product or service. However, it also has some disadvantages, such as the high cost of hiring and training salespeople and the potential for inconsistency in the sales process.

Personal Selling definitions given by different authors and persons

According to William Stanton, “Personal Selling involves person-to-person communication with a prospective buyer for the purpose of creating a favorable impression, and convincing him or her to make a purchase.”

• According to Philip Kotler, “Personal Selling is the art of selling by a person-to-person communication process that involves dialogue, persuasion, and the sharing of information between two or more parties.”
• According to Elmo Lewis, “Personal Selling is the process of persuading a potential customer to buy a product or service by engaging in face-to-face communication with him/her.”
• According to John F. Tanner, “Personal Selling is the process of building relationships with customers through individualized attention and problem-solving, in order to create long-term customers who are loyal to the brand.”
• According to Robert J. Calvin, “Personal Selling is a form of communication in which a salesperson uses his or her skills and techniques to identify and satisfy customer needs and wants, and ultimately persuade them to make a purchase.”
• According to David Jobber, “Personal Selling is the process of selling a product or service through interpersonal communication with potential customers, to identify their needs and wants, and match them with appropriate products or services.”
• According to Zig Ziglar, “Personal Selling is the art of persuading and influencing others through the power of words, to create a mutually beneficial relationship that results in the sale of a product or service.”

Evolving face of Personal Selling

Personal Selling has evolved significantly in recent years due to various technological advancements and changes in consumer behavior. Here are some ways in which the face of Personal Selling has evolved:

• Use of Technology: Personal selling has become more efficient and effective with the use of technology. Salespeople can now use various tools such as customer relationship management (CRM) software, virtual meetings, and social media to interact with customers, track their preferences, and deliver personalized solutions.
• Focus on Relationship Building: Personal selling is no longer just about closing a sale. Today, salespeople focus more on building long-term relationships with customers by providing personalized attention and creating a positive experience.
• Need for Authenticity: Consumers today are more informed and skeptical than ever before. As a result, salespeople need to be authentic and transparent in their approach to selling, focusing on building trust with their customers.
• Personalization: Personal selling has become more personalized, with salespeople tailoring their approach to the unique needs and preferences of each customer. This involves taking the time to understand the customer’s pain points, preferences, and buying habits, and providing customized solutions.
• Emphasis on Value: Today’s consumers are looking for value, not just low prices. Personal selling has evolved to focus on providing value to customers by delivering high-quality products or services that meet their needs and exceed their expectations.

Nature of Personal Selling:

• Personal Interaction: Personal selling involves direct interaction between the salesperson and the potential customer, allowing for immediate feedback and response.
• Customized Approach: Personal selling allows for a customized approach to the sales process, with the salesperson tailoring their pitch and approach to meet the specific needs and preferences of the customer.
• Relationship Building: Personal selling is a relationship-building process that involves developing trust, rapport, and a sense of partnership between the salesperson and the customer.
• Sales Process Control: Personal selling allows the salesperson to control the sales process, guiding the customer through the buying journey and addressing any objections or concerns they may have.

Importance of Personal Selling:

• High Impact: Personal selling can have a high impact on the customer due to the direct interaction and personalized approach, leading to a higher likelihood of a sale.
• Feedback Collection: Personal selling allows for the collection of valuable feedback from customers, helping companies to improve their products and services.
• Relationship Building: Personal selling is an effective way to build long-term relationships with customers, leading to repeat business and customer loyalty.
• Competitive Advantage: Personal selling can provide a competitive advantage for companies by offering a unique and personalized approach to the sales process.
• Revenue Generation: Personal selling can generate significant revenue for companies, particularly in industries where high-value products or services are being sold.

Personal Selling Types

Personal Selling can be classified into different types based on the nature of the sales situation, the type of customer, and the selling method used. Here are some of the most common types of Personal Selling:

• Retail Sales: This type of Personal Selling takes place in a retail environment, such as a store or a showroom, where customers can physically interact with the product before making a purchase.
• Business-to-Business (B2B) Sales: This type of Personal Selling involves selling products or services to other businesses rather than individual consumers. The sales process is typically longer and more complex, with a focus on building long-term relationships.
• Direct Sales: This type of Personal Selling involves direct contact with the customer, either in person or over the phone, without the use of intermediaries such as retailers or wholesalers.
• Telemarketing: This type of Personal Selling involves using the telephone to contact potential customers and promote a product or service. It can be done either by an internal sales team or outsourced to a third-party service provider.
• Online Sales: This type of Personal Selling involves selling products or services online through digital channels such as websites, social media, and online marketplaces. The sales process may involve direct communication with the customer through chat or email.
• Consultative Selling: This type of Personal Selling involves taking a consultative approach to the sales process, where the salesperson acts as a consultant to the customer, understanding their needs and providing tailored solutions.
• Relationship Selling: This type of Personal Selling involves building long-term relationships with customers, focusing on building trust, and providing ongoing support and value.

Personal Selling Advantages

• Personalized Approach: Personal Selling allows salespeople to interact directly with potential customers, providing a personalized approach that can help build trust and rapport.
• Immediate Feedback: Personal Selling provides immediate feedback, allowing salespeople to adjust their approach in real-time to address customer concerns and increase the likelihood of a sale.
• Relationship Building: Personal Selling can help build long-term relationships with customers, leading to repeat business and customer loyalty.
• Customized Solutions: Personal Selling enables salespeople to provide customized solutions that meet the specific needs and preferences of individual customers.
• Control over Sales Process: Personal Selling allows salespeople to control the sales process, guiding customers through the buying journey and addressing any objections or concerns they may have.

Personal Selling Disadvantages

• High Costs: Personal Selling can be expensive due to the need for skilled salespeople, training, and travel expenses.
• Time-Consuming: Personal Selling can be a time-consuming process, particularly for complex products or services.
• Limited Reach: Personal Selling is limited by the number of salespeople a company can employ, meaning it may not be a viable option for reaching a large audience.
• Inconsistent Results: Personal Selling relies heavily on the skills and abilities of individual salespeople, meaning results can be inconsistent depending on the effectiveness of the sales team.
• Negative Perception: Some consumers may view Personal Selling as pushy or aggressive, leading to a negative perception of the company and its products or services.