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.

Definitions of Personal Selling:

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 and Face to Face Communication

Personal selling is personal in nature because it involves direct, face to face interaction between the salesperson and the customer. The salesperson meets customers personally and communicates verbally. This allows two way communication where customers can ask questions and express doubts. The salesperson can understand customer reactions immediately. In India, customers prefer personal interaction before buying costly or technical products. Personal contact helps in building trust and confidence. Body language, tone, and expressions play an important role. Thus, personal selling is more effective than mass promotion methods.

• Customer Oriented Approach

The nature of personal selling is customer oriented. The salesperson focuses on understanding customer needs, preferences, and problems. Products are suggested according to customer requirements rather than forcing sales. This approach increases customer satisfaction. In Indian markets, buyers expect personal attention and suitable advice. Salespersons adjust their presentation based on customer behaviour. By solving customer problems, personal selling creates long term relationships. It aims at mutual benefit of both seller and buyer. Therefore, personal selling is not just selling products but also providing solutions.

• Two Way Communication

Personal selling involves two way communication between the salesperson and the customer. Customers can respond immediately. Salespersons listen to customer doubts, objections, and suggestions. This helps in clarifying misunderstandings and modifying the sales approach. In India, customers often bargain and seek explanations. Two way communication helps in negotiation and persuasion. Feedback received during selling is valuable for improving products and services. This interactive nature makes personal selling flexible and effective. It improves understanding and increases chances of successful sales.

• Relationship Building Nature

Personal selling aims at building long term relationships with customers. The salesperson maintains contact even after the sale through follow ups and service support. In Indian business culture, relationships play a major role in buying decisions. Personal selling creates goodwill, trust, and loyalty. Satisfied customers become repeat buyers and refer others. Relationship building reduces competition and price sensitivity. Salespersons act as advisors rather than just sellers. Thus, personal selling has a long term orientation and supports business stability.

• Flexible and Adaptive Nature

Personal selling is flexible in nature because the salesperson can change the sales message according to the customer. Presentation, explanation, and persuasion methods can be modified instantly. In India, customers differ in language, culture, income, and attitude. Personal selling allows adjustment to these differences. Salespersons can offer customized solutions and payment options. This flexibility increases effectiveness and customer satisfaction. It also helps in handling objections properly. Therefore, personal selling is adaptive and suitable for diverse markets.

Importance of Personal Selling:

• Creates Personal Contact with Customers

Personal selling is important because it creates direct and personal contact between the salesperson and the customer. This helps in better understanding customer needs, preferences, and problems. The salesperson can explain the product clearly and answer questions immediately. In India, customers trust personal interaction more than advertisements, especially for costly and technical products. Personal contact builds confidence and reduces fear of wrong purchase. Customers feel valued when given personal attention. This direct interaction increases chances of sale and improves customer satisfaction. Hence, personal selling plays a key role in influencing buying decisions.

• Helps in Understanding Customer Needs

Personal selling helps in identifying and understanding customer needs accurately. Through discussion and observation, the salesperson learns what the customer actually wants. This allows the salesperson to suggest the most suitable product. In Indian markets, customer needs vary widely based on income, culture, and region. Personal selling helps in offering customized solutions. Proper understanding reduces chances of dissatisfaction and product return. When customer needs are fulfilled, trust and loyalty increase. Thus, personal selling ensures customer oriented marketing and long term business success.

• Builds Long Term Customer Relationships

One of the major importance of personal selling is relationship building. Salespersons maintain regular contact with customers even after the sale. They provide follow up, service support, and problem solving. In India, relationship and trust strongly influence repeat purchases. Personal selling creates goodwill and loyalty. Satisfied customers prefer buying from the same salesperson again. They also recommend the product to others. Long term relationships reduce competition and price sensitivity. Therefore, personal selling supports stable sales and customer retention.

• Helps in Promoting New and Complex Products

Personal selling is very useful for promoting new, costly, or technical products. Such products require explanation and demonstration. Salespersons explain features, benefits, and usage in simple language. In India, many customers depend on salespersons for guidance before buying new products. Personal selling removes fear and confusion related to new products. It also helps in handling objections effectively. Demonstrations increase customer confidence. Thus, personal selling plays an important role in market introduction and acceptance of new products.

• Provides Market Information to Management

Personal selling helps in collecting valuable market information. Salespersons are in direct contact with customers, dealers, and retailers. They receive feedback about product quality, price, competition, and customer complaints. This information is passed to management for better decision making. In Indian markets, customer preferences change frequently. Personal selling provides real time information. It helps in improving products, services, and marketing strategies. Therefore, personal selling acts as a communication link between the market and the company.

Types of Personal Selling:

• Consumer Goods Selling

Consumer goods selling refers to personal selling of goods used for daily consumption by individuals. Examples include FMCG products, consumer durables, clothing, and household items. The salesperson directly interacts with final consumers and explains product features, price, and usage. In India, this type of selling is common in retail shops, showrooms, and door to door selling. The focus is on persuasion, demonstration, and quick decision making. Attractive presentation and good communication play an important role. Consumer goods selling helps in increasing sales volume and brand awareness.

• Industrial Selling

Industrial selling involves selling goods and services to business organisations rather than individual consumers. Products include machinery, raw materials, equipment, and industrial services. The buying decision is complex and involves many people. In India, industrial selling requires technical knowledge and detailed explanation. Salespersons deal with engineers, managers, and purchase officers. Long term relationships, negotiation, and customized solutions are important. The sales cycle is long but order value is high. Industrial selling focuses on solving business problems and creating long term partnerships.

• Service Selling

Service selling refers to selling intangible services such as banking, insurance, education, healthcare, tourism, and consultancy. The salesperson explains benefits, terms, and service process to customers. In India, service selling depends heavily on trust and relationship building. Since services cannot be seen or touched, personal selling plays a major role in convincing customers. After sales service and follow up are very important. Service selling focuses on customer satisfaction and long term association. Good communication and honesty are essential for success in service selling.

• Missionary Selling

Missionary selling is a type of personal selling where the salesperson does not directly take orders. The main objective is to create awareness and build goodwill. In India, medical representatives are the best example. They promote medicines to doctors but sales happen through pharmacies. Missionary salespersons provide information, samples, and product updates. This type of selling focuses on long term demand creation. It supports brand image and market development. Missionary selling requires strong communication skills and relationship management.

• Technical Selling

Technical selling involves selling products that require specialized technical knowledge. Examples include software, machinery, electronics, and engineering products. The salesperson explains technical features, usage, and benefits in a simple manner. In India, technical selling is common in IT and manufacturing sectors. Salespersons often work with engineers and experts. Demonstration and problem solving are important parts of this selling. Technical selling helps customers understand complex products and make informed decisions. It focuses on value creation rather than just price.

Advantages of Personal Selling:

• 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.

Disadvantages of Personal Selling:

• 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.