Personal selling is required to sell highpriced consumer durables like television, refrigerator, etc. The role of affect in personal selling and sales management article pdf available in journal of personal selling and sales management 331. Lets look at several key words in the definition of selling. The evolution of personal selling 1950 to present is describe as under. The nature and scope of sales management selfinstructional 6 material notes 1.
But there are other features as well which make it important. Jan 22, 2019 personal selling is a process in which an individual salesperson works oneonone with a customer to try to match a product to her needs. Sales jobs range from salesclerks at clothing stores to engineers with mbas who design large, complex systems for manufacturers. Examine the nature of personal selling and the role of the. Understand the implications of production, sales and marketing orientation 2. Despite intense competition, selling function can create demand. Differentiate between marketing and sales understande the relationship of sales with other environment and marketing variables learn the difference between sales management and personal selling describe salesrelated. Marketing management assignment help, define nature of personal selling, define the nature of personal selling within significant points.
Nature of personal selling givesmarketers needs,dynamic mostprecision. The importance of personal selling introduction to business. The importance of sales promotion is the unique role it plays in the marketing mix. Personal selling ensures development of relationship between the sales person and the prospective customer. This sales discipline is practiced by many companies in the retail industry and in businesstobusiness sales. Read this essay on examine the nature of personal selling and the role of the sales force come browse our large digital warehouse of free sample essays. This article presents such a view, based on an inductive analysis from available literature on sellingjobs, sellings history, and characteristics of competitive and market environments. What would happen to movie theaters if no one went to the movies. Sales promotion helps to remove the consumers dissatisfaction about a particular product and manufacturer.
Personal selling is a facetoface selling technique by which a salesperson uses his or her interpersonal. It is a promotional method by which the salesperson uses his or her skills and abilities in an attempt to make a sale. Along with advertising, public relations and personal selling, sales promotion is one of four key tools for marketing. Define the nature of personal selling within significant points. In simple words, it is an art of persuasion in which the salesperson tries to win the confidence of the customer and also tries to know the importance of marketing strategies. Personal selling is an important part of the sales process, especially for companies that sell highly personalized, complex or high value products. This requires a thorough analysis of quantitative and qualitative personal selling objectives, formulation of sales policies and selling strategy. This chapter explains the nature of marketing management. Nature of personal selling the original and oldest form of direct marketing is the field sales call.
Uring the past three decades, two con the nature of marketing. Introduction to sales management and personal selling, personal selling career opportunities 2. Strengths and weaknesses of personal selling open textbooks. Personal selling is a process in which an individual salesperson works oneonone with a customer to try to match a product to her needs. Nevertheless, in competitive markets banking industry prospective customers are usually faced with an abundance of choice. Personal selling is an important part of many business models. Personal selling is not getting rid of a thing or cheating the customers. The nature and scope of marketing texas tech university. In simple words, it is an art of persuasion in which the salesperson tries to win the confidence of the customer and also tries to know the importance of marketing strategies however, personal selling has become consultative selling where the seller has become. Explain personal characteristics of successful salespeople.
Personal selling may be very effective means in selling goods or services by giving good impression to the perspective customers. Mar 19, 2017 in this video i try to explain the concept of personal selling with the help of white board animations. Selling has some key advantages over other forms of the. Heading topic area may be emphasize or deemphasized, depending on the nature of the firms product and the country being targeted. Here, the producers promote their products, the attitude of the product, appearance and specialist product knowledge with the help of their agents. Scope and importance of personal selling in the us, 14 million people are employed in sales positions, according to the department of labor. Read this article to learn about the meaning, definition, features, merits, role and importance of personal selling. The nature of personal selling and the role of the sales force posted on june 6, 2014 by jl admin sales are an important part of a companys operations, for it is success in this department that enables it to reap profits. The nature and role of selling the simplest way to think of the nature and role of selling traditionally called salesmanship is that its function is to make a sale. The salesperson, in the field, is an ideal person, to keep the company abreast, or ahead of competition. Nature, scope and objectives of personal selling 2. A b if a business doesnt sell any goods or services, it wont stay open for long. Personal selling meaning importance arguments steps. Selling defined selling is a marketing function that involves determining client needs and wants and responding through planned, personalized communication that influences purchase decisions and enhances future business opportunities.
Personal selling has several important advantages and disadvantages compared with the other elements of marketing communication mix see table 8. Salespersons are appointed by the companies to create awareness and develop preference about their products with the eventual aim of making sale. Meaning and importance of personal selling business. Selling is the act of transferring ownership of goods to buyer through different processes. There are a large number of definitions of personal selling in literature. May, 2016 personal selling has several important advantages and disadvantages compared with the other elements of marketing communication mix see table 8. Marketing is the management of the exchanges between an organization and its stakeholders customers, employees, community groups, and others. This is practiced by many companies in the retail industry and in businesstobusiness sales. The nature of personal selling and the role of the sales force. Sales promotion acts as a bridge between advertising and personal selling. The more complex the message, the greater the need to use personal selling. Personal selling is a facetoface sales presentation to a prospective customer. Descriptions of the options available to those seeking a career in sales. Salespeople can tailor their presentations to fit the needs, motives, and behavior of individual customers.
In contrast to most of most of the other promotional tools, personal selling has the advantage of being flexible in operation. Personal selling offers the following compensation. In personal selling, personal interactions between two or more people take place that can allow both parties to understand the characteristics and needs of one. This applies to inperson meetings, calls, and even initial emails. The salespeople try to create needs, make the customers aware of these need and try to persuade them to buy the product. Personal selling involves selling through a persontoperson communications process. Because selling is planned and personalized, it goes beyond mere ordertaking or customer service. For instance, selling may be used for the purpose of simply delivering information. Personality is known by the conduct, behavior, movements and everything else concerning the individual. The salesman does not sell, but he creates in the other man the urge to buy. Pdf the role of affect in personal selling and sales.
Personal selling has various benefits and attributes of its own compared to the non personal methods of promotion such as advertisement, sales promotion, publicity, public relation etc. Personal selling is also known as facetoface selling in which one person who is the salesman tries to convince the customer in buying a product. Mar 11, 2015 nature, scope and objectives of personal selling 1. Personal selling can be directed only to qualified prospects. Appreciate why selling generally has a negative image 3. Personal selling is a personal form of communication where direct face to face conversation takes place between the buyer and the seller for the purpose of exchanging goods and services.
Nature of personal selling givesmarketers needs,dynamic. Role of personal selling as a tool of direct marketing. Along with advertising, public relations and personal selling, sales promotion is one. Explain the importance of personal selling from the point of view of manufacturers. There are different types of sales jobs utilize to sell the product of the organizations.
The greatest freedom to adjust a message to satisfy customers informational needs, dynamic. At certain stages of the buying process, personal selling is the most effective promotion tool in creating customers preferences, convictions and actions. Jun 06, 2014 the nature of personal selling and the role of the sales force posted on june 6, 2014 by jl admin sales are an important part of a companys operations, for it is success in this department that enables it to reap profits. Identify the responsibilities of sales management 5. Identifying customers needs and market opportunities can never be overstated.
Sales promotion is an important tool of promotion which supplements personal selling and advertising efforts. It is seen that in some cases, despite knowing some shortcomings of a product, customer tend to purchase it simply because of personal relationship with the seller. So, selling function plays significant role in marketing. Personal selling happens when companies and business firms send out their salesmen to use the sale force and sell the products and services by meeting the consumer face to face. Personal selling is also known as the door to door selling which is face to face communication between the buyer and the seller. Sales personnel include stockbrokers, manufacturing sales representatives, real estate brokers etc. Sales are an important part of a companys operations, for it is success in this department that enables it to reap profits. New products can be introduced in the market through personal selling.
Advertising acquaints potential customers with a product and thereby makes personal selling easier. The skill in managing the marketing function is to take a broader view than simply designing products and services for sale to target consumers. In particular, it enables the marketer to add time urgency and other behavioral influences to the promotion campaign. Selling defined selling is a marketing function that involves determining. Personal selling is required to sell highpriced consumer durables like. The ability to build relationships with customers, persuade them to make purchases and generate repeat business is at the heart of selling. Due to the diversity of the market, the importance of sales promotion has increased tremendously.
Some important features of personal selling are given below. Other forms of promotion include some unavoidable waste because many people in the audience are not prospective customers. Development and role of selling in marketing authorstream. In this article we will discuss about sales promotion. Meaning and importance of personal selling businessmarketing. Selling skills are critical in organizations that rely on ongoing buying from customers or clients. Presentation of the elements of the marketing communication mix. Similarly, it can make sales promotion tools more effective by personal guidance or conviction.
Personal selling is the personal communication of information to persuade the prospective customer to buy a product a good or service. An evolution from the industrial economy to the information. The impact of personal selling on the productivity of. The sales management game the nature and scope of sales. The work of sales executives is to reach the products to the customer purpose. Advertising increases awareness while personal selling reinforces the advertising message.
Get the knowledge you need in order to pass your classes and more. It removes the drawbacks of advertising and sales promotion. They plan, build and maintain effective organisations and design and utilise efficient control procedures. According to adamu 200 personal selling is the presentation of a persuasive message by selling to a potential customer or group of customers, personal selling can also take place through. The role of personal selling is an important part of many business models. Personal selling is an approach that individualizes the sales process. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to close the sale importance of personal selling personal selling is an important element of promotion mix and an effective promotional tool. Personal selling costs can be controlled by adjusting the size of the sales force and resulting expenses in oneperson increments. Define nature of personal selling, marketing management. Let us discuss the importance of personal selling from the point of view of manufactures as well as consumers. Personal selling can support advertising, sales promotion, and publicity.
However, getting a customer to purchase a product is not always the objective of personal selling. He, thus, becomes an important source of fieldintelligence by providing important and sometimes very crucial information, about the nature of. Undoubtedly, the most significant strength of personal selling is its flexibility. This course will place emphasis on the importance of understanding the customer. This seemingly obvious statement disguises what is often a very complex process, involving the use of a whole set of principles, techniques and substantial personal skills, and. Personal selling provides an opportunity to develop bondage between the buyers and the business. Personal selling is a part of promotional mix, or the communication mix, in the companys marketing program. This course also provides an understanding of the tools and techniques necessary to effectively manage the sales function, the sales organization and the sales individual. So instead of taking a megaphone to share features far and wide, you take a step back and turn your head to listen. Most students in this class will have been employed as a sales person. Describe the importance of personal selling form the point of customers.
The nature of personal selling and the role of the sales. Nature, scope and objectives of personal selling 1. Sellers humanize themselves and show theyre there to help prospects, not sell at them. Personal selling has various benefits and attributes of its own compared to the nonpersonal methods of promotion such as advertisement, sales promotion.
Apr 05, 2017 personal selling is an approach that individualizes the sales process. Examine the nature of personal selling and the role of the sales force. Chapter 20 personal selling and sales management, class notes. Risk greater risk, greater need for personal selling stages of buying decision in many cases the final response sought is purchase, but purchase is the result of a long process of consumer decision making. Today most industrial companies rely heavily on a professional sales force to locate prospects, develop them into customers and grow the business. Depending on the nature and market for a particular productservice, the strategy of sales would also differ. Outlining 10 steps in the personal selling processfrom prospecting for new business to closing a dealthis guide explains the art of the sale. While personal selling positions have been categorized into taxonomies, a longitudinal view of how selling jobs change or evolve has not yet been provided. The importance of listening to customers, clarifying the difference between selling a product and a service, and emphasizing the importance of business ethics are revealed. Personality is derived from latin word persona which means mask.
Personal selling meaning, definition, features, importance. Most precision, enabling marketers to focus on most promising leads. Pdf the role of affect in personal selling and sales management. State the physical and mental qualities of sales persons engaged in personal selling. Selling is one element of marketing, which is the process of developing a product or service offering, communicating the benefits through promotions and managing the ongoing exchange of value with targeted customers. The second role of personal selling is the persuasive nature of personal selling.
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