Importance of Personal Selling

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Importance of Personal Selling

In today’s marketing practices, personal selling has much important role to


play. For many consumer products like home appliances, cosmetics,
pharmaceuticals, publications, etc., salesmanship is considered as an
indispensable technique to promote product as well as to increase sales.

Due to increased expectations of consumers on one end and customer


orientation approach of companies on the other end, the personal selling is
given more priority. Many companies enjoy a strong position in market only
due to effective personal selling. Salesman can personally attend each
customer to convince as well to solve problems. Note that personal selling
in not only important to sell the products, but also to create permanent
customers. Salesman can renew customer relations each time. People
have more faith on salesman than exaggerated advertisement.

Following points explain the importance or benefits of personal


selling:
1. Two-Way Communication:
It is the best tool for two-way communication. Salesman can provide
necessary information to customer about company’s offer, and also can
collect information from customer. Customer can actively involve with
salesman to solve his doubts and objections. It is not possible in any other
methods of market promotion.

2. Personal Attention:
Advertising and publicity are among mass communication tools. They do
not cater individual needs. Personal selling focuses on personal problems
of customers. It is comparatively more effective and result-oriented.
3. Detail Demonstration:
Except television advertisements, demonstration is not possible. However,
television demonstration is much limited. Salesman can provide a detail
demonstration and can supervise when customer is making the actual use
of products. For technical products, it has more relevance.

4. Complementary to other Promotional Tools:


Personal selling can support advertising, sales promotion, and publicity. It
removes the drawbacks of advertising and sales promotion. Advertising
increases awareness while personal selling reinforces the advertising
message. Similarly, it can make sales promotion tools more effective by
personal guidance or conviction.

5. Immediate Feedback:
This is the only market promotion technique that provides an immediate
feedback. At the end of every call/visit, a salesman can easily judge
whether the customer is interested or indented to buy.

6. Individual Services:
Salesmanship offers individual services. It can meet personal expectations
of buyers. It leads to customer satisfaction.

7. Flexibility:
Sales talks and presentation can be adjusted according to situation to suit
individual nature, motives, and problems.

8. Customer Confidence:
By systematic sales talk and presentation, a capable salesman can remove
all doubts, quarries, objections and misunderstandings, and can win
customer’s confidence. It increases customers’ faith in company and its
offers.
9. Triple Rewards:
Salesmanship offers triple rewards. It benefits all parties, including
customer, salesman, and company. Customer is satisfied with products
and services; salesman can achieve his targets; and company can improve
its market share and profits.

10. Improving Image:


Note that salesmanship can remove bad image or misunderstanding by
highlighting company’s achievements and offers. The detailed explanation
about company and its products removes all doubts and
misunderstandings. It helps in restoring company image and reputation in
market.

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