An important part of this concept is the promotion and advertising. 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. Jun 30, 2019 the selling concept essentially mirrors the thought that consumers will not purchase enough of the companys products unless largescale promotional and selling efforts are carried out by it. The seller tries to understand the needs of the buyers and provide the product matching the customer needs. Sales personnel include stockbrokers, manufacturing sales representatives, real estate brokers etc. Mar 19, 2017 in this video i try to explain the concept of personal selling with the help of white board animations. Personal selling is a facetoface selling technique by which a salesperson uses his or her interpersonal. Personal selling philosophy adopt the marketing concept be a problem solver aim at doing consultative selling 10.
Personal selling is also known as the door to door selling which is face to face communication between the buyer and the seller. It allows the seller to develop a relationship with the consumer. Such a method of selling is bound to gain the prospects attention as the salesperson or marketing campaign is communicating an idea that they can relate to and identify with. Sales success requires both a sales process and plan for customer interactions. Concept selling refers to raising awareness of the benefits or usps unique selling points of a companys products and services after understanding the requirements of the target customers. Todays personal selling philosophy personal selling today involves persontoperson communication with. Personal selling can prove to be a used promotional method in several ways including.
It is a personal form where in the consumer can get all the information about the product. A b if a business doesnt sell any goods or services, it wont stay open for long. The training of the salesperson is also a very time consuming and costly. While marketing certainly includes selling and advertising, it encompasses much more.
Sep 22, 2012 personal selling clinches sales and is often the last stage in the cons umers decision process. Philip kotler is of the opinion that personal selling involves oral presentation in a conversation with one or more prospective purchasers for the purpose of marketing sales. Selling defined selling is a marketing function that involves determining. At the same time, they adopted the marketing concept philosophy which placed a focus on customer satisfaction vs. Personal selling personal selling is oral communication with potential buyers of a product with the intention of making a sale. Jan 22, 2018 concept selling refers to raising awareness of the benefits or usps unique selling points of a companys products and services after understanding the requirements of the target customers. An evolution from the industrial economy to the information. Personal selling is a facetoface contact between the salesman and the prospect. The role of affect in personal selling and sales management article pdf available in journal of personal selling and sales management 331. In addition, the professional approach demands the ability to install, operate, and use control procedures appropriate to the firms situation and its objectives. Personal presentation by the firms sales force for the purpose of making sales and building customer relationships is called personal selling.
In personal selling, a salesman can select the target market and concentrate on the customers. A business notion, which states that if consumers and businesses remain unattended, then there will not be ample sale of organisations product, is the selling concept. Selling concept is one of the ideologies in marketing like production concept, product concept, holistic concept etc. As well as other forms of promotion, it tries to inform and motivate the business customer. Personal selling has long been recognized as the oldest and perhaps the most crucial component of the promotion mix. Focus of the selling concept starts at the production level. Any company following selling concept undertakes a high. Personal selling can be defined as an oral presentation in a conversation with one or more potential buyer to ensure sales. Explain personal characteristics of successful salespeople. Today it may take place face to face, over the telephone or even through interactive computer links. Sep 19, 20 personal selling philosophy adopt the marketing concept be a problem solver aim at doing consultative selling 10. It is true, that marketing concept is relatively wider term than selling concept. Selling concept is one of the ideologies in marketing like.
After having an idea about personal selling, let us know about some of the essential elements of personal selling. This mentality requires that businesses stress sales pitching and proactive customer service among personnel so as to ensure that there is maximum closing power in the corporate environment. Twoway form of communications unlike other promotional methods, personal selling is a twoway form of communication, which enables a salesperson to adjust the message as shehe gains feedback from the customer e. When a company decides to use a teamselling approach, there are several factors to consider. Personal selling, its features and merits definition. Muehling a word association approach was used to determine the salient thoughts students have with regard to personal selling. Personal selling involves person in selling activity. The evolution of personal selling have been outlined and discussed as an extension of the marketing concept. Jun 21, 2012 selling can be through different ways for example direct selling, selling on the internet, selling on retail stores or personal selling. Pdf the role of affect in personal selling and sales management. Difference between marketing and selling concept with.
The selling concept is suitable with unsought goodsthose that buyers do not normally think of buying, such as insurance or blood donations. Characteristics of personal selling selling concept. Personal selling involves a salesmen having facetoface interaction with the prospective buyers. Continuous exposure to advertising and personal selling leads many people to link marketing and selling, or to think that marketing activities start once goods and services have been produced. The basis of this concept is selling out excessive amounts of the goods that manufacturers turn out, not to focus on consumers buyers demands. When a company decides to use a team selling approach, there are several factors to consider. It is a promotional method by which the salesperson uses his or her skills and abilities in an attempt to make a sale. The selling concept selling concept explained in detail. Salesmen should be master of all trade he should be convincing and have a strategy to support his selling approach. Youre doing it on the spot so it doesnt need to be perfect and you can fill in the blanks later. The idea behind the concept is that teamwork and sharing knowledge can benefit the bottom line of a firm.
Describe the contributions of personal selling to todays information economy define personal selling and discuss the topic as an extension of the marketing concept describe the evolution of consultative selling from the marketing era to present define strategic selling and name the. The personal selling process consists of six stages. The problem area of the two studies will subsequently be developed and presented. Also, personal selling measures marketing return on investment roi better than most tools, and it can give insight into customers habits and their responses to a particular marketing campaign or product offer. Physically chart out composed by jonathan goodman for the personal trainer development center. 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.
What would happen to movie theaters if no one went to the movies. The evolution of personal selling 1950 to present is describe as under. The concept and steps of personal selling atlantis press. With advances in telecommunications, however, personal selling takes place overthe telephone, through video teleconfer encing. They aim to inform and encourage the customer to buy, or at least trial the product. Personal selling is the most important ingredient in the promotion mix.
Dec 17, 2017 the selling concept proposes that customers, be individual or organizations will not buy enough of the organizations products unless they are persuaded to do so through selling effort. Finally, an overview of the structure and layout of the remaining chapters will be outlined. On the other hand, personal selling is also a part of the promotional mix. As selling and sales management face increasing competition and shorter deadlines, salesperson must discover more effective ways to meet the needs and wants of the customer. Selling concept in terms of marketing mix focuses on the promotional component communication mix. Scope and importance of personal selling in the us, 14 million people are employed in sales positions, according to the department of labor. It calls for skilful application of organisational principles to the conduct of sales operations. Taking place after an information search and esposure to advertisements. Chapter 20 personal selling and sales management, class notes. Apr 17, 2018 the difference between marketing and selling concept are elaborated in the points given below.
Marketing also involves analyzing consumer needs, securing. Personal selling involves individual and personal communication as compared to the mass and impersonal communication of advertising and sales promotion. Selling concept is the idea that consumers are not liable to make the leap on their own to purchase goods and services. Personal selling principles of marketing deprecated. Personal selling has to provide help installing, using and maintaining the products, as well as to enable incorporation of purchased materialsparts in the production process. The selling concept proposes that customers, be individual or organizations will not buy enough of the organizations products unless they are persuaded to do so through selling effort. The sellers promote the product through their attitude, appearance and specialist product knowledge. Personal selling meaning, definition, features, importance. Once you know what the client hopes to achieve, give them an idea of a plan. Personal selling clinches sales and is often the last stage in the cons umers decision process. The philosophy here is that the customers if left alone would not buy enough of the company s products and hence companies must undertake a largescale aggressive selling and promotion effort.
Examining the very first thought that comes to mind when exposed to the words personal selling revealed that, despite. Personal selling is the presentation of the product in person in order to influence the consumer to purchase it. 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. The difference between marketing and selling concept are elaborated in the points given below. A large sales force is required to carry out personal selling successfully. Selling can be through different ways for example direct selling, selling on the internet, selling on retail stores or personal selling. Personal selling is where businesses use people the sales force to sell the product after meeting facetoface with the customer. So organizations should undertake selling and promotion of their products for marketing success. The selling concept essentially mirrors the thought that consumers will not purchase enough of the companys products unless largescale promotional and selling efforts are carried out by it. Personal selling minimizes wasted effort, promotes sales, and boosts wordofmouth marketing. This is because selling concept itself is a part of the marketing concept, that is related to promotion and transfer of ownership and possession of the commodity from one person to another. Team selling is a group of people representing the sales department and other functional areas in the firm. Personal selling, the process of persontoperson communication between a salesperson and a prospective customer, is an ageold art. However, some selling approaches work better than others.
Although the salespersoncustomer interaction is essential to personal selling, much of a salespersons work occurs before this meeting and continues after the sale itself. Notes on personal selling, types and qualities of salesperson. Face to face interactionthis is the first features of personal selling and it means that there is face to face interaction between buyers and sellers. 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. Selling, and particularly order getting, is a complicated activity that involves building buyerseller relationships. Continue advertising, sales promotion and personal selling ensure the process of selling. Influence of personal selling on brand performance of retail. The features of personal selling define the particular characteristics which are related to personal selling.
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