DIFFERENCE BETWEEN PERSONAL SELLING,

SALESMANSHIP
AND SALES MANAGEMENT

Aastha Besla
5242
 PERSONAL
SELLING

Personal selling is an important component of the promotional mix. It is a means for

implementing marketing programs. Personal selling facilitates interaction between a
salesman and a buyer so that the need of the buyer could be understood well and the
salesman could serve the buyer according to his need. We can say that personal selling is a
broader concept than salesmanship.
 SALESMANSHIP

Salesmanship, on the other hand, is just an art of selling. It is an art of successfully

persuading prospects or customers to buy products from which they can derive suitable
benefits. Salesmanship is all about skills required by the salesman to understand the need
and emotions of the prospect and offering him various information, options and benefit to
satisfy their need. Thus, we can say that personal selling includes salesmanship.
 SALES
MANAGEMENT
It is all about managing all activities related with the sales of the business. It
involves marketing, advertising, pricing etc. Through sales management only, a
company keeps track record of target sales and actual sales. it involves
management of sales operations, formulation of sales strategies and preparing
sales analysis. Sales managers in the sales department is the responsible authority
for sales management. The sales manager has to look after marketing strategies,
has to manage the salesforce and has to organize personal selling efforts. Thus,
sales management is ultimately responsible for planning, organizing, directing
and controlling personal selling efforts also for recruitment, selection, training,
supervision and motivation of the personal sales force.
 Case Study

Company:McDonald's India

Challenge:McDonald's India faced the challenge of increasing sales and customer

engagement in a competitive fast-food market.

Approach:

1. Localized Menu: McDonald's India introduced a menu tailored to Indian tastes, including
items like the McAloo Tikki burger and the Masala Grill chicken burger.

2. Personalized Service:McDonald's trained its staff to provide personalized

recommendations based on customer preferences, enhancing the overall dining experience.
 Case Study

3. Customer Engagement: McDonald's implemented loyalty programs and promotions to

encourage repeat visits and engage with customers on a personal level.

4. Community Outreach: McDonald's engaged with local communities through initiatives

like charity events and sponsorships, building a positive brand image.
 Case Study

Results:

1. Increased Sales: The personalized approach and localized menu led to a significant
increase in sales across McDonald's India locations.

2. Improved Customer Satisfaction: Customers appreciated the personalized service and

menu options, leading to higher satisfaction levels.

3. Brand Loyalty: McDonald's India built a strong brand loyalty among customers, who
were drawn to the personalized experience and community engagement efforts.
 Case Study

Conclusion:

McDonald's India's case study demonstrates how personal selling can be effectively used to
increase sales and customer engagement in a diverse market like India. By understanding
local preferences and engaging with customers on a personal level, McDonald's India was
able to achieve success and build a strong brand presence in the country.