PERSONAL SELLING

UNIT 2

1 BBA SEM III (MARKETING MANAGEMENT)

 Introduction
Personal Selling: It is the best means of
oral and face-to-face communication and
presentation with the prospect for the
purpose of making sales.
In this two way communication seller can
identify the specific needs and problems
of the buyer and tailor the sales
presentation.
There may be one or more number of
prospects in the personal conversation.
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 Importance of Personal Selling
Personal Selling is the most commonly
used promotional method in business to
business marketing.
The primary objective of personal selling
is that customers assume salesman to be
the company itself.
He is the face of the company.
The satisfaction level achieved in dealing
with a salesman decides the fate of a
sales call and the size of the order.
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 Qualities of a good salesman
If the salesman is well prepared and
organized in his approach, is
knowledgeable about the product, has
competitor’s product information and
possesses the ability to be a problem
solver for the customer, he is capable of
building positive impression about the
firm and creating an overall positive
image for the firm.

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 The success should be in identifying,
grooming, leading and motivating good
set of sales people to achieve greater sales
and positive impression about the firm.

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 Types of personal selling
Personal Selling can broadly classified as
industrial, retail and service selling.
1. Industrial Selling: Also termed as business to
business selling or manufacturing sector selling.
 (a) Selling to Resellers: The objective of the
salesman is to gain larger shelf space and
higher point of purchase display.
(b) Selling to business users: Out put of one
producer enters into production process of
another producer leading to ultimate production
of final goods for end user consumption.

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 ( c ) Institutional Selling: The salesman
sells to ultimate consumers but the
product is used in support of the buyer’s
business rather than in producing the
buyer’s products.
Ex: Companies like Xerox, Johnson and
Johnson, Reynolds sell to different
organizations for institutional
consumption.

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 (d)Selling to Governments: Government is
one of the leading buyers in many
nations.
Companies like Escort Rites sell only to
the government and to government
undertakings.
The salesman’s ultimate consumer is a
government employee.

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