Before the actual purchase, the customer wants to see, feel and touch the product to be assured about the features of the offering. Personal selling establishes an oral communication channel where the customer is…
the past but with the advent of stark changes in marketing management and businesses turning customer-oriented, personal selling has now become one of the most important aspects of marketing mix.
Personal selling is the oldest and initial form of business where products were stored in shops and shopkeepers demonstrated the products to the customers, informing, educating and persuading them to buy the product. This format has now taken modernized form and is visible in retail and hypermarkets format where products are kept on display and customer can feel and touch the product. Though people are there to assist their purchase and handle queries and objections.
Personal selling has numerous advantages in the sense that a dialog engagement can be established along with a mechanism to judge the response. Moreover, it ensures long term relation building but it fails to cater to mass market due to the cost involved in approaching individual prospective buyer.
Creative personal selling- it is the visible form of imagination and resourcefulness. Whenever a new product or offering is developed and is introduced in a new or an existing market, creative personal selling is used.
The focus of creative personal selling is to create demand in the market for the new product by educating and alluring the customers. It aims at making the customer “realize” that the product can be used to change his “need” into “demand”.
Creative selling usually emerges in situations like selling intangible products like insurance and banking services, highly technical products like computers and fashion sales. For instance, Hewlett-Packard masters its supply chain through efficient sales force which try to educate the people and demonstrate the features of their products. Its effective salesmanship has helped it garner major market share.
Competitive personal selling- competitive personal selling is the talk of the town today because it seeks to develop changes in appearance and ...
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