This process is accompanied and facilitated by clear description of product features by the seller in front of the buyer and subsequent objection handling.
This report aims to throw light upon some implicit ideas behind personal selling along with an explanation of its types, principles and the overall personal selling process. How behaviour of the buyer and external forces shape the personal selling mechanism are also discussed.
Effective marketing is a direct result of effective communications. In the broader domain of marketing, the communication mix involves personal selling, sales promotion, advertising, public relations, direct marketing, packaging, sponsorship and e-marketing. The aim of communications mix elements is to generate awareness and educate buyers about the product features and their related benefits to them.
The two prime objectives of communications mix are gaining attention of the buyer and developing interest towards new product proposition. The attention grasping part is undertaken by the advertising component where by the use of concise and direct and appealing messages, product attributes, pricing information and availability details of the product are made available to the consumers. The consumer tries to align his specific needs with that of the advertised message and explores further. This attention arousal forms the background for personal selling process where it becomes easier to convince the buyer to close the deal in favour of the seller.
Interest development is facilitated by the salesperson who through his ability to judge the preferences and likings of the buyer group and pitching in the product at the same frequency, tries to convert the product features into customer benefits. Handling the objections and queries of the prospective buyer in a disciplined and known way makes the buyer more acceptable to close the deal and buy the proposed product.
Personal selling is mostly a relationship building exercise