Definitions [2]
Define sales.
According to the American Marketing Association, “selling is the personal or impersonal process of assisting and/or persuading a prospective customer to buy a commodity or service and to act favourably upon an idea that has commercial significance to the seller.”
Define salesmanship.
According to the American Marketing Association, salesmanship may be defined as “the process of assisting and persuading a prospective buyer to buy a product in a face-to-face situation”.
Key Points
Key Points: Personal Selling
- Personal selling is a face-to-face method of convincing customers to buy a product.
- Features: Direct communication, two-way interaction, and builds customer relationships.
- Merits: Flexible sales approach, immediate feedback, and targets the right customers.
- Importance to business: Increases sales, builds customer loyalty, and is useful for launching new products.
- Importance to customers: Provides product information, expert advice, and helps make better buying decisions.
- Importance to society: Creates jobs, boosts demand, and supports economic growth.
Distinction Between Advertising and Personal Selling
| Basis | Advertising | Personal Selling |
|---|---|---|
| Nature | Impersonal, one-way communication | Personal, face-to-face communication |
| Message | Standardized for everyone | Customized per customer |
| Flexibility | Low, message can't be changed instantly | High, message adjusted on the spot |
| Reach | Reaches large, scattered audience | Reaches limited people at a time |
| Cost per person | Low | High |
| Time to cover market | Quick | Slow |
| Medium | TV, print, radio, digital, etc. | Direct interaction (in-person/calls) |
| Feedback | Slow or indirect | Immediate |
| Role in decision | Creates awareness/interest | Helps close the actual sale |
| Best suited for | Consumer/mass markets | Industrial or specialized markets |
