INTRODUCTION
Personal selling involves a one to one interaction between the buyer and seller where in the seller convinces the buyer about the need for a particular product or service and persuades the buyer to buy the product or service. Personal selling forms the components of the promotional mix of an organization it is a form of inter – personal communication to inform an persuade prospective buyers to buy a particular product service or ideal.
It culminates with the close of sale and follow up activity. The sales force in the organization is responsible for personal selling careful management of the sale force is a prerequisite for realizing efficient sales productivity . The paper examines issues and steps involved in personal selling the three basic tasks of personal selling process are order getting, order taking and supporting. Designing an efficient sales force structure is imperative for effective personal selling to take place.
1. Order talking: The sales person processes and routes orders from regular customers
2. Order Getting: The salesperson engages in creative selling so as to increases sales and build relationship with customers.
3. Order Supporting: Personnel are not directing involved in selling the products but act as support staff for the front line sales personnel.
TYPES OF PERSONAL SELLING
1. Retail selling: In this the sales person communicates directly with individual customers.
2. Business to business selling : The sales persons sells products to industrial buyers
3. Trade selling: The salesperson sales product to marketing intermediaries such as retailers and wholesaler
Personal selling involves seven key process which are identifying prospect, qualifying prospect, percale planning , approaching the prospect, making sales presentation, handling objections closing the sale and follow up
While other promotion tools like advertising, public relations, and sales promotion are non-personal communication which have one way communication with the target audience, personal selling enables the company to communicate directly with its target customers. The key objective of personal selling is to retain existing customers and convert prospect into clients.
The aspect of performance evaluation of personal selling, the two aspects on which the performance of a salesperson is evaluated are :
The quantitative and qualitative aspects qualitative evaluation is based on element like knowledge, ability, personality motivation and compliance while quantitative evaluation involves defining the nature of performance evaluation and the expected levels of performance .
Direct selling methods are though personal sales effort advertising and for many business, display including the packaging and styling of the product itself. To establish your business a firm requires a great deal of aggressive personal selling you may have established competition to overcome or if your ideal is new with little or no competition, you have the extra problem of convincing people of the value of the new ideal, personal selling work is almost always necessary to accomplish this if you are not a good sales person, seek an employee or associate who is
Personal selling of considered one of the most effective promotional techniques because it facilitates inter action between consumer and seller . with personal selling, a sales person can listen to and determine a consumers need by asking question and receiving feed back from the consumer. Furthermore, personal selling activities can generate long last ownerships purchases personal selling can also occur by means of interactive computers, telephone conferences and interactive video conferencing.
Personal selling has a unique place in the marketing communication mix because an organization can integrate personal selling with other marketing communication elements to active the best communication effect
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