Describe personal selling. Personal selling is direct communication between a sales representative and one or more prospective buyers in an attempt to influence each other in a purchase situation.

Broadly speaking, all businesspeople use personal selling to promote themselves and their ideas. Personal selling offers several advantages over other forms of promotion. Personal selling allows salespeople to thoroughly explain and demonstrate a product. Salespeople have the flexibility to tailor a sales proposal to the needs and preferences of individual customers. Personal selling is more efficient than other forms of promotion because salespeople target qualified prospects and avoid wasting efforts on unlikely buyers. Personal selling affords greater managerial control over promotion costs.

Finally, personal selling is the most effective method of closing a sale and producing satisfied customers.

1. Discuss the role of personal selling in promoting products. What advantages does personal selling offer over other forms of promotion?

2. What are the major advantages of personal selling to the company selling a product? What are the advantages to the person or company buying the product?