Personal Selling: Definition, Purpose, Characteristics, Types, Examples, and Processes

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Personal Selling: Definition, Purpose, Characteristics, Types, Examples, and Processes

Personal Selling Definition Purpose Characteristics Types Examples and Processes

Sales are not easy. With increasing competition, a seller may have to meet with one-to-one client prospective, explain its features and persuade them to buy offers through individual-to-individual interactions. This sales technique is Personal Selling or personal sales, and this is an efficient way to increase sales using direct interaction.

What is Personal Selling?

Personal Selling is a personalized sales method that uses people-to-person interactions between sales representatives and prospective customers to influence customer purchasing decisions.

Precisely, this is a promotion technique where a seller:

  • Using people’s communication to people: Personal Selling involves direct seller and customer direct contact.
  • To sell offers: The purpose of Personal Selling is to motivate and persuade customers to buy offers intended with detailed explanations or product demonstrations.
  • Using personalized sales strategies: This strategy involves salespeople to understand customer needs and desires, develop personalized connections, communicate bid value by means of persuading customers to buy offers.

At present, Personal Selling is considered a business-to-business sales technique but is also used in trading and retail sales.

With the advent of the internet and other communication methods, personal sales are not limited to face-to-face meetings. Sellers now use video calls, phone calls, IM, and even e-mail, along with direct interactions to develop relationships with prospective customers.

Purpose of Personal Selling

  • Build brand awareness and products with customer meghukasi about company offerings and their benefits.
  • Increase sales by identifying and persuading prospects to buy business offers.
  • Build long-term relationships that are closely with customers by applying two-way communication of people to people.
  • Support customers of complex, technical, or high valuable goods by providing detailed technical information.
  • Stimulate Request Offer by helping customers during the decision-making process and guide them to business offers.
  • Strengthen the brand by building long-term relationships with customers from time to time by meeting them and helping them in the decision-making process.

Personal Selling Characteristics

Personal Selling distinguishes itself from sales techniques and other promotions by having the following characteristics:

  • Human Contacts: This involves interaction of people-to-people where sellers interact directly with prospective customers and carry out personalized sales strategies according to customer needs, desires, and expectations.
  • Relationship development: Personal sales involves the development of relationships between sellers and buyers where trust is built, and prospective buyers can rely on sellers. In addition, this technique even causes the salesperson to be part of the purchase process.
  • Two-way information flow: Unlike mass marketing, personal sales are characterized by the flow of two-way information. Prospective buyers get the opportunity to ask and straighten their doubts directly from the seller before buying.
  • Fast communication: Because personal sales involve the interaction of people-to-people, the communication flow is very fast.
  • Flexibility: This involves sales staff to adjust sales promotion in accordance with the personality and requirements of prospective audiences, making this sales tool flexible.
  • Satisfaction: Personal sales process requires sellers to understand customer needs and fulfill the same thing by offering customers the opportunity to buy something he offers.
  • Persuation: Personal sales are not just about telling prospective customers about the company’s offer. It also involves the use of the power of persuasion to make customers receive a seller’s point of view or convince customers to take certain actions.
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The Importance of Personal Selling

Personal Selling is an important sales tool in selling complex and technical offers that require human contact, personalization, persuasion, and fast communication.

Usually, high valuables use personal sales because it helps business inform and persuade customers using personalized sales methods to get more trust.

This is also considered an important promotional tool in B2B’s sales because the sale involves less prospects and high transaction costs.

Type of Personal Selling

In general, Personal Selling can be categorized into three types based on sales and power plant activities involved. This is:

  • Order Takers: Order or order takers receive requests and questions from customers. Simply put, customers approach this sales staff. They usually hold positions such as retail sales assistants or telemarketers and their main focus is to determine customer needs and point to inventories that meet these needs.
  • Order Getters: Order Getters reaches new prospects and persuades them to make direct purchases. They are field salespeople carrying new clients to business.
  • Order Creators: Order Creators do not close the agreement, but persuade customers to promote business offers, which ultimately lead to sales. For example, a pharmaceutical company contacted a doctor to persuade him to prescribe the company’s medicine.

Examples of Personal Selling

Personal Selling is one of the most traditional sales methods used by business. The history of sales begins with personal sales where the seller interactions face to face with prospective customers, asking about their needs and desires, and suggesting their business offers to customers.

Today, someone can watch Personal Selling at:

  • Retail store: retail stores like Alfamart, IKEA, etc. Employ sales staff who help customers choose the best products according to their own needs and desires.
  • DOOR-TO-DOOR SALES: Some B2C businesses (such as Gillette) and B2B (like Paytm) employ sales staff visiting homes and prospective offices to educate them about the company’s offer and persuade them to use or buy the same.
  • B2B outreach: B2B sellers often reach prospective clients online or offline and use people-to-person communication to close sales.

Personal Selling Process

The Personal Selling process involves businesses to hire skilled sales staff who can approach prospects, understand their difficulty points, and satisfy their needs by making them buy or try business offers.

This sales staff receives special training to develop the right sales channel, has a useful interaction with prospective customers, gaining trust, developing relationships, and finally, making sales.

The seller follows a particular personal sales process to make sales occur. This process involves eight steps below:

  • Prospecting: The first step involves salespeople to produce prospects, namely target customers, including market segments that are business targets. Sales representatives use several techniques to produce such prospects, such as cold calls, cold emails, social sales, references, etc.
  • Eligible prospects: After the prospect is found, the sales staff classify it as a prospect of qualifying or not based on whether the prospect will be interested in trying or buying offers. This is done by filtering clients who are able to buy products, need products, and want to immediately make a purchase.
  • Pre-approach: This includes all the sales staff before reaching prospective customers. This involves research on prospects and uses this data to prepare and plan sales promotions.
  • Approach: This is the first time sales representative approaches the client and has a four-eye conversation. The seller uses this approach to learn more about customer needs and understand their difficulty points to create a strategy on how to present business offers to them.
  • Sales Presentation: sellers use information collected during the phase approach and fix it to make personal sales presentations for clients. This presentation is usually carried out during a face-to-person-to-person meeting where the sales representative demonstrates the work of the offer and how it meets customer difficulties.
  • Answering the question: After the sales presentation is complete, the customer usually asks questions, doubts, and worries. This phase involves sales representatives to deal with these problems and win customer trust by answering questions and directing them in the right way.
  • Sales: After the prospect of knowing the product or service is clearly, the customer switches to the purchase of offers. The seller helps clients with every step to close the agreement.
  • Following up: After sales, the seller ensures that customers are satisfied with the purchase, and to do that, sellers follow up regularly with the client.
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Advantages and disadvantages of Personal Selling

Personal Selling, like other elements of promotional mix, comes with its own advantages and disadvantages.

Excess

  • Delivering more information: Personal Selling helps business deliver more information than other forms of promotion. It’s all about understanding customer needs, finding opportunities in it, and use it by developing relationships with them while convincing them to try the company’s products.
  • Creating more influence: This has more impact because sales staff help customers during the purchase process, answer questions, and overcome doubts.
  • Support two-way communication: Unlike other promotional tools such as advertising or public relations, personal sales allow customers to communicate with business and eliminate their doubts before making a purchase.
  • Improve relationships with customers: personal sales last long, including interpersonal relationships, and utilize the trust between sellers and customers.

Deficiency

  • Expensive: By using Personal Selling, substantially more expensive than the form of other sales tools because salesperson can only approach several prospects within a certain period of time.
  • Extensive labor: Personal Selling requires a lot of efforts in terms of sales staff, and may need a lot of time and resources to change the prospect of being a final customer.
  • Limited Reach: Because Personal Selling is a one-by-one promotional tool, the range is limited compared to other tools such as advertising or public relations.

Conclusion

Is it a complete discussion about Personal Selling, in essence personal sales is one of the traditional and older sales techniques that are still used today. This technique also has advantages and disadvantages if you compare it with other sales techniques.

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