Personal Selling is: understanding, purpose, strength and disadvantage

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Personal Selling is understanding purpose strength and disadvantage

Personal Selling is: understanding, purpose, strength and disadvantage

Personal Selling is understanding purpose strength and disadvantage

The general understanding of Personal Selling is an activity carried out by every businessman to maintain and also develop its business by benefit from consumers.

Efforts from Personal Selling maybe most of you have experienced, that is when there is a seller or sales that comes to the house and offers its products.

This effort is done when the company sends a salesman to sell or offer a product of goods or services in a direct face to face. In the process, the salesman will promote products from companies to be able to provide information and motivate customers to buy or minimum try the product.

In this personal selling activity, Salesman must be able to speak persuasively so that consumers want to buy their products.

According to experts, Personal Selling is

Basically, Personal Selling is two words taken from English, namely Personal and Selling. Personal means individual or personal, and selling means selling or sales activities by utilizing certain marketing techniques.

Well, here is the understanding of Personal Selling according to some experts.

Henry Simamora

Henry Simamora explained that Personal Selling was a verbal delivery or conversation between one or more prospective consumers with the seller so that consumers want to sell sales.

Pride and Ferrel

Pride and Ferrel argue that Personal Selling is a form of communication that is personally established to provide information to customers and persuade him to buy products offered.

Eric N. Berkowitz

The two experts above explain that Personal Selling is a communication activity between the buyers and sellers made to intervene in the purchasing decision of the person.

Two-way communication between buyers and sellers aimed at influencing a person’s purchasing decision or a group of people.

Abdurrahman

Abdurrahman said that Personal Selling was a form of a presentation carried out personally by the company’s salesman to make sales and create good relationships with consumers.

Private basu dh and irawan

Private Basu DH and Irawan explained that Personal Selling is an effort to deliver verbally in a spender with prospective buyers to create a product sale

William G. Nickel

William G. Nickel in his book entitled Swastha explained that Personal Selling is a form of interaction carried out directly and individuals to be able to create, improve, and also master and maintain mutually beneficial sales between the two.

McDaniel

McDaniel believes that Personal Selling is a form of direct communication that occurs between sellers with one consumer or more than one consumer to influence they buy products.

Tjiptono

Tjiptono argues that Personal Selling is a form of communication carried out directly or face to face between sellers and prospective consumers aimed at introducing products and forming consumer understanding of a product, so they want to buy it.

So, based on the understanding of Personal Selling above, we can conclude that Personal Selling is a sales promotion activity carried out in two directions and is considered effective for selling products.

In addition, other meanings of Personal Selling are a form of communication carried out by salesmen with consumers involving emotions and their minds directly.

The purpose of Personal Selling is

Shimp explained that the main purpose of Personal Selling is to provide information on customers, providing useful products, helping marketing activities, and providing good service and support to consumers.

On the other hand, Boyd Walker explained that the purpose of Personal Selling is to increase the acceptance of new products by consumers, obtain new customers, maintain customer loyalty, perfect sales facilities, and also obtain information on the market.

Personal Selling function is

Ronald B Marks explained that the Personal Selling function is as follows:

1. Provide understanding and knowledge to consumers

A good salesman is those who are able to provide an understanding in order to help consumers in making buying decisions.

2. Become a source of information

A salesman must also be an informant for his company regarding sales predictions, competitor activities, etc.

3. Service

A salesman not only must ensure that consumers are able to benefit the product offered, still must be able to provide a good form of service.

4. Sales

Selaseman must also be able to increase the sale of its products by persuading consumers to want to make a purchase.

5. Coordination of sales efforts

Salesmen must be able to take the time to evaluate their performance at a meeting, so that their performance can be improved.

Personal Selling Treatment and Characteristics

Philip Kotler explained that there were at least three traits or personal selling traits, namely:

1. Personal confrontation

Personal Selling will be directly related to the relationship between two or more people. Each party inside is able to see the needs and other nature of other parties more intensely by adaptation.

2. Development

In terms of Personal Selling, the potential for various types of relationships will be high, starting from sales to friendship.

3. Response

Personal Selling activities will make every prospective buyer have an obligation to pay attention, hear and provide a good response to the salesman.

Types of Personal Selling

The private sector explains at least five Personal Selling Jeni, namely:

  • Trade Selling: is a form of sales that occur if consumers and traders are allowed to break the product owned by traders.
  • Missionary Selling: The level of sales will be further enhanced to motivate buyers to buy company products.
  • Technical Selling: is an effort to increase sales by providing advice and advice to consumers
  • New Business Selling: Increases the potential for new transactions by making prospective buyers become buyers.
  • Responsive Selling: Sales that are expected to be a positive reaction to purchase requests.

Personal Selling Shape

Djasmin Saladin and Yevis Merti Oesman explained that there are three forms of personal branding, namely Retail Selling, Selling Field and Executive Selling.

Retail Selling is a sales activity carried out by Salesman by serving consumers who stop by their stores or companies. While selling fields are sales activities carried out by companies by visiting consumer locations.

Finally Executive Selling is a sales activity carried out by company leaders, in this case the company leader also acts as a salesman.

In certain conditions, the three forms of personal selling can be found simultaneously and can also be used only one of them. The form of applying is also adjusted to the products offered, market capabilities, and also market conditions.

So, the company must be able to choose the most appropriate and effective personal selling form.

Advantages and disadvantages of Personal Selling

Personal Selling activities turned out to have the main advantages, namely as a tool for promotion, communication tools and increasing company brand awareness. In addition, Personal Selling is also able to give birth to sales.

Personal Selling has certain characteristics that turn out different from other promotional tools so that this promotional tool has its own advantages and disadvantages.

Advantages of Personal Selling

Sutina explained that Personal Selling is an activity that is able to provide many advantages. With Personal Selling, sales activities will run more flexible and easy to adjust based on desires and reactions from prospective consumers.

In addition, Personal Selling will also make prospective consumers meet directly with the seller. In this case, later the seller or salesman can present the benefits of the product to prospective buyers directly and also show the advantages of the product.

Salesman is also able to provide answers directly related to the question of prospective buyers and also educated consumers in detail so that they want to buy products.

Personal Branding also allows salesmen to come regularly to build good relationships with customers, and are also able to provide the best advice related to the products that consumers want.

Personal Selling Disadvantages

However, Personal Selling also has a big weakness. Why? Because the promotional costs are relatively high because the message to be conveyed by the company cannot be channeled in bulk. In addition, experts in the field of salesman are very difficult to find.

Moreover, the time needed to make prospective consumers buy products is classified as long and the company will also be more difficult to reach and meet prospective buyers.

Conclusion

Based on the complete discussion above, we can conclude that Personal Selling is a sales promotion activity carried out in two directions and is considered effective for selling products. In addition, other meanings of Personal Selling are a form of communication carried out by salesmen with consumers involving emotions and their minds directly.

The ultimate goal of this activity is of course to be able to increase the profit or profit of the company, so the company’s final goal can be achieved.

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