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Personal selling- a face to face conversation between seller and buyer prospectives with an aim to facilitate exchange between two culminating in sales.
Personal selling prospects- who to or whom to serve
Segmentation to targeting(who to serve) positioning to differication(whome to serve)
Selling- is an exchange of goods and services , prices,consideration,exchange of ownership, information, and feedback.
Exchange- information about product, price, quality,benefits,warranty details,equity,after sales services.
Feedback- performance of product,satisfaction,suggestion,complains and problems,how to improve the solution,
Personal selling differentiate from promotional mix i. Immediate feedback ii. You can modify your communication after feedback iii. Establishing the customer relationship
Selling phages
Pre-purchase, buyers are few not many,element of communication,cost are very high,personal selling is the team activity,cost per call or cost per prospects are very high,
Salesmanship- all knowledge, skills, attitude, benefits, having with the person called salesmanship
Objectives of p.s- information, persuation, relational, image building
Essential aspect of personal selling- i. Knowledge of the company ii. Competation iii. Selling process iv. Buyers, buyers process, selling skills
Evulation of selling in selling I. Selling to marketing II. From customize to customization III. From selling a product to provide solution IV. From inside focus to outside focus V. From conflict of in insight to collaboration
Use of personal selling- i. When customer has high involvement product ii. Channel is zero level iii. Channel is very short iv. B2b situation
Retailer has also a personal selling –store and non-store based selling
Arts- creativity,
Science-skill, process, knowledge, testing points
Types of personal selling- industrial, services, retail selling
Ethic – rule and regulation of selling