They personally try to reach the customers at their place and convince them into buying the product. He also suggests them how to use the product and how the product can satisfy their needs. Better Standard of Living – It induces the customers to purchase a new product which is capable of satisfying their needs and wants in better way and thus, helps in improving their standard of living. He helps in improving the product and sale policies by providing feedback obtained from the customers. Other forms of promotion are designed to move a prospect closer to a sale. It removes the drawbacks of advertising and sales promotion. As a matter of fact, volume of sales and goodwill largely depend upon the character of salesmanship offered. The sales go up with the serious efforts of the sales force. – Eliminates Ignorance, Increases Sales Volume, Assists Customers, Increases Customer Satisfaction and Helps in Finding Prospects, – Importance to Businessmen, Customers and Society, – Personal Interaction, Quick Response, Increases in Sales Volume and Easy Customer Assessment, – Services to Consumers, Services to Producers and Services to the Society, – From the Consumer and Businessman Perspective. The importance of the personal selling is three fold i.e., the benefits which it provides to business; customer and society. The importance of personal selling for businessmen may be discussed as follows: (i) Effective Promotional Tool – It helps businessmen to explain the target customers about the product quality and its features and thus influence his/her decision to buy the product. A Salesman explains to his customers how well the product he is selling can satisfy their needs. This sales discipline is practiced by many companies in the retail industry and in business-to-business sales. In fact, salespeople serve a major role at industry trades shows, where they discuss products with show attendees. A sales person must possess sound technical knowledge about the product he/she has to sell. Personal selling efforts can be changed according to the type of customer the salesperson is attending. Personal selling can be directed only to qualified prospects. The product must fit to the needs of buyers; 5. Customer can actively involve with salesman to solve his doubts and objections. The Selling Importance of Marketing. But building awareness using personal selling is also important in consumer markets. Here person to person contact will help in selling the product and not advertising. Due to increased expectations of consumers on one end and customer orientation approach of companies on the other end, the personal selling is given more priority. iii. The product requires to be customized for each individual, as in the case of securities or insurance; 4. At every step from the collection of raw material to the finished product, a salesman is needed to bring the buyers and sellers in close contact. Customer is satisfied with products and services; salesman can achieve his targets; and company can improve its market share and profits. (ii) Employment Opportunities – Increased production creates more employment opportunities. Copyright 10. Personal selling plays a dynamic role as well as decisive role in selling. A sales target serves as a motivation for the sales person and the sales person adopts a persuasive approach to increase sales volume. This is the only market promotion technique that provides an immediate feedback. He settles terms and conditions such as payment, delivery etc. 3. He educates the consumers and guides them so that they can make informed choice of the products which will best satisfy their needs. On the feedback given by the salespersons a company brings the desired improvement in the products in order to march the demand and expectations of the customers. He may change the offer under different situations. Mobility of Sales People 5. When you are selling high-value products like cars, it is important that the customer trusts not only the product but the seller also. Advertising acquaints potential customers with a product and thereby makes personal selling easier. It is not possible in any other methods of market promotion. Personal selling involves person in selling activity.Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships is called Personal selling . Advertising increases awareness while personal selling reinforces the advertising message. Career Opportunities 4. (iv) Mobility of Sales People – Salespersons move from one state to another for business purposes but it indirectly promotes travel and tourism in the country. 2. This is possible in personal selling. It is due to this cycle that the economic activities in the society is fostered, leading to more jobs, more income and more products and services to satisfy particular needs and wants. Among the various promotional strategies, personal selling occupies a place of outstanding significance. ii. This helps to have repeated sales and achieve objectives of business. Customers get expert advice and guidance in purchasing various goods and services, which help them in making better purchases. This paper examines the role and importance of the salesperson in the distribution channel and salesperson access to the customer as a means of achieving competitive advantage. Sales talks and presentation can be adjusted according to situation to suit individual nature, motives, and problems. It is comparatively more effective and result-oriented. This helps the business persons in bringing economy in their efforts. The purchaser thinks himself as honorable person in whom the producer is interested. Note that salesmanship can remove bad image or misunderstanding by highlighting company’s achievements and offers. The product is in the introductory stage of its life cycle; 5. Personal selling is a face-to-face sales presentation to a prospective customer. BMS Students Network for FYBMS, SYBMS, TYBMS and beyond BMS (v) He helps in interpreting the sentiments of the market because he serves as a communicating link between producer and the consumer. A salesperson is valued if he/she is honest and sincere in his conduct. Sales are the major source of revenues to a business. Personal selling induces customers to purchase new products that satisfy their needs better and thereby help in improving their standards of living. Generates latent Demand – It converts latent demand into effective demand. Personal selling as a promotional tool performs different roles to different parties when necessary. As a method of promotion, personal selling is much more flexible and effective than advertising and sales promotion. It also facilitates prompt feedback from the customers regarding acceptance of the product. Induces Customers C. Importance to Society – 1. But personal selling must not be overlooked: it remains an extremely important part of a salesperson’s arsenal and is a skill every good salesperson must master. (h) Effective tool – Personal selling is the most effective method of selling as the efforts under this method are focused on the actual and potential buyers. Thus, Personal selling has made the large scale production and sales possible. Personal selling is just one of many skills you should have in your sales toolbox. 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