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Personal Selling
Personal Selling: It is the direct presentation of a
product to a prospective customer by a representative of
the selling organization.
Personal selling takes place face to face or over the
phone, and it may be directed to an intermediary in the
distribution channel or a final consumer.
Personal
selling
is
a
personalized
form
of
communication in which a seller presents the features
and benefits of a product to a buyer for the purpose of
making a sale.
from
airlines,
cruise
lines,
tour
EFFECTIVE SELLING
There are six pre-requisites of effective selling
Knowledge of the company
It is essential that the salesman has an in-depth
knowledge of the company in which he has been working
since The potential buyers may raise different queries
regarding the policies, after sale-servicing, discounts,
guarantees and so on.
Knowledge of product
A salesman should know all about his product. (a) materials
from which it is made, (b) how it is used and how it is
maintained, (c) product features, (d) selling points of the
product in relation to its rival, etc. this would help his
particularly while convince the potential customers.
Knowledge of competition
Sales man should constantly study the products offered by
his competitors and determine their strengths and
weaknesses in comparison to his own products.
Awareness of competition enables a salesman to compare his
product with that of the rival on those points in which the
buyer seems most interested.
Knowledge of customers
To make the personal selling effective, it is also essential
that the salesman must have adequate knowledge about
the customers. A salesman should have details of the
customers wants, desires and habits.
Knowledge of selling process
The salesman should know the details of prospecting,
pre-approach,
approach, etc. The AIDCA formula also helps
salesman, particularly while sales presentation.
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