Another important element of the marketing mix is promotion or marketing communications. In addition to promotion and advertising, personal selling is valuable marketing strategy. This strategy involves personal interaction with the customer. Personal selling can be face to face, by phone, or any medium that allows direct, personal interaction between seller and buyer. Personal selling also provides immediate feedback to marketers, which is important if communication adjustments are necessary to meet the needs of the situation.
Customers can provide invaluable feedback regarding the level of service.
The company that talks to its customers regularly, can do a better job of meeting their needs. A strategic plan is necessary to insure success. A business that has this information has found its niche. In Search of Excellence, people are a company's greatest resource. Jim Epperson, Vice President of the Consumer Market Group, for Pacific Bell, also feels that people are the number one Key Success Factor for competitive success.