Personal selling refers to face-to-face selling in which a sales representative tries to convince the customer to purchase a product by explaining or demonstrating its features. Personal selling helps organizations to keep in touch with their customers at a personal level.
It is one of the most effective and expensive methods of marketing communication. In personal selling, a sales representative tries to persuade customers to buy the products by telling them the value, features, and benefits of a product or service.
The size and nature of an organization determines its product lines. Therefore, the role of personal selling is also determined by the size and nature of the organization. Large-scale organizations produce a large quantity of products and need extensive selling as compared to small-scale organizations. In the personal selling method, the emphasis is given on improving the relationship of sales people with existing and prospective customers of the organization.
The organizations also conduct employee reward programs to foster the desirable behavior of their sales teams with their clients and customers. Personal selling helps marketers to receive immediate feedback from customers. In addition, being an expensive tool, it is mostly used in case of high cost products focusing on limited markets.