Retail means to sell goods to the public, typically in small quantities, for consumption. Both technologies can deliver sales messages, respond to questions, take payment, and follow up. Definition of Philip Kotler: “Personal selling involves oral presentation in a conversation with one or more prospective purchases for the purpose of making sales”. To secure and maintain customer‘s co-operation in stocking and promoting the product line. Home; Explore; Successfully reported this slideshow. He/she sells product to the consumers through retail store or door to door visit. Personal selling is generally used to push products into a market. A final strength of personal selling is the multiple tasks that the sales force can perform. Attending to these aspects of personal selling contributes to a strong, trusting relationship between buyer and seller.[1]. Need for demonstration: Where it is necessary to convince the potential buyers of product‘s merit, retail selling is almost compulsory. The second stage of the funnel is the first engagement customers have with your physical location. Click-through rates ranged from 25 to 35 percent on various parts of the site—well exceeding the standard rates—and car sales were 25 percent higher than they were the previous year, even in a down economy. Personal selling is when a salesperson meets a potential buyer or buyers face-to-face with the aim of selling a product or service. It is a promotional method by which the salesperson uses his or her skills and abilities in an attempt to make a sale. Consider the following example of Audi, which set out to build a customer-relationship program: As a result of several coordinated communication methods (TV advertising, email, downloadable screensaver, newsletters, and product information) and presumably a well-designed customer relationship management (CRM) system, Audi helped its sales force be more effective (by freeing it up to focus on sales and by connecting it with more prospective customers), which, turn, meant higher profits. Read our post on types of selling and on the process of building and managing an effective sales force. A salesperson making a prospecting phone call to another person. The salesmen aim to inform and encourage the customer to buy, or at least try the product. The main aim of salesmanship is establishing sound and lasting relations between the sellers and buyers. Below I … AN OVERVIEW OF PERSONAL SELLING Retail Selling. Industrial selling involves 3 types of customers: 1. This sales discipline is practiced by many companies in the retail industry and in business-to-business sales. These two staffing issues have caused high turnover in many sales forces. For small quantity as well as large quantity is possible in this. Personal selling is what happens when a sales representative meets a potential buyer to make a sale. Personal selling uses in-person interaction to sell products and services. To keep the customers informed about the changes in the product line and other aspects of marketing strategy. Personal selling is a promotional method in which one party (e.g., salesperson) uses skills and techniques for building personal relationships with another party (e.g., those involved in a purchase decision) that results in both parties obtaining value. The one-on-one interaction of personal selling means that a salesperson can effectively respond to and overcome objections—e.g., concerns or reservations about the product—so that the customer is more likely to buy. Personal selling uses in-person interaction to sell products and services. To keep personal selling expenses within the specified limits. Now let us briefly explain about the Retail selling, its definition, qualities of retail seller and objectives . It requires the buyer to be induced and persuaded to buy. Although there are … It consists of one human mind influencing another human mind. Number of potential buyers: Retail selling is suitable when the number of potential buyers for a product or service is large. Not every product or service is a good fit for personal selling. Personal selling occurs where an individual salesperson sells a product, service or solution to a client. Unlike advertising, personal selling is two-way personal communication between salespeople and … Personal selling is a process in which an individual salesperson works one-on-one with a customer to try to match a product to her needs. Learn how your comment data is processed. In most cases the “value” for the salesperson is realized through the financial rewards of the sale while  the customer’s “value” is realized from the benefits obtained by consuming the product. PERSONAL SELLING ( MEANING ) Personal selling is selling technique involved between person to person and between the prospective buyer and seller. To secure and retain a specified share of the market. Serve first to be able to sell. Suggestive selling does not work well on someone who is not interested. In addition to enhancing customer relationships, this type of marketing communications tool can be a powerful source of customer feedback, as well. This may occur face-to-face in a retail setting, over the phone or on social media platforms. Salespeople can tailor their presentations to fit the needs, motives, and behavior of individual customers. Required fields are marked *. More than 10,000 people took advantage of the offer. A retail store salesperson at a big-box retail store selling a refrigerator to a walk-in consumer. Our focus in this article is personal selling - but what is personal selling? Salespeople match  the benefits of their offering to the specific needs of a client. As stated by Cundiff and Still, the objectives can be classified into two kinds viz.. 1. Personal confrontation: Two or more persons come into contact into active relation and each party is able to observe at close quarters, the characteristics and need of the other and make immediate adjustments and thereby make the encounter successful. Role of Personal Selling. Personal selling is an art. For example, in addition to selling, a salesperson can collect payments, service or repair products, return products, and collect product and marketing information. Like other forms, i.e., advertising and sales promotion, it is basically communication; but unlike others it is two way rather than one way communication. Most often companies use personal selling when their products or services are highly technical, specialized, or costly—such as complex software systems, business consulting services, homes, and automobiles. The salesmanship is the process of selling the ideas of beauty, health, economy, prosperity, convenience, comforts and so on. The Retailer should consider the following factors before arriving at any decision. Your email address will not be published. Concentration of Potential buyers: Retail selling is much easier if the number of buyers is highly concentrated in one geographical area rather than dispersed over a wide area. Personal selling is where businesses use people (the \"sales force\") to sell the product after meeting face-to-face with the customer. Later we’ll cover marketing alignment with the sales process in greater detail. 5. Consumers can provide feedback by Personal selling It involves not only in selling the products and services but also in providing the knowledge, technical assistance, counsel and advice. It is a face-to-face activity which takes place between the sales force of a company and the customers. Many salespeople view themselves as independent from the organization, so they design their own sales techniques, use their own message strategies, and engage in questionable ploys to generate sales. Personal selling is the interpersonal tool of the promotion mix. Personal Selling is a personal form of communication where direct face to face conversation takes place between the buyer and the seller for the purpose of exchanging goods and services. Whether it’s direct selling, in retail stores, through the web or personal selling, marketing and selling are interlinked. Active listening skills are crucial for all customer service and salespeople. Quantitative objectives: In addition to these qualitative objectives certain quantitative objectives are generally assigned to personal selling. Personal Selling Examples . To obtain sales volume in such a way that contributes to profit objectives. For instance, selling may be used for the purpose of  simply delivering information. Some sales representatives develop scripts for all or part of the sales process. Personal selling happens when companies and business firms send out their salesmen to use the sale force and sell the products and services by meeting the consumer face – to – face. The rep asks questions, listens to buyer concerns and … In addition, there are certain conditions that favor personal selling:[2], It’s important to keep in mind that personal selling is most effective when a company has established an effective sales-force management system together with a sales force of the right design, size, and structure. However, commission-only salespeople may become risk averse and only call on clients who have the highest potential return. It can create wants that never existed before by showing the prospective buyers how particular goods or services satisfy their demand. It is a promotional method by which the salesperson uses his or her skills and abilities in an attempt to make a sale. Advertising, on the other hand, involves no personal contact. Selling can be through different ways for example direct selling, selling on the internet, selling on retail stores or personal selling. In certain instances, the role of personal selling is the minimum i.e., simply having sales people take orders from the customers. Though Personal selling involves the face to face communication of the customer and the sales force, the actual sales occurs by it. Personal selling is one of the major elements of promotional mix. Because of this, it can be one of the most important aspects of increasing sales in retail for your brick-and-mortar location. Salespeople not only inform potential customers about a company’s product or services, they also use their power of persuasion and remind customers of product characteristics, service agreements, prices, deals, and much more. Examples: door-to-door salespeople insurance agents real estate brokers retail store clerks Industrial Selling. Preparation for the Sales Call: If a prospect has been qualified or if qualifying cannot take place until … But in most cases it plays considerably more important roles. According to Lancaster, & Reynolds (2004), it is about personal communication of information with a view to persuading customers to purchase, so it is a major communications tool. 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. Also, because of the push for profitability, businesses try to hire experienced salespeople away from competitors rather than hiring college graduates, who take three to five years to reach the level of productivity of more experienced salespeople. Personal selling lays emphasis on personal contact between the prospective buyer and the seller or his representative. As a result, it can be difficult to find a unified company or product message within a sales force or between the sales force and the rest of the marketing mix. Personal s… . This is a particularly good strategy if they have a supplier diversity program that you qualify for. The long term objectives are broad and general. 2. The sales person, selling goods and services from the retail store, deal with the customers visiting the sorters. A second disadvantage of personal selling is the problem of finding and retaining high-quality people. Begin with the consultation. The most significant strength of personal selling is its flexibility. Advertisers can spend a lot of time and money on a mass-marketing message that reaches many people outside the target market (but doesn’t result in additional sales). To create a demand for the product, usually three techniques are employed by the marketing firms, namely, Personal Selling, Advertising and Sales Promotion. Is the sale of goods and services at the wholesale level. Cultivation: Personal selling may lead to all kinds of relationships ranging from a matter of fact selling relationship to a deep personal friendship. Role of personal selling. Of them personal selling has assumed an ever increasing importance than other techniques. There are all … http://smallbusiness.chron.com/strategic-selling-techniques-15747.html, http://www.smetimes.in/smetimes/in-depth/2010/Sep/02/personal-selling-when-and-how500001.html, http://www.zabanga.us/marketing-communications/how-companies-integrate-personal-selling-into-the-imc-program.html, https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/personal-selling-and-sales-promotion-14/personal-selling-90/value-of-personal-selling-449-4027/, https://www.flickr.com/photos/122969584@N07/13780153345/. After displaying the screensaver option on its Web site, Audi sent an email to owners and prospects offering them the opportunity to download it. A final disadvantage of personal selling is that sales-force members have different levels of motivation. Personal selling involves social behavior of both the seller and the prospect influencing each other. Despite the proliferation of Internet usage both by retailers and by retail customers, little is know about the impact of the Internet on the retail salesperson's ability to add value to customer encounters. Many companies try to control sales costs by compensating sales representatives through commissions alone, thereby guaranteeing that salespeople are paid only if they generate sales. Your email address will not be published. In personal selling, the sales force pinpoints the target market, makes a contact, and focuses effort that has a strong probability of leading to a sale. This type of communication is carried out by sales representatives, who are the personal connection between a buyer and a company or a company’s products or services. Knights of the round table used to kneel as an act of servitude to their … Need for service: In some cases, considerable work must be done with consumer before selling a product and certain items are frequently after sales. Open arms and palms facing towards you, however, are an excellent sign. Recognition of the need: The need for retail selling arises only when the prospects recognize the need for the article as it is exhibited in the show case. Meaning and Definition of Retail Selling Personal selling is a highly distinctive form of communication. Because selling involves personal contact, this promotional method often occurs through face-to-face meetings or via a  telephone conversation, though newer technologies allow contact to take place over the Internet including using video  conferencing or text messaging (e.g., online chat). Upload; Login; Signup; Submit Search. The salesman has to actually sell the product idea before selling the product. The process of personal selling in marketing refers to the systematic approach adopted by sales representatives from finding the right clients for a product or service to getting them to buy the product or at least try it. Response: Personal selling usually makes the prospect to feel a sort of peculiar obligation for having listened to the sales talk. 3. To provide technical advice and assistance to customers as in the case of complicated products and custom designed products. Location, Location, Storefront. Selling retail in a salon begins with a quality consultation. As with any other marketing communication method, personal selling must be evaluated on the basis of its contribution to the overall marketing mix. It brings reasonable profit to the seller and definite benefit to the buyer in the effort of inducing the customers to buy the goods and services. To assist the dealers in selling the product. Whether or not a company uses personal selling as part of its marketing mix depends on its business model. Size of the quantity purchased : The average size of the quantity purchased is another important factor in determining the economic feasibility of retail selling. Personal selling is also known as face-to-face selling in which one person who is the salesman tries to convince the customer in buying a product. Personal selling is a highly distinctive form of communication. Sales promotion is different from both these techniques. Good salespeople offer advice, information, and recommendations, and they can help buyers save money and time during the decision process. In addition, because this posture reflects a closed off mind, I mostly suggest avoiding suggestive selling. Experienced salespeople sometimes realize that the only way their income can outpace their cost-of-living increase is to change jobs. UNIT 1 [Book Link] 1 Introduction to Sales Role of Selling in Marketing VIEW 2 Personal Selling VIEW 3 Salesmanship and Sales Manager VIEW 4 Types of Sales Personnel VIEW 5 Characteristics of a Successful Salesman VIEW 6 Theories of Selling VIEW # Sales Management VIEW 7 Process of effective Selling VIEW UNIT 2 [Book… Personal selling occurs when a company employee, typically a salesperson, has a conversation with a potential customer. If your customer has taken this sort of posture in your conversation, you’re doing well. Personal selling is to inform the customer about the product and demonstrate product functioning. Selling is the exchange of goods or services for money. Active listening skills. Salespeople can also offer many customized reasons that might spur a customer to buy, whereas an advertisement offers a limited set of reasons that may not persuade everyone in the target audience. The success of a marketing firm really depends on its effectiveness in creating a demand for its products and how effectively it satisfies its customers.