Personal selling involves oral presentation of message in the form of conversation with one or more prospective customers for the purpose of making sales. It is a personal form of communication. It occurs where an individual salesperson sells a product, service or solution to a client. Companies appoint salespersons to contact prospective buyers and create awareness about the product and develop product preferences with the aim of making sale. It is a promotional method by which the salesperson uses his or her skills and abilities in an attempt to make a sale.
Features of Personal Selling
(i) Personal Form: In personal selling a direct face-to-face dialogue takes place that involves an interactive relationship between the seller and the buyer.
(ii) Development of Relationship: Personal selling allows a salesperson to develop personal relationships with the prospective customers, which may become important in making sale.
(iii) Oral Conversation: There is oral conversation between the sales person and the buyer regarding the features of the product, i.e., price, colour, shape, design, method of using, etc.
(iv) Quick solution of Queries: The prospective buyer can make inquiries regarding the product. Salesman answers these queries quickly and removes any doubts in the mind of the buyer.
(v) Real Sale: Under personal selling, the buyers are not only informed about the product but the goods are actually sold to them.