What is Personal Selling?
Personal selling is when you communicate with consumers on a one-on-one basis. It’s a one-on-one encounter with customers. As such, the basic objectives of personal selling, to individually contact prospects and make them favorably work on seller offers.
It’s all about the products and services when it comes to communication. Buyers/customers are persuaded to acquire items or services based on the information and interactions provided. “It is a face-to-face engagement with one or more prospective buyers via the presentation, answering questions, and processing orders,” according to this definition.
‘Personal selling,’ according to W.J. Stanton, “is the personal delivery of information to convince someone to buy something.”
Objectives of Personal Selling
It is almost required that objectives be defined, unambiguous, and time-bound (short and long term). Short-term personal selling objectives are qualitative in nature, and they help salespeople reach long-term quantitative goals (objectives) like revenue and profit increment.
These goals, of course, are dependent on the company’s goals, policies, and promotion mix programs. Because the two goals are intertwined, management must carefully develop them in the face of increasing competition and difficulties, whether domestic or worldwide.
Here are some examples of personal selling goals that are both qualitative and quantitative.
To meet sales targets, salespeople define qualitative goals for all selling jobs-related actions. They concentrate on identifying new clients in order to reduce the incidence of customer desertion.
They create the next object to collect buyer preferences in order to deliver the finest product or service possible. They also set the goal of contacting clients in order to take orders.
They want to establish an instant and interactive interaction with buyers, as well as build a friendly relationship and a sense of duty so that they can make future sales and survive in a competitive market for a longer length of time.
They aim out to tell consumers about changes in product lines, qualities, and marketing techniques so that they are not misled and may make the best decisions possible.
In terms of technological items, their goal is to give complete technical knowledge and guidance on how to utilize products or services properly so that they do not lose clients. They claim to be supporting middleman sales professionals in order to manage sales issues.
It is a virtual fact that salesmen are responsible for the company’s behavior. As a result, they strive to prepare sales reports on time and deliver them to the firm so that the correct information may assist it in making the best judgments possible.
To point out some qualitative objectives of personal selling, as To Total Selling Jobs,
- To search out new customers.
- To build up buyer preference.
- To contact customers and take orders.
- To constitute immediate and interactive relationships with buyers.
- To cultivate a cordial relationship with customers and a sense of their obligation.
- To inform customers of changes in product lines and marketing strategies.
- To assist customers in making choices.
- To provide technical knowledge and advice with respect to technical products.
- To assist middlemen’s sales personnel in managing sales problems.
- To prepare a market report and send it to the company.
To capture the market, salespeople create quantifiable goals to expand their sales services. They make decisions on how to grab market share and increase profit margins on the company’s products.
Their next goal is to acquire new clients and keep them by employing various prospecting and pre-approach strategies.
Their other goals are to use their abilities, expertise, and know-how to assist the organization in lowering sales expenditures and fulfilling product line targets.
The points of quantitative personal selling objectives may be called To Multiply Sales.
- To capture and retain the market of specified product/product line,
- To maximize profitability on the company’s products,
- To obtain new customer accounts,
- To help control personal-selling expenses,
- To secure target sales of certain product lines.