Nature of Personal Selling
Selling is one of the oldest professions in the world. Currently, mostly salespeople are well-educated, well-trained professionals who work to maintain and build long-term relationships with customers. They develop these relationships by listening to their customers; by assessing customer's requirements, and organizing the company's efforts to solve customer problems. The term salesperson includes a wide variety of positions and responsibilities. The person can be following:
- An inside order taker.
- An order getter (a high amount of creative selling skills are required in this position).
In a promotional mix personal selling is likely to be emphasized while the market is concentrated or the manufacture has a high unit value, is technical in nature, and require a demonstration. It is also useful if the manufacture can be tailored to specific customer's need, or the manufacture is in the introductory stage of the product life cycle.