Page 1 - Lesson Note 7

SAI INTERNATIONAL SCHOOL

Class-12
th
Business studies

Chapter – 11, Marketing Management

Topics: Personal selling, Features (Excluding qualities), Sales promotion (Excluding
Techniques)
(Lesson Note - 46)

Personal Selling

‘Most people think ‘selling’ is the same as ‘talking’. But the most effective salespeople know that
listening is the most important part of their job.’ —Roy Bartell

‘You don’t close a sale; you open a relationship if you want to build a long-term, successful

enterprise.’ —Patricia Fripp

PERSONAL SELLING

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.

Companies appoint salespersons to contact prospective buyers and create awareness about the
product and develop product preferences with the aim of making 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.

Merits of Personal Selling

(i) Flexibility: There is lot of flexibility in personal selling. The sales presentation can be

adjusted to fit the specific needs of the individual customers.