Page 2 - Lesson Note 7

(ii) Direct Feedback: As there is direct face-to-face communication in personal selling, it is

possible to take a direct feedback from the customer and to adapt the presentation

according to the needs of the prospects.
(iii) Minimum Wastage: The wastage of efforts in personal selling can be minimized as

company can decide the target customers before making any contact with them.

ROLE OF PERSONAL SELLING https

Personal selling plays a very important role in the marketing of goods and services. The importance

of personal selling to businessmen, customers and society may be described as below.

Importance to Businessmen

Personal selling is a powerful tool for creating demand for a firm’s products and increasing their

sale. The importance of personal selling to a business organization may be described as follows:

(i) Effective Promotional Tool: Personal selling is very effective promotional tool, which
helps in influencing the prospects about the merits of a product and thereby increasing

its sale.

(ii) Flexible Tool: Personal selling is more flexible than other tools of promotion such as

advertising and sales promotion. It helps business persons in adopting their offer in

varying purchase situations.
(iii) Minimizes Wastage of Efforts: Compared with other tools of promotion, the possibility

of wastage of efforts in personal selling is minimum. This helps the business persons in

bringing economy in their efforts.
(iv) Consumer Attention: There is an opportunity to detect the loss of consumer attention

and interest in a personal selling situation. This helps a business person in successfully

completing the sale.
(v) Lasting Relationship: Personal selling helps to develop lasting relationship between the

sales persons and the customers, which is very important for achieving the objectives of
business.