PERSONAL SELLING Meaning and
Definition
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Personal selling is a marketing strategy and communication tool utilized by businesses to directly interact with potential customers in order to persuade and influence their purchasing decisions. It involves face-to-face interaction between a salesperson or a representative of a company and a prospective buyer. Personal selling is a fundamental aspect of the marketing mix that allows businesses to build rapport, demonstrate product features and benefits, answer customer queries, and negotiate the terms of a sale.
In this process, the salesperson tailors their approach to suit the specific needs and preferences of the individual customer, providing personalized attention and information. They employ persuasive techniques, effective communication skills, and product knowledge to establish trust, create brand loyalty, and influence the purchasing decision of the customer. This form of selling is particularly useful for products or services that require explanation, demonstration, or customization to meet customer demands.
Personal selling can take place in various settings including retail stores, trade shows, door-to-door visits, or through phone calls and online platforms. It plays a crucial role in generating leads, converting prospects into customers, and increasing sales volume. The success of personal selling relies on building strong customer relationships, understanding their needs, and offering solutions that meet their expectations. Additionally, it allows businesses to gather valuable feedback and insights, enabling them to refine their marketing strategies and improve their products or services to better serve their consumers.
Etymology of PERSONAL SELLING
The word "personal selling" is an English compound noun formed by combining the adjective "personal" and the verb form of "sell".
- "Personal" is derived from the Latin word "personalis", which means "pertaining to a person". It entered the English language in the late 16th century and originally referred to something that belonged to or concerned a specific individual.
- "Sell" is derived from the Old English word "sellan", which means "to give, hand over, or deliver". It has roots in the Germanic language family and shares similarities with related words in other Germanic languages.
Combining these two terms, "personal selling" refers to the act of selling goods or services by an individual directly engaging with potential customers on a one-to-one basis, often in face-to-face interactions.
