Features of personnel selling

Do you think that an advertisement or publicity leads to the ultimate sale of a product? I will say no, because there should be people in between the customers and manufacturers. These people are those who involved in sales. The success of sale depends on the personal salesmanship. A personnel selling is the conversation or talk with the prospective buyers. Features of personal selling are discussed under.

Personnel selling process is an important element in promotion mix. Other elements are publicity, advertisement and sales promotion. These are ineffective without personnel selling. The investment made for these activities become useless. It is a Personnel interaction as the personnel selling involves the conversation with a prospective buyer. Through this the consumers by way of talking the features, price etc. A sales man represents the firm and talks to the consumers. He may talk about the firm in the context of its reputation, other products, brands etc.

It is the act of understanding the consumer behavior. A sales man directly talks to people and understand what the consumer expect from a product and what kind of change has to be done on the product. In a mobile shop the sales man has to explain the different application and utilities of mobile phones brands such as Nokia, Samsung, and Motorola etc.  While dealing with different customers, the sales man can identify what the consumer expect from Nokia or which reason to shift from Nokia to Samsung. It is also a two way communication. Personnel selling process is a two way communication. Nowadays lot of online websites and shops sell lots of products through internet. But this lacks a two way communication between the consumer and the sales man. When there is a two way communication occurs, the consumer gets clear information about the product and the sales man can clarify the problems faced by the consumer. This results in closing a sale.