Personal selling involves oral communication between a seller and buyer to influence a purchase decision. It is a two-way communication process that allows marketers to adjust their message to individual customers. The process of personal selling generally involves prospecting, pre-approach, presentation, demonstration, handling objections, closing the sale, and follow-up. It has evolved from door-to-door peddlers to a more professional function within business organizations.

1. Process of personal selling
BY
SMART LEARNING WAY

2. Introduction
Rovert Louis Stevenson stated,
“everyone lives by selling something.” the people
who do selling are called salesman, sales
representatives, sales persons, account executives,
sales consultant, sales engineers, field
representatives, agents, service representatives,
marketing representative etc. personal selling and
salesmanship are used without distinction but there
are some differences between the two. Personal
selling is a broader concept. Philip kotler is of the
opinion that personal selling involves oral
presentation in a conversation with one or more
prospective purchasers for the purpose of marketing
sales.

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Advertising, sales promotion and
personal selling ensure the process of selling. Of
the three personal selling is more important. It
contacts the concerned persons in person and
hence it is more effective.
Personal selling is a greatly
distinctive form of promotion. Like advertising and
sales promotion, personal selling is also a method
of communication. It is a two-way form of
communication. It involves individual and social
behavior.

4. What is personal selling?
• Personal selling involves the two-way flow
of communication between a buyer and
seller, often in a face-to-face encounter,
designed to influence a person's group's
purchase decision.

5. Meaning of personal selling
Personal selling is a process of informing
customers and persuading them to purchase
products through personal communication in an
exchange situation.
Personal selling is a marketing
Process with which consumers are personally
persuaded to buy goods and services offered by a
manufactures.

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personal selling gives marketers the
greatest freedom to adjust a message to satisfy
customers’ information needs.
personal selling is the process whereby
the seller or his representative ascertains and
activates the needs or wants of the buyer and
satisfies the same to the industrial advantage of
both the buyer and the seller.

7. Personal Selling – Defined
Personal selling refers to personal
communication with a an
Audience through paid
personnel of an organization
or its agents in such a way
that the audience perceives
the communicator’s organization
as being the source
of the message.

8. PERSONAL SELLING
OBJECTIVES
QUALITATIVE QUANTITATIVE

9. Qualitative objectives
1)To do the entire selling job
2)To “serve” existing account
3)To search out and obtain new customers.
4)To secure and maintain customer’s cooperation
in stocking and promoting the product line.
5)To keep customers informed of changes in the
product line and other aspects of marketing
strategy.

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6)To assist customers in selling the product line
7)To provide technical advice and assistance to
customers
8)To assist with (or hand) the training of
middlemen’s sales personnel.
9)To provide advice and assistance to middlemen
on various management problems.
10)To collect and report market information of
interest and use to company management.

11. Quantitative objective
1)To obtain sales volume in ways that contribute to
profit objectives.
2)To keep personal-selling expenses within certain
limits.
3)To secure and retain a certain share of the
market.
4)To obtain some number of new accounts of
given types.
5)To secure a giver percentage of certain
accounts’ business.

12. Features of personal selling
1.He must maintain lasting relations between the firm
and its customers.
2.It is a creative art. He creates wants in customers.
A human need may change into human want but
because of salesmanship. He should possess the
ability to convert needs into wants.
3.He must talk in the point of view of customers and
engage their mind to his point of view. That is, the
ability of the salesman must influence the
customers’ mind.
4. He must satisfy the consumers not only by selling
products but also provides knowledge and assistance
to satisfy the needs of consumers.

13. Process of personal selling
The approach of selling method is
different from salesman to salesman. Personal
selling aims at oral presentation by talk or
conversation between a salesman and a prospect.
The salesman endeavors to convert the prospect
into a buyer. Generally, the following are the
processes involved in selling method and we
discuss them in brief:-

14. 1. Prospecting
2. Pre-approaching
3. Approaching and attention
4. Demonstration
5. Handling objection
6. Closing the sales
7. Follow up

15. 1. Prospecting :-
A prospect means a probable
buyer. Prospecting means searching for
persons, to whom sales can be affected.
Prospect is a person, who has wants to be
satisfied and has ability and willingness to buy.
Therefore this is a first step in identifying and
locating of prospects, either from company’s
past records or customers or advertisements.
A list of prospects is prepared, and this helps
in planning the whole selling efforts so as to
avoid waste calls.

16. 2. pre-approaching :-
It involves developing an understanding
about the prospective buyers or qualified buyers as to
their needs, problems, buying motives, preferences,
personal character etc. this pre-approach is effective
for making a ground for approach.
3. Approaching and attention :-
This is a sales interview. This is a seed,
with which sales tree grows up. This stage is important
and vital. The first impression of the salesman may
bring a long-run-benefit-repeated sales. This step is
based on AIDAS formula. The salesman adopts all
other selling points relating to the products.

17. 4. Demonstration :-
The need-satisfying characteristics of
the product are to be presented or demonstrated.
The prospect may be made to understand the
benefits of the product. He may also be informed of
the special features, merits, benefits etc. of the
products. The salesman can also show the survey
reports, relevant data, free gifts, referring to specific
problems in other products, telling examples etc.
The prospects must be convinced and an interest in
processing the product must be aroused. “you and
not I” attitude must be fallowed.

18. 5. Handling objections :-
when one shows interest in
buying the products, generally, every salesman faces
objections from the prospective buyers. There is no
wonder, when a buyer purchases products at a price,
buyer asks questions and explanations. The salesman
must face the buyer by giving satisfactory answers,
sincerely and unhurriedly.
6. Closing the sales :-
It aims at taking an order for the
products from the prospective buyer. The salesman
also asks question as to the product-choice of color,
periodicity of delivery, quantity, terms etc. At the
climax stage, the prospects place orders with the
salesman.

19. 7. Follow up :-
satisfaction of the buyer is
important as a source of publicity. This stage is
important, to have information from buyers
regarding the product-use-problems, if any. The
salesman keeps contact to know the problems, if
any. After sale service should be followed strictly
i.e., punctuality, personal attention etc.

20. Evolution of Personal Selling
Peddlers selling door
to door . . . served
as intermediaries
Selling function
became more
structured
As we begin the 21st century, selling continues to develop,
becoming more professional and more relational
Business organizations
employed salespeople
Selling function
became more
professional

21. Point of remember
1.Personal selling is the process of communicating with
potential and present customers through face to face
contacts.
2.Personal selling can be creative or competitive.
3.Personal selling is the most flexible, most pinpointed
and complete method of promotion.
4.creative, service, dealer, and specialty are the kinds of
salesmen.
5.prospecting, preapproach, presentation,
demonstration, handling objections, closing and
follow-up are the main steps in personal selling
process.

22. 6. Sales management involves recruiting, training,
compensating and motivating salesmen.
7. A good salesman requires knowledge of self,
knowledge of the product, knowledge of the
company, knowledge of customers, and
knowledge of the selling techniques.