PERSONAL SELLING

Submitted to: Submitted by: Dr.Rajan Sharma Kaur (Asstt. Prof.) MBA(5yr),4thsem 14 Lovepreet

Roll No.

MEANING:
Personal selling is the process of assisting and persuading a prospective buyer to buy a product in a face to face situation. It is a major promotional tool used to increase profitable sales by offering want satisfying products to customers.

DEFINITION:
According to AMA,"Personal selling is an oral presentation in conversation with one or more prospective purchases for the purpose of making sales." "Personal selling consists of contracting prospective buyer of product personally." -Richard Buskirk

CHARACTERISTICS:
Method of sales communication includes commercial and social bahaviour includes selling & non-selling functions involves peruasion of customers involves winning buyer's confidence aims at providing information & services to buyers two-way process,benefits both buyers and sellers Educative process Flexible and adabtable

FUNCTIONS:
1. Making sales and persuasion of customers 2. Keep sales records 3. Achieving sales targets 4. Collection of statistics 5. Advertising new product 6. Demonstration of products 7. Increase in good will 8. Executive function 9. Rendering customer services 10.Winning customer's confidence

OBJECTIVES:
two types:
SHORT TERM OBJECTIVES: 1. to obtain a specified sales volume 2. to secure and retain a specified share of the market 3. to keep the personal selling expenses within specified limits 4. to obtain sales volume in ways that contribute to profit objectives by selling proper product-mix.

LONG TERM OBJECTIVES: 1. to undertake selling job 2. to serve the existing customers 3. to make search for new customers 4. to assist the customers in selling the product-line 5. to obtain the desired market information 6. to keep the customers informed about changes in the product line & other aspects of marketing strategy.

OTHER OBJECTIVES: 1.to keep sales record 2.to increase profit through increases sales 3.to remove the doubts from the minds of consumer 4.to convince the customers about the quality of the product and credibility of the company

PERSONAL SELLING PROCESS:

i. Presale preparations ii. Prospecting for potential customers iii.Pre-approach iv.Preparation v. Approaching vi.Presentation vii.Attention viii.Demonstration ix.Overcoming the objectives x. Closing the sale xi.Follow up

IMPORTANCE:
For manufacturers: increase in sales permanent customers increase in profits minimum wasteful efforts market information

For the customers: customer satisfaction educate consumers clarifies doubts communication service most effective method assisting customers For the Society: Employment opportunities Higher standard of living Price stabilization

LIMITATIONS:
High cost Lack of efficient salesman Difficulty of reporting at right times Stake in customer loyalty Administrative problems

THANK YOU