What are the features of personal selling?
The essential features of personal selling are as follows:
(i) Personal Selling Involves Persuasion of Customers:
A salesman must have the ability to convince the people to buy his product. The customer is not to be pressurised, but influenced favourably by the salesman. Thus, salesmanship is the skill of handling people and persuading them to buy a certain product or service.
(ii) Personal Selling Involves Wining of Buyer’s Confidence:
Modern salesmanship aims at educating the customers and providing a solution to his problems. This helps in winning his confidence. Misrepresentation, cheating and dishonesty by the salesman can’t help him to win the buyer’s confidence for ever.
(iii) Personal Selling Involves Providing Information:
Salesmanship is an educative process. It tells people the ways in which they can satisfy their needs. Salesman provides information about products available, their broad features and their uses and utility to the customers.
(iv) Personal Selling Aims at Mutual Benefit:
Salesmanship is a two- way process. It results in benefits not only to the sellers but also to the buyers. It helps in solving the problems of the buyers and satisfying their needs. Customer satisfaction leads to increase the profitable sales volume for the salesman.
