Personal selling is one of the promotional activities. The basic thing about the promotion has been discussed in earlier articles. Personal selling is a form of oral presentations to one or more prospective buyers. The ultimate goal for personal selling is making a sale. Things happen in this stage is interaction between seller and buyer. This interaction will take effect immediately, whether the prospective buyer will decide to buy or not buy.

In many ways, personal selling is an effective tool in building confidence and putting positive image to prospective buyers.

There are three benefits of personal selling activities. They are:

1. Personal intimacy

Personal observations in order to mutually fine-tune emotional relationship between sellers and buyers. Includes dynamic and intimate relationship as well as interactive between seller and buyer.

2. Cultivation

Allows the emergence of various types of relationships to more friendly relations. The thing to remember is that personal selling is very effective if the seller put in their mind “customer first”.

3. Response

Makes prospective buyers feel enjoyed to listen and enjoy to make conversation to the seller. And the seller must deliver good response and time, in order to make more close relations between them.


Personal selling functions:

- Communicating
Provide very detailed information about the products to customers and prospective customers.

- Prospecting
Finding buyers and establishing relationships with prospective buyers in order to generate a transaction.

- Selling
This is the main objective of personal selling activities. The stages are approaching, presenting, demonstrating, overcome objections (if any resistance from potential customers), and finally selling products to customers.

- Servicing
Provide various services and service to customers.

- Information gathering
In addition to selling, personal selling activity is to conduct research and market intelligence.

Through this article, finally you have known the summary about one of promotional activity namely personal selling.