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Ashwani Panesar, Lovely Professional University Unit 2: Personal Selling

Unit 2: Personal Selling Notes

CONTENTS
Objectives
Introduction
2.1 Definition

2.2 Situations Conducive to Personal Selling
2.3 Strategies used by Salesman
2.4 Business Management Strategies

2.5 Diversity of Selling Situations
2.6 Buyer Seller Dyads
2.6.1 Choice of Basic Selling Style
2.6.2 Trade Selling
2.7 New Approaches in Selling

2.8 Market Information System
2.8.1 Direct Marketing
2.9 Summary

2.10 Keywords
2.11 Review Questions
2.12 Further Readings

Objectives

After studying this unit, you will be able to:

 Define Personal Selling;
 Discuss the advantages of personal selling;
 State the diversity of selling situations;
 Describe the new approaches in selling.

Introduction

Personal selling is a part of communication mix (other elements of which are advertising, sales
promotion, public relations, direct mail and exhibitions). It is concerned with persuasive
communication. A sales person in personal selling tries to persuade the prospect so that he can
take a decision to acquire the product/service which the sales person is talking about. It is a
major factor in creating sales volume. It brings human element into marketing transactions and
increases the customer's confidence in the supplier.

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