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Unit 2: Personal Selling

personal characteristics to shape needs and expectations. Based on needs and expectations, seller Notes
and buyer develop a strategy aimed at negotiating a favourable exchange. The strategy may be
of persuasion, integration, communication of facts or offers, friendship and other elements. If
strategies are compatible, exchange takes place, otherwise sales person and buyer stop interacting.
They may even adapt themselves by adjusting needs and expectations, sometimes adjustment is
not possible, i.e., in case of reduction of prices which may be against the company policy. When
a negotiation is terminated whether as a success or a failure, it becomes an input into the future
interaction of sales person and the customer.

Figure 2.1: Buyer Seller Dyads

Source: http://www.acrwebsite.org/volumes/v03/03383f01.gif

Notes Selling is only the tip of the iceberg "There will always be need for some selling. But
the aim of marketing is to make selling superfluous. The aim of marketing is to know and
understand the customer so well that the product or service fits him and sells itself.
Ideally, marketing should result in a customer who is ready to buy. All that should be
needed is to make the product or service available." Peter Drucker.

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