Personal selling is a means of implementing marketing programs. It is concerned with ‘persuasive communication’. A salesperson in personal selling tries to persuade the prospectso that he can take a decision to buy a product. It is a major factor in creating sales volume. It is a direct presentation of a product to a prospective customer by a salesman. It takes place face to face or over the telephone. It may be directed to a middleman or a final consumer. Personal selling is a tool for building up buyer’s preference, conviction and action.
- According to William Stanton and Walker, “Personal selling is the personal communication of information to persuade somebody to buy something.”
- According to Mahoney and Slone, “Personal selling is the personal communication between a salesperson and a potential customer or group of customers.”