Personal selling involves an oral presentation of the message in the form of conversation with one or more prospective customers for the purpose of making sales. It is a personal form of communication. It occurs where an individual salesperson sells a product, service or solution to a client. Companies appoint salespersons to contact prospective buyers and create awareness about the product and develop product preferences with the aim of making a sale. It is a promotional method by which the salesperson uses his or her skills and abilities in an attempt to make a sale.
The features of personal selling define the particular characteristics which are related to personal selling. It includes various points such as:-
(i) Personal Form:
This is the first feature of personal selling and it means that there is a face to face interaction between buyers and sellers. Under personal selling, personal contact is established between the buyers and the salesman. In other words, both parties face each other. In personal selling, a direct face-to-face dialogue takes place that involves an interactive relationship between the seller and the buyer.
(ii) Development of Relationship:
Personal selling allows a salesperson to develop personal relationships with prospective customers, which may become important in making a sale. It results in the development of personal relationship between the salesperson and the possible buyer. The seller tries to understand the needs of the buyers and provide the product matching the customer needs. Such a relationship has an important place in sales.
(iii) Oral Conversation:
There is oral conversation between the salesperson and the buyer regarding the features of the product, i.e., price, color, shape, design, method of use, etc. Through this feature, the salesman helps to tries to persuade the customers for a particular product and make a healthy relationship between them.
(iv) Quick solution of Queries:
The prospective buyer can make inquiries regarding the product. Salesman answers these queries quickly and removes any doubts in the mind of the buyer. The seller is always trying to receive the feedback of the consumers because a consumer is the only person who can tell us well about our product whether it is his goodness or the badness.
(v) Receipt of Additional Information:
Usually, before introducing its product, a company is conscious of the preferences of the possible buyers. However, during the course of personal selling, when the salesperson is in direct contact with the buyers he/she gathers additional information regarding their tastes and likings.
(vi) Real Sale:
Under personal selling, the buyers are not only informed about the product but the goods are actually sold to them. A good salesman is considered to be a person who should influence or satisfy a customer to his product so that the customer is induced to buy and use a particular product.