 DIFFERENCE BETWEEN PERSONAL SELLING,

SALESMANSHIPAND SALES MANAGEMENT

Personal Selling
Salesmanship
Sales Management
 Personal selling is an important component of
promotional mix. It is a means for
implementing marketing programs. Personal
selling facilitates interaction a salesman and a
buyer so that the need of the buyer could be
understood well and salesman could serve
the buyer according to his need. We can say
that personal selling is a broader concept
than salesmanship
 Salesmanship on the other hand, is just an art
of selling. It is an art of successfully
persuading prospects or customers to buy
products from which they can derive suitable
benefits. Salesmanship is all about skills
required by the salesman to understand the
need and emotions of the prospect and
offering him various information, options and
benefit to satisfy their need. Thus, we can say
that personal selling includes salesmanship.
 It is all about managing all activities related with the sales of the
business. It involves marketing, advertising, pricing etc. Through
sales management only, a company keeps track record of target
sales and actual sales.

 It involves management of sales operations, formulation of sales

strategies and preparing sales analysis.

 Sales managers in the sales department are the responsible

authority for sales management. The sales manager has to look after
marketing strategies, has to manage the salesforce and has to
organize personal selling efforts. Thus, sales management is
ultimately responsible for planning, organizing, directing and
controlling of personal selling efforts also for recruitment, selection,
training, supervision and motivation of the personal sales force.
After reading this chapter, you should be
able to:
• Know the basic concepts of personal
selling
• Differentiate among personal selling,
sales management, and salesmanship
• Understand the selling myths
• Comprehend about selling situations
 In the dynamic and complex business environment of today’s time,
with new and improved products entering into market to meet the
expectations of informed customers. The personal selling approach
of promotional mix occupies prominent position. The narrow view of
merely influencing the buying behavior no longer exists rather the
salespersons assumes more of a partnering role in providing
solution to the problems of prospective buyers. Due to ever growing
competition in both domestic and global markets, the salesperson
play a pivotal role in stimulating the demand of products and
services. Personal selling is an important tool for delivering the
desired satisfaction and developing long and enduring relationships
with valued customers. Personal selling is highly effective in case of
sale of complex and technical products. The role of personals seller
becomes significant in informing and educating buyers for deriving
satisfaction out of mutual beneficial relationships. The personal
selling efforts intensifies the marketing efforts created by
advertising and sales promotion to push the product in the market.
 Personal selling is an integral part of promotion mix. It involves face to
face interaction with prospective buyers for presenting goods and
services and convincing them to make a purchase. Personal selling
efforts comprises connecting, engaging and persuading buyers to satisfy
their needs/problems in most effective way. It is direct and personal
communication to influence prospective buyers to make a purchase
decision.
 According to American Marketing Association (AMA) “It is a personal
process of assisting and persuading a prospective customer to buy a
commodity or service and to act favorably upon an idea that has a
commercial significance”. Philip Kotler defines “Personal selling is a face-
to-face interaction with one or more prospective purchasers for the
purpose of making presentations, answering questions and procuring
orders.”
 According to Cundiff and Still “personal selling is basically the method of
communication. It involves not only individual but also social behavior
each of a person in face-to-face contrastsalesman and prospect
influence each other”
 Personal selling is a two-way communication in which the
salesperson makes attempt to sell products while handling queries
and objections of prospective buyer. It involves educating the
prospect or the existing customer about the product or service, its
features, attributes, price etc. and convincing to close the sale. The
objective of personal selling is to not just to sell the products but
also to cultivate and nurture long term relationships. The interaction
in the personal selling can be customized as per the requirements of
different prospective buyers. The personal selling enables the
marketer through salesman to provide goods, services and ideas to
assist customer in meeting his needs or wants.
 1. Direct communication: It is a face-to-face interaction between sellers and
prospective buyer. The buyer could be first time buyer or prospective buyer or
regular buyer of the same products or company. This interaction involves
presenting, informing about products and convincing him to enter into a sale.
 2. Buyer: seller interaction-With most of purchases going online today, the
interaction between the buyer and seller are also happening on virtual platforms
as well. The interactive and immediate relationship between buyer and seller is not
just limited to geographical boundaries. The technological advancements have
allowed the interaction to spread across the globe.
 3. Customization and personalization: The unique feature of personal selling is
the flexibility in approaching the prospective buyer as compared to advertisement.
It is a personalized communication designed considering distinct customer
characteristics in perspective. The salesperson has to adapt in light of customer
requirements, distinct characteristics, products, situations for communicating the
solution.
 4. Human element: Personal selling is a two-way interaction between buyer and
seller. In the interaction the seller educates, discuss concerns with respect to
product, price or delivery and applies persuasive skills to go ahead with purchase.
The body language, confidence, tone and tenor play a vital role in interaction. The
real time presentation and demonstration allows more engaging and satisfying
experience for buyers.
 5. Quick response and feedback: In case of personal selling, the sellers get instant
feedback about the company’s offerings. The alive, immediate and interactive
interaction allows the salespersons to gauge the response of prospective buyers. It
assists the salespersons to keep a track of progress of response received from the
prospective buyers and existing customers. This information is helpful for the
company for improving the products and services for future use.
 6. Tool of promotion mix: The personal selling is an integral part of promotion
mic. But it cannot be used as an isolated tool to influence the buying behavior of
prospects. It is interdependent and has interlinkages with other tools of
communication mix. Like advertising and sales promotion activities.
 7. Art and Science: Personal selling is both art and science. It is considered as an
art because it uses the creative abilities to engage and present the products
before the customers. It is science because how to persuade the prospects to act
is based on scientific studies and facts. It applies the principles and knowledge
derived from studies to shape the perception of people for buying.
 8. Cultivation of relationships: The personal selling helps in cultivation of mutual
beneficial relationships between buyer and seller. The seller makes use of this
relationship for building and maintaining goodwill with the prospective or current
buyer.
 The objectives for which the personal selling exercise is undertaken can be
outlined as follows

1. Identifying prospective buyers: The primary objective of personal selling is to

identify and search the prospective buyers for the products. The direct
communication between the buyer and seller helps to recognize the most
suitable prospects for carrying out the personal selling activities. Personal selling
enables to connect and engage with those persons who are interested in the
offerings of company.
2. Stimulating demand: Once the prospects have been identified, the next step is
to push the products by convincing efforts of salesperson. The interaction with
the potential buyer helps in determining the specific needs and requirements.
The salesperson has to present and demonstrate in such a manner that arouses
the interest and desire for acquisition of product.
3. Informing, educating and guiding: The task of personal selling involves
providing information and assistance, promoting, educating and guiding the
customers throughout their journey of seeking the solution to their problem. The
information about the new products and services, educating the potential buyers
with respect to handling and disposal of products, and guiding them in finding
the best solution to their requirements are embedded as goal of personal selling
exercise. It also includes supplementary services like installation, repairs and
maintenance that can be made available to buyers.
 The objectives for which the personal selling exercise is undertaken can be
outlined as follows

4. Persuading and reinforcing prospects: The persuasion and positive

reinforcement is the key objective of personal selling. The reinforcement with
respect to finding or suggesting products/services to the best interest of
potential buyer helps to create a satisfying experience. The features, advantages,
benefits and competitive edge of products must be communicated to the
prospects and customers. the need- benefit linkage must be established through
personal selling.
5. Building long term relationships: The personal selling efforts are undertaken
to cultivate relationships with buyers. Even if the salespersons may not be able to
close the sale successfully.it cannot be considered as failure of person selling
rather it should be seen as an opportunity to understand the needs better and
provide solution accordingly. The strength and conviction of personal selling
helps in building the trust and confidence in the minds of customers.
 Personal selling is the personal
communication of information about goods,
services and ideas to the prospective buyers
or existing buyers to meet their needs or
requirements. The importance of personal
selling can be grouped under three heads for
businesses, customers and society
respectively
1. Immediate feedback: The sellers get quick response or
feedback of the performance of products in the market. All other
tools of promotion mix like advertisement and sales promotion
have certain time lag in communicating the results of progress of
various products and services. The immediate and real time
feedback helps the business to keep the information generated
through personal selling in consideration to improvise products
for future use.
2. Minimum wastage of efforts: Personal selling identifies and
search the most appropriate prospects for selling goods and
services. The effective prospecting assists in focusing the efforts
only on those who have the higher probability of making a
purchase. It helps in minimization of sales force efforts on
interested potential buyers only.
3. Cost Control: Personal selling plays an important role in
reducing the selling expenses and thereby bringing more profits
for the company. The selling expenses are controlled by
emphasizing only on those prospects who have higher
probability of making a purchase decision.
4. Customer confidence: The collaborative or partnering nature
of personal selling in finding the right solution at the right place,
delivering better products and services ultimately results in
winning the customer confidence and gaining larger share in the
market.
5. Goodwill: The objective of personal selling is to bring
revenues for the company along with winning customer on
continual basis. The goodwill and reputation of the company is
developed through satisfying the needs of the target segment in
an effective manner.
 The customer centric approach is embedded in the personal selling.
The various benefits of personal selling can be outlined as follows:

1. Assists in identification of needs: The salesperson provides

information about the different products for different needs of potential
buyers. Personal selling efforts are more about understanding the
demands and enlightening the potential buyers by providing them
information of new arrivals, modifications in products and identifying
the right kind of product to meet their needs.
2. Personalization and customization: Personal selling is highly
customized form of communication. The customized information for
different customers is designed keeping in consideration the various
factors affecting their buying behavior. It differs from advertisement in
the mode and manner of communication. Advertisement is unilateral
whereas personal selling is bilateral and personalized according to the
requirements of different buyers.
 The customer centric approach is embedded in the personal selling.
The various benefits of personal selling can be outlined as follows:

3. Provides consultation and guidance: The personal seller also provides

follow up services to maintain the relationships with customers. The
after-sale services such as installation, repairs, maintenance with
respect to use and disposal of services are also ensured in personal
selling. 4. Source of information: The feedback or the responses of the
customers for company’s offerings can be easily gauged by the
salespersons. Personal selling acts as interface between the customers
and top management of the company. The feedback received from the
customers’ act as an input for further improvisation, modification or
removal of products in future.
 Personal selling plays a constructive role in the progress of
society. The importance of personal selling for selling can be
illustrated as follows-
1. Improvement in standard of living: Personal selling enables
educating buyers about the about new improved products. It
assists in maintaining equilibrium by reducing the fluctuations in
price. Salesperson acts as a interface between the company and
customers at large. The inputs of the customers and society at
large are communicated for developing better products at
affordable prices.
2. Employment opportunities: The scope of personal selling also
entails creating employment opportunities for people. The
working conditions are also changing because of the online
presence of the companies, salesmen need not to go door to
door but now assist customers in choosing a final product out of
all the available options.
 Personal selling plays a constructive role in the progress of
society. The importance of personal selling for selling can be
illustrated as follows-
3. Opportunities for career advancements: Personal selling
enables creation of opportunities for career advancements. From
starting his career as a field salesman, a person can raise his
level till the CMO too passing through the stages of area sales
manager, regional sales manager among others. Moreover,
competitors are also looking for a start sales performer. Hence,
he can always be showered by the offers from the competitors.
4. Free Movement in any industry: Each industry is engaged in
selling activity, hence, selling skills give a person an additional
advantage to move across industries without having any kind of
specialized degree. A small training is sufficient to make him
understand about all the technical jargons of that industry.
 Sales management, salesmanship and personal selling are
interlinked and have lot of commonalities. The interlinkages
and interrelatedness help to provide value added relationships
to both company and customers. Customer is going to have
winning proposition in terms of best purchase solution for his
need. The company gains by selling satisfied product not just
the revenue but also take forward the long-term relationship,
positive word of mouth, recommendation. The differences
among the terms can be understood in scope and functions of
each activity. Personal selling is the interaction between buyer
and seller. The techniques used in personal selling can be
referred as salesmanship. The recruitment, training,
motivation, compensation or any other activity for managing
sales force is a part of sales management.
 Personal selling is a broader concept than salesmanship. It is
direct interaction between buyers and sellers which involves
informing and persuading the prospect to close the sale. The
interaction encompasses the details about the product, its
features, attributes, benefits, advantages. The aim is to inform,
educate about company’s offering and persuade to make a
purchase decision. Personal selling now goes beyond than
merely selling products. The objective of personal selling also
includes developing and nurturing long term relationships with
customers for future revenues and goodwill of the company.
 Sales management can be defined as “the planning, direction
and control of personal selling, including recruiting, selecting,
equipping, assigning, routing, supervising, paying and
motivating as these tasks apply to personal sales force”. Sales
management comprises of all the activities related to
management of sales force. The planning, directing and
controlling the sales force involved human resource functions
such as recruitment, selection, training, compensating,
motivating in a particular sales territory. The objective of sales
management is to develop effective sales team. It is the
process of attaining the sales force goals in an effective
manner through planning, staffing, training, leading and
controlling organisational resources. It is giving direction to
sales force to attain sales force. Sales management is a
broader concept and includes personal selling.
 It is an art and skill to influence the prospective buyer or the
actual buyer to enter into sale. Salesmanship is one aspect of
personal selling. It is one of the skills used in personal selling.
Salesmanship is the art of persuading people to buy the
products. The skill is also used for developing long term
relationships with customers, creating goodwill for the
organisation in the minds of customers. It includes efforts for
motivating prospective buyers to decide in favour of sellers’
products and services. Salesmanship skills includes skills such
as interpersonal skills, conceptual skills, listening skills, to
influence prospects to make a sale.
 The sales management, personal selling and salesmanship are
interrelated with each other. The sales management
administers the personal selling efforts and personal selling is
enacted through salesmanship.
 Relationship marketing is creation of long-term collaborative
relationships for a maintaining a large and loyal customer
base. Personal selling is an integral component of promotion
mix. It is about educating, influencing and successfully
persuading both prospective and actual buyers to become and
remain satisfying customers of the organization. The goal of
personal selling is not restricted to merely seeking sales rather
it focusses on developing and nurturing long term
relationships with its prospective and actual buyers.
Relationship marketing is based on the customer centric
approach.
 The salesperson can act as interface between seller and
customer. The discussions, opinions, feedback obtained with
the help personal selling are transmitted to sellers for further
improvisation and management of relationships. Timely
complaint redressal is another component of relationship
marketing. The relationships with the customers can be
strengthen by understanding the customer needs and
customizing the solution as per the specific needs of
customers. The essence of any relationship is communication
and personal selling is the most direct form of communication
with potential and actual buyers. The task of relationship
marketing is implemented by the salesperson in following
ways:
 1. Implementing customer contact programs: The various
customer contact programs can be developed by an
organization to get in touch with user base and seek their
feedback on products/services.
 2. After sale services: The services received post sales in form
of installation, servicing, repairs, handling of complaints etc.
constitutes an important role in relationship building. The
customer experience about the products and services play a
pivotal role in taking decision of patronizing the organization
products in future. The way of handling and redressing
complaints by the sales representative help in maintaining a
better brand image.
 3. Finding the future needs of customers: The companies that
continuously monitor and respond to future needs of
customers have more likelihood of adding large customer base
to its product. The various loyalty programs, membership
cards are few sources of reminding and monitoring customers’
activities.
 4. Developing adaptive selling approach: The personalized
selling strategy can be developed according to the specific
needs of different buyers. The positive word of mouth
recommendations and positive reviews is what the
organization is aspiring for along with cultivation of long and
enduring relationships with its customers.
 These are the certain myths associated with personal selling
that affect the perception of a salesperson during the entire
process of personal selling.

Myth 1-Anyone can be a buyer: The first myth about personal

selling is related with the buyers. It is not right to think that each
consumer may buy everything. Many different factors are
considered by the consumers before making any purchase
decision. However, there are few exceptions to it. For example, a
consumer may be induced for impulse buying by offering him a
steal deal or deep discounts. In order to make efficient use of the
efforts a salesman should carefully assess the attributes of the
product and accordingly target the market.
 These are the certain myths associated with personal selling
that affect the perception of a salesperson during the entire
process of personal selling.

Myth 2-Price is the most important criterion for buying a

product: Sellers may be misguided if they believe this myth.
There is no denying fact that price plays an important role in
making any purchase decision but not always a primary factor.
There are many exceptions to this assumption. First in case of
luxury goods, prices of the product hardly matter. Rather people
look for expensive items to show their status. Second for quality
conscious customers, quality or features of the product matter
than prices. Finally, in case of brans loyal customers, the users of
particular brand will rarely compare the prices of the substitutes
and shift just because of lower prices offered by the competitor.
 These are the certain myths associated with personal selling
that affect the perception of a salesperson during the entire
process of personal selling.

Myth 2-Price is the most important criterion for buying a

product: Sellers may be misguided if they believe this myth.
There is no denying fact that price plays an important role in
making any purchase decision but not always a primary factor.
There are many exceptions to this assumption. First in case of
luxury goods, prices of the product hardly matter. Rather people
look for expensive items to show their status. Second for quality
conscious customers, quality or features of the product matter
than prices. Finally, in case of brans loyal customers, the users of
particular brand will rarely compare the prices of the substitutes
and shift just because of lower prices offered by the competitor.
 These are the certain myths associated with personal selling
that affect the perception of a salesperson during the entire
process of personal selling.

Myth 3-Same sales techniques will work for everyone: All

customers are different individuals hence they are driven by
different needs, motivations, and goals. Hence, a single sales
strategy may not be helpful for everyone. The marketers have
well understood this and now they are focusing on Segment of
One where each individual is considered as a segment and
customized products being offered to every one based on their
unique requirements.
 These are the certain myths associated with personal selling
that affect the perception of a salesperson during the entire
process of personal selling.

Myth 4-Finish the selling process soon as possible: This myth is

guided by the selling concept where the selling of unit is more
important than customer satisfaction. However, in today’s time
the swiftness in closing the deal may not help much as in case of
any dissatisfaction consumers may use social media to spread
the negative word of mouth. Besides this, it’s going to cost
goodwill in the long run.
 These are the certain myths associated with personal selling
that affect the perception of a salesperson during the entire
process of personal selling.

Myth5-Explore everything to close the sale: This myth may lead

salespersons towards unethical selling behavior too. It is
unethical on the part of seller to misrepresent the facts or
misinform about the product quality or capabilities of the
product to the consumers just to increase the sales number or
match the sales quota. Following this myth salesman can adopt
manipulative and aggressive sales approach. In long run, a
company may fail because of such salespersons who believe in
this myth.
 These are the certain myths associated with personal selling
that affect the perception of a salesperson during the entire
process of personal selling.

Myth6- Extrovert salesman perform better than introvert one:

Few people think that salesmanship is the cup of tea only for
those who are outspoken. But it is not true. The task of
salesperson is to understand the needs of its potential customer
and present the solution of his/ her problem. Salesperson should
try to overcome this misconception by adopting professional
approach that will be appreciated by customers. Salesperson
should try to refrain from being overly friendly.
 These are the certain myths associated with personal selling
that affect the perception of a salesperson during the entire
process of personal selling.

Myth 7- “fake it, fill it and make it”: The long term goal of every
salesman should be establishing relationship with its customer
rather than just seeing a buyer as an account. Therefore, sales
representative should not hide any information or fact from the
customer just for closing the deal. Rather, all the crucial points
should be well communicated to the customer.
 These are the certain myths associated with personal selling
that affect the perception of a salesperson during the entire
process of personal selling.

Myth 8- A customer “no” is “never”: A salesman should not be

disheartened after hearing a “no” from the customer. Rather he
should try new ways to address the customer struck points and
find new ways to pursue them more. Salesman should be hopeful
towards converting the “no” of the customer into “yes”.
 These are the certain myths associated with personal selling
that affect the perception of a salesperson during the entire
process of personal selling.

Myth 9 The customer is always right: This is an old saying in

business that “customer is always right”. This line has largely
been misinterpreted. It is not necessary that customer is always
correct in understanding his innate needs. Sometimes a
customer gets confused in identifying about his preferences. In
that situation he needs guidance of the salesman. Moreover, in
the era of over exposure to information, consumer may form
some misconception about products. Here the role of
salesperson is to make him aware about the true facts related to
products. Salesperson has to figure out what information
customer possesses and what he is missing out and bridging the
information gap for making rational decisions.
 These are the certain myths associated with personal selling
that affect the perception of a salesperson during the entire
process of personal selling.

Myth 10- Sales is all about numbers: Sales in the quantifiable

number is the most important. Though numbers are important
but they are not the only thing. the quality of interaction is going
to determine is going to play important role in translating the
prospect into potential buyers.
 Selling is a specialized task and the salesman come across
many different selling situations while he is in field. These
selling situation has been categorized in four broad categories
which are mentioned below:
 BASED ON TYPE OF CONSUMER

New Customers: Acquiring new customers is always more

challenging than the retaining older one. The selling situation in
which salesman tries to sell the products to a completely new set
of customers is also called developmental selling situation. The
target customers are either existing users and buy product from
competitor or the completely new users who never bought the
product. The sales persons have to use different promotional
schemes (discounted prices, better deals etc.) to woo the
competitor’s customers. For first time users, salesman need to
demonstrate the benefits of the product just to prove its
usability.
 BASED ON TYPE OF CONSUMER

Old Customers: Retaining the old customers is also not an easy

task as competitors’ always try new ways to gain new customers.
To sell the products to the existing customers is also called
service selling situation. In service selling situation, salespeople
focus on building relationships with existing customers and try
for cross selling too.
 BASED ON TYPE OF MARKET

Business to Consumer (B2C): Salesman make attempts to sell the

products either to individual customer of group buyers. However,
each selling situation needs different preparation from
salesman’s perspective. In the case of individual buyer, the
interpersonal skills play a major role. A salesman assesses the
personality and motivation to buy of an individual and offers the
products. While in case of group buyers, generally the product is
pre-decided and the buyers look for a better deal. There is a
possibility that group buyers are already in communication with
the competitors’ product and evaluating or comparing the
product and deal. Hence, for cracking the deal other than
interpersonal skills, negotiation skills of the salesman are also
important. For example, the strategies used for selling a home to
single buyer will be completely different from the deal offered to
a group of people together bargaining with the builder
 BASED ON TYPE OF MARKET

Business to Business (B2B): In B2B setting, the salesman has to

be well read and knowledgeable about the working of the target
industry. In case of organizational buyer, single or a team of
salesmen can give the presentation about the product. The
selling situation is completely different than B2C as in most of
the cases the company which quotes minimum cracks the sales
deed. Hence, salesman put efforts in finding out that magical
number which will bring tender in their favor. For example, when
pitching for selling of a machinery in an organization a team of
salespeople may be required to address different queries of the
industrial buyer.
 BASED ON TYPE OF PRODUCT

Consumer non-durable products: Consumer non-durable

products are relatively less expensive products and people are
not much engaged while buying these products. For example: if
a consumer is looking for buying a pack of biscuit he will simply
approach to the nearby shop. In this situation salesperson play a
role of order taker who simply handovers the required product to
the customer and collects payment.
 BASED ON TYPE OF PRODUCT

Consumer durable products: The involvement level of customer

is comparatively high in this situation compared to the buying of
non-durable product. A customer passes through the selling
process and need to be pursued by the salesman. The salesman
acts here as an order getter as he may require to make
presentations or demonstrate the product. Salesman also
answers the queries of the customers and address their
concerns. For example, when a customer is interested in buying
a car then he probably will compare different cars and after
evaluating different alternatives he will close the deal.
 BASED ON TYPE OF PRODUCT

Industrial Products: In case of industrial product personal selling

is very important as salesman need to visit the buyer frequently.
Since the investment is big, seller may go through the round of
negotiations before finalizing the sales deal.
 BASED ON THE TYPE OF SALES MEDIUM

Offline methods: Sales representative can reach the potential

customers through offline methods such as face to face meeting
method or making a telephonic call. The potential customers can
also be met a seminar or a referral case from an existing
customer. The salesperson offers the product to these leads and
tries to convert them into the customers of the company.
Salesman can also give live demonstration of the product.
 BASED ON THE TYPE OF SALES MEDIUM

Online methods: Online methods involve connecting leads

through emails, social media and other digital platforms.
Salesperson maintains the database of the leads and follow up
with the them at regular intervals. In online methods, selling
situation is comparatively different than offline situations. Online
methods provide more flexibility in terms of contact hours and
relatively cost effective too. However, the connection level in
online sales situations is comparatively lower than online selling
situations. Besides this, to keep potential customer engaged and
interested is also difficult online medium selling situation.
 Personal selling is a process wherein salesman attempts to sell
the products to the customer after meeting them either face-
to face or contacting them through online medium. The
salesman uses their specialized skills to impress customers
and encourage them to at least try the product. Sales
management, salesmanship and personal selling are
interlinked and have lot of commonalities. The interlinkages
and interrelatedness help to provide value added relationships
to both company and customers. Besides this, there are many
selling situation depending upon many factors such as
product, market, medium, and customer. A salesman should
take cognizance of the selling situation carefully and plan his
strategy.
❖ Personal selling is an integral part of promotion mix.
❖ Personal selling is a two-way communication in which the
salesperson makes attempt to sell products while handling
queries and objections of prospective buyer.
❖ Personal selling is the personal communication of information
about goods, services and ideas to the prospective buyers or
existing buyers to meet their needs or requirements.
❖ The importance of personal selling can be grouped under
three heads for businesses, customers and society respectively.
❖ Sales management, salesmanship and personal selling are
interlinked and have lot of commonalities.
❖ Personal selling is a direct interaction between buyers and
sellers which involves informing and persuading the prospect to
close the sale. The interaction encompasses the details about the
product, its features, attributes, benefits, advantages.
❖ Sales management can be defined as planning, direction and
control of personal selling, including recruiting, selecting,
equipping, assigning, routing, supervising, paying and
motivating as these tasks apply to personal sales force.
❖ Salesmanship is an art and skill to influence the prospective
buyer or the actual buyer to enter into sale.
❖ Relationship marketing is creation of long-term collaborative
relationships for a maintaining a large and loyal customer base.
❖ These are the certain myths associated with personal selling
that affect the perception of a salesperson during the entire
process of personal selling.
❖ There are many selling situation depending upon many factors
such as product, market, medium, and customer.
Q1. Define personal selling. Discuss its nature.
Q2. Do you think that personal selling is important for business,
customers, and society? Give explanation.
Q3. Explain the relationship between personal selling,
salesmanship, and sales management.
Q4. Discuss the myths of personal selling.
Q5. What are different selling situation. Discuss briefly.
 https://tomreillytraining.com/article/the-4-
ps-of-professional-selling/
 https://tomreillytraining.com/article/the-
path-to-sales-professionalism/