Personal Selling Is: Definition, Purpose, Nature, Types and Stages

Personal Selling Is: Definition, Purpose, Nature, Types and Stages – Personal selling occurs when companies send their salesmen to sell or offer products and services face to face. At this time About the knowledge.co.id will discuss about personal selling. Let's look at the discussion together in the article below to better understand it.

Personal Selling Is: Definition, Purpose, Nature, Types and Stages

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Definition of Personal Selling or in Indonesian Personal Sales is a direct communication (face to face) between the seller and the candidate customers to introduce a product to potential customers and form customer understanding of the product so they will try it buy it.

Personal selling emphasizes persuasive communication to be able to arouse the possibility of consumers to make purchases in personal selling These salesmen will promote the product with the aim of informing and encouraging the customer to buy or at least try their product the.

Definition of Personal Selling According to Experts

Personal has the meaning of being personal or individual while selling has the meaning of selling or as well can be regarded as sales activities using marketing techniques directly to consumer.

To better understand, here are some definitions of personal selling according to experts;

• Henry Simamora
  According to Henry Simamora, Personal selling is an oral presentation or presentation in a conversation with one or more potential customers with the aim of getting the consumer to make a purchase.
• Pride and Ferrell (2010:518)
  According to Pride and Ferrell (2010: 518), personal selling is a personal communication that tries to inform customers and persuade them to buy the product under the circumstances exchange.
• Eric N. Berkowitz in Rangkuti (2010:181)
  According to Eric N. Berkowitz in Rangkuti (2010: 181), Personal selling is a two-way communication between buyers and sellers that aims to influence the purchasing decisions of a person or group of people.
• Abdurrahman
  According to Abdurrahman, Personal selling is a personal presentation by a salesman from a company with the aim of making sales and building relationships with consumers.
• Basu Private DH and Irawan
  According to Basu Swasta DH and Irawan, Personal selling is an attempt at an oral presentation in a conversation with one or more prospective buyers aimed at creating sales.
• William G. Nickel
  According to William G. Nickel in the book Swastha (1999:260), Personal selling is interaction between individuals, face to face aims to create, improve, control and maintain mutually beneficial exchange relationships.
• McDaniel
  According to Mc Daniel, Personal selling is direct communication between sales representatives and one or more potential customers to influence one another in purchasing conditions.
• Tjiptono
  Tjiptono gave an opinion, Personal selling is direct communication (face to face) between the seller and the candidate consumers to introduce products and form consumer understanding of the product so they will try to buy it.

Personal Selling Goals

According to ShimP, the purpose of personal selling is to educate customers, provide useful products, assist with marketing and provide after-sales service and support to buyers.

Meanwhile, according to Boyd Walker, the purpose of personal selling is

• Increasing acceptance of new products by consumers
• Get new customers from the products offered
• Maintain customer loyalty by providing the best service
• Improve sales facilities in the future by providing technical services to prospective customers
• Get market information.

Personal selling function

According to Ronald B Marks in Rangkuti (2010:181), the functions of personal selling are:

• Providing understanding and knowledge to consumers,A salesman must be able to provide understanding and knowledge so that he can help consumers make purchasing decisions.
• Become a source of information,Salesmen must also be a source of information for the company about sales forecasts, competitor activity, and so on.
• Service,Salesmen not only ensure that consumers benefit from the products they offer but also must provide good service.
• Sale,In the function of personal selling, salesmen must be able to increase product sales by persuading consumers to buy products.
• Coordination of sales efforts,A salesman should take their time to evaluate their performance in meetings so that their performance can be improved.

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Nature and Characteristics of Personal Selling

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According to Philip Kotler, there are 3 (three) characteristics or characteristics of personal selling, namely

Personal Confrontation 

Personal selling is closely related to direct interactive relationships between two or more people.
Each party is able to see the needs and characteristics of the other party more closely and make an approach or adaptation.

Development (Cultivation)

Personal selling is very possible for various types of relationships to arise, starting with sales relationships to friendship.

response

Personal selling makes prospective buyers have an obligation to listen, pay attention and respond to salesmen.

Advantages and Disadvantages of Personal Selling

Personal selling has different characteristics from other promotional tools so that this promotion can have advantages and disadvantages when compared to other promotional tools.

Advantages of Personal Selling

According to Sutina, the advantages of promoting in personal selling include:

• Face-to-face sales are more flexible and easy to adjust based on consumer desires and reactions to the products being promoted.
• Personal selling has a difference from other promotional tools where in carrying out the sales process, personal selling will meet directly with potential customers.
• Salesmen can demonstrate the benefits of the product directly to prospective buyers while at the same time demonstrating the advantages of the product.
• Can provide direct answers to prospective buyers' questions and also provide detailed product explanations so that they can be interested in buying.
• With personal selling, salesmen can visit customers regularly to carry out customer maintenance.
• Can provide advice to consumers about the goods they will buy.

Disadvantages of Personal Selling

The weaknesses of personal selling are as follows:

• Personal operational costs are very high because messages cannot be made en masse because they are personal based on face-to-face meetings with prospective buyers.
• It is very difficult to find salesmen who are experienced and skilled in their field
• Personal selling activities require a relatively long time starting from the introduction to the purchase transaction
• Limitations to reach out and meet potential buyers

Types of Personal Selling

According to Private (2002:11), there are 5 (five) types of personal selling including:

• Trade Selling, that is, these sales could occur if manufacturers and wholesalers allowed retailers to try and improve the distribution of their products.
• Missionary Selling, that is, sales are trying to be increased by encouraging buyers to buy goods from the company's dealers.
• Technical Sales, namely increasing sales by providing advice and advice to the giver of advice and advice to the final buyer of goods and services.
• New Business Selling, namely trying to open new transactions by converting potential buyers into buyers. This type of sale is often used by insurance companies.
• Responsive Selling, that is, sales are expected to provide a reaction to a buyer's request. Two types of sales here are route driving and retail.

Forms of Personal Selling

According to Djasmin Saladin and Yevis Merti Oesman, Personal Selling has 3 (three) forms, namely:

• Retail Selling: Salesmen who make sales by serving consumers who come to the store or company.
• Field Selling: Salesmen who make sales outside the store or company, namely by visiting consumer locations such as homes, offices, etc.
• Executive Selling: Company leaders who also act as salesmen and make sales.
  In a company the three forms of personal selling are sometimes used together and sometimes the company uses one of them.

The application of this form of personal selling usually adjusts to the products offered, market conditions and company capabilities.

Stages of Personal Selling

According to Kotler and Armstrong (2001:225), there are 6 (six) stages or steps of personal selling including:

• Looking for Prospective Customers
  At this stage, marketers are required to find customers who are the company's segment.
• Pre Approach
  Once you have found potential customers, marketers must establish relationships to build trust.
• Presentation and Demonstration
  At this stage, marketers must be able to show how the goods being sold are needed by prospective customers.
• Overcoming Objections
  Usually, potential customers have objections to buying products, such as objections to prices that are too expensive. In this case the marketer must be able to overcome it by providing discounts or in other ways.
• Follow Up and Maintenance
  That is, marketers must be able to keep customers loyal to the product, for example calling customers about products that have been purchased.
• Closing
  At this stage, the marketer must be able to determine whether the customer wants to buy the product or not, this moment must be done very carefully because it greatly influences purchasing decisions.

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