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Personal selling is an important element of promotion mix and an effective promotional tool. Nature of Personal Selling : Personal selling involves direct personal contact between the seller and the buyer. Sellers try to identify the problems that the prospects are facing and show them a way to eliminate them. Alhough personal selling and direct marketing are both attempts to reach potential customers directly, there are some differences to consider. Personal selling is an approach that personalizes the selling process. Many people enjoy working in sales because of the autonomy to make decisions, make deals, and satisfy customers. Personal selling basically is the art of persuading someone either to accept or to follow our ideas and thus lead them to the action we desire. Personal selling is a part of promotional- mix and it is an art of person-to-person communication for persuading prospects or consumers in the sales process. Personal selling is an approach to selling that involves the individual efforts of a salesperson to establish and grow rapport with a specific customer. Sometimes referred to as personalized selling, the idea is to get to know the customer, assess his or her needs, then tailor the sales process so that the customer’s specific needs are addressed. This is practiced by many companies in the retail industry and in business-to-business sales. Personal selling is an approach where sellers humanize the sales process and try to help the prospects rather than just selling a product. However, with freedom comes the responsibility to act in ethical ways. Companies utilize it to assist prospects in finding solutions through their products and services instead of selling at them. It allows businesses to help prospects resolve challenges with the use of their product or service, rather than simply selling at them. The importance of the personal selling is three fold i.e., the benefits which it provides to business; customer and society. Personal selling is … Personal selling occurs when a company employee, typically a salesperson, has a conversation with a potential customer. Personal selling is a method that personalizes and humanizes the selling process. It is the primary way to sell products and services in many industries and is particularly common in high value business-to-business sales. The idea behind this approach is to … So, instead of bragging about a product, they step back and listen to the prospects. It is face-to-face and oral communication. Personal selling to consumers takes place through retail and direct-to-consumer channels. The rep asks questions, listens to buyer concerns and … In the context of personal selling where one to one interaction and relationship building is necessary, ethics plays a major role in sustaining such a relationship. 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