What is personal selling

Personal selling is the sales force, and it consists of two main actors: seller and customer.

It's a form of communication where the seller informs the consumer about a product or service and convinces them to buy it, therefore the consumer becomes a potential customer.

Personal selling is defined as one of the marketing levers, it's a very important element regarding the promotional mix when the product requires additional services, demonstrations, and after-sales support.

When based on direct contact between seller and potential customer, personal selling offers many advantages because it allows the seller to satisfy any needs of the customers. 

The functions of personal selling

Personal selling has two fundamental functions.

The sale connects the business and the customer: salespeople are those closest to the customer and are responsible for providing them with information and after-sales services as well, allowing the seller to assess the advantages and disadvantages of the company's products. Their work develops and maintains a better marketing mix both for customers and for the business.

Sales promotion: the goal of the seller is to satisfy and retain the customer through promotions, adopting various techniques and strategies.

• Hard selling techniques: the seller exerts strong persuasive pressure on the potential customer to induce them to purchase
• Soft selling techniques: the seller listens to the customer's needs and assists them with advice, also offering an adequate solution

Personal selling is a very important element for the company because it represents the link between business and customer and is one of the levers that the company can employ in promoting its activities and products. 

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