Theory question 105
MarketingCommerce 2
(a) What is personal selling?
(b) Explain five ways in which personal selling is important to a firm.
Show the model answer
(a) Personal selling is face-to-face (direct) presentation of goods to prospective buyers by a salesman in order to persuade them to buy.
(b) Importance (any five, explained): salesman can explain and demonstrate the product; answers customers' questions and removes doubts at once; persuades and wins new customers, increasing sales; builds good personal relationships and customer loyalty; brings feedback from customers to the firm (market information); can adapt the message to each customer; collects orders and debts; gives after-sales advice and service; useful for technical and costly goods.
Define first, then explain five benefits to the firm.