Theory question 108
MarketingCommerce 2 (answer five questions)
(a) What is personal selling?
(b) Explain four reasons why firms engage in personal selling.
Show the model answer
Model answer
(a) Personal selling is the face-to-face presentation of a product by a salesperson to prospective buyers in order to persuade them to buy.
(b) Four reasons: to explain and demonstrate products, especially technical ones; to answer questions and overcome objections on the spot; to persuade and win new customers and increase sales; to build lasting relationships and loyalty; to obtain feedback on customers' needs and competitors; to adapt the presentation to each buyer; to collect orders and payments; to give after-sales advice.
Explanation
Define first, then explain four reasons.